The variety of gifts runs deep at the Lost Sea, which is known for its large underground lake. Early settlers used Craighead Caverns at the Lost Sea as a natural fridge for storing veggies. Relics from the Cherokee like arrowheads and jewelry have been unearthed from the cave’s depths. Some 20,000 years ago, a giant Pleistocene jaguar lost its way in the underground wonder. His bones were recovered from a crevice and are on display at the American Museum of Natural History in New York.
“The cavern was used by Confederate soldiers during the Civil War, who mined for saltpeter, a key ingredient in gunpowder,” shares Brandon Freeman, retail manager at Lost Sea Village, which includes a main gift shop at the cavern’s entrance. Beyond the visitor center is a cluster of rustic log-cabin outposts — a sweet shop, general store, glass blowing gallery and gem mine attraction.
A treasure trove of history awaits at Lost Sea in Sweetwater, Tennessee — most remarkably, a 4.5-acre lake at the bottom of the vast cavern system, a designated National Natural Landmark. It’s the country’s largest underground lake, and visitors can take guided tours by glass-bottom boat.
 Name-drop stickers sell by the handful at the Lost Sea gift shop. Photos: Shane Hawkins
He has headed up Lost Sea’s retail for 22 years, spelunking for apparel, keepsakes, children’s goodies, practical gear (the cave is only 58 degrees), name-drop products and gemstones.
“The gift shop offers a variety because we draw guests from all over,” says Freeman, noting that a mix of first-time and returning visitors calls for stocking fresh designs and top-selling favorites.
A variety on displayJust as Lost Sea’s cavern expands for miles, from a modest natural opening to a series of huge rooms, its main gift shop offers a similar shopping environment with product categories organized into departments.
The newly renovated shop is adjacent to the ticket desk and first stop for visitors entering and exiting a cave tour. Freeman stocks inventory for “before” and “after.”
“A lot of people visit Lost Sea in the summertime when it’s really hot outside, so they come in shorts and T-shirts and once they enter, they feel that cool, humid air and grab a sweatshirt to stay warm,” he says.
“We sell more sweatshirts and long-sleeve tees in the summer than winter,” Freeman notes.
 Graphic tees and hoodies with the Lost Sea name drop are top sellers at the gift shop.
Lost Sea also works with Ohiopyle Prints for screen-printed designs using stock images to fulfill a volume of apparel staples.
“We have a summer group that comes twice a year and we always try to keep that one standard design for them because that’s what they like to buy,” says Freeman, who tunes into customers’ asks and buying patterns so he can purchase what sells.
Souvenirs like magnets, shot glasses and keychains sell big. Stickers with Smoky Mountain and Lost Sea images made with a matte finish sell by the handfuls — and visitors collect patches and pins for backpacks.
Mini Stan Lee cups from Siesta Drinkware are having a moment. “They’re the size of a shot glass, available in all colors and feature our namedrop,” says Freeman, who often overhears, “Those are so cute!”
Just for funThere is some overlap in the souvenir category at the General Store, which offers more rustic, country fare like candles, wind chimes and wooden pop guns. But for the most part, Freeman likes to offer a fresh take on retail at each outpost.
The main Lost Sea store is visitors’ destination for all things Lost Sea, while nearby themed shops offer different experiences. For example, the General Store carries Ty and Aurora plush, including Smokey the Bear and licensed Peanuts characters. Sasquatch is a given.
At the main store, a display from Toys South chock full of a variety of souvenirs suited for kids’ allowances and field trip shoppers includes baby dolls, cars, toy snakes and small plush, ranging from $2.99 to $9.99.
“The display has lots of bins, is neat and clean, doesn’t take up a lot of room and kids gravitate toward it,” says Freeman.
 These Mini Stan Lee tumblers from Siesta Drinkware get customers’ attention.
Freeman also attends the Smoky Mountain Gift Show every year to gather ideas and meet with existing and potential vendors. He often buys ahead for the busy summer season.
A warehouse on-site houses inventory and some storage is available in the main store so staff can keep displays full. This summer, Freeman says, “If we didn’t nail it to the wall, we probably sold it.”
Sold on shiny objects Cavern explorers of all ages are drawn to the gift shop’s gem, geode and rock collectibles. Freeman watches them linger over the helpful info cards provided by Squire Boone Village for its R series that explains specimens ranging from geodes to amethyst and fool’s gold.
“The cards explain general information about the mineral, how it was made and why it is a certain color,” explains Freeman. “There is a bar code we can scan at the counter, making these easy to purchase, and cards are for customers to keep.”
A One Stop Rock Shop display from Village Originals with compartmentalized bins holds smaller specimens like arrowheads, while center shelves showcase agate slabs and larger geodes. These displays are kept close to the cash wrap.
Just as minerals rock at the Lost Sea, visitors also look for other cave-related souvenirs such as kids’ mining hats and they can try their hand at sifting for treasures at Lost Sea Village’s gem mine attraction.
With glimmering minerals and underwater cave-lake lights, there’s never a dull moment overseeing retail at Lost Sea Village.
Freeman says, “We’re open year-round except Thanksgiving and Christmas, and we’re always keeping an eye out for new products to see what might be a fit.” |
