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John & Faye Cooper purchased the store in 1979 and set out on a journey of discovery. They moved their young family into the top two floors of the store and began the work of preparing to open. There were many questions, but the two most important were 1. What do we need to fit in with our community? And 2. What would an old general store carry that is still useful to our neighbors? That's where they started.

Mast Store Family

"WHERE SHOULD I SEND YOU TO KNOW THE SOUL OF THE SOUTH? I THINK I'LL SEND YOU TO MAST GENERAL STORE."

CHARLES KURALT

see THE REST OF THE MAST STORY HERE

mast news & events

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  • May 30, 2025 11 minute READ
    The Cooper Family celebrates 45 years at the Mast Store

    45 Years Ago: The Cooper Family Legacy

    This week we’re joining Mr. Peabody and stepping into the Wayback Machine. As he adjusts the dials to get us to Valle Crucis in late 1979 and early 1980, we’ll share a few historic markers to help paint a clearer picture. The prime lending rate was 14.5% with the interest rate being 11.3% (compare that to now – the interest rate is 2.7%). The country was in the midst of an energy crisis caused by the Iranian Revolution, which led to a drop in oil production and long lines at gas stations. Those are some of the external conditions a young family was facing when they made the decision to leave Florida and re-open an old general store.  ...read more

    tags-icon Adventure | Behind the Scenes | Local Flavor | Mast Family Favorites | Mast in the News

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  • May 22, 2025 8 minute READ
    Many acres of land in Valle Crucis are in a conservation easement

    Preserving the Irreplaceable Places

    The year 2024 reshaped our mountain landscapes. So many sites, trails, and vistas we love throughout Western North Carolina and East Tennessee were ravaged by Hurricane Helene. Some places – and neighbors – were forever lost.  ...read more

    tags-icon Inspiration | Local Flavor

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  • May 8, 2025 10 minute READ
    Fireflies in the forest

    Stars of the Mountains

    Whether as wandering ghosts of soldiers or as mystical messengers of woodland creatures, fireflies, or “lightning bugs,” occupy a unique space in the ethos of the Appalachians. We bestow upon them supernatural powers and cast them in an aura nearly as romantic as the one their warm, glowing lights create against the backdrop of the mountains on a summer night. ...read more

    tags-icon Adventure | Inspiration | Local Flavor | Travel

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