By: Ali Elizabeth Turner
Nearly nine years ago, Athens native and veteran entrepreneur Joel Hamm started Riff Raff, a furniture store that was first located on Market Street in what is now Toodlebugs, and then moved to its present location on the corner of Washington and Clinton in the old Greyhound bus station. The “story that makes me smile” is the fact that what launched Joel’s furniture career was a “pain point.” Joel needed a piece of furniture in which he could store his guitars, and could find nothing to fill the bill.
Enter Steve Hill of the original Bargain Jungle on Hwy 72 across from the Athens Staples store. Joel had known Steve and his sister Pam Ennis since forever. Steve was at Bargain Jungle, and Pam was at Pam’s Home Furnishings. It was Steve who suggested to Joel that Joel parlay his quest for a suitable home for the “Riff Raff” guitars, and Riff Raff LLC was born as a parent organization for all kinds of potential future businesses.
Joel really didn’t know much about furniture, but he went to the market being held in Tupelo, and just before closing, he discovered a line of furniture that was high quality, made in Indonesia as well as Mexico, and was named Bramble. Riff Raff is one of a few select dealers of Bramble furniture in North Alabama. He found what he needed, both for his guitars as well as his business. By way of further interest, Joel named the store “Riff Raff” after the AC/DC band, from the ‘70s, and says with a grin and characteristic tongue-in-cheek humor, “It creates curiosity.” Since that time, Joel has also been able to add lines that come from High Point, NC, which is known as the fine furniture capital of the world.
A year after Joel’s unintended venture into what has become a highly successful furniture and home décor business, Steve Hill died. Another business came and went, and in March of 2024, Joel began to lease Bargain Jungle as a warehouse for the Athens Riff Raff store.
One of the reasons for using Bargain Jungle was purely born out of the need for ease of access. The door at the Athens store on Washington is narrow, and trying to get some of the larger pieces in and out became a total pain. But, once again a pain point was transformed into purpose. The double glass doors at the Bargain Jungle/RRR location are nearly twice as wide, making it much quicker to move furniture on Special Event days. Joel also mentioned that using the Hwy 72 location is also a gesture of honor to Steve. “It’s come full circle,” he told me.
Joel and his wife, Sharma, were friends with the late Stacy Wolfe, who fought a brave and fierce battle with cancer, and while still alive, formed a foundation to help those in the same fight. Stacy was diagnosed in 2019, and died in February of this year. So, in honor of Stacy and the Stacy Wolfe Foundation (which is still going strong, by the way), Joel had a Christmas in July event at what is now known as Riff Raff Rustic Outpost, which will also continue to be happily known as the Bargain Jungle store in honor of Steve Hill. The Stacy Wolfe Foundation was the recipient of the success of the Christmas in July event.
Now, the RRR logo (Riff Raff Rustic) is on the window, and try saying that quickly three times to see how you do! Bargain Jungle is still on the awning, and once a month, there are two days where you can purchase couches, chairs, mattresses, dining room tables and suites — the larger things that do not fit well at Riff Raff Athens. As Joel says, “This is where the deals are.” The Bargain Jungle/RRR store is located at 1027 US Hwy 72 E in Athens, and is open for two days only each month.
In order to understand the difference in approach between the two stores, one needs to understand the difference between buyers of excellent furniture. At Riff Raff Home Décor on Washington Street, the pace is much slower. People stroll leisurely through the store, taking their time, and envisioning what pieces and accessories would be a perfect fit for their home. There is wall art, all manner of trending accessories, catalogues are available, and people from out of town who are just traveling through stop there routinely. Pieces can be custom distressed and finished. There is assistance with interior design if needed, and “window shopping” is encouraged. The furniture is the same, but the approach is different.
Joel told me that when the Outpost is open, people need to know right out the gate that if they see something that they want, it would be best to grab the price tag off the piece they want and take it straight to checkout because this is a “you-snooze-you-lose” situation.
In a very short time, Riff Raff Rustic Outpost has become the site of North Alabama’s largest monthly furniture event. The next event date is November 22 and 23, from 10 a.m. to 4p.m. You need to get there early because people will be lined up and ready to find their dream piece or pieces of well-crafted, solid, rustic furniture. There will be wall art that is just for the holiday season, and all manner of décor to make your home lovely, cozy, warm, and inviting this winter, or provide you with the perfect gift. Don’t miss out!
By: Ali Elizabeth Turner
November 14, 2024
