Our Merchants

Shop Local Here!

Whitefish Bay is a contemporary community with a unique and friendly shopping and entertainment district with shops that provide great customer service with genuine, specialized personal care. Our exclusive retailers and distinctive establishments offer an array of exceptional products and services unavailable in conventional shopping experiences.

Home to over 100 outstanding businesses, the Merchants of Whitefish Bay (MoWFB) are a critical part of what makes our community wonderful for every season.

Featured Merchant

ERA Wellness

A Different Kind of Therapy Practice
Featured 10/2021

ERA Wellness is a different kind of therapy practice.

We believe that therapy doesn't have to suck – It can be real and authentic and full of genuine human connection. Is it going to be easy?
Nope, probably not. But it's going to be worth it.

ERA Wellness was founded by Emily Aleksy. Emily is a mom of three (including twins!) and knows EXACTLY how trying parenthood can be. She knew there was a better way to help parents – a way that required offering the perspective of someone who has been there and truly gets how messy and wonderful and tiring and overwhelming it can be. Emily believes that therapy has to fit for your life and feel productive. Because let's face it: you're super busy, and if it doesn't – it just isn't going to happen.

ERA specializes in perinatal mental health, trauma, stress, and anxiety. We treat a lot of people on the journey of trying to have, having, and raising children. We see infertility, loss, mental health challenges during pregnancy, birth trauma, postpartum depression and anxiety, postpartum rage, and so much more. We also treat other kinds of trauma, mood disorders like depression and anxiety, and chronic or brief stress. While we do specialize in treating parents, it certainly isn't all we do! We see people from all walks of life with all sorts of different challenges and circumstances and strive to be supportive and inclusive of all. We also see a lot of people who have had a negative therapy experience in the past. If you've tried before, maybe it's time to try again.

In June, we moved into the Fox Bay building, and are so excited to be settled in our beautiful new office. ERA also shares a suite with Pelvic Health and Wellness, an amazing physical therapy practice!

Ready to start healing? We are currently accepting new clients and offer complimentary phone consultations to determine if we're a good fit to work together. To learn more and schedule your consult, visit erawellnesstherapy.com.

You deserve to see a therapist that gets it and can help you heal.
You deserve to be well.
We can help.

Merchant Directory

Show AllProfessional ServicesHealth & MedicalFinancialDentalFitnessSalonSkin CareSit Down Restaurant/BarRestaurantBarBakeryFast Casual RestaurantInterior DesignSpecialty StoreRug StoreGrocery Store

AJ Painting Contractors

AMP Wealth Management

AMP Wealth Management

Ananda Citta – Spiritual Care for People and Pets

Arthur Murray Dance Center

Associated Bank

Aster and Ivy

ATI Physical Therapy

Atid Properties

Barden Orthodontics

Bay Ridge Consulting

Bay Shore Tailor

Bayshore Dental

Bela Suresh Roongta Studio

Beyond Full Spectrum

BMO Harris Bank


Breadsmith Franchising

Bruegger’s Bagels

Burn Boot Camp Whitefish Bay

Burr & Temkin

Cantwell Marketing

citrine + sage

City Market Café & Bakehouse

Diane M. Mosnik, Ph.D., Inc.

Doubleberry Interactive

Dr. Edie Beguelin

Dunkin’ Donuts

Elements Massage

Ellenbecker Investment Group

Empower Yoga

Endless Smiles Boutique and Events


Equitable Bank

ERA Wellness, LLC

Fitness Together

Flow-Tech Systems

Focus Title LLC

Forefront Dermatology

Fresh Coast Dance

Fringe Hair

Fringe Interior Design & Home Furnishings

Gallery 505

Gerhard’s Kitchen & Bath

Great Clips

Great Frame Up

Hair by Rebecca Christine

Herslof Optical

High Brow Boutique

Home Care Assistance

Honeycomb Salon

Hounds Around Town

Indulge Salon & Skin

Jenna Arntson, Arntson Law Office, LLC

Jessica Jubelirer Design

Jimmy John’s

Jody L. Usow, Attorney at Law, SC

Johnson Bank

Keller Williams Realty

Lance Granholm – High School Tutoring

Leslie Dohr Interior Design

Lisa A. Bangert, Attorney at Law, LLC

Lorraine Pagel, DDS

Lychee Acupuncture

M Aesthetics a Boutique Med Spa

Mark Ratke, Attorney at Law

Mathnasium – The Math Learning Center

Michael S. Winter, Attorney at Law

Milan Laser Hair Removal – Northshore

Milwaukee Jewish Free Loan Association

Moxie Food + Drink


Oriental Massage Oasis

Orley Shabahang

Painting with a Twist

Paramount Counseling Services, LLC

Parkview Pilates

Pelvic Health and Wellness Physical Therapy

Persian Rug Gallery

PNC Bank

Pure Barre

Real Fit Personal Training

ReFresh Aesthetic Center

Reign Realty

Reiki Energy Healing

Right at Home

Romaines Hair Images

Rustam’s Gallery of Fine Rugs

Salon Rex

Schwanke-Kasten Jewelers

Sendik’s Food Market

Senior Market Sales Inc.


Speech Specialists, LLC / Dawn Wilson, MS,CCC-SLP


Stone Creek Coffee


Sunrise Counseling, LLC

Swipe Works, Inc.

The Bay Restaurant

The Creator Collaborative Studio (formerly Jordipher Creative)

The Law Office of Shannon Corallo, LLC

The Navy Knot

The Reading and Writing Center

Tighe Contracting, Inc.

Town Bank, N.A.

Trouble & Sons Pizzeria


Wagner Pediatric Dentistry

Werner Law Group

Winkie’s Hallmark & Gifts

Winkie’s Toys and Variety Store

Xersize Fits

Yellow Wood

Your Siesta Wellness Center

The mission of the Merchants of Whitefish Bay is to champion the Whitefish Bay Business Improvement District as an exceptional place to shop, live, and conduct business – for individuals, families, and visitors.
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