The Willow: The Little Shop that Could
Left to right, India Traverse, Julie Traverse, Rebecca Rocklage
This year will be a banner year for The Willow, in Exeter, as the popular shop celebrates 25 years in business. The Willow is known for home furnishings, gifts, jewelry, candles, artwork and textiles. Founded in 2000 by Julie Traverse, it was one of the first shops in town to focus on home décor.
Charming vignettes like this one — custom Rowe sofa, Australian sheepskin throw, hand-woven basket from India — are a hallmark of the store.
Ironically, Traverse doesn’t have a retail background, and opening The Willow was her “second act.” Explaining that she was a stay-at-home mom who always loved interior design, she says that when her kids reached high-school age, she was looking for something creative to do that would allow her a flexible schedule. “I used to hand-paint furniture and do murals, but that is very demanding physically,” she says. “I was going through some files when inspiration struck. I had always kept clippings of artists and craftspeople I liked. I looked at the clippings and thought, why not open a shop featuring items like these? It was as if I’d been saving this information knowing that someday I would use it.”
Traverse found a space in Exeter and began working the phones, tracking down vendors, craftspeople and buyers. “It was totally learn-as-you-go,” she says with a laugh. “I knew nothing about retail, but each step of the way there was someone to answer my questions and guide me.”
The Willow immediately struck a chord with customers, and within five years Traverse bought the building she currently occupies, which is double the size of her original store. “We have fabulous items, but I think the secret is our customer service,” she says. “We truly know our clients, and we take the time to help them find what they want and solve any decorating challenges. Whether people are on a buying spree or just browsing, we make them feel special. We have customers say, ‘I just came in for my Willow fix,’ because they love to look around. They may not buy that day, but we know they will be back.”
These whimsical owl planters are irresistible.
Another secret to the shop’s success is their displays, which have a personal touch and are always changing. Traverse has a gift for storytelling, and each vignette takes customers on a little journey. The Willow also offers goods in a wide range of prices, so there is something for everyone. “I have $35 pillows and $125 pillows and everything in between,” says Traverse.
Customers love the fact that The Willow has new and unexpected items appearing every few weeks. Favorites include the wide array of scented candles in both pillars and tapers, pillows, scarves, jewelry and purses. “People also love our charcuterie selection, from boards to associated items; they make a perfect hostess gift any time of year,” says Traverse. “We also sell a lot of lamps, console tables and artwork — especially at the holidays and in the spring, when people want to spruce up their homes. It’s surprising how just one or two new pieces will elevate a room.”
Other changes are afoot for The Willow as Traverse will pass the reins to her daughter-in-law, India Traverse, in the near future. India is already working in the shop and will take over as Traverse gradually steps away from the day-to-day operations. “I am not retiring, but retail is long hours and I don’t need to be as involved as I have been,” she explains. “I am happy knowing the shop will continue in the family and be in good hands.”
Keep an eye on The Willow’s website at www.thewillowexeter.com for their 25th anniversary party plans and celebration of many more successful years to come.
