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June 17, 2024
APPLETON – Owner Kyle Jones said General Store – which recently opened in downtown Appleton – is for “true foodies at heart” who enjoy an eccentric blend of local goods and worldly flavors.
The shop (215 W. College Ave.), he said, was designed to feel like an Italian shop.
Italy-inspired, locally stocked
The shop, Jones said, features a wide selection of specialty products, including premium olive oils, pasta, tin fish, jarred jams, spreads, spices, soda, candies and wines.
It also sells fresh bread and an assortment of in-season produce.
Filled with rich-colored wood shelving and neatly arranged food-centric commodities, Jones said it’s an experience unlike any other in the area.
“There is no store like it downtown, and we want to offer something unique to the downtown experience,” he said.
Jones said he is no stranger to entrepreneurship and has been infused with a business mindset from a young age.
“I’ve been in business since I was young – my brother and I owned and operated a chicken farm when I lived in Ohio,” he said.
In 2016, Jones said he moved to Wisconsin and started his first business venture – a small candle company called Burch Jones Candle Company, which in 2019, rebranded to Eclectic Candle Company.
Jones said in 2021, he decided to turn his candle company into a full-time career – which he said soon led to business expansion.
“In May of 2022, a charming space became available in downtown Appleton where I decided to open a new candle bar where guests could come in and make their candles,” he said.
After the first year, however, Jones said his vision for his business began to shift, inspiring him to seek a new business dynamic.
“I concluded it was an inefficient use of the space downtown and decided to start a new company called General Store,” he said.
Jones said the store’s location – close to several noteworthy establishments, including Copper Rock Coffee Company, the 222 building and the Gibson Music Hall – was chosen intentionally during the planning process.
“Downtown Appleton was chosen for the ambiance of the area and the charm of the space we moved into,” he said. “We are excited to be a part of such an eclectic block.”
An inviting shopping experience
Jones said General Store is more than a local grocery store – it creatively presents an invitation to rewind the clock with the feel of an old-time storefront.
“Guests can expect the old world charm,” he said. “Repurposed antique furniture is used to feature our products in a cozy and warm display.”
Products in the store, Jones said, are arranged in sections – from bags of Mantova Egg Fettuccine Pasta to a line assortment of Organic Fig & Olive Artisan Crisps.
“Most items you can expect to find at General Store are imported goods with an Italian flare,” he said.
Though worldly goods are the focus of the shop, Jones said he also features various products from local businesses, including fresh baked sourdough bread from Voyageurs Bakehouse.
Jones said he puts great emphasis on detail at the store, and all items he chooses to sell are uniquely intentional.
“The products we decide to sell at General Store are ones I’ve tried and have thoroughly enjoyed,” he said.
As his and the community’s taste evolve, Jones said he is always working to expand the store’s inventory.
“To open General Store, we started with a lighter inventory and gradually grew,” he said. “This gave us plenty of time to sample new products and gain insight from the local community to see what they would like offered in our store.”
A destination
Jones said he is excited to welcome the community to his store and hopes it inspires his customers.
“We are the perfect destination for the aspiring chef and for those looking to try something new,” he said. “When shopping with us, (customers) can expect to find things they have never tried before and possibly never seen before.”
Jones said he hopes his passion for Italian cuisine moves others to explore their tastes through new foods and encourages them to experience them with others.
“Taking a few high-quality ingredients and turning them into a masterpiece to dine and enjoy with company is what inspired me to have an Italian influence in our store,” he said. “Italian cuisine and culture have always been something I have admired.”
Jones said General Store strives to offer a quality shopping experience filled with more than just food.
“Enjoy a glass of prosecco, espresso or homemade limoncello while shopping a gourmet selection of healthy and unique foods,” he said.
Looking forward, Jones said he aims to engage with the local community and beyond through personalized service, conversations over espresso and by offering high-quality foods.
“Be sure to stop by to get everything you need to make your next meal an experience,” he said.
General Store is open Wednesday through Saturday from 11 a.m. to 6 p.m.
It is closed on Sunday, Monday and Tuesday.
For more information, visit appletongeneralstore.com.
