Local Toy Store Changes Hands, Modernization Meets Community Tradition
After 24 Christmases leading Just a Trace, owner Tracey Welp is selling the Jasper toy store to local marketer Kelsey Merkel, with the change taking effect on January 1. The transition promises updated digital outreach and a refreshed website while retaining the store experience that has anchored downtown customers at 215 W. Ninth Street.
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Just a Trace, a long standing toy shop on Jasper's downtown square, will enter new ownership on January 1 when marketing professional and local parent Kelsey Merkel takes the reins from founder and long time owner Tracey Welp. The transfer follows 24 Christmas seasons under Welp's stewardship and is structured to preserve continuity for customers and neighborhood businesses. Welp will remain on staff through the Christmas shopping period and continue to be involved thereafter, providing a bridge between established customers and the incoming management.
The immediate effect for Dubois County shoppers is modest but meaningful. The store will remain a physical destination at 215 W. Ninth Street, maintaining the in person experience that many families rely on for gift shopping and seasonal traditions. At the same time Merkel plans to invest in a modernized website and more active outreach on social media and community channels, steps that could broaden the store's customer base beyond the local market and support sales throughout the year.
Welp built Just a Trace into a neighborhood fixture, curating toys and gifts that appeal to multiple generations of Jasper families. After more than two decades running the store, she decided to sell to ensure the business adapts to a changing retail landscape while keeping its community role intact. The planned continuity of staffing and the seller s ongoing involvement are intended to reassure long standing patrons and preserve institutional knowledge about inventory and customer preferences.
Merkel brings marketing experience and local ties to the role. Her background includes work at German American Bank and years of marketing practice, and she is also a parent of young daughters who are part of the store s core demographic. That combination positions her to balance tradition and modernization, focusing on in store customer service while leveraging digital tools to improve discoverability and convenience.
From an economic perspective, the handover highlights broader trends in small town retail where family owned businesses face decisions about succession and digital adaptation. Maintaining a downtown retailer supports foot traffic for neighboring shops and contributes to local sales tax revenues. A successful modernization that retains in person service could help stabilize off season cash flow and make the business more resilient to broader shifts in retail spending.
Residents seeking updates can find the shop on its Facebook page for announcements about the transition, holiday hours, and the new website when it launches. For customers who value face to face shopping, the address at 215 W. Ninth Street will remain the place to find toys, seasonal favorites, and the personal service that has defined Just a Trace for a generation.
