The Appalachian Mountains are filled with storytellers. For the longest while, the front porch was the classroom to learn about family and local history along with a lucky and mischievous boy named Jack. The Mast Store carries on that tradition in the way shelves are stocked, windows are presented, mannequins are dressed, and highwalls are “cluttered.” 

To get a taste of tales as they were told in the days before television and radio, and when travel to the mountains was so hard that “to get here you had to be born here,” check out this video by Appalshop featuring Ray Hicks, a resident of Beech Mountain and a real national treasure. Be sure to listen to Ray’s accent. Many words and phrases might be found in Shakespearean writings. And we love the timbre and lilting flow of his voice. You might also enjoy this short video of Ray playing his harmonica.  

Now back to the regularly scheduled programming... 

The Stories We Tell 

Some of our most effective storytellers are Mast Store’s visual merchandisers. Each store has a visual team that is responsible for creating strike tables (the displays you’ll see as you enter the doors), dressing mannequins, and merchandising windows. Behind each of these presentations is a story.  

“Other retailers might call these same things collections,” shared Elizabeth Lowe, Mast Store’s visual merchandising coordinator. “For us, story fits much better – it's softer and more personal. Plus, it implies culture.” 

Elizabeth said that Mast Store tells many stories at the same time. These stories include themes from new arrivals and color stories to holiday happenings and emerging trends.  

Here’s a fun example of how the visual team at a store might cross-merchandise items from all departments into one cohesive story: 

Mushrooms are a trend. From food and wellness to home decor and fashion, mushrooms can be found everywhere! So, the visual team would pull together mannequins that could wear this All Over Mushroom sweatshirt paired with jeans or shorts. This would be an anchor point and how the display uses height to draw interest. Within the display would be several “chapters” in the story – like a cooking chapter that would include a No.08 Mushroom Knife from Opinel, a cookbook featuring a recipe or two using mushrooms, a mushroom slicer, a jar opener, and some mushroom sponges for clean-up after the meal. These all might be displayed using wooden crates and some old-fashioned dishcloths and towels to set the tone. Another part of the story might include a guide for identifying mushrooms, a day pack for time foraging in the forest, and a morel mushroom-shaped dog toy. It would all be tied together with colors and shapes to keep your interest and your eye moving through the display. 

Curated Snapshots 

“Our windows are designed to capture the attention of passers-by and to give them a glimpse of the variety of merchandise inside the store,” said Elizabeth.  

Changing the windows is quite an undertaking. Props and the makings for the previous windows are removed, everything is cleaned and dusted, and the new materials are staged to be added. In some ways you could compare it to a live show or swimming in a fishbowl as the members of the visual team put together the next story.  

This week, the third week in March, preparations are being made to change from winter to spring in the windows. “We have a theme for each month,” said Elizabeth. “Some are related to a change in seasons; some might reflect a local event, and others could be to introduce new arrivals. We send out props to each location, but it’s up to each store’s visual team on how they tell the story in their store.” 

Spring is Springing 

Moving from the heavier clothing of winter to the lighter fabrics and hues of spring is always an exciting time in the store. The displays are more colorful, and the racks are filled with soft cottons and seersuckers.  

This season’s colors span the full spectrum of what ROY G. BIV has to offer. They mimic the colors of spring from beginning to end including Lime Cream, White Grape, and Kashmir that tie to the reawakening trees and grasses to the Crocus, Limpet Shell, Misted Marigold, and Orangeade that bring color through flowers to front porches, fence rows, and garden patches. You’ll find Pantone’s Spring Colors, including the Color of the Year – Mocha Mousse – used in every department – from the new Stanley ProTour Flip Straw Tumblers to Recycled Glassware from Boston International and from Hadley Wren Clay-Beaded Jewelry to new offerings for men from L.L.Bean. Here’s a look at Spring Arrivals in all departments.  

Look Up for More Stories 

We like to say that Mast Store is more than a store... It’s a destination. It’s where people come to meet people, where locals bring their family and friends when they come to visit, and the place is referenced as a landmark for directions. It’s also a link to community history.  

While the space atop the wall boxes looks totally random, and some of it is, there are certain pieces that are placed with intention. It could be a portable fire extinguisher used by a local fire department, a souvenir from the World’s Fair, a jar of petroleum jelly signed by Gaylord Perry, or a poster celebrating an undefeated football team - each one of these tells its own story about the community and invites conversation among sales associates and guests. And that’s what starts a whole new story – the one that you tell.