A History of Trade Secrets
Written by Carolyn Piccirelli
It’s hard to imagine the task of orchestrating a Trade Secrets event, let alone doing it successfully for over 20 years! The planning starts many months before the month of May. Volunteers are needed for marketing, finding volunteers, securing vendors, planning the layout, organizing the food, coordinating sales and delivery, directing traffic, and the list goes on. There are many committees, many meetings, many negotiations, and hundreds of people are involved. For the past 20 years, Trade Secrets has remained an exceptional event that attracts people from all over the world, and significantly, it has kept its core mission intact. That mission is to raise dollars to ensure the sustainability of Women’s Support Services (WSS).
Trade Secrets evolved out of a need to rid Bunny Williams’ greenhouse of a large surplus of seedlings. One of Bunny’s gardeners, Naomi Blumenthal, had become intrigued with propagating rare and unusual primroses. She was so successful in her venture that Bunny’s greenhouse became overrun with seedlings. One day in the late winter of 2001, Bunny mused that there were so many seedlings they should have a sale. Naomi said, “Let’s do it! It can benefit the battered women’s shelter I work with.” Naomi was referring to Women’s Support Services. Bunny replied, “Well, if we are going to have a sale, for heaven’s sake let’s make some real money for them and sell antiques too!” Bunny is a world-renowned interior designer, and this logical step in her thinking established the formula for the Trade Secrets brand. A legendary event grew and flourished, and its success enabled the critical work of combating domestic violence to continue in earnest.
Trade Secrets 2008
That late winter day set in motion a series of events to realize the first ever Trade Secrets. I have had the pleasure of speaking with the current Executive Director of WSS, Dr. Elizabeth (Betsey) Mauro, and with some of the people who have been involved with Trade Secrets since the early years. We discussed how this event started and how it has evolved over time. When talking to Bunny and Naomi about that fateful day in the greenhouse, they both said they knew Trade Secrets could work. Bunny stated, “When you have two type A personalities in a room, good things happen.” She knew that with her vision and Naomi’s endless energy they could put together an event that was unlike any other, while make a profit for WSS. Bunny set the tone from the beginning. The event would emulate her high standards from the moment attendees purchased a ticket, until they left the event. She insisted that organizers find and feature growers who had rare and unusual plants. Because so many of the people involved were horticulturalists or master gardeners, they had exclusive sources that could turn Trade Secrets into a one of a -
- kind event for all garden enthusiasts. The name Trade Secrets came from their desire to find plant, flower and antique sellers who were known only by a select few in the industry. Bunny and Naomi convinced these sellers to come to this new, special event that was going to happen in a few months time. All in all, they rounded up 45 vendors for that first year of Trade Secrets in 2001. Bunny graciously offered her pristine fifteen-acre property in Falls Village as the venue.
The early decisions seemed to be the easy part in those first months. Women’s Support Services was a very small organization that rented space in Falls Village and had an all-volunteer staff. Judy Sheridan was the head of the organization and while she was excited by the idea of this venture, she knew that the WSS budget could not accommodate an event of this scale. To pull off Bunny’s vision they would need approximately $20,000.
At this point, Janet Andre Block entered the picture, and she managed to solve many of the financial hurdles Trade Secrets faced. Naomi approached Janet and asked her if she could help figure out how to raise money to ensure that Trade Secrets wouldn’t encumber WSS financially. Janet remembers that from the moment she heard about this new idea, she knew it would work. Just like Bunny and Naomi, she felt that if they could get the right people in the right places, it would be a success. Janet remembers sitting around her dining room table one morning with a group of 10 people she had assembled to discuss this challenge. This group of people would become the Trade Secrets Underwriting Committee. Deb Munson was one of the group, and she would become a central figure of the continued success of Trade Secrets for the next 20 years.
