In an era defined by digital influence and rapid content consumption, there is a quiet and deliberate slowing down taking place at Dandy Roll in Downtown Rogers. Owners Dom and Courtney Smith are proving that "the year of analog"–from craft and music to postcards and journaling–could actually be growing into more of a renaissance.
Dandy Roll's journey to becoming a fixture of Downtown Rogers retail began in 2016 as a side hustle. What started as an online endeavor selling antique original art, vintage prints, and maps has evolved into a full-scale destination for paper goods and connection.
“We got the storefront in 2017,” Dom shared. “We thought, ‘Why not?’ We’re young. If it doesn’t work out, at least we tried.”
The Smiths' path hasn't always been linear. Like many local businesses, they have navigated significant challenges, from pandemic disruptions to the recent, ongoing recovery from tornado damage. Yet, through these trials, the couple has mastered the art of the pivot.
After adding complementary products from independent makers, a stint selling apparel, and hosting a pop-up book club that turned into a sister store, Underbrush, Dom and Courtney returned to the core of Dandy Roll: paper, printing, and products that foster connection.
"Staying locked into one thing would have taken us downhill," Dom says. Today, Dandy Roll is a refuge for those seeking high-quality, curated goods, ranging from letterpress postcards and stationery to custom frames made from locally sourced and reclaimed wood.
Ten years later, the Smiths attribute much of Dandy Roll's success to the vibrancy of Downtown Rogers. Dom was quick to credit the city’s commitment to walkability as a crucial factor in their growth. The consolidation of retail along a solid three-block corridor has transformed the area into a destination where visitors can dine, shop, and catch live music, all while enjoying the pedestrian-friendly atmosphere.
"The City has done a good job of making space for people versus cars," he notes. The addition of the entertainment district in 2020 and proximity to OZ Bikes have been “game-changers,” driving consistent traffic from locals and tourists alike.
At the center of it all, however, is a deeper mission. Dom emphasizes that in a world where everything is on a screen, people are craving things that ground them—stationery, cassettes, vinyl, and print media. This philosophy extends beyond retail. Dandy Roll’s workshops, like "Junk Journaling," and their Snail Mail Club—which provides monthly letterpress postcards and writing prompts—encourage us to slow down and reconnect with the world we live in and the people we love.
The shop even serves as a civic bridge, periodically hosting letter-writing sessions and providing materials for residents to contact their state representatives. Dandy Roll reminds us that the simple act of putting pen to paper remains a powerful tool.
In 2026, Dandy Roll is a testament to the idea that some things, like a handwritten note, never go out of style. Whether you are a local or a visitor, a stop at 107 W. Walnut Street offers a chance to pause, reflect, and perhaps rediscover the simple, grounding joys of good paper and flowing ink.
“People want things that ground them in this world; things not on a screen."
“It's great that you can come to Downtown Rogers and you can have dinner, go to the park, do some shopping, and catch some music. And you feel good about walking around.”