New home decor shop

Simple Little Detail opens at 1130 Montauk Highway in Mastic

Dan DeMelfi built a wine rack out of pallets in 2013, upon his wife Danielle’s request after she saw something of the sort while browsing Pinterest. A friend saw the finished product in their home and asked if Dan could build another. So he did.

Soon afterwards, another friend suggested that the couple begin selling wine racks on Etsy.

“We started selling them on Etsy and shipping them all over the place — Florida, California,” Dan said. “We got a decent amount of business from the pallets. We were saving up for a house at the time, so we put that on hold.”

In 2016, after saving up to buy a home in Mastic Beach, the DeMelfis began to focus on craft work, including signs. Danielle began to hold parties at friends’ homes to promote their products. Word of mouth and use of social media skyrocketed their business, accumulating over 10,000 followers from hosting events.

“Then it was taking over our lives,” Dan said. “[Danielle] was getting bombarded with emails; she wasn’t getting her stuff done at work, and she was doing everything for the business. About three years into it, she ended up quitting her job.”

Soon after, Dan built a farmhouse table for their home, and then a friend asked him to build another. And it snowballed.

For roughly one year, the two were working from home, building and selling farmhouse furniture and other pieces. Then the two bought a woodworking shop on Neighborhood Road in Mastic Beach. Last year, Dan quit his job so that he could focus more on the business as well. However, the woodworking shop did not serve well as a store.

“We kind of felt like it was a little too workman-shop looking,” Danielle said.

Danielle was getting her hair done this past Valentine’s Day at Hollywood Blvd Hair Salon on Montauk Highway in Mastic, when she discovered the building behind it was up for rent.

Soon, the DeMelfis opened Simple Little Detail at 1130 Montauk Highway. The ribbon cutting was a big hit on Friday, July 12, with Suffolk County Legis. Rudy Sunderman, Assemb. Joe DeStefano, and members of the Chamber of Commerce of the Mastics and Shirley in attendance to show their support for the small business.

“Of course, we come and promote small businesses in our community,” Sunderman said. “That is what this is about. We love to see small businesses come into our community, and it is a really exciting time for us.”

DeStefano pointed out the necessity of supporting the opening of small businesses in the area.

“We have enough big-box stores,” he said. “We’re just fitting more of these little shops in town. Any time we can help out and try to bring them here to us is nice. It is that community-orientation flavor — that homegrown kind of stuff.”

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