Patrons can ‘walk down memory lane’ at Sweet Phoenix’s new Greenfield location

Items for sale at Sweet Phoenix at 281 Main St. in Greenfield. Owner Danielle Marie has a goal of keeping the items she sells — old collectibles, gifts, antiques, home goods, furniture, clothing and jewelry — unique but affordable for all customers.

Items for sale at Sweet Phoenix at 281 Main St. in Greenfield. Owner Danielle Marie has a goal of keeping the items she sells — old collectibles, gifts, antiques, home goods, furniture, clothing and jewelry — unique but affordable for all customers. STAFF PHOTO/PAUL FRANZ

Owner Danielle Marie has found a permanent location for Sweet Phoenix, formerly a pop-up shop in Turners Falls, on Main Street in Greenfield.

Owner Danielle Marie has found a permanent location for Sweet Phoenix, formerly a pop-up shop in Turners Falls, on Main Street in Greenfield. STAFF PHOTO/PAUL FRANZ

Items for sale at Sweet Phoenix at 281 Main St. in Greenfield. Owner Danielle Marie has a goal of keeping the items she sells — old collectibles, gifts, antiques, home goods, furniture, clothing and jewelry — unique but affordable for all customers.

Items for sale at Sweet Phoenix at 281 Main St. in Greenfield. Owner Danielle Marie has a goal of keeping the items she sells — old collectibles, gifts, antiques, home goods, furniture, clothing and jewelry — unique but affordable for all customers. STAFF PHOTO/PAUL FRANZ

Items for sale at Sweet Phoenix at 281 Main St. in Greenfield. Owner Danielle Marie has a goal of keeping the items she sells — old collectibles, gifts, antiques, home goods, furniture, clothing and jewelry — unique but affordable for all customers.

Items for sale at Sweet Phoenix at 281 Main St. in Greenfield. Owner Danielle Marie has a goal of keeping the items she sells — old collectibles, gifts, antiques, home goods, furniture, clothing and jewelry — unique but affordable for all customers. STAFF PHOTO/PAUL FRANZ

By GRACE LEE

For the Recorder

Published: 04-11-2024 11:29 AM

Modified: 04-11-2024 7:11 PM


GREENFIELD — What began as a pop-up shop selling antiques and home goods in Turners Falls last October has transitioned to a permanent home at 281 Main St.

Sweet Phoenix, owned by Danielle Marie, has moved into the space formerly occupied by Plum, a retail clothing boutique that moved to 202 Main St. in Northampton. Marie looks forward to a fresh start with the switch to a more permanent location, with the goal of keeping the items she sells — such as old collectibles, gifts, antiques, home goods, furniture, clothing and jewelry — unique but affordable for all customers.

Marie also hopes to join forces with other businesses to “make Greenfield the destination,” and partner with local artists to host painting and crafting classes.

“There is a lot of talk about Greenfield and how the storefronts are empty,” she said. “I think that the best way to fix that is to be a part of the solution.”

Marie has been enthralled by the world of antiquing for as long as she can remember; she said knowing that there is a long history behind an item is what makes it unique. She loves seeing customers’ “eyes light up” with nostalgia from finding an item that evokes a memory from their past.

“I like watching people walk down memory lane and remember the good times,” she explained.

When Marie closed her previous shop in Deerfield, before her temporary lease in Turners Falls, her goal was always to find a way to open a permanent location again.

“The idea of Sweet Phoenix was basically to start over from what I had,” she said, with the shop’s name paying tribute to that idea of “rising from the ashes.”

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As an emergency dispatcher in Greenfield for 10 years, Marie feels she has gotten to know the community in a very personal way.

“I want [people to feel] like they are a part of Greenfield when they come into the store,” Marie said. “I can’t wait to have that door open the first time on a nice day, and people just walk in. … That’s gonna be the light at the end of the tunnel for me.”

Marie found community and belonging in Greenfield and wants her store to foster community relationships; she envisions it being a place for people to step away from the world, enjoy the current moment and find items that resonate with them.

The Turners Falls community, she said, was beyond supportive of the temporary store.

“I had been looking for places to settle in and I loved Turners, but I also, you know, I’ve got strong ties to Greenfield and just needed to be [in] the right place,” she said.

“It’s an extension of what I was doing in Turners, but it’s going to be even better,” Marie added. “I think Greenfield has a lot going for it and I think it’s just going to get better. We’re not on a downward slope.”

Sweet Phoenix is open Wednesday through Sunday from 10 a.m. to 5 p.m., though the hours will be extended in the summer. The store also plans to be open during the Saturday morning farmers markets and nights when there are events downtown.