People Behind the Presents: Allie Motyka & Rachel, The Shops at Agora
Before opening her own store inside The Shops at Agora, Allie Motyka of Heartworn Vintage had worked with building owner Clay Clark for years, including at Clementine and Ruby’s Arcade. When he asked if she would help establish the new shared marketplace, she agreed. She and Chris Howdyshell then took on the task of finding the original small businesses that would come together to form The Shops at Agora.
What emerged was a cooperative space filled with local makers and independent retailers. It quickly became one of Downtown Harrisonburg’s most unique and engaging shopping environments, a must-visit for locals and visitors alike.
image from The Shops at Agora Facebook
Allie and her mother inside at Heartworn Vintage inside The Shops at Agora
“We love sharing a space with our neighbors. Sharing costs helps us all thrive, and we get to share foot traffic as well. Most people who visit Agora explore all of the shops. We love our community here.”
Building Agora
Lineage’s space inside The Shops at Agora
Heartworn Vintage started with conversations between Allie and her mom as their collections of 1960s and 1970s pieces grew too large to keep at home. They had always been fascinated by the colors and patterns of those eras, so when Clay conceived the idea for a shared retail space in 2016 and offered them the opportunity to open a shop, the dream finally became a reality.
For Lineage, another longtime Agora business, Rachel shares that the spark came from a single handmade gift. Owner Paul Hansbarger created his first canvas bag for his wife, Jesi, while she was pregnant with their first child. She needed a diaper bag she truly loved, and nothing on the market felt right. Now with many different styles and the same amazing quality these pieces are the best gift for someone you love.
Why Agora Feels Different
Gift ideas from Crucible Coffee, located inside The Shops at Agora
When asked what sets The Shops at Agora apart from a traditional store, the answer comes quickly.
“We are eight small businesses in one space, and even more when you count all the local vendors we carry. It is easy for people to get a lot of shopping done in one place. We offer such a wide variety that you can find something for everyone, and even grab a coffee while you browse. When you shop here, you are supporting small, local businesses and keeping money in the community.”
The experience itself is part of what makes it special. Visitors can bring friends or family, enjoy a slower pace than the busy box store environment, and appreciate the simple pleasure of browsing with a warm drink from Crucible in hand.
“One of my favorite things about being part of Agora is that there’s a little something for everyone! I do a lot of my own holiday shopping here because I can find everything I need and support small businesses in the process.”
Collaboration also sets Agora apart. Materials like packing supplies, boxes, wrapping paper, and extra displays are passed around until they find someone who can use them. Business owners often exchange ideas about marketing, social media, or merchandising. Having people to brainstorm with makes the challenges of small business ownership feel a little lighter.
Meaningful Moments
Gift ideas from Halycon Videogames, located inside The Shops at Agora
Although there is no single story that stands above the rest, Allie shares how she hears nostalgic comments daily. People stop in and feel like they are taking a trip down memory lane, remembering items from childhood or something their parents used to own. “It's fun when folks are looking for a particular item from their childhood or something their parents used to have, and being able to match them up with that piece. Mostly, we love to see the joy that all the color things bring to folks.”
At Lineage, the most memorable moments come from connecting customers with something made to last. Many shoppers are tired of bags that fall apart quickly, and discovering a hand-sewn, durable alternative becomes a meaningful experience. “Ours are handsewn in Richmond, Virginia, and built to last a lifetime.”
Gifting Advice
For anyone looking for a truly unique holiday gift, vintage items are an obvious highlight. Every piece has character, and none of it can be found in a major chain store. “We offer such a wide variety of things, from clothing and accessories, to kitchen and housewares, to linens, knick knacks and furniture!” - Allie
Gift ideas from Sacred Hazel, located inside The Shops at Agora
The shopping experience itself is another reason people return during the holidays. It feels like an outing rather than a chore. With multiple businesses in one inviting space, guests can browse at a comfortable pace without the stress of crowds.
Helping people find gifts during the holidays is another favorite part of the work.
“One of the most gratifying things for me during the holidays is helping customers to find the perfect gift for their friend, partner, child, or parent - ESPECIALLY when the person they're shopping for is described as difficult to buy for! It's so fun to help the customer find something that's unique and personalized that will actually be used and enjoyed rather than donated right after the holidays. That experience just can't be replicated online!” - Rachel
“It's so nice to be able to help someone find a unique gift that will bring joy to that person! It just makes ya feel good, ya know?! Knowing that that person put thought into their gift and found something that they probably won't find somewhere else.” - Allie
Images from The Shops at Agora Instagram and Facebook
The Downtown Connection
Being Part of Downtown’s Business Community
The people who make up The Shops at Agora
When customers choose to shop at Agora, the impact is direct and meaningful. Many small businesses are relying heavily on the holiday season to stay afloat. Every purchase matters. Supporting small businesses also keeps money circulating within the community, where owners spend locally and reinvest in the region. “When you shop at Agora, you're spending your money at small, local businesses and keeping local dollars in the community.” - Allie
Rachel also shares, “We take pride in paying our staff a living wage. When you shop at Lineage, you help us enrich our community by supporting the people who live and work here.”
One piece of advice that she share is, “If you enjoy how vibrant downtown Harrisonburg has become in the past several years, help us keep it alive! The diversity of shops, restaurants, and experiences that we have can only exist if we all show up to support it.”
The Downtown Spirit
During the holiday season, Downtown Harrisonburg comes alive. The folks at The Shops at Agora love seeing the crowds of travelers, talking with people about where they came from and what brought them to Agora. They also cherish the simple joy of seeing friends and family run into each other unexpectedly on the street.
Events like Winter Wonderfest have created favorite memories too; walking around and enjoying the magical feel in downtown during the Winter Wonderfest was lovely for both event attendees and downtown’s shop owners.
Agora businesses love exploring downtown themselves. Favorite places to eat include Bella Luna, The Little Grill, Pulp(do not miss Luke’s Japanese food!), Mashita, Broad Porch, and the Co-op hot bar.
Favorite places to shop include The Lady Jane, Dart Resale and Trade, Wonder, and of course the many businesses inside Agora.
Hopes for Downtown’s Future
For the future, most hopes are simple. Many shop owners want to keep doing what they love and ideally see their businesses grow little by little each year. Some dream of one day being able to afford staff, although they are content with the pace of things as they are.
For Downtown Harrisonburg as a whole, the hope is continued improvement and creativity. More fun decor, more signs that let visitors know they have arrived in Downtown, and more energy that draws people in. Above all, they hope that supporting small businesses remains a defining feature of the downtown experience.
Check out the Downtown Harrisonburg Holiday Gift Guide to meet more people behind the presents, and check out The Shops at Agore social media to see what is happening at each shop!