A Longwood University alumna has returned to Farmville to introduce a new addition to Main Street called Farmville Sweet Shop. Dani Murray, the owner of the shop, graduated from the university in 2004. This family run business was started as a way to give back to the revitalization of the Main Street Project and cater to customers of all demographics.
“Chocolate and ice cream are something that could appeal to all demographics here — the Green Front shoppers, those who go on the High Bridge Trail, the local Farmville residents and the students,” said Murray.
Features of the store will include fudge, hand painted chocolates, muffins, cheesecake, a handmade traditional Polish cookie called “chrusciki,” other handmade pastries, saltwater taffy, bulk candy, gummy bears and lollipops. There are gluten free, no sugar added and lactose intolerant options for ice cream as well.
The sweet shop will sell coffee, water and Vitamin Water. Upon the arrival of the espresso machine, there will be cappuccinos and lattés for sale as well.
More special attractions to this new business are the free WiFi and study area for students. There is a room for rent featured in the shop where people can host birthday parties, bridal showers or sorority and fraternity gatherings.
Murray plans to have the store open seven days a week from 7 a.m. until 8 p.m. However, Murray said they are open for taking suggestions. “We hope that people are open with us in terms of what they’re looking for and what we’re missing. We’re going to sell whatever people want to buy.” Their store hours are flexible as well. Murray said that she wants to change Farmville’s habit of “rolling up the sidewalks at 5 p.m.”
“We need to make that effort because the students need somewhere to go,” Murray said. She said she and her family have lived in many towns where the main street was really thriving and thinks Farmville’s Main Street needed some serious improvement. When Murray visited in November, she read about the Helen Person and the Main Street Project and the wheels began to turn.
Last June, Murray and her husband had a son while they still lived in Boston, Mass. They decided Murray’s job in the corporate world was not the right environment to raise a child in. Since Murray transferred to Longwood and her parents have been locals for 15 years, she knew that getting a job is difficult in the area, so she said, “Let’s just make our own job.” After planning and much thought, the idea of a sweet shop emerged.
There is a history of sweets in this family business that will give the Farmville Sweet Shop an authentic feel and camaraderie. Murray’s grandmother was a chocolatier and her mother, Pat Pezold, went to the Culinary Institude of America for baking and pastries. Mrs. Pezold will hand make the items in the pastry case.
Murray graduated from Longwood in 2004 as a part of the first graduating class of Communication Studies Department students. Murray discussed her friendship with Dr. Bill Stuart, the former interim chair of the department, who passed away suddenly in September 2012. She reflected on the “study hours” that Stuart hosted, which eventually turned into lunches with students.
As a prank for Stuart’s birthday, Murray and students trashed his car with streamers. They did not realize that it was also the same night that Stuart was supposed to take out a candidate for the Communication Studies faculty, so when Stuart saw his car, he rushed to take all of the decorations and shoved them in his trunk.
Stuart kept the prank in mind for the next time he saw Murray’s car parked along Main Street. With Murray’s prank in mind, Stuart dumped all of the streamers onto her car and left. Murray remained close friends with Stuart for years to come.
Murray worked at the YMCA for a couple of years after graduation and then attended Johnston & Whales University to earn her master’s degree. While she was at Longwood, she helped found Lambda Pi Eta, the Communication Studies Honors Fraternity, was the editor of The Rotunda and was also involved with the Outdoors Club and Cycling Team.
After Murray obtained her master’s degree, she worked in the restaurant business and helped open a few restaurants. One of these restaurants, called The Bee Hive, is a Bohemian bar and eatery featuring live music seven days a week and has been deemed a “must see venue” by the New York Times.
Murray had a passion for the restaurant industry and the fast-paced, hospitable environment that came along with it. However, her husband Paddy moved to the United States from Ireland and also worked full time. The time commitments were overwhelming compared to how much time they actually had to spend together.
Paddy had a degree in Biology and worked in carpentry. The need for a more family friendly schedule triggered Murray to switch to a job in the corporate world for some time until baby Dane came along. Murray and her husband decided a change of environment from a busy city to a small town would be a change for the better for their family. “This way, my husband and son can be involved.”
Murray plans to have the store open seven days a week.
