Felicia Willow Little Shop opens at Panida Theater storefront
By Ben Olson Reader Staff
Felicia Willow has been excited to open a brick-and-mortar shop to display and sell her unique jewelry, metalworking, decor and fashion pieces for years, but it wasn’t until she caught wind of the little space adjacent to the Panida Theater that it all came together.
“I moved in mid-October and opened on Nov. 1,” Willow told the Reader. “It all happened really quickly. I’ve been trying to open a shop in Missoula for a couple of years, but couldn’t find the right space or circumstances.”
That is, until her fiancé — who lives in Sandpoint with his daughter — told her she should look at the space at 300 N. First Ave., in downtown Sandpoint.
“It was so perfect,” she said. “Now I’m living here full-time.”
Felicia Willow in her Little Shop next to the Panida Theater in Sandpoint. Courtesy photo
Acknowledging that the shop location is an “experiment,” as the Panida’s plan to combine the Little Theater with the main theater’s lobby could be a disruption next year, Willow said she’s excited to showcase her work to the Sandpoint community.
Willow’s space is clean and elegant, with one wall showing exposed brick and the rest of the space filled with display cases containing an eclectic mix of jewelry, hand-painted hats, vintage art, home decor and clever gifts. Most of the vintage furniture and decor in the shop is mid-century modern and Willow said every piece of clothing she creates or stocks is something she personally owns and loves.
“This shop is kind of everything I do under one roof,” Willow said. “I’ve been a jeweler, stylist and designer my entire life and Felicia Willow Little Shop combines everything I offer under one roof.”
Willow learned her craft from the North Bennet Street School in Boston, a trade school that specializes in niche old-world trades like violin making, piano technology, fine furniture and cabinetry, bookbinding and jewelry metalsmithing.
“My jewelry design process is ever evolving and draws from the natural beauty of mountain and desert landscapes,” she said. “Aesthetic influences range from art deco to mid century modern to 1970s glam. I love pairing gemstones with tone on tone metals and soft color palettes in mind. I use a wide range of materials including solid gold, gold fill, brass, sterling, pearls, precious and semi-precious gemstones. I often combine different eras by incorporating a variety of antique and vintage components into my finished designs.”
Willow said she tries to offer “something for everyone” at her shop.
Vintage charms and charm holder, some of the unique items inside Willow’s shop. Courtesy photo
“I try to have a lot of high/low options,” she said. “I have stickers for a dollar, so kids can pick out little gifts. For jewelry, I have some pieces that start out at $50 and some that go up to $1,500. I try to carry a range so different types of customers with different budgets can come in and find something, because I’m a big believer that good style and fashion jewelry should be available to not just the richest people.”
Willow said one of the items she often recommends for gifts is a horseshoe-shaped vintage charm keeper — one of which she wears all the time.
“It was kind of inspired by a lot of clients who had antique family heirlooms but they didn’t know how to wear them,” she said. “Maybe they had a pendant or a ring or something, but it feels kind of dated, but has sentimental value, so I started making these charm keepers that open in the back in a little horseshoe shape and you can stack and combine either your own things you might already have, like wedding bands or charms, or I sell a selection of vintage charms. …
“I always recommend those as gifts because I’ve never had somebody not love them.”
Willow also sells simple vintage earrings with gemstones and pearls, including ones with natural rubies and emeralds.
“They’re natural, so that’s why they aren’t a deep, rich color,” she said. “It’s kind of earthy, which could be cool for [people who] want to have something nice, but not flashy.”
The Felicia Willow Little Shop is located at 300 N. First Ave. in Sandpoint, directly in front of the Panida Little Theater and north of the main theater entrance. Hours are Tuesday-Friday, 11 a.m.-5:30 p.m.; Saturday, 10 a.m.-6:30 p.m.; and Sunday, 11 a.m.-5 p.m. (closed Mondays). Visit the shop online at feliciawillow.com, or better yet, stop by and say hello.
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