Truesdale

The Curly Willow offers decorating necessities and more in Truesdale

By Jack Underwood, Staff Writer
Posted 1/15/25

Rooted in design, that’s the slogan for Ellen and Greg Wortham’s new store in Truesdale; The Curly Willow. Tucked in the back of Boone Industrial Court, the retail store boasts a wide selection of decorations, furniture and some extras for interested shoppers.

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Truesdale

The Curly Willow offers decorating necessities and more in Truesdale

Posted

Rooted in design, that’s the slogan for Ellen and Greg Wortham’s new store in Truesdale; The Curly Willow. Tucked in the back of Boone Industrial Court, the retail store boasts a wide selection of decorations, furniture and some extras for interested shoppers. 

The store opened on Nov. 27 and has been a hit in the community according to the Worthams. 

“It’s been hugely positive, we’ve had some unbelievable reactions,” said Ellen. 

The Worthams moved to Truesdale about five years ago and moved their business with them. Ellen has over 30 years of experience in interior design and has operated her own business, J.E. Design, since 2009. While it is a separate business, the store operates in conjunction with the design company. 

Greg has a background in real estate, which the couple says allows them to contribute to the business from all angles. 

“We’ve always complimented each other in our careers,” said Ellen. “So the next natural step was to open a home decor retail space, because not everyone needs a full fledged design project.” 

Both Ellen and Greg feel that their expertise in their respective fields helps them to keep a keen eye on what customers are looking for to spruce up their homes. 

Walking onto the sales floor, the variety is almost overwhelming, between artificial plant and flower arrangements, textiles, sofas, rugs, beds, nightstands, lamps and more. 

While they offer all of the staples needed to decorate a home, there are also items of the moment, like cocktail trays that have soared in popularity recently, according to Ellen. 

“My goal when I bring things in is, I don’t want to say conversation pieces, but things you can’t find everywhere, they’re very unique,” said Ellen. 

Opening a brick and mortar store can be a risky proposition, but the Worthams felt it was a “natural progression” from their expertise and other businesses. 

“I think nowadays, everyone is glued to online sales, and that’s difficult, because sometimes you don’t always get what you expect when you order online. Here you can see what you’re getting and walk out the door with it,” said Ellen. 

Greg said they are operating on a typical retail schedule and although there are some items that will continue to be available, they plan to restock often, staying four to six weeks ahead of major holiday and seasonal trends. 

“Now that we see that there’s a need and a real desire from the community, we’re really gonna start bringing in inventory,” said Greg. 

Ellen continued saying they plan to bring in new inventory almost weekly, but that they would still follow a seasonal schedule. 

She pulled the Curly Willow name from working in a floral shop as a teenager, where the curly willow, a long curved accent plant, was used to build out and add variety to bouquets. 

Moving forward, the Worthams hope the business maintains its popularity and said they have the capacity to expand if the need arises. 

“We just want to be the go-to for something special when it comes to your home,” said Ellen.

Truesdale, The Curly Willow

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