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At The Curly Willow, home decor is sold alongside years of design experience

Owner Ellen Wortham has been an interior designer for more than 30 years. She’s banking on her expertise, and a curated inventory, to attract shoppers to her new store in Truesdale.

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Interior designer Ellen Wortham wanted something catchy, something that would roll off the tongue when she began brainstorming a name for her new retail venture. She also wanted something that hinted at the store’s offerings.

“I know when I do a lot of florals and things, when I need a little extra touch, I go for curly willow,” she says.

So, The Curly Willow (1820 Daniel Boone Industrial, 63380) seemed a fitting moniker for a new shop in Truesdale that gives shoppers—and their homes—that extra flair. 

“Not everybody needs an interior designer and a full-fledged project,” says Wortham, who operates JE Design Group with Jeanne Huber on the same Warren County property that is now home to The Curly Willow. “Some people just want one or two pieces to freshen a room, maybe some new pillows or bedding, a new piece of artwork.”

The store’s logo, a drawing of the tree that shares its name, and the tagline—Rooted in Design—“was an intentional reference to both the roots of a tree but more so about my long history as an interior designer,” she says.

Wortham’s three-plus decades in the design industry, which includes work with clients in St. Louis, St. Louis County, and St. Charles County, is also evident in the store’s offerings, which includes furniture, florals, fabrics, wallpaper, and cabinet hardware. 

“We really have a mix of designers and manufacturers,” she says. “We're always looking to bring in the latest, the greatest, the freshest.”

“We order directly from the manufacturer for furniture, fabrics, and draperies,” continues Wortham, who can sell by the yard or take custom orders. “We do have wallpaper, both residential and commercial grade, and cabinet hardware. Just a lot of unique pieces and trims and things that you don't normally find readily out and available without using a designer.”

The Curly Willow may be a little off the beaten path, even for locals, given that it’s on a six-acre property at the back of an industrial park where Wortham lives with her family. (Wortham's husband, Greg Wortham, is her partner in the business.) She also aims for the gift items to warrant a stop at the store. 

“I’ve kind of prided myself on, as we’re ordering, stocking the store with things that are really special, things that you just don’t see everywhere. When it comes to gift items, that's where we’re trying to separate ourselves. It’s not just a basic gift. It’s thoughtful. It’s unique. It’s special.”

And not all those unique items are curated from the big design markets. Some come from closer to home.

“We're a small business ourselves, so we like to support other small businesses. We do have a couple lines in the store that are local. For instance, our dog treat line, they are a local Missouri company,” says Wortham, who also stocks a local jewelry line and ornaments. “Anytime we can pick up any local lines and support local artisans and small businesses, we definitely want to do that.“

Since The Curly Willow’s grand opening on Black Friday, Wortham says social media has helped attract customers to an area where home construction is booming. She’s also relying on road trips and referrals to drive traffic to the store, which is on a convenient route between St. Louis and popular attractions like the charming downtown and wineries in Hermann, as well as the Lake of the Ozarks.

Wortham is banking on her design expertise and advice to keep people coming back, whether it’s something as simple as staging a console table, or insights into how to finish a bow made from non-wired ribbon, and more extensive interior design services from JE Design Group, the sister company on site. 

“I think just from being in the business for over 30 years there are things that you inherently pick up or know and I would like to share that with customers of The Curly Willow,” says Wortham. “Those are things that come naturally when a client or a customer is in the store. It's just sharing knowledge and tips and tricks that I've picked up over the years.”