Adelaide Harris and Barbara Thibodo were also at the table, and they eventually led the Underwriting Committee, raising the bar on how to get donors. They galvanized the committee and formed it into the well-oiled machine that it is today. Another noted attendee who was involved from the beginning was Elaine LaRoche, a consummate businesswoman and the person who later, would so generously host Trade Secrets in her spectacular backyard.
Within a month, the newly fledged Underwriting Committee had raised the necessary $20,000 and Trade Secrets had become a reality. The original core group all talk about the flurry of activity over those many weeks to make Trade Secrets happen. Bunny remembers how much fun it was to create something out of nothing. She noted that she spent every weekend planning with this group of women and that they were constantly thinking about details and solutions to never-ending issues.
Naomi recalls how, when asked to help, everyone chipped in happily, and they were all very accommodating to last minute requests. For example, a few weeks before the event, they realized they needed a map of Bunny’s property. Robin Cockerline willingly drew a beautiful map that guided attendees to different vendors. Naomi asked Meredith Morford, a printer in Great Barrington for help, and Meredith opened up her shop after closing hours to get the maps printed on time.
It was determined early on that the organizers would need a lot of help to make the day successful. WSS volunteers worked to find people in the community who were willing to sign up. Because Bunny Williams was heading up this new fundraiser; people understood that the level of expectation would be high. This attracted many who wanted to be involved and participate in this distinctive new project. Needless to say, volunteers showed up in droves to help out. Block summed it up best by saying that, “It became a 3-legged stool. Firstly, Bunny had the vision. Secondly, the idea was so powerful, people immediately got on board and were willing to either donate or solicit for donations. Finally, volunteers and staff were able to make it happen because they trusted in Bunny’s concept and in each other.”
The first Trade Secrets’ event was held on May 19, 2001 in the grounds of Bunny’s beautiful property in Falls Village. It was a glorious day! Bunny had chosen vendors who would “wow” the attendees and they rose magnificently to the occasion. All the organizers were delighted that over 450 people attended, and the attendees themselves were astounded. Trade Secrets was a unique and enchanting phenomenon! Excited attendees purchased rare plants and were thrilled to find items that they had never encountered before.
Bunny attributes much of the success to Naomi Blumenthal and Deb Munson, both exciting horticulturists who understood Bunny’s vision and interpreted it to a high level. Many of the people I spoke with about that first year described it as magical, including Naomi who remembered that the number of volunteers who came out to help make it a success was unbelievable. She emphasized that the volunteers have always been the lifeblood of Trade Secrets, and that the early organizers took special care to show appreciation for all of the volunteers who took part in putting on the first Trade Secrets. This tradition carries on to this day. Deb Munson stated, “The synergy of Bunny’s leadership and the important cause of Women’s Support Services was a win-win situation.”
Following the first Trade Secrets, Naomi remembers, “that with a joyful momentum,” they turned to year two with high expectations and excitement. This time around they were able to fine-tune the event and were prepared for another great day. However, they couldn’t anticipate the terrible weather. They were faced with a day of snow, sleet and freezing rain. Bunny said there was no cancelling the event, so they lit fires around her property, ran delicate plants into the greenhouse and soldiered on through the day. Many people who attended the show in the second year recall walking to different vendors and heading inside to warm up before they moved on to the next tent. Despite the horrible weather, Trade Secrets had 650 people in attendance and the event was another resounding success. Bunny says that to this day, 18 years later, people come up to her and tell her they attended in 2002, and survived the weather!
The third year, 2003, brought some changes. The event had become large, and had outgrown Bunny’s estate. A new venue was needed. Naomi had decided to step down and focus on caring for her newborn baby. Deb Munson offered to spearhead the event and she did so masterfully. The owners of the historic Wake Robin Inn, Michael Loftus and Shaffin Shariff, generously offered their grounds and accommodations.
