Photos courtesy of Foxwell Studio x Shoppe
Foxwell Shoppe recently celebrated its fifth anniversary—a milestone that recognizes five years of design, community, and curated home goods in the heart of Edina. “It had always been a dream of mine to open a small retail store filled with our favorite home goods and giftables,” says Heather Fox, design director at Fox Homes and owner of Foxwell Studio x Shoppe in Edina. So, in 2020—fresh off the buzz of her first season on HGTV’s “Should I Stay or Go”—she knew there was no better time to turn that dream into reality.
But it wasn’t always smooth sailing. “We [Heather and her husband, Brad] opened the shop during a pandemic, and for eight months in 2024, our street was closed during a large road construction project,” she recalls. “There were weeks we would see five people come through our doors since they literally couldn’t get to us. It brought some tough times, but we made it through.”
Those challenges helped shape the mission behind the entire Foxwell brand: to make design—and beautiful, intentional spaces—more accessible. “The thing I’ve heard over and over again is that hiring a designer seems out of reach to most, so we wanted to make it comfortable for people to reach out and learn more,” Heather explains. “The shop has been that access point for us.”
Today, Foxwell’s design services range from full new-build packages to small-scale furniture refreshes. In the shop, the offerings continue to evolve based on what customers are most drawn to.
As for what’s next? Heather hopes to keep the shop a place where people feel welcome and inspired. “There aren’t many small shops left in our metro, and it seems like every year, more of them close,” she says. So, if there’s one thing she hopes people take away from her story, it’s this—“Shop local so our streets can stay vibrant and fun!”
Summer Product Picks
To celebrate five years, Heather shares five of her favorite finds from the shop this season.
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According to Heather, “Cocktail glasses and scalloped trays are perfect for summer hangs on the deck.”
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