Maverick Seafood Brings the Coast to Central Virginia

It all started when a young couple, Gabriel and Nikki Cook, came to Lynchburg full of ideas and great amounts of passion.

“I came to Lynchburg for a Doctorate degree in psychology,” Gabriel explained. “Then, [Nikki] inspired me to do catering, which then turned into a pop-up restaurant at Apocalypse Ale Works.”

The couple opened the Apocalypse location in early 2023 to great success. Located right within the Apocalypse footprint, they were able to deliver fresh seafood dishes—from fish tacos to crab cakes—directly to brewery-goers as well as hungry customers just stopping by for a quick bite.

Their business quickly grew and, by June, Maverick Seafood required a larger, more permanent location. They relocated to Forest Square in Forest. 

Maverick Seafood prioritizes fresh, quality ingredients, despite Lynchburg’s land-locked position.

“The owner of Best Catch on Fort Avenue came out of retirement to help us,” Gabriel said of their connections to bring fresh seafood to this area. “He was able to give us advice and we were able to uplift him as well. For Best Catch, he was using nine plus distributors and knew where to get the best lobster for lobster rolls.”

Customers who dine at Maverick Seafood can expect build your own lobster rolls, crab cakes and crab cake sandwiches, fish or shrimp tacos, and quintessential accompaniments like hushpuppies, tots, and fries.

Each menu item can be customized to a customer’s unique preferences—from additional meat or veggie toppings to a comprehensive selection of delicious sauces. Maverick Seafood will also continue to iterate on their menu—offering new specials as seasonal selections change and different seafood becomes available.

In the future, Maverick Seafood hopes to offer a brunch menu as well.  

Maverick Seafood’s hours and menu information can be found online at www.mavericknutritionandfoods.com or on Facebook.

A new food and shopping campus on Bedford Ave. does more than revitalize a building

It’s 2:30 p.m. on a Friday and shoppers mill about, hopping from business to business experiencing something new and unique to Lynchburg. That unique experience can transform a shopper into an environmentalist, a cooking student, or a foodie when they are at this one-stop destination that houses various businesses.

These new businesses share a 19,000-square-foot building that is part of a bigger picture for restoring Bedford Avenue. The building is located at 2204 Bedford Avenue.

“The goal is to revitalize Bedford Avenue. It is the bridge to downtown,” said developer Daryl Calfee. The 2204 Bedford Avenue property is just two miles from downtown Main Street.

Calfee, owner of Penny Lane Properties, a company that focuses on property restoration, noted that the area had been abandoned and no one had done anything to it. So they stepped in to change that.

The 2204 Bedford Avenue building was once a Dr. Pepper Bottling Company—one of many locations in and around Central and Southwest Virginia in the 1950s. Based on permit information from the Lynchburg City Planning Commission, the site was sold in November 2021 and a site plan for the property was approved in the Summer 2022.

The businesses that opened this spring at the location share the property—with guests having the ability to float from shop to shop via open interiors. The building’s facade features dark wood and charcoal paint, while the interiors each have their own unique charm and look.

From the outside, this location appears like a mini outdoor mall that supports a small food campus. The businesses that are nestled within are Truss, a restaurant that boasts a seasonal menu and crafted cocktails in an upscale casual dining environment; The Flour District, a community bakery with mouthwatering European-style pastries; Scratch Pasta Co., an extension of the already well-loved local pasta brand, where shoppers can purchase pasta, salads from the cold case, and curated kitchen wares; Rivermont Refillery, a zero-waste and sustainable store; and Rhodora, a specialty gift shop. 

The staff at the businesses believe that the revitalization is a great opportunity for a pedestrian-friendly shopping and dining experience.

“It is such a good connector to Rivermont,” said Rivermont Refillery manager Anita Fontaine, referring to the proximity to Rivermont Avenue, which includes residential properties and Randolph College and is a main thoroughfare to downtown Lynchburg.

Fontaine noted that Rivermont Refillery, open since April, offers people the opportunity to make sustainable, environmentally friendly choices by reducing plastic waste. Shoppers can refill containers of products such as detergents, shampoos, and other household products versus buying them in single-use plastics.

