Store plans to be ‘better than ever, across the road’
LURAY, Va. — The Schewels Home store will soon have a new address, and even a brief closure, but staff is making customer service a priority throughout the process.
A Proud Beginning
When Lithuanian immigrant Elias Schewel first arrived in America, he brought with him an exceptional work ethic.
Settling in Lynchburg in 1889, Schewel intended to work as a butcher, teacher or rabbi. However, unable to support a family on his small salary, he began selling pots, picture frames and even small furniture, door-to-door.
The determined entrepreneur made sure to serve all members of the community (regardless of race or religion), and even allowed customers to pay for their purchases over time.
Schewel’s venture became such an overnight success, he soon expanded his service area to neighboring counties, officially establishing the The Chicago Furniture Bargain House in 1897. The company name was changed to Schewels Furniture Company in 1917. Under the leadership of Schewel and his sons, the company eventually became a regional furniture giant.
In 1941, a Schewels store opened at the West Main Street building now occupied by Page One Treasures, in Luray. Later, the business relocated to 14 West Main Street. In June of 2000, the store moved to the Food Lion Shopping Center, where it has remained for nearly 25 years.
Schewels Home, still headquartered in Lynchburg, is currently owned by Marc, Jack and Matt Schewel. The company boasts 52 locations throughout Virginia, West Virginia and North Carolina.
A New Era
Earlier this month, Page County residents began to notice several small signs at the Food Lion Shopping Center, announcing significant Schewels discounts and plans to move. The rumor mill swirled. When you’ve a been major retailer in a small community (and for as far back as anyone can remember), unexpected change can raise eyebrows.
The move, initiated by circumstances beyond the company’s control, will relocate the Luray showroom a half-mile west of the current location — to the site of the previous Sabau car dealership.
According to longtime Schewels credit manager Tammy Good-Ware, the logistics of uprooting a retail store to a new location is a major undertaking, but the focus strongly remains on exceptional service.
“We will still be the same Schewels,” said Good-Ware. “We will still carry quality furniture, appliances and electronics, and customers will still be able to finance with us.”
The Schewels family has purchased the new property, which was once also home to Hunt and Peck Estate Services and (briefly) Blue Ridge Funeral Home.
The company’s own construction crew is diligently working to overhaul the building to suit the needs of Schewels and provide the best experience for customers.
According to Good-Ware, the crew is currently making updates to the HVAC system and knocking down walls to make the showroom an open, inviting space.
While a major move in winter — and in the middle of inventory — isn’t easy, the store’s employees are somehow getting it done.
“We’ve got a crew of seven, so we’re a small store compared to other crews in our company,” said Good-Ware. “But there’s not another crew that could get through this in the time frame that we we have, better than the seven of us.”
The current location is still getting furniture shipments, and will continue to have quality merchandise to sell — some at deep discounts — until the move is complete.
The existing store will close February 28, with the new location expected to open in mid-March. Store employees are doing their part to make the move easier on everyone.
“In a perfect world, we would step out of this building one day and be open for business at the new location the next day,” said Good-Ware.
She noted that there will be no disruption for customers who wish to make in-person payments, and plans are in the works to have an area in the front of the new building to assist customers with payments — even before the new showroom is open.
“It’s sad to be leaving our old space,” she said, “but there’s also some excitement about a new beginning in a building that’s being customized especially for us. We truly want customers to love walking in to see what we have.”
Community response has been positive and employees are appreciative of the support.
“With unexpected change, sometimes you need to get through the valley to reach the mountain top,” said Good-Ware. “But we’ve got a fantastic team, and our goal is to be better than ever across the road.”
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