small town, big commitment.

While it’s swelled to a tad over 200,000, Madison is still considered by many of its population to be “small town.” And
for Heather Higgins, owner of a stone’s throw, small town is a good thing as she hails from an even smaller town: Minocqua, Wisconsin, population 4,859.

The Northwoods of Wisconsin is a mighty stone's throw from Madison, but it's where our retail roots began. A stone’s throw was the brainchild of Heather, who worked for her dad, Ted, while growing up. For over 20 years, Ted and his family operated a successful sportswear store in Minocqua, and customers from the Madison area repeatedly would comment, “We need something like this in Madison!”

So Heather got to thinking…and with the help of her husband Jim, dad and Uncle Jess (and practically all her family members!), a stone’s throw was born. The doors opened in 2004 to the delight of a steady stream of local (and beyond) active women—whether walkers, runners, fitness gurus, busy moms, or simply clientele with a quest for comfortable, quality clothes.

What sets a stone’s throw apart is the fact that it is a local choice. What could feel better than shopping at a cute, cozy boutique in small-town (but super hip) Madison, Wisconsin armed with the knowledge that you’re making a conscious, local decision as a consumer?

And that conscious effort goes both ways. Heather, in turn, works hard to support the Madison community. Services, donations, and fundraising efforts have been a part of what a stone’s throw has done from the beginning. We’ve supported myriad organizations throughout the years including Dane County Humane Society, Girls on the Run, Madison Children’s Museum, Susan G. Komen for the Cure, Weisman Early Childhood Center and Wisconsin River Alliance.

Our history continues to grow as we grow. Thanks for stopping by and shopping at a stone’s throw and the upstairs closet!