Rivermont Refillery offers a wide range of nontoxic vegan beauty products including soaps, lotions, as well as laundry detergents and fabric softeners as well as other items ranging from jewelry to stationery.

Residents have expressed excitement over the revitalization, as well.

“I am really excited about it,” said longtime resident Hailey Anguire, who first heard about what was happening on Bedford Avenue through Instagram.

Co-owner and chef of Truss Wray Warner said there is a lot of hype around town about the area.

Warner and Jill Fees share ownership of Truss, which is currently 2204 Bedford’s only full-service restaurant. Walking into Truss feels like an experience in and of itself. Entering through the front door, guests get an immediate glimpse into the kitchen, where seasonal dishes and a rotating menu are thoughtfully and carefully prepared. There is also a 40-seat banquet room along with a 10-seat chef’s table, the perfect gathering space for intimate food and wine tastings, meetings, or special events. 

“I am excited to have it open and be a part of the Lynchburg restaurant scene,” Warner, who has been a chef for 20 years, said. “I want it to be a place where people can come three times a week whether it is for dinner or for a snack and a drink.”

Other business owners see the new combined businesses as a plus, as well.

“We want it to be a community gathering space,” said Stephanie Fees, longtime chef and owner of Scratch Pasta Co.

Scratch Pasta Co. will offer different varieties of pasta for sale, like their fan-favorite Virginia Wheat Campanelle, Spicy Garlic MoHawks, and Lemon Basil Gemelli. Shoppers can also purchase freshly made pasta and pasta salads from Scratch Pasta’s cold counter as well as meticulously curated kitchen wares, from artisanal salts and spices to reclaimed fabric napkins to stunning cookware.

“The vision is to make dinner easy for people,” explained Stephanie Fees, who formerly was a professional chef in New York City and ran the kitchen at West Manor Estate for a number of years before launching into her Scratch Pasta venture full time.

Another stop within the 2204 Bedford space is The Flour District—a bakery that offers a variety of pastries and other foods ranging from cinnamon rolls and European-style muffins to breakfast sandwiches. They also offer a drink menu for specialty coffee, seasonal tea blends, and celebratory mimosas.

Maria Niechwiadowicz, pastry chef and CEO of The Flour District said there will also be cooking classes in the future. 

“We hope that we will be both a place that neighbors can walk to as well as a destination spot in Lynchburg. We hope that customers will feel welcome and excited to invite a friend to share a pastry or beverage over a good conversation and ultimately be a point of connection,” Niechwiadowicz said. 

The 2204 Bedford Ave. project is unlike anything Lynchburg has seen in our area in recent years, or perhaps in our city’s history. Within one space, an idyllic afternoon stretches out in front of you—starting with an espresso and pastry at The Flour District, meandering through the shops, and culminating in a truly local meal at Truss. Simply walking through the doors of any of the businesses within the campus, you get the understanding that something truly magical has taken place—not just the revitalization of an almost-forgotten building, but the revitalization of epicurean enjoyment in Lynchburg.   

Earning a Best of Lynchburg award should be celebrated, and earning this recognition year after year earns a business a spot in the Hall of Fame. 

To place in our Best of Lynchburg Hall of Fame, a business, person, or place needs to have won a gold level award in a particular category for the majority of the last eight years—since VistaGraphics first launched the contest. 

Flip through to see who is the best of the best in the region! 

(Voting for the 2024 Best Of Lynchburg Awards begins July 27. Look for those winners in the January/February issue of Lynchburg Living!)

Fleming Mountain Grill breathes new life into an iconic space

It isn’t a surprise that when the name “Mitchell” is used in conversation within the Hill City, it is most often answered with one question, “As in Mitchell’s Grocery?” 

With the opening of the beloved location’s doors in 1949 came residents from all across town to fuel their tanks, catch up with a friend, or grab some of Mitchell’s famous fried chicken. From their warm atmosphere to their warm meals, the spot became a home for any and all. 

The grocery stood firmly at 1060 Lee Jackson Hwy. for sixty-five years until the closing of its doors in 2014. Today, most Lynchburg locals still recall both the authentic fried chicken and friendship that came from within Mitchell’s Grocery walls; a place that offered up much more than just a meal to anyone who went there for gas or grub. As of January 2023, however, the place has been made anew. Today, sitting within Mitchell’s Grocery Store’s footprint is Fleming Mountain Grill—a revamped version of the old, treasured space, now serving hospitality, smiles, and the best ribeye in town. 

