THE VIRGINIAN-PILOT
Copyright (c) 1994, Landmark Communications, Inc.
DATE: Thursday, October 13, 1994 TAG: 9410110110
SECTION: NORFOLK COMPASS PAGE: 12 EDITION: FINAL
SOURCE: BY SCOTT McCASKEY, CORRESPONDENT
LENGTH: Medium: 80 lines
For many people on the West Side, the holiday feel already has been embraced.
That feel comes in the form of a new twist on an old favorite. Jessie Williams at 7423 Granby St. near Wards Corner has opened its Christmas Shop. Connected to the original site, the room has an inventory to rival Santa's place on Christmas Eve. The only thing missing is snow.
``We've always done a big Christmas business, so I just decided to dedicate the space solely for that,'' owner Joe Henderson explained. ``The turnout has been very encouraging.''
The room has been a ladies apparel section, but Henderson decided he didn't want to be in two different markets. He canceled his fall orders in early June and went on the road to look for gift sources.
``Gifts are what I really love,'' he said.
The room opened in late August, but Henderson says it is just now really coming together. The 3,500-square-foot space is a kaleidoscope of greens and reds. What seems like every imaginable ornament and bulb hang from the shelves and artificial trees. Holiday songs fill the room. The place is a magnet for Christmas lovers.
``Some customers come in to beat the rush, some because they can't stay away from a new Christmas shop,'' Henderson said. ``This end of town needed this. The other closest place is in Waterside.''
Among the rage in gift items this year - as in the recent past - are the Department 56 Lighted Houses collections. The porcelain miniatures, in six different village styles, include the popular Dickens series.
``They're perfect for the mantel, under the tree or in model train sets,'' Henderson said.
The pieces range from $30 to $110 each. The Minnesota-based company that manufactures the houses discontinues different series each year, making them collectibles. Some of the items have tripled in value.
``We have a collection of 60 Dickens add-ons,'' said Nancy Hopkins, a housewife in nearby Lochhaven. ``We buy most of them at Jessie Williams. Wards Corner is right there, and the store usually always has what we want.''
Among other popular holiday items are Snowbabies, a series of porcelain figurines. Celestial ornaments like moons and stars also will be hot this year, Henderson said.
Although the Christmas Shop is new for the 1994 season, Jessie Williams has earned a reputation for quality gifts of all types. It was voted the No. 1 gift shop in Norfolk in the 1994 Virginian-Pilot Reader's Choice Awards.
The tradition began in 1947, when Jessie and Jean Williams opened their first store at the south end of Wards Corner. In 1958, they moved across the street on the same block of the present site. In 1975, they moved to the current location when Eljo's went out of business. Business boomed in the '70s, and they found themselves needing more space. When Sheril's boutique next door closed in 1989, they bought the space that is now the Christmas Shop.
Henderson, the great-nephew of the Williams sisters, had been involved with the business since age 7 - he already had gone on buying trips at that age.
``I grew up in the store,'' he said. ``I've always worked here.''
Jessie died in 1988, Jean in 1991. They left the business to Henderson.
``When Jessie passed away I took on more responsibility,'' said Henderson, 28. ``With Jean, it all came on my shoulders.''
But Henderson knows and loves his job and is more than up to the task. In 1992, he opened a second location at 1909 Colonial Ave. in Ghent. Business has been steady from the start.
``At first I thought it would affect sales here, but it hasn't,'' he said. ``It's a different market - younger.''
The new Christmas Shop will have an open house on Nov. 6, offering refreshments and specials. The Ghent store will have its open house Nov. 13. After that, Henderson expects things to get very busy. Although now closed on Sundays, both stores will be open from noon to 5 p.m. on Sundays starting in November. ILLUSTRATION: Photo by SCOTT McCASKEY
Joe Henderson reminds his customers that Christmas is coming by
keeping track of the number of shopping days left on his
chalkboard.
by CNB