In Conversation With Erin Freeberg, Owner of Adorn and Feed & Foster

What began as a childhood love of “playing store” has grown into two beloved retail spaces on the Indianola square. Erin Freeberg, owner of Adorn and Feed & Foster, has spent more than a decade creating shops rooted in intentional design, thoughtful gifting, and community connection. In this Q&A, she shares how her businesses came to life, what inspires her curation, and why Indianola was always home for her vision.

Q: Take us back to the beginning. What inspired you to open your first business?
A: Honestly, I’ve always wanted a store. As a kid, I played “store” and “bank” with a cash register. As I grew up and went to college, I was a chronic job hopper with a lifelong vision to have a store... I just didn't know how I was going to make it work. I gathered professional experience in retail, marketing communications, corporate event planning, fundraising, and eventually working in the Development Office at Simpson College.

I spent a lot of time meeting for coffee with professionals my age or even younger, and at some point I kind of had this epiphany: they weren’t any smarter than I was—they were just doing it. That realization changed everything. My mom, who owned her own business, encouraged me to write a business plan. It helped me think through my idea beyond, I like pretty things.  One night after a coffee meeting, I went home, opened my laptop to start a business plan, and just knew—it was time. I opened Adorn in 2012.

Q: Why did you choose Indianola as the place to build your businesses?
A: I felt like I had a pulse on the community. I am from here and went away then came back. In Indianola, all of these people from the south come up, and I had something to offer different to others that are here. Even research from Iowa State about what counties could support additional retail backed up what I felt intuitively. I felt confident I could offer something different and meaningful while being part of the local business community. I'm committed to Indianola, and I wanted to invest in it.

Q: How did Feed & Foster come to life?
A: As I was at Adorn, I watched the ebbs and flows of businesses opening and closing on the square. Around 2020, I found myself looking out the shop window at this beautiful brick arch and thinking about what didn’t quite fit inside Adorn anymore—specifically cookbooks and entertaining pieces. I started asking myself: Could there be a place dedicated entirely to hosting, gathering, and entertaining?

My grandmother was my favorite person in the world and was a big part of my life. Her home was the gathering place, and she was known for her ultimate hospitality and thoughtfulness. When you visited, you always left with things that she had prepared because it was her way to show love. She taught me that entertaining doesn’t have to be complicated or over-the-top; it’s about true thoughtfulness. That feeling of being fed and fostered became the heart of the concept.

We started construction in January 2020, planned to open in May, and ended up opening in August. In a strange, serendipitous way, the world mirrored the concept—people were staying home, gathering more intentionally, and craving connection. Feed & Foster became a place where you could grab cheese and crackers or a beautiful serving piece and feel like hosting didn’t have to be overwhelming—just special.

Q: How would you describe Adorn and Feed & Foster to someone who’s never been?
A: Adorn started as a modern gift store, but it’s evolved into more of a lifestyle shop of her, home, and baby goods that all share a consistent vibe. It reflects how retail has changed: fewer categories, more intention.

Feed & Foster is about hospitality. It’s curated, elevated, and practical—white dishes you’ll use for everything, not gadgets that get shoved into a drawer. It’s about creating a space that says, I planned for you. I’m glad you’re here.

Q: How do you decide what to stock in your shops?
A: I only fill my stores with things I truly love. From the very beginning, I told myself that if my concept didn’t work, I wouldn’t force it. Every item has thought behind it. There’s a reason the shelves aren’t packed—space is intentional. The products are meant to enhance your life in some way, whether that’s indulgence, self-care, or simply something beautiful and well-made.

Q: What’s the most rewarding part of owning your businesses?
A: The people. Meeting customers and building relationships has been incredibly rewarding. Customers become the motivation and the confirmation that the concept works. I’ve met so many incredible, interesting people I never would have known otherwise. I also love being creative and seeing the impact these brick-and-mortar businesses have on the community.

Q: What’s coming up that you’re excited about?
A: We’re coming out of winter break and filling the shops with new inventory, especially for Feed & Foster. We’re also hosting in-store classes—coffee and tea, cheeseboards, wine tastings—and collaborating more with women-owned businesses. People are craving in-person shopping and real connection, and I love creating experiences that bring people together.

Q: What's your go-to Savor the Rise drink order?
A: An iced pH Delight with almond milk, for sure.