A Johnston County Original: The Story Behind DeWayne’s
- susankeller7
- 3 hours ago
- 4 min read
At Local70, we love highlighting the businesses that make Smithfield such a special place to live, work, and visit. This month, we’re shining a spotlight on DeWayne’s — a local favorite known for turning every season into an experience. From their vibrant displays and community traditions to the Southern hospitality that greets you at the door, DeWayne’s has become a cornerstone of Johnston County’s small-business spirit.
For readers who may be new to the area, how would you describe DeWayne’s in just a few sentences?
"For those new to the area, DeWayne’s is a one-of-a-kind shopping destination in Johnston County that brings together home décor, fashion, garden essentials, gifts, pumpkins, and seasonal experiences—all in one place."
What inspired the original concept, and how has the store evolved over the years?
"At just 20 years old, my husband, DeWayne, launched what would become DeWayne’s after a difficult growing season threatened his family’s crops. He borrowed $500 from his mother to open a small pumpkin and produce stand near the outlet center in Smithfield, North Carolina. That stand quickly grew into DeWayne’s Country Garden, offering fresh produce in spring and summer, pumpkins and mums in the fall, and live Christmas trees during the holidays.
I began working with DeWayne while I was still in high school, and we married in 1997. As the outlet center expanded, we moved twice before purchasing six acres just down the road. That decision allowed us to evolve beyond produce and pursue our larger vision for a full garden and retail destination.
We spent three years designing our new building, and in 2001 we opened the two-story space that became DeWayne’s Home & Garden Showplace. Over the years, we continued to expand and elevate the experience for our customers. In 2016, we added The Atrium and Christmas Land to the gift shop and greenhouse. A complete facelift followed in 2017, creating additional space, improved checkout flow, more parking, and room to introduce new brands in our Women’s Boutique and Men’s Shoppe. In 2019, the Sweet Shop opened to offer a truly indulgent shopping experience with Hershey’s Ice Cream, gourmet fudge, fresh-squeezed orangeade, and specialty coffees.
From a single pumpkin stand to a year-round shopping destination, our growth has been driven by a simple focus on quality products, memorable experiences, and genuine hospitality for every customer who walks through our doors."
What do you think sets DeWayne’s apart from other retailers in North Carolina?
"What sets DeWayne’s apart is the unique, destination-style shopping experience we offer. From beautifully curated home décor and garden displays to our signature Christmas Land, every area is carefully designed and thoughtfully presented. Customers don’t just shop here—they make memories. Our family-owned roots, attention to detail, and genuine Southern hospitality create a warm, welcoming atmosphere that keeps people coming back."
What are your most popular products or departments during the fall and holiday season?
"Some of the most popular brands this holiday season include Simply Southern, YETI, Coton Colors, Stonewall Kitchen, Local Boy, Scout, and Willow Tree. We also introduced MacKenzie-Childs this year, and it has quickly become a fan favorite!"
Are there any special collections, new arrivals, or in-store events customers should know about this year?
"In addition to the 10 themed rooms in Christmas Land, this year we’ve added a brand-new Tree Lot! This room is full of life-like trees that look freshly cut, along with a wide variety of holiday lighting to choose from. We’re also featuring exciting new arrivals from Xtratuf, Simply Southern, Scout, and Local Boy."
DeWayne’s is such a well-known name in Johnston County—what role does the local community play in your success?
"The local community has played an essential role in every stage of our growth and success. DeWayne’s began as a small roadside pumpkin stand, and Johnston County has supported us from the very beginning. Their loyalty and willingness to shop locally allowed us to expand thoughtfully and continue reinvesting in the customer experience. We take great pride in being a family-owned destination deeply rooted in this community and dedicated to creating a welcoming place where people enjoy spending time. Our success is truly a shared one, and we remain grateful for the trust and support Johnston County continues to show us year after year."
Are there any local partnerships, charities, or community events you’re especially proud to support?
"Community involvement is something we’re genuinely passionate about at DeWayne’s. One initiative that’s especially close to our hearts is “Pumpkins with a Purpose,” which kicks off every October. It’s a fun and festive way to welcome fall season, but it also supports a cause that touches so many lives. We donate 100% of the profits from our Jack-O-Lantern pumpkins to Making Strides Against Breast Cancer. When families pick out a pumpkin from DeWayne’s, they’re not just decorating their home for fall; they’re planting a seed of hope in the fight against breast cancer."
Are there any upcoming plans, expansions, or new services on the horizon for DeWayne’s?
"One of the most exciting developments at DeWayne’s this season is that Christmas Land will now be open year-round! Traditionally, Christmas at DeWayne’s has been one of the most anticipated times of the year. People travel from all over to experience themed trees and unique holiday décor. By keeping Christmas Land open all year, we’re giving customers the opportunity to enjoy that magic anytime they visit—not just during the holiday season. "
— Madi Mitchell
Marketing Event and Brand Specialist
Supporting local businesses like DeWayne’s is what keeps Smithfield’s community heartbeat strong. Their story reminds us that big ideas often start small — with a family, a dream, and a lot of dedication.
We’re grateful to have DeWayne’s as part of our growing network of “future neighbors” here at Local70, and we invite you to stop by, shop local, and experience their magic for yourself.
