JoBeth Smith is the owner of The Rustic Willow on Ardmore Avenue.  It is located at 30521 Ardmore Avenue.  The Rustic Willow has been open for two and a half years under JoBeth’s ownership.  Thingamabob’s II was once in the location and JoBeth worked with Sandy Johnson but she bought the store from Sandy and changed the name to The Rustic Willow.  I asked her about how she came up with the name and she explained that she loved the look of the Willow Tree and she has always liked Rustic décor and she combined the two things, and this was how the name evolved. 

If you walk in the Rustic Willow you will see a variety of things – home furnishings and décor, wall art, paintings, candles, antiques, furniture, pillows, jewelry, Knick-knacks, and even Chalk and Milk paint.  JoBeth is even willing to assist you with how to use the paint if you need guidance.  I asked her about her own personal design style, and she said that she would describe her style as “Rustic” with a little “Shabby Chic” mixed in.  I believe that is also reflected in her store.  Presently, the Rustic Willow is made up of 13 booths and these 13 booths representing 10 different vendors and the vendors are all local vendors (Ardmore, Athens, and Minor Hill).

When I asked JoBeth about a business in a small community and some of the challenges and what keeps her going she did not hesitate to answer that she really enjoyed having a business in Ardmore.  While it is hard work every day, she does stay excited about the different events we have in the area and she always looks forward to the next event we have planned.  Her family is also one of the biggest motivators for her because she wants to be a good example for her daughter, and she wants to contribute to her family.

JoBeth is from this area.  She grew up in Elkmont and graduated from Elkmont High School.  She married Jonathan Smith.  Jonathan works for T & C Stamping.  Her father is Joe Black and her mother is Penny Self.  JoBeth and Jonathan have a 7-year-old daughter, Kyndal.  She is very thankful for her own, mother, Penny because she was instrumental in helping JoBeth getting The Rustic Willow up and running and she has continued to be very helpful and supportive of her business.  Her husband, her mom, and her vendors have all been a great help to her in her business.  She can call on her vendors to help her at the store when needed so that she can attend Kyndal’s school functions and be there for Kyndal if needed.  But with this type of business, Kyndal can also be at the store with her on the weekend or after school because she does have some flexibility. 

JoBeth really enjoys decorating.  Fall and Christmas are her two favorite seasons to decorate.  I believe if you walk in her store today you can see that first-hand.  She can help you pick out something, as she has done for me, or she can let you browse on your own.  I have truly enjoyed shopping in The Rustic Willow this past year and look forward to shopping there many more times.  When I asked JoBeth what she wanted The Rustic Willow to be remembered for she said, “Good customer service and good prices.”  I think she has accomplished that already and will continue to do so!  Not only is The Rustic Willow is a member of The Greater Ardmore Chamber, but they are also a great asset to our Ardmore Community.