Samantha Jefferson

Owner + Maker , Strider Northwoods Mercantile


Samantha loves life and it loves her right back.

She is the relationship-driven multiplier, CX-obsessed influencer, marketing and events designer, ENFP, dreamer-turned-doer, mama of two behind Strider Northwoods Mercantile. Her artisan goods are inspired by an upbringing of endless forest and lakeside adventures "Up North", paired with a deeply-rooted passion for creating of all kinds. Sam is awestruck and emboldened by the journey that has unfolded since she seized the opportunity to see where this entrepreneurial road less traveled may lead. While breathing life into her young side hustle, she's simultaneously proud to work full time for a large corporation that authentically supports its dreamers pursing their dreams.

Sam adores our vibrant Madison community, is ever-grateful for her tribe, believes music cures all, feels God in the woods, refuses to go to bed at night and would never turn down a shot of good tequila. Cheers to the makers movement!


Strider Northwoods Mercantile creates handcrafted raw goods inspired by the forests of Wisconsin's Northwoods to the shores of Lake Superior.

Core products include all-natural small batch soy candles, hand-poured fine fragrance collections, and artisan wood wares. While our business continues to evolve and grow, the earthy and eclectic essence of our brand is evergreen and grounded in the philosophy of intentionally curating clean and cozy vibes to enhance your space and yourself. Our products are mindfully-made to evoke your inner earth child, stargazer, tree-hugger, and free spirit, but most importantly - they always have been and always will be vegan, eco-friendly, cruelty-free, and phthalate-free.

You can find Strider Northwoods Mercantile on Etsy, as well as on the shelves of several boss babe-owned shops across Wisconsin. We offer customized and private label collaborations and never tire of hearing, "Would you ever be open to doing [insert idea here!]?"