ATHOL — Jason Whitmore’s goal is “to put quality furniture into households at affordable prices.” And he has opened Piece By Piece Home Collections at 500 Main St. to quickly advance on that objective.
Whitmore said he outgrew the space at the Orange Innovation Center at 131 West Main St., where he operated in 3,000 square feet for the past two and a half years.
“It was tight,” he said, “I liked it there. It was community-based. But I needed more space. I wanted to offer more things.”
When the Main Street spot — the site of the former Moskovitz’s Women’s Shop — became available, Whitmore mulled it over for 10 months, then made the plunge, moving into the 9,000-square-foot space.
Today, there are roughly 300 new and used pieces on display, including 100 new pieces purchased from Greenfield’s Home Furnishings Store, which closed in 2016.
“I have six dealers that I work with to order new furniture from,” said Whitmore. “I started by researching the makers from the tags on the new pieces I bought.”
He sells new furniture from Ashley Furniture, Coaster Fine Furniture, Catnapper, PJ’s, Poundex Furniture, as well as Bodyfit, Solstice and Dream Well mattresses.
The store’s items range from living room pieces like sofas, recliners and rockers to dressers, bookshelves, mirrors and Americana pieces, as well as kitchen, bedroom, and dining room furniture.
Lamps, coffee tables, sofas and rocker recliners are artfully displayed on area rugs, including one imported from Eqypt also for sale.
“Everything you see in these rooms are for sale,” Whitmore said.
He also sells quilts, placemats, backpacks, handbags, wallets and wristlets created by American Heritage Textiles’ Donna Sharp, whom he met in Las Vegas.
“I was at a five-day wholesaler’s convention when we met, and struck up a conversation. I decided to order some of her pieces,” he said.” I wanted to offer something different.”
One wall features a variety of quilts and another, bags.
Whitmore said he has been talking with other Main Street merchants to cross-advertise merchandise. “I’m trying to get some Scrafty Custom Signs (at 437 Main St.) in here to decorate the walls,” said Whitmore. “I could put a hutch in that store for displays; we can help promote each others’ businesses.”
Whitmore operates the store, with occasional help from his wife, Trina, daughter, Kianna, and son, Dakota. All have full-time jobs, but pitch in when they can during pick-ups and deliveries.
The store is open 10 a.m. to 6 p.m. during the week and from 10 a.m. to 3 p.m. on Saturday.
“Or if someone can’t get here during those hours, they can reach me on my Facebook page, where I post photos of some of the merchandise. Some people work late or want to come from out of town. The hours are flexible.”
Whitmore is the son of Sandy and Butch Whitmore of Crimson Acres at 16 Daniel Shays Highway in Orange, and lives across the highway. He said from an early age he attended animal and horse auctions and resold the items at a profit at tag sales under a big circus tent at his house.
“I outgrew that and went to OIC,” he said, “then I outgrew OIC and am now here.”
Previously he sold 90 percent of his merchandise on Facebook tag sale sites, but now he has robust walk-in sales.
“People like to see what they’re buying,” he said. “The gem is you’re on Main Street and have people walking in.”
He plans to reopen the downstairs and display more merchandise.
“I have 50,000 pieces I can order,” he said, “If it is not on the floor, I can get it — or find it — for you.”
He chose the name Piece By Piece Home Collections because “someone might want a whole bedroom set, but can’t afford it all at once. This way, they can order a piece at a time.”
He works with one financing company and also offers a layaway program. He also does some consignments.
“It helps me, it helps the community,” he said, “I’m here for people who don’t want to deal with people contacting them through Facebook, coming into their home.”
Whitmore held his grand opening July 6 at the First Friday festival in downtown Athol. He raffled off a recliner, mattress and a Donna Sharp quilt. The price of a ticket was a non-perishable food item for the Athol-Orange Baptist Church.
“I wanted to do a giveaway to give back to the community,” said Whitmore. “We collected 700 to 800 cans of food and $440 in cash.”
Becky Lanou won the recliner; Megan Rodriguez won the mattress; and Katie Lacoy won the quilt.
“Katie said she was really hoping to win the mattress for her son — so I gave her a mattress instead of the quilt,” said Whitmore.
For August’s First Friday event, Whitmore plans something similar. He wants to fill back-to-school backpacks for students in need.
“My brother and sister are teachers,” he said. “I will find out what they think is needed.”
Whitmore has 20 backpacks already and will buy 30 more.
“The whole community has been so supportive,” said Whitmore. “Everybody’s doing a little to make up a lot.”
He will run the promotion for the week of July 27 through Aug. 3. A raffle ticket will be awarded for each item donated at the store and the drawing for a recliner and mattress will be held during the Aug. 3 event. He is already thinking ahead to the Christmas season, of toy collections and a raffle of three things.
“The popular item is mattresses,” he said. “Because of the support of buyers, I can do things like this. People have been very good in supporting my business.”
Whitmore can be reached on Facebook or by text at 978-544-5672.