By Amanda Kuhnert
When Beth Bluestein was designing sets for New York theatergoers nearly a decade ago, she didn’t realize she was preparing for a future career as a retail business owner in Vermont.
“The type of work I did was referred to as immersive theater,” she said. “I was creating a 360-degree experience for the audience to walk through.”
Today, as owner of Sparrow Art Supply in downtown Middlebury, Bluestein applies those same skills to creating an engaging and welcoming customer experience—one where even complete beginners feel they belong.
Knowing when it’s time to pivot
Bluestein moved to Vermont with her husband in 2020, soon after the pandemic hit. After settling in Middlebury, she quickly discovered that despite the town’s vibrant creative community, there was no local art supply store. The nearest option was over an hour away in Burlington.
She saw an opportunity and opened Sparrow two years later.
After a strong 2024 holiday season, Bluestein realized that while business was good, it wasn’t good enough. She had to improve profitability.
“I didn’t go to business school,” she said. “So I had this moment of realizing, ‘I’ve got to figure this out. What are the steps to get where I want to be?”
She began working with Vermont Small Business Development Center (VtSBDC) advisor Sarah Kearns to improve cash flow, put grant funding to its best use, and identify new opportunities and strategies.
With Kearns’ encouragement, Bluestein relocated the store in 2024 to a more visible and accessible storefront, just down the street from its original location. “The move has absolutely changed the trajectory of my business,” she said.
“Every day people come in who have never touched a paintbrush before and we’re able to help them explore their creativity. Our regular customers are just so lovely, and the appreciation we have for each other is very mutual.”
A community-focused vision
From the very beginning, Bluestein envisioned the store as more than a place to buy supplies. She wanted Sparrow to become a gathering space for artists, who often work in isolation. While building the retail side of the business, she also found ways to create community. The store hosts monthly meetups, spotlights local artists on a gallery wall, and will hold the second-annual Sparrow Plein Art Festival the weekend of June 12-14. The event features workshops, socials, town-wide plein-air painting, and a Wet Paint Exhibit and Sale showcasing participants’ work.
“We can’t just be a retail store,” Bluestein said. “We need to have other engaging components to keep people interested and wanting to be involved.”
While it’s smart marketing, Bluestein’s drive and enthusiasm come from a sincere desire to contribute to Middlebury’s unique sense of community.
“The small-town charm is real,” she said. “It’s not a fantasy. It’s not just in Hallmark movies. It’s very genuine.”
In addition to its downtown storefront, Sparrow Art Supply offers online shopping and shipping at sparrowartsupply.com.
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