Sierra Blogging Post Archives

Sierra Trading Post would be nothing without the support and loyalty of our customers. From day one, (over 23 years ago) we've put our customers first and have always believed that to be the key to our success.

To test our theory, we decided to reach out to our most loyal friends, those who have been shopping with us for years. We wanted to get to know them, hear their stories and learn about their experiences with Sierra Trading Post. So we sent them each a letter asking them to share their MySTP Story, or the reason they've been shopping with us for so long... here's the first response.


Alison Bernhoft

Long-time, loyal Sierra Trading Post customer Alison Bernhoft fondly remembers a time when the STP catalog photos were hand drawn. "The drawings really were beautiful," she says. "I was always impressed by the attention to detail."

Alison has done a lot of shopping at STP over the past 20 years but recalls her first experience with us like it was yesterday. At first she was happy with the hooded sweatshirts she ordered from STP, but after her son wore his a few times she noticed the fabric beginning to rip. Having already thrown away the invoice and receipt, Alison chalked it up to a loss, figuring STP wouldn't return the sweatshirts without proof of sale (even though we would).

But not long after, Alison received a letter in the mail from owner Keith Richardson (pictured with wife Bobbi above) apologizing and stating that he had recently discovered the sweatshirts to be defective. Inside was a check for the full refund.

Alison was so impressed with the gesture that she wrote Keith a letter back thanking him for his honesty and good business policy. "I believe I told him how proud I was of him and what a tremendous impression he made on me," she says. "I also told him how I like the fact that he stands up for Christian principles."

Alison was surprised and elated to receive yet another letter from Keith, thanking her for her business and telling her about his beliefs and how he came to start the company. "It was the nicest letter," she says. "From that day on, I have always held your company in such high regard. I can tell Keith is a wonderful man."

Over the years, the catalogs have changed from hand drawings to professional photo layouts. We've added to our line of merchandise, expanding into several areas like pet gear, home decor, fine apparel and more. But one thing that hasn't changed is our commitment to excellent customer service. "STP is always improving," says Alison. "But one thing they can't improve upon is their honest dealings with customers. That's what really keeps me coming back. Thank you for all you do."

Thanks for sharing, Alison, and for your continued support of Sierra Trading Post!