Independent business Greentail Table celebrates 10th anniversary

As Rielle Montague and her mother Joyce walked down Watertown Street in Nonantum doing errands, they were immediately drawn to Greentail Table’s window display and stepped inside. 

Greeted warmly by owner Linda de Valpine, Rielle Montague said she came in because the independent store “looked like it had local and unique items.”

The shop, which sells an array of whimsical, useful and elegant tabletop accessories and gifts, soon will be celebrating a decade in business. 

“We are very fortunate to be located in Newton because people really get the importance of shopping small and local,” said de Valpine, reflecting on the milestone anniversary. 

Setting down roots

After working for decades as a buyer for other businesses, de Valpine had a plan to open her own retail establishment. “[I] always wanted to bring my dream to fruition [and] be my own boss,” said the Lincoln resident. 

Driving by the storefront at 343 Watertown Street in Nonantum a decade ago, she immediately thought the village was very cute and the space “was just perfect for what we envisioned.”

With help from her husband Jack de Valpine and her design vision, the couple reimagined the interior, creating shelving and display surfaces to best highlight appealing items for customers. 

Soon, news of her tasteful variety of goods spread by word of mouth and drew in visitors who soon became loyal customers. 

And now, ten years later, “We’re definitely now a destination,” said de Valpine. “We have an amazing, loyal following.”

Newton resident Kate Johnson has been a regular customer since the beginning. “Linda has a great eye for housewares and textiles. And as I have said to her many times, one of the things I like best about Greentail Table is you can find a small something for five bucks and you can also find a lovely wedding present,” she said, adding, “I do think it is important to shop at independent stores.” 

Surviving – and thriving – during Covid

Covid was devastating for many restaurants and businesses. Fortunately, Greentail Table survived in large part due to its loyal customers, said de Valpine. 

Many told her they continued shopping there during the pandemic because, “We want you to be here after this is over.”

The shop’s crisp, clear website also helped the business thrive. “I think that was critical,” she said.

During the time the physical shop had to close, she and her husband took extra steps to serve customers. For example, the duo made free deliveries in Newton and a few nearby communities, and if shoppers wanted cards, she would take photos of cards and email them so they could choose.

When the store itself finally reopened, only four customers were allowed to come in at a time. “We had long lines,” she recalled, but “they wanted to support us.”

Looking back, de Valpine said, “I felt grateful. … I’m still floored by it.”

As for what’s next, de Valpine said she is sticking to one store, although she may consider expanding in the future. 

As she travels to trade shows throughout the year, she said she aims to choose products in a range of categories and price points so that “anybody can find something that they can afford.”

Time to celebrate

Greentail Table’s actual 10th anniversary will be on July 10, said de Valpine, but celebrations will be held on July 13 and 14 (with special Sunday hours), with this schedule:

Saturday, July 13, 10AM-5PM:

• 1PM: Cake cutting (Antoine’s Pastry Shop) and Cabot’s ice cream
• 1PM-4PM: Tarot card readings with Nicole Pirani of NJP Tarot
• 1PM-4PM: Artisan pop-up with Kate McGuire of Kate McGuire Pottery
• 2PM-4PM: Face painting with Astrid Ortiz of Kidz Wishing Well

Sunday, July 14, 12PM-4PML

• 12PM-4PM: Bite-sized food, refreshments – Pam Haslam of Great Party Food
• 1PM-4PM: Artisan pop-up with textile designer Brandy Gibbs-Riley