Silver Raven rebrands as The Phoenix in Jonesborough

A longtime Main Street shop in Jonesborough has taken on a new identity after the town's Historic Zoning Commission approved a name change in December, marking a fresh start for its owner and the business. The store formerly known as Silver Raven is now operating as The Phoenix, a name owner Carla Wells Bowers said reflects resilience and renewal after a period of change. "I wanted a new beginning and that's what the phoenix represents," Bowers said. "The phoenix burns and rises from the ashes becoming renewed." While the name has changed with the New Year, the shop's core offerings remain familiar to longtime customers, with jewelry still at the center of the store. At the same time, Bowers said she is expanding what shoppers can find inside the downtown location. "We're adding a charm bracelet station, after receiving many requests from shoppers," Bowers said. "All the charms will be stainless steel, instead of gold or silver, to keep prices affordable. The store is also adding more of a gift shop with some additional metaphysical items." Bowers said the transition has been made easier through steady encouragement from people around her, particularly those rooted in the Jonesborough business community. "To have so much support from my friends and community members — you have to be doing something right," Bowers said. "At one point, I didn't know what came next and so many people in Jonesborough helped me. It truly is a great place." She said the store's new theme mirrors the individuality of both customers and the products on the shelves, shaping how she curates inventory for the space. "The theme is that everyone's path is different," Bowers said. "Our paths may cross, but they are not the same. I try to take this into account for the items in the store. I'm not buying for myself, I'm buying for my customers." That approach has helped build close relationships with regular shoppers, some of whom now feel comfortable making personal requests. "That's one of the great things about my customers — after a while they just become friends," Bowers said. "That's one of the reasons why supporting small businesses is so important." Beyond the storefront, Bowers said her motivation has been strengthened by her family, particularly her children and grandchildren, as she works to sustain and grow the business. "Failure is not an option," Bowers said. "I want to show them that the American dream is real and you have to work hard for it. We have been very blessed…" Community involvement has also remained a constant mission for the shop. Bowers said The Phoenix continues to support nonprofit organizations, including a recent angel tree effort that benefited a no-kill animal shelter. "We're always looking for nonprofit groups to support," she said. "We want to give back to the community."