MeetTom & Michelle

Founders of Sugar Magnolia

In June 2015 Tom and Michelle Raub, the founders and owners of Sugar Magnolia, relocated from South Carolina to Blacksburg, Virginia. In September of that year, the couple began their independent retail journey by opening t.r. collection, a boutique gift shop, in downtown Blacksburg. They didn’t know it at the time, but they had just laid the foundation for the creation of Sugar Magnolia.

Tom and Michelle both had 25 years of corporate experience they brought with them into their entrepreneurial endeavor. As they like to say, they operate with a corporate strategic approach and mom and pop attitude.

Within t.r. collection was a small section of greeting cards, planners, notepads, and other paper goods, which over the first couple years of operation proved to be an exceedingly popular offering. The small size of t.r. collection did not allow for much expansion of successful lines. As a result, they explored opening a stand-alone stationery/paper goods store.

Around that same time Downtown Blacksburg, Inc. was conducting surveys, examining what customers most wanted to see in downtown Blacksburg. The surveys showed that customers, across all age groups, wanted a place to get hand-dipped ice cream.

Tom and Michelle realized the convergence of ice cream and paper goods could prove to be a winning combination, and Sugar Magnolia was born! It wasn’t a new concept. In fact, the drugstore with the ever-present soda fountain was the backbone of Main Street America from the late 1800’s through the first half of the 20th century. Many people who lived during that period affectionately recall the time they spent at the fountain sipping on a milkshake and the time they spent with connecting with friends. Life didn’t seem as complicated and always included sweet memories of the sense of community the place brought to their town. This feeling of community is exactly what Tom and Michelle wanted to re-create with Sugar Magnolia. At the core of the human experience are relationships, and Sugar Magnolia was created to nurture human connection and build community.

The original store opened in Blacksburg on June 8, 2018, and immediately found success. After six months of operation, it was clear more space was needed, so Tom and Michelle leased the space next door and doubled the size of the store.

The year 2020 saw the end of t.r. collection’s lease and the COVID-19 pandemic. The combination of the two created a problem, but also an opportunity. The extra space in Sugar Magnolia from the store’s expansion in 2019 provided a great opportunity to bring t.r. collection’s product lines into the store’s portfolio and the decision was made to merge t.r. collection and Sugar Magnolia and operate from that point on under the Sugar Magnolia brand.

The year 2021 saw the COVID-19 vaccine, the re-emergence of the economy, and the opening of a second Sugar Magnolia location, this time in Roanoke, VA.

Within Sugar Magnolia you will find an infectious, welcoming kindness and an array of sweet treats, including premium ice cream, gourmet chocolates, hand-crafted popcorn, and packaged candies. You’ll also find an amazing assortment of gifts, greeting cards, stationery, paper goods, jewelry, unique collegiate goods, and more. Every part of Sugar Magnolia, from the physical space to the people to the products, is carefully curated to help nurture human connection and build community.

Welcome to Sugar Magnolia. Come enjoy the sweetness!

MeetTom & Michelle

Founders of Sugar Magnolia

In June 2015 Tom and Michelle Raub, the founders and owners of Sugar Magnolia, relocated from South Carolina to Blacksburg, Virginia. In September of that year, the couple began their independent retail journey by opening t.r. collection, a boutique gift shop, in downtown Blacksburg. They didn’t know it at the time, but they had just laid the foundation for the creation of Sugar Magnolia.

Tom and Michelle both had 25 years of corporate experience they brought with them into their entrepreneurial endeavor. As they like to say, they operate with a corporate strategic approach and mom and pop attitude.

Within t.r. collection was a small section of greeting cards, planners, notepads, and other paper goods, which over the first couple years of operation proved to be an exceedingly popular offering. The small size of t.r. collection did not allow for much expansion of successful lines. As a result, they explored opening a stand-alone stationery/paper goods store.