This chapter of the story began years ago after the Mitchell’s Grocery chapter came to an end. Somewhere in Wilson, North Carolina sat Roger Keeling, a baseball coach who had stumbled into a run-down steakhouse in a cinder block building. Despite the appearance of the restaurant, the food was impeccable. So impeccable that Keeling, upon returning to his home in Lynchburg, thought,
“We need something like that in Lynchburg.” Going back to the Wilson spot soon after, Roger knew. “The old Mitchell’s Store,” he said to his wife, Carolyn. “That’s where we need to put a steakhouse.” 

After deciding to make those thoughts a reality, the Keelings knew they couldn’t be the sole operators. Enter Kevin Smith, an experienced butcher who was told of the idea and posed the question, “Are you interested?” He visited that same place in Wilson that sparked Roger’s vision and replied, “Yeah, I like it.”

The Keelings’ dream soon transpired from an idea, to purchasing the old Mitchell’s Grocery building in April of 2022, to finally turning it into the restaurant they imagined. With Roger’s background in construction, Carolyn’s superior design eye, and Kevin’s knack for “physically destroying things,” as Roger jokes, the process took from the end of May 2022 to the end of December 2022, about 8 months. 

Throughout the renovation, they strove to bring a new look while keeping the roots of the old grocery there. 

“Mitchell’s was such a centerpiece of our community,” Keeling noted. “We wanted to build around some of the existing building—to create a space where people would walk in the doors and feel like they were home.”

“Country elegance,” Keeling deemed the atmosphere of the space. “It’s meant to feel like you’re just outside of the city and heading into the mountains, like you’re sitting in our living room, having dinner.” 

Due to Smith’s familiarity with meat and the Keelings’ previous ownerships of two restaurants outside of Virginia, the owners knew their place would be a steakhouse. But when the future opening of Fleming Mountain Grill was announced, there was one question on everyone’s mind: “Is Mitchell’s fried chicken coming back?”

The owners got connected with Kay Mitchell, the last owner of the store. 

“We brought Kay on as a small partner to ensure we got the old chicken right,” Roger Keeling explained. 

“It’s the real deal!” Smith chimed in with agreement. “There would be no way to do fried chicken without it being Mitchell’s.” 

The original fried chicken isn’t the only staple on the Fleming Mountain Grill menu, however. They specialize in high-end meats across the menu, including rib eyes, tenderloins, and filets. Table cut by Smith himself upon ordering, the popular 1920 rib eye from Greater Omaha Packing Company is one of the top signature meals at the restaurant. 

“It’s a very high-end steak,” noted Smith. He tells customers who order it, “The royal family of Dubai gets their meat from Greater Omaha Packing Company, so here, you’re eating like royalty.”

The excellence of Fleming Mountain Grill doesn’t stop with their menu, either. 

“When people come in, we have a beautiful live edge bar,” Smith stated. “No one else in the Lynchburg area has that.” 

Behind the bar is Mixologist and Bar Manager Michelle Simmons, who has been in the community for twenty years and excels in making craft cocktails. 

Keeling and Smith emphasize how important each of their customers’ experiences at Fleming Mountain Grill is to them, and they aren’t shy to give credit to each of their thirty-two employees. They think all of their staff members are “in the right seat on their bus”; everyone is vital to the success of the restaurant. 

Most of the staff is handpicked, for that matter. Keeling and Smith sang the praises of their team members, including Alice Ritchey and Tommaso “Tommy” Crouse, employees who have been in the service industry for years. The younger servers just starting out are equally important to the operation as well. Keeling and Smith emphasize how they are constantly working with and investing in the next generation. 

Smith voiced that the restaurant is always progressing, and that clearly is rooted in the passion exuding from all parts of the operation: from behind the bar to front of house, from steaks to cocktails, from the staff to the owners. 

“We’re barely eight weeks old [at the time of this writing], but we’re always learning and evolving,” said Keeling. “Our goal is to get better every day. We know we will occasionally mess up, but we want to strive to get better and better, so we become a long term staple in this community.”

