New Dewey’s store joins downtown for the holidays

New Dewey’s store joins downtown for the holidays
November 19
00:00 2015
Above: Photo by Todd Luck- Courtney Omega Taylor-Porter with volunteers Antoine Pouncey and Pheon Alford at the Dewey’s holiday store downtown.

A new Dewey’s store raising money for Positive Image Performing Arts (PIPA) is among the many options shoppers will have downtown this holiday season.

Dewey’s set up the store and provided all the goodies for sale, including Moravian cookies, gingerbread and other holiday favorites, for PIPA, which provides dance lessons for youth. The Photographer’s Place owner Charlie McCullough donated his lobby for the effort allowing it to be transformed into a small Dewey’s store. PIPA actually had its first studio at the location in 2005, using studio space donated by McCullough, when it had 17 students. It now has 170 students at its current Patterson Avenue location

PIPA Founder Courtney Omega Taylor-Porter said that 30 percent of sales will benefit PIPA and be used to help students and their families go to national and regional competitions. She said the organization has tried a variety of fundraisers in the past, including taking orders for Dewey’s products last year. 

Porter said that she believes taking the fundraising to the next level with the store will be successful.

“Dewey’s has a name everyone knows and, actually, mouths water when you hear the name,” she said.

The store will be open until December 24, and has free samples and a variety of packaged goodies for sale, some of which are under $5. It can also deliver orders for those wanting holiday treats for an office party or event. Anything not in the store, like Dewey’s popular cake squares, can be ordered and picked up at the store.

The store will be manned by parent volunteers working in three-hour shifts like Pheon Alford, whose nine year-old daughter Jamia Ross has been in the program for three years.

“Dance is her passion and I would like to fulfill her passion, so whatever I can do along the way, I’m willing to do it,” she said.

Downtown is a prime place to shop during the holidays with more than 75 stores and galleries to choose from. During the holiday shopping season, retailers commonly have extended hours, offer specials, put up holiday decorations, and some even hire additional staff.

Black Friday and Small Business Saturday, which happens the next day, are huge for downtown retailers. The Winston-Salem Chamber of Commerce gives local retailers Shop Local shopping bags, signs and even doormats provided by American Express, which sponsors Small Business Saturday nationally. Chamber CEO Gayle Anderson said it’s important to support local retailers instead buying things online.

“If you buy locally, those are your friends and neighbors who have jobs,” she said.

Downtown Winston-Salem Partnership President Jason Thiel said that Christmas is huge downtown, as the Jaycees holds its holiday parade on the first Saturday in December, which ends at Corpening Plaza for the City Tree Lighting Celebration. He said even on days without such festivities, downtown is a prime choice for gift givers.

“I think it’s specialty retail shops, they’re wanting special gifts, sometimes that’s in the form of art, sometimes it’s in the form of other things,” he said.

Both Thiel and Anderson said that they think Mast General Store will attract a lot of shoppers downtown who will be visiting other shops and businesses. Mast General Manager Zach Lail said he’s looking forward to Mast’s first holiday season in downtown Winston-Salem.

“We’re privileged and honored to be part of this downtown community,” he said. “We like it not to just be about us but about downtown as a whole, part of the bigger picture that is downtown.”

For Black Friday, Nov. 27, and Saturday, Nov. 28, Mast will be giving out a coupon for 30% off of one item. Mast will have Mr. and Mrs. Santa Claus at the store on Dec. 4-6. For the month of November, the store is also doing its Share the Warmth campaign collecting gently worn coats, jackets, gloves, hats and blankets to be given to The Children’s Home and Winston-Salem Rescue Mission.

The Dewey’s holiday store, 620 W. Fourth Street, is open Monday-Saturday from 11 a.m.-7 p.m. and on Sunday from 12:30 p.m. to 5:30 p.m. For special orders, email or text (336) 327-0369.

Mr. and Mrs. Santa Claus will be at Mast General, 516 North Trade St., on Dec. 4  from 5 – 9 p.m., Dec. 5  from 11 a.m. – 5 p.m.,  and Dec. 6 from noon – 2 p.m.

For an interactive map of downtown businesses, visit

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Todd Luck

Todd Luck

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