Cynthia Willis actually gave up about 2000 sq. ft. when she moved Twist & Turns from the old Shenandoah Hotel at the corner of Campbell Avenue and Williamson Road, but with her lease expired and the property up for sale, she had little choice but to seek a new home for the business. Now the store, which features wrought iron furniture, home accent items and other accessories, has found one in The District at Valley View Mall.
Willis, who cut the ribbon last week with the help of Congressman Bob Goodlatte, Roanoke City Mayor David Bowers and former cooking show host Larry Bly, looked elsewhere in the valley before deciding to stay in the city and head to Valley View. “Thank you for being in the City of Roanoke,” said Bowers before the ribbon was cut, “we are glad that they are staying.”
Goodlatte called the store “really the tip of the iceberg,” noting that Twist & Turns has sent furniture and accessories to far off places, including out of the country, and his own patio deck for that matter. “Word of mouth has been just the most incredible thing for the past 18 years,” said Willis, “we have loyal customer support.”
Bly, who taped a cable TV show in a kitchen at the old Twist & Turns, was on hand to “bless” the new one built at the Valley View store. “It’s a beautiful kitchen,” noted the long time radio/TV personality and creative agency owner.
This is the 16th place of business that Willis has had over the years, starting with outlets in New Jersey. She owns Twist & Turns with her husband Bo. The wrought iron accented furniture they manufacture is created right here in Roanoke at a shop on Campbell Avenue, where Cynthia Willis and her son Anthony often put their heads together on design ideas. They don’t always agree at first but eventually she says they work it out. “It’s been a family owned business forever,” notes Willis.
Valley View management actually approached Willis about filling a space in The District, a series of stand-alone stores situated behind the main mall. The new store measures about 7000 sq. ft. – 2000 less than the place on Campbell Avenue, but with ample parking and proximity to other Valley View shops, foot traffic could increase.
“They had a great idea and great concept,” said Willis about the offer from Valley View. “We’re so happy to be a part of it.” Being part of a true regional mall now, she figures that shoppers who never venture to downtown Roanoke may help swell her customer base. “We’re a destination [store], we know that.”
Calling the old storefront on Campbell “beyond beautiful,” Willis said the new space has “really come together.” Absent the interesting architecture of the Shenandoah Hotel, she opted for “simpler lines” and a more modern-feeling store. “I think we achieved that. I’m ecstatic.”
As for the working kitchen, Willis used it for networking events on Campbell Avenue, often recruiting top area chefs, and she will continue to do the same at Valley View. Twist & Turns features many accessory items for the kitchen and home. “It’s exposure,” said Willis, who doesn’t cook herself but “loves cooking shows.” She now hopes a move to The District at Valley View is a recipe for increased success.
By Gene Marrano [email protected]