Fleming Mountain Grill is the perfect blend of old and new, a mixture of nostalgia and novelty. It serves as a fresh breath of air and a commitment to the community that even when one door closes, another one opens—and sometimes, it’s a familiar door that calls you back home.  

Lynchburg resident aims to keep ice cream history alive

If it wasn’t for the mob, Strawberry Shortcake Bars and Chocolate Eclairs might not have been everyone’s favorite summer treat. And what’s a visit from the ice cream truck if you can’t get one of those to help you cool off?

That’s just one of the facts ice cream enthusiast Robert Jacobs (or Pops) loves to share when people spot him around Lynchburg with his authentic 1967 Ford Good Humor ice cream truck. 

“It’s a neat story,” he said. “The mob demanded that Good Humor pay protection money and [their owner] refused. So, they blew up the factory that housed the trucks in Chicago and [the idea of an ice cream truck] gained national attention after that.”

After surviving a mob hit, it’s no surprise that the Good Humor brand has been around for more than 100 years. What started as an idea by Harry Burt in 1920 has turned into a multi-billion-dollar delicious empire.

Burt had come up with what he believed was a competitor to ice cream: a chocolate coated frozen treat. There was just one critique from his daughter: good, but way too messy to eat.

It was Burt’s son who first suggested the idea of adding a stick. That way, people could avoid getting their hands sticky or dirty. From there came more than 50 options of treats for customers to choose from. 

But today only about 100 models of the Good Humor trucks remain—with one making its home in Lynchburg. 

“Who Doesn’t Love Ice Cream?”

For Jacobs, the ice cream truck has always reminded him of great childhood memories. 

“With five kids we didn’t really have a lot of money,” he said. “But when the ice cream guy came around it was a treat.”

It only made sense to eventually buy one as an adult. 

“I had looked at several of them and finally did get one,” Jacobs said. “I figured it could be something I did once I retired, but I didn’t really do anything with it and ended up selling it.”

But after moving to Lynchburg to be closer to family several years ago, Jacobs decided to try again. 

Finding an authentic one was not an easy task. While the trucks were once abundant, Good Humor sold its fleet in 1976 to focus on selling their ice cream in grocery stores. Many were lost, scrapped, or repurposed into other trucks like Mr. Softee. 

Thankfully, Jacobs found another one and got it working once again. However, he didn’t stop there. If Jacobs was going to keep true authenticity of a Good Humor truck, he wanted to do it right. He invested in the starch white uniform and even the triangle hat. 

“Starting out, ice cream was considered scary because it wasn’t sanitary,” Jacobs said. “That’s why, when you see photos of the uniform, it’s white because [Burt] wanted it to remind people of a doctor—which meant safe and clean.”

Being a Good Humor Man though is more than just a nice uniform. According to Jacobs, truck drivers had extensive customer service training they were required to do. Because of that it was considered a good job back in the ’30s and ’40s. 

“That’s why they would come around and hand out ice cream from the curb,” Jacobs said. “It was about the personal face-to-face experience. In more modern ice cream trucks, someone hands you ice cream through a window instead of coming out of the truck.”

Jacobs said he found videos and articles online that helped him get the etiquette down. Then it was time to get it out on the road.

“We live in Boonsboro so I would just go up and down the block,” he said. “But it’s hard to hear because it doesn’t have a speaker with music. It just has a little bell that I ring instead.”

Now you can find Jacobs around at parks, special events, car dealerships, and even
house visits. 

“People have always come up to me and told me what good memories it brings back to them,” Jacobs said. “I had this family call me and asked me to come to their house so their six-year-old could see the truck with his grandparents. So at 10 a.m. I pulled up to the house and they all came out and took pictures. It was really special.”

Jacobs said he never expected the response he’s gotten.

“It all started when someone posted a photo of me on Living in Lynchburg [Facebook group] with the truck,” he said. “I think it got about 300 shares and it blew up. People wanted me to come to their neighborhoods.”

This year Jacobs said he’s working on getting his two trucks up and running for the summer. 

“It’s a labor of love,” he said. “The cost can quickly add up. But I love doing this and hearing about people’s good memories.”

So if you see Jacobs out with the truck this summer, the real question is, what should you order?

