From expanding to new cities, to opening new hotels, and landing on the shelves of national retailers, Retail Merchants members have hit the ground running in 2021. Here are a few members who are making big moves this year.

Joyebells Sweet Potato Pies:

From a family recipe to Food Lion. Joyebells’ North Carolina style sweet potato pies, based on a recipe that has been handed down through six generations of women, can now be found on the shelves of more than 40 Food Lion stores throughout Central Virginia in addition to local markets including Ellwood Thompson’s Local Market, Good Foods Grocery, and Union Market.


Naborforce, the Richmond area start-up that reimagined what care could look like for aging adults, has expanded its naborhood to Raleigh, NC. The service, which provides “back-up sons and daughters” to provide assistance with errands, household tasks, companionship, and more, had previously expanded to Charlottesville.


LillyBean by PastryBase vegan and gluten-free baking mixes can now be found at Crate & Barrel stores nationwide. Select mixes can also be purchased on Crate & Barrel’s website. Fueled by a mission to make delicious baked goods available for everyone, regardless of food intolerances, LillyBean mixes can also be found online, and at various specialty retailers throughout the country.

Shamin Hotel Properties:

As tourism begins to pick back up throughout the Richmond area, Shamin Hotel Properties is ready with the addition of a new hotel to their portfolio. The hotel group recently celebrated the grand opening of the new Hampton Inn & Suites Richmond Short Pump. The new hotel is located near the Green Gate Shopping Center off of Broad Street, an area that has seen rapid growth in recent years.