In 2009 Laura Pedersen partnered with mother, Laurie Pedersen in her West Bend, WI gift shop, Moondance. When Laurie moved away in 2011, Laura and her friend, Ashleigh Fuchs wanted to started their own business and Rootz Imports LLC was born. Two years later, Ashleigh moved out of state and Laura became the sole proprietor of Rootz. When Laura went back to school in 2016, Laurie came on to help manage the store. Laura's mission is to support both local artists and artisans and craftspeople from third world countries through the sale of the Fair Trade products that they produce. All of the glass (tobacco) pipes that Laura carries in Rootz are hand blown by artists in the US, mostly from Wisconsin.
In addition to owning and operating Rootz, Laura is the mother of three beautiful daughters, a soon to be graduate of UWM in Milwaukee, WI where she majored in Environmental Sciences, and a server at a local restaurant.