photos by JODIE BRIM CREATIVE
Fiddle & Fig owners Morgan Holt and Jamie Lapp have built a business around helping others create spaces that welcome people and invite joy.
Now, the two are expanding their home decor shop across the entire bottom floor of their current location in Winston-Salem, and expect the completion of the project to be open in June, with an added twist —they’ll be serving beer, wine, southern sweet tea, bottle sodas, and select fresh snack boxes!
This inviting and inspiring shopping experience was originally opened by Morgan and Jamie in historic West End in October 2020. Their shared goal was to lead others to make time spent together a top priority, and create a home that’s authentic and welcoming. The special touches and intentional design of their space fosters a sense of belonging and interest.
TIMING IS EVERYTHING
“When we opened in the fall of 2020, we had an event space upstairs that we rented out, and had visions of hosting many pop-ups and classes,” says Jamie. “COVID was still causing restrictions on capacity and in the winter of 2020, the gathering capacity was limited to 10 people. We decided it was best to switch up the space and put only inventory there.”
While enjoying that space for products such as rugs and their popular wood-framed verse signs, but still hopeful they could bring their envisioned “gathering space” to life, the winter of 2022 brought new possibilities.
“The landlord of our building — and owner of the former Poppyseed Provisions — approached us about expanding next door,” explains Morgan. “Poppyseed closed its doors in February 2023, and as part of a grander plan for our building, he asked if we would like to expand over into that space.”
For Morgan and Jamie, that translated to closing their 1,000-sq.-ft. of upstairs space, while expanding next door into another 2,000-sq.-ft. – including a bar area, two additional bathrooms, and more office space.
“We will now have full use of the outdoor green space and patio behind the building” says Jamie. “A door has been cut from our store into the space next door, and the stairs were removed, allowing for more retail space and displays. We are excited to eliminate the flight of stairs for our customers and have everything on the same floor!”
Morgan and Jamie have plans for a large gathering table that seats over 20 people for the middle of the expansion, with additional seating available throughout. Their team is also working to schedule pop-ups and classes to bring the Winston-Salem community together in their brand new “gathering space.” Morgan and Jamie say they want the community to feel the true goodness of their vision, which is gathering with friends and family, as well as experiencing the unmistakable joy and gratefulness when welcoming others into your home!
It’s a positive move for all, as Alkali Hair Studio is expanding into the old Fiddle & Fig upstairs space, creating exciting growth — and more still to come for the property. Morgan and Jamie are more than thankful for the wonderful space and their neighbors in the building!
“We will expand our offerings of kitchen items, add greeting cards and more paper goods, men’s products such as grilling accessories and spices, and pampering gifts,” says Morgan. “We hope to be your one-stop shop for home goods and gift giving!”
Morgan and Jamie are family in more ways than one. Jamie’s daughter married Morgan’s brother this past March — and Fiddle & Fig literally wouldn’t exist without them!
“My daughter’s relationship with Morgan’s brother introduced our families,” says Jamie. “We were living in Pennsylvania at the time, and whenever Morgan and her family came to visit, I was excited to show her around once we realized we shared a love for shopping and home décor. We discovered we had a similar style and taste!”
Jamie and her husband decided to make the move to Winston-Salem, feeling an opportunity for new business was waiting. Fiddle & Fig’s popular signature soy wax candles, however, are hand-poured in Jamie’s hometown in Pennsylvania — and now available in 21 scents!
As Fiddle & Fig continues to expand, Morgan and Jamie have one request for their customers: Please continue to support local businesses! In an ever-changing economy, local businesses are working hard to shift and continue to bring Winston-Salem the best food, goods, and services.
To enjoy your own pleasant stroll through Fiddle & Fig, and some much-needed gathering time with a good friend or two, visit the store at 403 West End Boulevard in Winston-Salem, 336-283-9220. Visit and shop online at Fiddle-fig.com, and stay up-to-date on events on Facebook (FiddleandFigMarket) and on Instagram @fiddleandfigmarket. Shop hours are Tuesday through Saturday 10:00 a.m. – 5:00 p.m.