Where Home Begins
Inside Dimora, A Thoughtfully Curated Home Goods Shop That Feels As If It Has Always Belonged In Downtown Lynchburg
By: Olivia Carter | Photos By: Ashlee Glen
When Jess Felicione opened Dimora in downtown Lynchburg in November 2025, the shop felt less like a brand-new retail space and more like a place that had always belonged there. Located inside the historic Krise Building, Dimora is intimate, thoughtfully styled, and filled with objects that invite customers to slow down including wooden spoons, hand-blown glassware, softly patterned linens, and small details that feel chosen rather than stocked.
“It’s been great,” Felicione said. “The response has been better than I could’ve imagined.”
Before opening Dimora, Felicione spent the last five years living in Philadelphia and working as a nanny; a job she loved, but one she knew wasn’t her forever path. Though she didn’t have formal training in interiors, she had always been drawn to design, a passion nurtured by her older sister, an interior designer, who moved to Lynchburg in 2019.
“One day, it was as random as could be, it just occurred to me that if I wanted to, I could probably open up a home décor store,” Felicione said. “I texted
my sister out of the blue and said, ‘What if I moved to Lynchburg and opened a home décor store?’ And she said, ‘Yep, that’s what you’re doing.’”

That encouragement, paired with Felicione’s long-standing affection for Lynchburg, set the idea into motion. She had been visiting the city since she was a teenager and felt an immediate pull toward downtown, one strengthened by her sister’s own connection to the area.
The space Felicione ultimately chose once housed her sister’s interior design studio, making the decision feel almost fated.
“It felt like all the pieces were aligning,” she said. “I loved being a nanny, but it didn’t feel like a forever thing. This idea just kept coming back to me.”
That sense of inevitability traces back even further, to Felicione’s childhood love of romantic comedies.
“I know it sounds corny,” she laughed, “but when I was little, all my favorite rom-coms had main characters who owned little shops like in You’ve Got Mail and Practical Magic. I always pictured myself one day having a store, even though I had no idea what kind.”
The name Dimora, Italian for “small dwelling” or “home”, perfectly reflects that vision. The word was discovered during a week-long naming exchange between Felicione and her sister, and it immediately felt right.
“We wanted something that rolled off the tongue,” she said. “It didn’t feel overused or saturated, and it just felt like home.”
That feeling of home is central to Dimora’s identity. Rather than filling the shop with mass-produced décor, Felicione focuses on pieces that are handmade, thoughtfully sourced, and rich with intention. She describes the shop’s offerings as “storied objects”— items that feel like they have a soul.
“There’s so much mass production now, and it doesn’t always feel rewarding to buy new things,” she said.
“I wanted to fill a gap especially downtown by offering pieces made by creators and artisans who care deeply about materials and design.”
Much of Dimora’s inventory comes from individual artists and small makers, some discovered through careful research, others through word-of-mouth. Mouth-blown recycled glassware. Textiles designed using archived patterns. Kitchen linens, bathrobes, makeup bags, candles, and lamps that feel elevated but approachable.

“For me, it’s a gut thing,” Felicione said of her curation process. “If I like it, and it feels right, it belongs here.”
As the shop has settled into its rhythm, Felicione has begun learning from her customers as well. Smaller, everyday items like wooden spoons, taper candles, simple kitchen towels, have quickly become favorites.
“It’s really sweet to me,” she said. “People love grabbing that one small thing to bring home. It feels wholesome.”
Dimora’s customer base, she said, has been one of the most unexpected joys of opening the shop. New to retail after years of working with children, Felicione wasn’t sure what to expect but the experience has exceeded her hopes.
“I already have a handful of regulars,” she said. “People come in curious, they ask questions, they want to know where things come from. Even if they don’t buy anything, that curiosity feels like such a compliment.”
As spring approaches, Felicione is looking forward to refreshing the shop’s palette and mood. Lighter colors, brighter patterns, and seasonal scents are on the way.
“I just ordered a candle that smells like tomato and basil,” she said. “It’s the kind of thing that immediately makes you feel the change of season.”
That sensitivity to atmosphere reflects Felicione’s belief in the emotional power of home.
“Your environment totally dictates your mood,” she said. “Every object in my own home is intentional, whether it’s passed down, thrifted, or handmade. Material really brings warmth into a space.”
Opening Dimora downtown wasn’t just a business decision, it was a commitment to the Lynchburg community.
“That’s the main reason I wanted to do this here,” she said. “Downtown Lynchburg values locally owned shops in a way I’ve never seen anywhere else.
I’ve only lived here since March, and I’ve never walked down the street without knowing someone.”
In the future, Felicione hopes to open the shop’s back room, currently unfinished, to create more space for customers and future inventory. It’s a small step forward, but one that fits Dimora’s measured, intentional growth.
“I wanted to take my time,” she said. “Let it evolve naturally.”














