New Ravenna Mosaics Revitalizes Virginia's Eastern Shore

Exmore, Va. used to be a ghost town-or close to it.

Set on Virginia's Eastern Shore, a landscape of farming land that stretches for acres surrounded by the Chesapeake Bay and Atlantic Ocean--Exmore was once a bustling market town, supplying vegetables to the entire Eastern seaboard.

But by the late 1960s, competition from Mexico and southern U.S. states forced a change that would push the region into an economic spiral that left the town one of the poorest in Northampton County, the second poorest county in Virginia.

The farmers switched to growing grains, but that failed to help the town's economy much, as those crops also faced competition from other states. The final straw that sealed the town's financial decline was the construction of a shopping center along the bypass for U.S. Route 13 in the early 1990s. Twelve businesses closed their doors forever.

The impact of those decisions can be seen driving along the 20-mile stretch of Charles M. Lankford, Jr. highway to reach Exmore. Abandoned, boarded up buildings have almost been overtaken by tall grasses.

But drive off the main highway and into Exmore and the scene changes. Several bright white buildings with crisp blue awnings dominate the small town. A handful of stores are still doing business. Ten minutes east, the Exmore Diner remains a mainstay among the locals.

Here, two decades ago, Sara Baldwin came to town with a dream to build a company.
The Creative Mastermind

Baldwin grew up on the Eastern Shore not far from Exmore. Her parents had met, married, and raised a family here. She spent two summers teaching art to local children when she was an undergrad at the University of Pennsylvania.

When she returned to the university to get a master's degree in fine arts, her plans were to become a fine arts painter. Baldwin never thought much about returning to the Eastern Shore.

During her second year of graduate school, Baldwin took a trip up to New York's Metropolitan Museum of Art. Instead of focusing on the art on the walls she found herself captivated by the art on the floor-an ancient mosaic. She was drawn to the beauty made by putting stones and gems together in intricate shapes. Baldwin knew she had found a new passion.

After graduation, she moved to New Orleans to teach art, but still the mosaics stuck in her mind. Struggling to make ends meet in the Big Easy, and increasingly yearning to be closer to family and her roots, Baldwin made a huge life decision. She packed her bags and headed home to the Eastern Shore.

Kory SmithNew Ravenna Mosaics founder Sara Baldwin.

Two years after seeing that mosaic, Baldwin started New Ravenna Mosaics--paying homage to Ravenna, Italy and its thousand-year-old mosaic art--in her parent's Virginia living room. She was on a deadline-her parents had given her one year to live with them and get her business off the ground. If she couldn't make it work in twelve months, she'd have to find another way to pay the bills. They supported her art and entrepreneurial spirit, but they weren't going to support her financially.

In that first year, Baldwin learned to make mosaics that were both decorative and utilitarian. You could use them in kitchens and baths even though they were works of art. Baldwin now had the skills, but she still needed customers.

Back in the early '90s, the biggest buyers of decorative tile mosaics were churches and cathedrals. Baldwin did some research and learned the biggest trade show for these customers took place once a year in Minneapolis. So she packed up her samples and drove more than 1,200 miles to Minnesota. As it turned out, the convention was a bust, and Baldwin failed to drum up any business.

But before leaving town, she remembered a name she'd heard back during her grad school days--Fantasia Tile Showroom. On a whim, Baldwin looked up the business in the local yellow pages and set up a meeting with a company representative. It was a meeting that would change the course of her life. Fantasia loved all of the New Ravenna samples and immediately placed an order. Fantasia remains a client to this day.

Baldwin knew she needed money if she was going to fulfill those orders and give her parents back their living room. So she entered a contest in New Woman magazine that was designed to help fund new businesses. One of Baldwin's friends had been a previous winner, but that year, the competition was particularly stiff--she was competing against more than 1,700 applicants. Baldwin poured her heart and soul into her entry essay, detailing her passion for her product and her desire to bring commerce back to the Eastern Shore. Her words wove a story as complex as her tile designs and helped her win the contest. Baldwin spent the grand prize money, $25,000, on a computer, fax machine, and funded the printing of her first catalog.

By 1999, New Ravenna had moved to Exmore. But the company needed a lot more space to expand its operations. Exmore had more than its fair share of empty buildings so she bought the town's old post office and a shirt factory for $55,000. Five years later, she bought an old movie theater and two other buildings for $28,000 that now house a studio used to shoot promotional photos of New Ravenna's product as well as her future office and a showroom.

New Ravenna has transformed the town, and Baldwin has also changed the lives of the 115 people she employees, all of whom live in the surrounding towns. "I'm so blessed with the team that I have," she says. "They're all so talented. I can't believe they all ended up on the Eastern Shore."
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