Keep Up With Pop Culture at Edge of Urge in Downtown Wilmington

Posted Sep 25th, 2019 in Retail Roundup


Today’s market for consumer goods is an ever-changing picture and small business owners must be creative to remain competitive. Jessie Williams, the owner of Edge of Urge in Downtown Wilmington, has successfully managed to stay ahead of the curve for 17 years using a range of tactics.

Jessie grew up in Wilmington but was originally from Chicago. While riding her bike in the winter, her face would get cold so she knitted a face warmer. The idea caught on and she began making them for friends. When she moved back to Wilmington, she opened a small store on Water Street where she sold these and other products made by indie designers. When the business outgrew that space, she moved to the current location close to the foot of Market Street.

Initially, the business grew by word of mouth and Jessie adapted her inventory to keep up with changing trends. Many locals became regular customers and Edge of Urge became the go-to store for college students and vacationers. The general manager of the Wilmington store, Jess Oxendine, says customers love pop-culture items and visit often because of the ever-changing products from edgy brands, especially items not available elsewhere.

At Edge of Urge you can buy unusual gifts, accessories, jewelry and clothing from emerging designers and creative thinkers. One of their women’s clothing brands, “Rove & Roam,” is made in-house, on the second floor of the building. To be part of the freshest trend right now, you need to add St. Celeb candles and famous face magnets to your “must-have” list.  

Edge of Urge has a huge online presence too. As competition grew from Etsy and Pinterest, Jessie adapted Edge of Urge’s merchandise in a fun and funky way so it was like Pinterest come to life. She also ramped up her social media marketing, especially on Instagram. Jess says Edge of Urge’s marketing is a team effort that is not just about the products. She supports people in marginalized communities so Edge of Urge’s social media posts are always inclusive and promote self-empowerment.

She is involved in the downtown community too. After Hurricane Florence, sales of “North Freakin’ Carolina” t-shirts at Edge of Urge raised over $30,000 for Nourish NC. These t-shirts can still be purchased online and in the store. Shop Here

This is a great store for people from all walks of life. Visit often to keep up with pop-culture and stay ahead of the curve.

Hours: Mon-Thurs, 11:00 a.m. – 6:00 p.m., Fri & Sat, 11:00 a.m. – 7:00 p.m., Sun, noon – 6:00 p.m.

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Edge Of Urge
18 Market St
Wilmington, NC 28401

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