About Us

Helping people is who we are. Marketing is our expertise.

About Hardware Store Marketing Experts (HSME)

Helping people is who we are. Marketing is our expertise.

At Hardware Store Marketing Experts (HSME), we’re passionate about helping local hardware stores strengthen their online presence, connect with more customers, and build a brand that feels authentic — not corporate.

We understand that hardware store owners wear a lot of hats. You’re the buyer, the manager, the problem solver, and sometimes even the therapist. But you don’t have to be the marketer too. That’s where we come in.

Our job is to bridge the gap between tradition and technology — to bring your in-store experience to life online in a way that feels true to who you are,

Because great marketing shouldn’t change your story. It should simply help more people see it.

We Understand Hardware Stores Because We’ve Lived It

Hi, I’m Renee Gray, founder of Hardware Store Marketing Experts, or as most folks call us, HSME.

I got my start in the late ’90s at True Value Company in Chicago, back when the brand was the official hardware store of MLB, NASCAR, and the IROC Series. That’s where I fell in love with this industry — during a time when hardware stores were still the heart of their communities.

Not long after, I joined the team that helped test and launch the True Value Rewards program, one of the first loyalty programs in the hardware industry. I was #2 on the team and helped roll it out to thousands of retailers across the country. One of our campaigns even earned a Gold Echo Award from the Direct Marketing Association — a huge milestone at the time.

Over the years, I’ve helped open more than 300 new hardware stores and plan over 400 local events — from grand openings and anniversaries to Ladies Nights, VIP events, and community celebrations. I’ve worked with True Value, Ace, Do it Best, Orgill, and independent retailers nationwide — helping store owners take what they do best in person and bring it online in a way that feels personal, local, and real.

That’s what inspired me to create HSME: to help independent hardware stores thrive in a digital world without losing what makes them special.

We Understand Hardware Stores Because We’ve Lived It

Hi, I’m Renee Gray, founder of Hardware Store Marketing Experts, or as most folks call us, HSME.

I got my start in the late ’90s at True Value Company in Chicago, back when the brand was the official hardware store of MLB, NASCAR, and the IROC Series. That’s where I fell in love with this industry — during a time when hardware stores were still the heart of their communities.

Not long after, I joined the team that helped test and launch the True Value Rewards program, one of the first loyalty programs in the hardware industry. I was #2 on the team and helped roll it out to thousands of retailers across the country. One of our campaigns even earned a Gold Echo Award from the Direct Marketing Association — a huge milestone at the time.

Over the years, I’ve helped open more than 300 new hardware stores and plan over 400 local events — from grand openings and anniversaries to Ladies Nights, VIP events, and community celebrations. I’ve worked with True Value, Ace, Do it Best, Orgill, and independent retailers nationwide — helping store owners take what they do best in person and bring it online in a way that feels personal, local, and real.

That’s what inspired me to create HSME: to help independent hardware stores thrive in a digital world without losing what makes them special.

Why I Stay in Hardware

When people ask why I’ve stayed in this niche for so long, my answer’s simple:

“Good people. Good values. Folks who show up early, stay late, and care about their customers. I’ve always rooted for the underdog — who doesn’t love Rudy? Mom-and-pop stores were once the heartbeat of every town. Big box stores have their place, but local stores still matter because of the relationships they build. I want to help those stores not just stick around, but truly thrive.”

Community Matters

I love going to the markets and hardware shows because it gives me the chance to reconnect with my hardware family. These are people I’ve known for decades — we catch up, swap ideas, and celebrate each other’s wins.

This isn’t just business for me. It’s community. It’s connection. And it’s an industry I’ll always be proud to be part of.

Meet Ariana Heick

Marketing Operations Director, Hardware Store Marketing Experts

Ariana is the steady hand that keeps our clients and projects moving smoothly. She’s smart, organized, and genuinely cares about the people we serve.

With a background in management, sales, and customer service, Ariana brings warmth and structure to every partnership. She’s also a creative writer with a knack for making marketing feel personal — helping stores sound like themselves while staying consistent online.

Our clients love working with her because she listens, understands, and makes things happen.

Meet Ariana Heick

Marketing Operations Director, Hardware Store Marketing Experts

Ariana is the steady hand that keeps our clients and projects moving smoothly. She’s smart, organized, and genuinely cares about the people we serve.

With a background in management, sales, and customer service, Ariana brings warmth and structure to every partnership. She’s also a creative writer with a knack for making marketing feel personal — helping stores sound like themselves while staying consistent online.

Our clients love working with her because she listens, understands, and makes things happen.

Why HSME Works

We combine decades of real hardware experience with modern marketing expertise. We understand co-op programs, seasonal cycles, and what it takes to run a store customers rely on. When you work with HSME, you don’t just get a marketing agency — you get a partner who’s walked your aisles, planned your grand openings, and helped hundreds of stores grow from local favorite to can’t-miss stop.

We understand your world because it’s ours too.