Jeneral Store is set to bring fresh flowers, curated goods, and craft activities to downtown Narberth
Jen Kurland's shop, which is set to open next month, will take over the former Danny's Guitar Shop.
Jen Kurland wants to bring people together.
Standing among paint cans and plywood at 102 Forrest Ave., the Narberth storefront soon to become a bespoke retail and gathering space, Kurland laid out her vision for a hub grounded in crafts, community, and whimsy.
“People want a place to hang out,” said Kurland, a Narberth resident and former corporate events leader. “They want just a different energy and something to do.”
Kurland, 52, is preparing to open Jeneral Store, a shop modeled after an old-style general store that will stock fresh flowers, art supplies, curated home goods, and penny candy. Jeneral Store will also be a space for people to craft, commune, and in Kurland’s words, “hang out.” The shop, set to open in October, is moving into the former home of Danny’s Guitar Shop, an independent guitar store and lesson center that closed in May after 17 years.
Jeneral Store will have a craft counter modeled like a deli counter, where shoppers will be able to order craft supplies à la carte, and will stock what Kurland calls “everyday special” goods, including curated vintage and new household items and pick-your-own flower bouquets in upcycled vases.
“It’s a little bit of everything,” Kurland said.
All net proceeds will be donated to organizations that support LGBTQ+ individuals, according to Kurland, who said it’s important for her to help make everyone feel “safe and welcome and thriving.” Kurland has been meeting with organizations but has not yet finalized a list of groups Jeneral Store will be donating to, she said.
Kurland grew up in Havertown (coincidentally a half block from the childhood home of Dan Gold of Danny’s Guitar Shop). After graduating from the University of Delaware, she moved to New York City, where she spent the next 30 years building a career in events and brand strategy. In the summer of 2024, she and her family decided to move “home” to the Philadelphia area, landing in Narberth last summer.
With the move to the Main Line, Kurland took a step back from her corporate career and found quickly that she was seeking a creative outlet and a way to give back. When Gold announced he was closing up shop, Kurland saw an opening.
While launching Jeneral Store is a novel venture, Kurland said three decades in the world of events and marketing has prepared her to introduce a new community space to town. In addition to the retail component of Jeneral Store, Kurland hopes to host craft nights, workshops, and other events, depending on what the community has an appetite for. She said she recognizes the growing desire for “third spaces” — places where people can gather and commune, outside of work or the home.
“My core of what I’ve always done is bringing people together,” she said.
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