The Emporium on Main: Creating a Cooperative Model for Retail

Breedlove was originally operating The Emporium from a 5,200-square-foot space on South Main Street. “I did not get foot traffic and tourists really never visited the store,” she said. “So I decided to make the big step of moving to North Main Street (in the heart of everything) to a 12,000 square feet building. The 300, 400 and 500 block of Main Street is where all of the activity is and the foot traffic is incredible.”

The expansion gave her room to fulfill some other retail ideas under The Emporium On Main umbrella. These included The Emporium Market and, within that, The Cottage Tea Room, which both opened in late August. Both the Emporium on Main and The Market are operated as a cooperative business opportunity. “In the two stores, we have over 125 businesses,” Breedlove said. “We provide space, advertising, marketing and staff for all of these businesses that want to be on Main Street. We have a community of entrepreneurs working towards the same goal. It is a great business model that has been very successful.”

The additional space, while exciting, comes with challenges.

“With the rising costs it has made it harder to turn a good profit each month to get your return on investment—you have to be creative,” Breedlove said. “Being on Main Street you have to be open seven days a week and be open later on the weekends—maximize the hours to help with your overhead costs.”

Parking is another issue she highlighted. “Paid parking is hard only because many locals won't come downtown to shop because they don't want to pay to park but that hurts the merchants,” she said. “Also, many people who are tourists (especially older folks) don't understand the parking app or they do not want to download it to their phone. Signage is not the greatest in directing people to the parking kiosks so they get frustrated.”

Despite challenges, Breedlove sees Main Street as the ideal home for her growing business. “We benefit the most from all of the events that take place on Main Street,” she said. “The city does a wonderful job in bringing tourists into the events which provide people for our stores,” she said. “Our store has been doing great…Our sales are very good and far exceed what we did on South Main.”

Spicer Greene Jewelers: Tradition Meets Community

For Spicer Greene Jewelers, expansion into Hendersonville from their flagship downtown Asheville location was a natural next step. “Main Street in Hendersonville has such a unique charm — it’s walkable, welcoming, and full of energy,” said Heather Fisher, director of marketing. “We felt it was the perfect place to bring Spicer Greene Jewelers because it combines the warmth of a close-knit community with the vibrancy of a thriving downtown.” 

Though the company considered other possibilities, Main Street’s pull was strong. “It offers not only visibility and accessibility, but also that intangible sense of belonging to the heartbeat of the community,” Fisher said. “Ultimately, being on Main Street allows us to connect directly with the people we want to serve and celebrate with just like our flagship location in Asheville.”

Renovating their space had its challenges. “Every renovation has its surprises, and ours came in the detail  from renovating a historic space to making sure our showcases and lighting met the exacting standards jewelry requires,” Fisher said.

Like other retailers, Spicer Greene has faced operational puzzles. “Staffing and scheduling across multiple locations is always a puzzle to solve,” Fisher said. “We’ve also had to fine-tune how to balance inventory between our Asheville flagship and Hendersonville. The good news is that these challenges have helped us strengthen systems and grow as a team.”

Fisher also pointed to the broader challenge of capturing customer attention in today’s retail environment. “Foot traffic is strong, but competition for attention is higher than ever,” she said. “Today’s retailers aren’t just keeping pace with one another—we’re standing out in a world of online convenience by offering something truly special. Our opportunity is to create experiences that can’t be clicked or shipped: genuine personal service, meaningful connections, and the delight of discovering something beautiful right here in the heart of your community.”

The community has already embraced the jeweler’s presence. “From the day we opened, the welcome from fellow merchants and community members has been heartwarming,” Fisher said. “Other business owners stop by to introduce themselves, and we’ve had so many Hendersonville families tell us how excited they are to have us here. That sense of support for local business is why we wanted to be on Main Street.” 

Spicer Greene’s history adds weight to the move. “Spicer Greene Jewelers has been serving Western North Carolina families for nearly 100 years, and our new Hendersonville location represents both tradition and growth,” Fisher said. “We’re here not just to sell jewelry, but to be part of your life’s celebrations—engagements, anniversaries, birthdays, and ‘just because’ moments.” 

The arrival of The Emporium on Main and Spicer Greene Jewelers marks more than just two new storefronts — it represents the continued growth and evolution of Hendersonville’s Main Street. Breedlove’s expansive cooperative model brings variety and opportunity for dozens of entrepreneurs, while Fisher and her team add the legacy and polish of a nearly century-old jewelry business. Together, they signal a downtown that is not only attracting investment but also diversifying its offerings, strengthening the local economy, and ensuring Main Street remains the vibrant heart of Hendersonville’s future.