Wednesday, February 21, 2024

JCC Home Décor Store Celebrates Grand Opening

Willow Grove Primitives celebrated its grand opening on Aug. 22. (Courtesy of James City County)
Willow Grove Primitives celebrated its grand opening on Aug. 22. (Courtesy of James City County)

While Willow Grove Primitives opened its doors March 1, the store just recently hosted its grand opening celebration.

Owner Kellee Smalley said the decision to wait until Aug. 22 to celebrate was two-pronged: to help the new business owner get her bearings and gear up for the crucial fourth quarter of retail, but to also give herself adequate time to celebrate her 50th birthday.

An artist that dabbles in wood crafting and sewing, Smalley decided to turn her love for craft-making into a business venture.

Enter Willow Grove Primitives, a country home décor shop that specializes in early-American style furniture and hand-crafted goods from local artisans.

Smalley said Willow Grove Primitives features some of her original artwork, but also pieces from friends she made traveling around the country to craft shows. When Smalley decided to move forward with opening her own business, she knew exactly who she wanted to be featured.

“I took around a notebook and took notes on different folks,” she said. “As time went by, I asked them if they wanted to be featured in the store.”

Some of those artists were present at the August grand opening to help customers put a face behind the crafts and to emphasize all goods sold at Willow Grove Primitives are hand-made.

Located at 7445 Richmond Road in Norge, Willow Grove Primitives was decorated with fall décor to ring in the harvest season during its grand opening that also featured a ribbon cutting.

Willow Grove Primitives is open from 10 a.m. to 6 p.m. Tuesday to 1 to 5 p.m. Saturday.

For more information about the store, call 757-740-0228 or email

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