Trade Secrets 2015 - Photo credit to Stephanie Stanton
During its tenure at Wake Robin Inn, guest speakers, book signings and garden tours were added on. Notable dignitaries such as designer and author Carolyne Roehm, New York Times columnist Ken Druse, and the Vice President of the Royal Horticultural Society Dowager Marchioness of Salisbury, gave talks and signed books. For the Sunday event, patrons were treated to the beautiful gardens at homes located in Falls Village and Sharon respectively, of Bunny Williams, Carolyne Roehm and Lionel Goldfrank III. Trade Secrets continued to grow and to expand in both vendor and patron numbers over the next three years.
In 2006, Trade Secrets outgrew the site at Wake Robin Inn. It was necessary to address the ever-increasing demand for parking, and the organizers decided that it was time to find a new location. Elaine LaRoche generously offered the use of her exquisite grounds at LionRock Farm in Sharon. Bunny recalls the move as the big break they needed to allow Trade Secrets to really grow. This beautiful backdrop provided space to spread out and accommodate larger crowds. With Munson’s guidance, the event, and WSS, continued to stay true to their mission to thrive, Janet Andre Block recalled that Deb had incredible attention to detail and a singular vision that kept the spirit of Trade Secrets strong as it evolved. Dr. Elizabeth (Betsey) Mauro, summed it up, “Deb was instrumental in keeping Trade Secrets a garden event and she had a passionate commitment to our mission at Women’s Support Services. She never lost sight of either goal.”
In 2019, Trade Secrets would unexpectedly spend its last year at the picturesque estate of LionRock Farm. Plans for a Trade Secrets 20th anniversary quickly came to an end as COVID-19 put the world on pause. This pause would last two years until Trade Secrets returned to a new location at Lime Rock Park in 2022.
Trade Secrets’ impact has encompassed the neighboring towns. Its stellar reputation as an exclusive purveyor of rare plants and antiques has made it into an economic driver for the surrounding communities. Dr. Mauro noted that tour groups come from all over the country, and patrons travel from as far away as London and Australia to spend the weekend here, staying at local inns and visiting retail and restaurant establishments. Each of the women I spoke with mentioned the same pattern. For many of these tourists, Bunny’s wondrous gardens are as much of a draw as the event itself.
Trade Secrets 2019 - Photo credit to Visko Hatfield
All the women I interviewed spoke animatedly about the amazing volunteers who are the heartbeat of Trade Secrets. Deb Munson pointed out how Trade Secrets has connected the local community with Women’s Support Services. The event has enabled people to become aware of the need for the services that WSS provides, whilst inspiring them to become involved. The response to the call for volunteers has been overwhelming. Local EMT volunteers and firefighters help with the parking, school groups, whole families, and young people come every year and some help out for the entire day. “The best part is, no matter what you do,” said Deb Munson, “if you vend, park cars or if you attend or buy something, you will walk away feeling really good.” Trade Secrets has created a singular community of people who understand that their participation directly impacts the important work WSS is doing each year.
As Bunny Williams reminisces about the success of Trade Secrets over the past 20 years, she says that the real joy is watching the growth of Women’s Support Services. She notes that domestic abuse happens in every stratum of our society.
The work that WSS does is instrumental in changing and saving lives. When they started the fundraiser, WSS was housed in a small rented room in Falls Village with one part-time employee and an all-volunteer staff. Trade Secrets enabled them to purchase their own building in Sharon, CT in 2001, and to further expand to a new, larger home in Lakeville, CT in 2022. WSS has been able to expand its full-time staff, increasing and developing its services and programs. The list of services WSS provides is impressive. It offers a 24-hour confidential hotline, emergency shelter, counseling, support groups, legal advocacy, training for professionals and violence prevention education programs for grades pre-k through 12 in all of the Region One schools in northwest Connecticut.
Many of those involved, including Bunny herself, spoke about how from the beginning Trade Secrets has been all “win-win.” The growth and expanded services of Women’s Support Services are a testament to the power of a community uniting for a cause led by people driven to make a difference, and encouraged by the passion of a woman with a heart of gold.