RUSTY WILLOW BOUTIQUE

Rusty Willow is a much-loved downtown boutique and the winner of Culpeper Times’s Best of Boutique award for four years in a row. Sonya Pancione, the owner of this clothing, accessory and home goods boutique, wants everyone to feel welcome.

“We are on a mission to show others their worth and value in a world where struggles are real, and laughter, acceptance and love are crucial!” Pancione said.

The store is named “Rusty Willow” to remind us all that our unique beauty begins at our roots and how important it is never to forget where you come from. It’s okay if there’s a little rust on your roots because we all have challenges that make us who we are today. So, no matter what you’re going through, you can leave your cares at the door and find happiness here.

This strategically-stocked boutique hones in on multiple age groups and demographics by selecting a variety of apparel and goods that appeal to everyone. Both locals and visitors from out of town can find something they like. To keep things fresh, Pancione adds new pieces to her collection every week.

“We are intentional about what we select and spend a lot of time deciding what to offer,” Pancione said. “Merchandising collections and making them appealing to my customers is one of my favorite things to do. We value our customers’ suggestions. When travel season is around the corner, or if a major holiday is coming up, we ask them what they want to see in the store. That’s what being a small business is all about — being able to genuinely listen to the consumer.”

Pancione also keeps in mind that when people come into a boutique, they are looking for something that they can’t find in the typical corporate shops. Therefore, she offers a personal shopping experience, assisting customers with everything from accessory selection to finding a new pair of jeans.

“When I help someone embrace who they are now and feel beautiful, it’s the biggest win for me,” Pancione said.

There is something for everyone here. Rusty Willow aims to carry accessories and clothing that appeal to all ages. Since Davis Street is known for destination shopping, mixed-age groups often shop together. This is why Pancione utilizes the opinions of her daughters, Ashley and Gabrielle, to ensure that the clothing and goods appeal to younger shoppers too.

Notably, Versatotes is one of the boutique’s best-selling items. This nearly indestructible bag is perfect for the gym, outdoor events and farming chores, and is even heavyduty enough for our hard-working teachers.

Judy Blue and KanCan jeans are also very popular. If you see your size, you better snag ‘em while you’re there. Customers love them for their excellent workmanship, slight stretch and quality tailoring that looks flattering on a variety of body shapes.

“Everybody who tries them on loves them,” Pancione said.

Dispersed around the boutique is a curated selection of gifts that includes Kinsley Armelle jewelry,

Mud Pie home goods, seasonal gifts, Culpeper apparel/accessories and other out-of-the-box clothing and gifts.

Rusty Willow is also a consistent donor to The Parkinson’s Foundation. Every time you shop, a portion of every dollar spent goes to the foundation. The boutique also holds an annual fashion show every April. In 2022, they raised $5,000 in one day from the show. This manner of giving back honors Pancione’s late father, who passed from Parkinson’s disease in 2019.

This type of collaboration is only possible with community support. Pancione feels incredibly thankful to be a part of an impeccable lineup of businesses that help each other and their causes.

“We pride ourselves on being a Culpeper business that is community over competition,” she said. “On Davis Street, we are all friends. Community is so important. I am so thankful for the love and support we have for each other.”

Rusty Willow is located at 129 E Davis St, Culpeper, VA 22701.