Modern Mercantile: Mesmerizing Mix of Marvelous Merchandise

Modern Mercantile: Mesmerizing Mix of Marvelous Merchandise

By Linda Roberts

Elizabeth Mock is at the forefront of Berryville’s woman-owned and operated businesses in the heart of downtown, fronting on Main Street. Her Modern Mercantile opened eight years ago and shares the honors with the proprietors of The Tea Cart, Brazen Sheep fiber arts, the Berryville Grill and Sweet Elephant, among others.

Mock grew up in Boyce and worked elsewhere in retail and finance before returning to her roots. She got the idea for a shop from “my own love of design and a personal search for unique gift items and items for my home.”

Elizabeth Mock (standing), proprietor of the Modern Mercantile, and “shop dog” Moxie visit with shopper Lisa Kohrt of Front Royal.

Photo by Linda Roberts

Mock said she felt “Berryville could use something like this,” and took the plunge to open a true mercantile shop. Located in what was once the town’s fire station, later the town office and then Berryville Main Street’s gift shop, the Modern Mercantile offers an amazing array of merchandise, much of it locally sourced, in a small space.

The store, which initially opened in 2014 on South Church Street, just around the corner from Main Street, gained in prominence and parking once it relocated to the present location a little over two years ago. However, Mock began sourcing her items a good two years prior to opening her first storefront.

“I had a general idea of the style and look that I wanted to stock,” she said, adding that she is always on the hunt for new things and always thinking ahead to the holidays and what she wants to carry.

For much of Mock’s merchandise she didn’t have to look too far from home to fill her shelves in her 600-square-foot space. Delicate and attractive jewelry beckons as you enter, made by Christy Dunkle, known to many of Mock’s customers as the longtime assistant town planner.

Delightfully providing a sweet aroma to the one-room shop are Paula Wilson’s Virginia Bluebell Candles, while Diane Harrison’s Touched by Nature soaps provide their own alluring scent. Lisa Harrison’s Sojourn Well jewelry and Carol Coffelt’s Precious Metalz wares give the shopper reason to pause and consider a purchase.

Mock occasionally buys off Etsy and other wholesale sites and focuses on smaller companies offering unique items. She also finds that her large assortment of greeting cards, air plants, woven goods, crafts and puzzles, home and garden décor, and children’s items bring shoppers in the door.

Managing her time, Mock works in the store five days a week and is backed up on weekends by Patricia Castelhano and Eli Kerns. As Berryville grows, “I find that I have to carry a little of everything,” she said. She’s already planning for the future, making sure her attractive space stays filled with items customers either want to purchase as gifts, or for themselves.

The Modern Mercantile is open seven days a week from 11 a.m.- 5 p.m. Details: www.modernmercantilellc.shopsettings.com.