06/02/2025
Please go check out this store.
The Southern Willow on Main: Turning a Dream into a Downtown Destination
Meet Martha Easler and her daughter, Janelle Brackett, the owners of The Southern Willow on Main. Choosing the perfect name wasn’t easy, but their love of willow trees combined with their location on Main Street in the South inspired the elegant and fitting name.
When the pair first saw the vacant church building on Main Street in October 2020, it didn’t look like much, but they saw potential. With a shared vision rooted in creativity and community, they transformed the space into what is now The Southern Willow on Main. They officially opened their doors in November 2020, right in the midst of the pandemic. “It was definitely a leap of faith,” Janelle shares, “but we believed in the idea and in each other.”
This fall, they’ll be celebrating five years in business a milestone that reflects their dedication, passion, and the support of the Clover community.
Their journey into retail didn’t start in a store it started at craft shows, vendor booths, and late nights with Cricut and embroidery machines. Both Martha and Janelle had a passion for handmade goods, crafting, and creating unique, personal pieces.
The Shop with Soul and Southern Style is now home to a diverse mix of boutique clothing, accessories, home décor, handmade dough bowl candles (poured in-house), and gifts for men, women, and babies. With each item thoughtfully chosen or handmade, the shop blends both owners' unique styles: Martha favors rustic, leather, and western flair, while Janelle gravitates toward shimmer and traditional southern charm. “Our styles are night and day, but they work together,” says Janelle. “It creates something for everyone,” adds Martha. The shop also features a curated selection of local vendors, offering a little bit of everything. “We want it to feel fresh every time someone walks in,” Janelle says.
The Heart Behind the Business
For both Martha and Janelle, the most rewarding part of owning a business in Clover is serving the community. “It’s when someone walks in and says, ‘This is my favorite store,’ or ‘This place is beautiful,’ and they have no idea it was just the two of us who built it from the ground up,” Janelle shares.
But running a small business isn’t without challenges. Competing with big-box stores and spreading the word about their shop remain ongoing hurdles. “We still hear people say, ‘I didn’t even know you were here,’” Janelle says. “And it’s tough to compete with big store discounts. We price our items fairly from the start.”
Looking Ahead
The Southern Willow on Main continues to grow, with plans to eventually open part of their upstairs space for small events like baby showers and bridal showers, while also expanding into online sales and shipping. Above all, they want the community to know that every product, every display, and every decision comes straight from the heart. “We put everything we have into this store - time, sweat, and a lot of love,” says Janelle.
110 S Main St, Clover, SC
Hours: Tuesday–Friday 10:00 AM–5:00 PM, Saturday 10:00 AM–4:00 PM
Town of Clover, SC
Greater Clover Chamber of Commerce