“Creamsicles, Strawberry Shortcakes, Chocolate Eclairs—those are my big sellers.”  

The Lynchburg Living Best Of Awards are the result of an online nomination and voting process at lynchburgliving.com, held in July-September 2022.

Winners were first nominated in their categories; these nominees were then moved forward to the voting round. Readers could vote in as many or as few categories that they preferred and could only vote one time per email address.

The winners inside this section are the ones that received the most votes.

What makes a great lawyer? While impeccable communication skills and high intelligence are a part of the equation, truly great lawyers also earn a respect that follows them out of the courtroom and into the community.

Top Lawyers of Greater Lynchburg is the result of a comprehensive peer-to-peer survey, facilitated by DataJoe Research Company.

Read on to see who lawyers themselves recommend in 23 specialties.

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Summary.  To create the list, Lynchburg Living contracted DataJoe Research to facilitate an online peer-voting process and Internet research process.  DataJoe Research is a software and research company specializing in data collection and verification, and conducts various nominations across the United States on behalf of publishers.  To create the list, DataJoe Research facilitated an online peer-voting process. We paired this with an Internet research process to identify success characteristics. DataJoe checked and confirmed that each published winner had, at time of review, a current, active license status with the appropriate state regulatory board. If we were not able to find evidence of a lawyer’s current, active registration with the state regulatory board, that lawyer was excluded from the list.  In addition, we checked available public sources to identify lawyers disciplined for an infraction by the state regulatory board. These entities were excluded from the list.  Finally, DataJoe presented the tallied result to Lynchburg Living for its final review and adjustments.  

Final note.  We recognize that there are many good lawyers who are not shown in this representative list. This is only a sampling of the huge array of talented professionals within the region. Inclusion in the list is based on the opinions of responding lawyers in the region. We take time and energy to ensure fair voting, although we understand that the results of this survey nomination and Internet research campaign are not an objective metric. We certainly do not discount the fact that many, many good and effective lawyers may not appear on the list.

Disclaimers. DataJoe uses best practices and exercises great care in assembling content for this list.  DataJoe does not warrant that the data contained within the list are complete or accurate. DataJoe does not assume, and hereby disclaims, any liability to any person for any loss or damage caused by errors or omissions herein whether such errors or omissions
result from negligence, accident, or any other cause. All rights reserved.
No commercial use of the information in this list may be made without
written permission from DataJoe.

Questions?  For research/methodology questions, contact the research team at surveys@datajoe.com.

How Kathleen Olinger and Anthony Andrews are increasing early childhood education in the Hill City

Two new early child care centers are on the horizon in Lynchburg. One opened this past fall and another will open its doors this August, and both have unique ideas for filling the childcare needs for the city.

Earlier this fall, Kathleen Olinger, along with three other Montessorians, started Hill City Montessori School located  at 1301 Rivermont Ave. at the terrace level of Gospel  Community Church.

Olinger said the school offers mutual respect and collaboration between students and adults through guidance, empathy, and preparation of the environment. 

“Four of us who had worked in Montessori communities for 10 years came together to build a local school that we believed in,” she said. “So, we’ve taken all the lovely things that we’ve learned, and we’re putting it into the heart and soul of this whole city.”

Montessori education prepares students for a life of purpose from birth to adulthood. The mission of the school is to cultivate a diverse, inclusive, Montessori community through family partnerships and the preparation of the whole child. They believe in responsive education that supports not only students, but their families as well. 

“As Dr. Montessori has said, ‘establishing lasting peace is the work of education,’” Olinger said. “Through high-quality, comprehensive, and science-based education, we are able to offer appropriate and effective early childhood education—and beyond—that we believe can truly solve so many issues in our local community, and society as a whole.”

Olinger said the further she went to school for education, the more she realized traditional education was not what she wanted to pursue with teaching.

After enrolling her child in a Montessori school, she said she started to fall in love with its style and mission.

Olinger eventually became the head of school and executive director of a Montessori school and has training in Montessori leadership. 

Montessori schools focus on a child-led, comprehensive, whole education for students, Olinger said.

“It’s all about preparing for life beyond school. It’s all about preparing the human—the whole child,” she said. 

