The Old Town Shop Marks 4 Years, Finds Success Amid Pandemic

ALEXANDRIA, VA — The Old Town Shop, a gift boutique drawing Alexandria residents and visitors alike, is celebrating its fourth year in business. Opened in 2017 at 105 South Union Street, the shop offers local and Virginia products as well as other merchandise.

After the COVID-19 pandemic forced its three-year anniversary to be postponed, the shop is holding that long-awaited celebration for customers. The anniversary celebration will be held from Friday, April 16 through Sunday, April 18.

"Establishing this boutique to promote local artisans and celebrate Alexandria’s historic heritage, has proven successful by all measures," said owner Valerie Ianieri. "We owe our success to our loyal customer base, creative suppliers, supportive business partners, and our hardworking team of hospitable professionals who create a memorable experience for everyone who walks through our door."

Customers can score gifts and in-store discounts during the celebration. On Friday, a free gift will be offered with any purchase. Saturday will feature a free gift with a minimum $20 purchase, and Sunday will feature 20 percent off all pineapple-themed products. In addition, four customers will be chosen to win a $100 gift card in a drawing.

Ianieri is a longtime Alexandria resident and has worked to give the shop a local touch. The shop sells custom-designed “OTX” (Old Town Alexandria) branded merchandise, such as car stickers, hats and sweatshirts. The Port section of the store focuses on the history of Alexandria, also known as the Port City. The shop has 12 Virginia state mile markers to show the historical importance of Alexandria, as well as products from the Office of Historic Alexandria and George Washington's Mount Vernon.

Another highlight is Locals' Alley, a section with local artisan products, including items seen at the Old Town Farmers Market. The shop has helped give artisans a permanent presence in retail.

"The Old Town Shop is a valuable distributor for my skin care products," said Mellenie Runion, owner of Truly-Life. "This little shop is such a gem and is so important to the livelihood of our local community."

Other items sold at The Old Town Shop include children’s retro toys, regional history books, nautical collectives, pineapple-themed hospitality gifts, and assorted apparel.

"We've just really curated products that appeal to everybody," Ianieri told Patch. "Anybody who walks into the store can find something."

During 2020, the shop continued to see steady business despite the COVID-19 pandemic. The Old Town Shop remained open with safety precautions and a curbside pickup option while maintaining normal store hours. The city's decision to close the 100 block of King Street to vehicular traffic also drew people around the corner to the Union Street shop.

Paycheck Protection Program (PPP) assistance and grants helped the business during slow times, and Ianieri did not lay off any of her staff. Aside from staying afloat during the pandemic in 2020, the shop launched new products and an e-commerce platform. The Old Town Shop ended up being profitable in 2020.

"We just tried to keep as much normalcy as possible while maintaining safety for employees and visitors," Ianieri told Patch.

The Old Town Shop's hours are 10 a.m. to 8 p.m. Sunday to Thursday and 10 a.m. to 9 p.m. Friday and Saturday. For more information, visit theoldtownshop.com.