Montessori education goes beyond just academics. It’s about providing emotional, social, and basic, everyday life skills. Students don’t sit at desks, do lots of worksheets, or use much plastic. Olinger said the classrooms are cozy and students learn to use everyday items, preparing them for independence.

 “I have an extreme desire to make Montessori accessible to the average family and not just elitist,” she said. “I want to make it a program that actually gives back to the community.”

Olinger is also a certified Positive Discipline Educator and offers courses at a sliding scale for families and adults to also gain the tools and community needed to become equipped to interact in a way that offers mutual respect and collaboration and fosters healthy relationships. 

“Such skills will have a positive impact on not only the children they may have in their households or in their classrooms, but also with adults they meet as well,” she said.

Hill City Montessori School offers additional education opportunities and book clubs that are open to the greater community, often at no cost, that are specific to potty training, independence, inclusivity, and more. 

“We believe in equipping our students, adults, and fellow humans of Lynchburg, so that we can learn from one another, collaborate, and work together to create a more beautiful, healthy, and responsive community,” she said.

Olinger said there has been research to prove that students who attend Montessori schools for early childhood education do significantly better with their social and emotional skills later in life.

“So that foundation is irreplaceable,” she said.

The school offers spots for kids from birth to sixth grade.

With less than 30 subsidy providers in Lynchburg, Olinger said school leaders are also part of the community that believes in offering high-quality education in a way that is accessible and inclusive. 

The child care subsidy program through the state of Virginia subsidizes the cost of child care for qualifying families and allows them to choose education that feels right to them without the cost eliminating their opportunity.

Olinger said the biggest focus is responsive education.

“We want to be evolving and checking in with ourselves and being aware of who we are and making sure that we’re making mission-focused decisions,” she said. “We’re going to put ourselves in the heart of Lynchburg and serve the families as best as we possibly can.”

Later this year, Anthony Andrews will be opening a new preschool near Lynchburg General Hospital at 1915 Thomson Dr. called Teachable Moments Preschool.

The new school will make room for about 70 new students from six weeks to five years old.

Andrews said he has been holding onto this dream for a while—since 2006 in fact.

Andrews said Sackett Wood, president of Moore & Giles, has been an instrumental person who believed in Andrews from the beginning when he decided he had a dream of opening a preschool one day.

“Sackett asked me what my passion was and what I wanted to do with my life, and I told him that I wanted to start a preschool,” Andrews said. “He was the very first person not only to give me advice on the business side of things, but he financially invested in me as a person.”

It all started about 16 years ago with a three-month-old baby girl who died of sudden infant death syndrome (SIDS) and Andrews, a firefighter with the Lynchburg Fire Department, responded to the call. The baby was at a daycare center held at someone’s home.

When he and his wife Stephanie had their daughter, Alaya, they decided to learn more about child care and how they could prevent such a tragic situation from happening to their own baby.

“One thing led to another and we looked for quality child care, and we couldn’t find any that we really enjoyed,” Andrews explained. “It wasn’t until two years later that we found Centra’s child care center and my love for child care started blossoming from there. Everything that my daughter was learning at school, I wanted to add to or supplement that at home.”

From there, Andrews started getting more involved in child care, learning about brain development, and learning how children learn and grow.

Andrews now serves on the Lynchburg School Board, was a teacher for six years at Elizabeth’s Early Learning Center, and was the assistant director of Peakland Preschool for two years.

His upcoming Teachable Moments Preschool will begin taking potential students for a waitlist, and enrollment will begin late spring of 2023. He said onboarding for teachers will also begin around the same time.

“They don’t really tend to get enough credit,” Andrews said of preschool teachers. “We’re still in that whole mindset of ‘we’re babysitting service,’ but we’re not. We’re definitely a validated profession that’s taking care of kids and just trying to help them transition to elementary school.”

Once the 6,400-square-foot preschool opens in August, Andrews said it will meet the needs of parents who are essential workers as well as filling in a crucial hole of the child care desert in that area of the city.

“The other need is the need to fulfill an underprivileged demographic that sometimes gets swept under the rug,” he said. “If a kid comes from Diamond Hill or College Hill, sometimes there’s a stigma that they don’t deserve high quality child care, and that is false.”

He said he wants to fulfill a need of having a true, diverse student population made up of all types of students from different backgrounds.

Unique approaches to meeting needs in the community include being located on a public bus line, matching two percent of student’s tuition each year to go toward a 529 college plan, and wellness checks at the clinic, which allow kids to get ahead of RSV, common colds and seasonal allergies. 

 “We want to help identify some things that may be on the horizon when it comes down to illnesses and injuries for children and for staff but also give parents an opportunity to prevent those things from happening,” Andrews said.

Even though the preschool is private, Andrews hopes to create a nonprofit arm of the organization to tap into funding to help enrich the curriculum, books, and materials, and allow for field trips.

“I’m super excited about all the things that we have to offer now in our little world,” he said. “I’m so excited for what we have to offer Lynchburg.”  

Photos by Ashlee Glen

An online skin care shop helps women uncover their true skin

Wash, moisturize, repeat. Skin care routines can be monotonous and ineffective. After using the entire skin care store that is on your bathroom counter, your skin is often still left dry, rough, and stripped of its natural oils. The process then repeats itself. But Myscha Gaines is breaking that cycle.

In 2014, Gaines took a trip to Disney World, where she discovered the wide world of sugar scrubs. She realized they were so expensive, and the price didn’t match the quality of ingredients. So, she returned to Lynchburg with an idea—to create an affordable body scrub that was good for the skin.

“I literally just came home and said, ‘Let me see if I can recreate what I had experienced.’ I came up with a couple of different formulations solely based on the things that I already had in my house,” Gaines explained.

Her business, EmGe Naturals, began as an oil-based sugar scrub in a glass jar. It was her mother-in-law’s idea to decorate the jars, and they began to hand out Gaines’ homemade sugar scrub to family and friends.

Gaines and her husband then saw how these homemade sugar scrubs could be used for good. Profits made from the scrubs went to their nonprofit that provided first night backpacks to children entering foster care. From there, Gaines began to attend vendor events and distribute her products in local stores.

EmGe Naturals was growing, but it paused in 2015 when Gaines’ grandchildren came to live with her. Four years later, Gaines knew she needed to start making scrubs again.

“I was like, ‘Okay, what can I do to help around here? To help our household?’ We relaunched EmGe in the latter part of 2019 as an online business,” she said.

Since then, EmGe Naturals has gained a steady online clientele. For Gaines, the business is still a one-woman show. She makes local deliveries with the help of her son and mails orders as far as Alaska and Canada. Her business and products have evolved throughout the entire process.

“The product itself has been an evolution,” Gaines detailed. “The product is now more shea butter–based than oil-based. The skin benefits are phenomenal when using shea butter.”

Shea butter is full of antioxidants, such as vitamin E and A. It protects the skin from damage and improves its natural barrier. This ingredient, along with other all-natural ingredients, makes EmGe products different from other skin care products on the market.

Body scrubs are not the only products EmGe offers. Body wash, butters, lotions, and salts are also available on the online store. Gaines perfected the production of the body butters and lotions after receiving a diploma in skin care formulation in August. To achieve the best result, a routine is required, but it is a simple one.

“Anytime you’re using a scrub, you want to protect this new skin that you have revealed. A body butter or body lotion is the way to do that. Because you have exfoliated, it improves the effectiveness of your lotion. The dead skin that was there would be blocking the moisturizer from being able to impact your skin,” Gaines pointed out.

She added, “The most important thing is consistency.”

With a simple line up of a scrub followed by a butter or lotion, consistency is much easier to achieve when compared to other multi-step beauty regimens out there.

“We focus a lot on our face. We tend to neglect the rest of our body. Especially if you’re a busy mom running around, you get your face straight but forget the rest,” Gaines added.

Having an entire body skin care routine is important because having soft skin feels good on the outside, but it can feel even better on the inside. One of EmGe Naturals main goals is for the customer to “love the skin they’re in at any age.”

“If we can alleviate your dry skin for you, then that helps with your confidence. It helps you feel more carefree,” Gaines assured. “The fact is, we all feel better and carry ourselves differently when we’re feeling good and looking good.”

Select EmGe Naturals products are now available exclusively at Something Else Boutique in River Ridge Mall, or you can shop online at emgenaturals.com.