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Our friend from Red Clay Soul takes over this month's Monthly Edit:


Growth.  It’s what every company thrives for, as long as there is a positive ROI.  Onward Reserve has been playing chess over the last few years, opening new stores all over the Southeast.  Founder and CEO TJ Callaway has been very strategic about where, when, and how to manage growth of Onward Reserve, and he believes that he has the recipe for success.


As most of you have seen, Onward Reserve is opening their newest location in the retail center of Georgetown.  The DC market seems ripe for an option like Onward Reserve and being less than a block from the intersection of M & Wisconsin, I think they will do just fine.  TJ was nice enough to chat about the new store, as well as all things Onward:



What made you decide on Georgetown?


At least on the Brick & Mortar front, Georgetown was one of the main goals I set for our company after we opened our first store in Athens, GA not quite 3 years ago.  It took us a couple of years and a lot of work to get here but the right things are worth the wait.  It is an absolutely perfect community for us as a brand and happens to be a nationally recognized retail destination.  I was taking Uber back to the airport the other day, sweaty from working as a construction manager for 48 hours and looked up from an email to realize I was passing the Lincoln Memorial.  I looked over at Jean, our visual merchandising guru, and said, "This is really happening."  It gives me goose bumps every trip to realize we have a store in Washington, D.C.  How cool is that?  We will be among the finest retailers in the world in Georgetown and that makes me so proud of our team.  


How has the process for Georgetown been different than the other stores?


No store of ours is the same as another (so long as I have anything to do with it) and accordingly, none of the processes to get them off the ground are the same.  I love finding cool old spaces and being able to take odd elements of each and turn them into something special.  When you start with a plain vanilla box in a shopping mall it is hard to make something special - when you start with buildings that have been around for 50-100 years like our stores, you have so much character and history to build from. 


There is a strange corner in the back of the Georgetown store that sort-of sticks out and creates a visual challenge - so we just decided to make it a cabin with a red tin roof - inside the store.  It is going to be awesome.  There will be a bourbon bar along an old brick wall in the back and (of course) a pool table.  There are huge windows overlooking the canal and we had some giant heart pine tables made by Sons of Sawdust (@sonsofsawdust) in Athens out of reclaimed timber.  Everything has a story.  It wouldn't be worth it to me if it weren’t authentic.  People aren't looking for a place to come buy clothes, they can do that on our website and enjoy free shipping.  They are looking for a place to come experience our brand and what we are all about.  We owe it to our customers to put on a show and make every store worth the trip.


From a business perspective, Georgetown is a big-time market. It took a ton of planning and effort to execute the deal and the build-out as fast as we were able to pull it together.  We are still a small company and we don't have time or money to waste.  My hat is off to our amazing team both internally and 3rd party for helping us execute our vision for Georgetown in such a short time.


        (Buffing the original floors in our Athens store, around 2AM)


What is the biggest challenge you've faced so far with the Georgetown store?


Nothing worthwhile is easy.  There are challenges daily but nothing we can't overcome with scrappy determination.  Dealing with building permit offices and that sort of torment is my least favorite thing in the world.  Anyone who knows me knows I’m not fond of rules and hate waiting so it’s a pretty tough situation for me.  I understand why is all exists, I just wish everyone would have a little more sense of urgency.  Sad when it takes 3 months to get a permit to build a store and then just 3 weeks to do all the work.  We are done now though!  


How has the feedback been from the DC community?


It has been amazing.  Our new neighbors in town have been incredibly helpful and accommodating.  To be honest, it really blew me away.  I was expecting more competitive attitudes from other retailers and restaurants around us, but Georgetown is a very welcoming community.  Washington is a good bit north of Atlanta, but Georgetown sure feels like home as far as Southern hospitality goes. 


I seem to run into more people in DC that have heard of Onward Reserve than anywhere else.  The press we have lined up is fantastic and we are so appreciative of that.  I cannot say enough good things about the people in DC (other than the building permit folks of course - but that's the same everywhere).  


What are the opening details?




No matter how big we get, some things must stay the same so we don't forget where we started.  We  all be piled in a U-Haul and drove to DC on Monday June 1st with tools, paint, furniture, taxidermy and all the best merchandise you have come to know and love.  That is what makes working with Onward Reserve fun.  We get our hands dirty and things (and people) get a little crazy when deadlines approach.  We opened on Saturday June 6th while I was still sweeping the sawdust off the floor when the first customers come in like I was in Athens in 2012!

                (Arriving in Georgetown last week- UHaul packed full)


We look forward to hosting you at the newest Onward Reserve location:


1063 Wisconsin Avenue


Or as always online at Call the Georgetown store locally (202) 838.9365 or call headquarters in Atlanta, GA, (404) 618.0751.

Click to see our other store locations.


Posted By TJ Callaway

May Monthly Edit

5/1/2015 11:30 AM

Posted By TJ Callaway

The KA Mint Julep

4/29/2015 5:38 PM


The Mint Julep is about as “southern” as it gets, and it gets quite a bit of play during the Kentucky Derby. Now, I don’t believe that “southern” is an adjective, but if so it could be used to describe my dad’s fraternity: Kappa Alpha Order. My dad was a KA in the 60s at a small school in South Carolina, and is still very close with quite a few of his brothers.



I remember quite a few fraternity stories from my dad when I was growing up, especially about their famous Mint Julep recipe – which isn’t like other mint juleps…he calls it the KA Mint Julep, because it was the recipe they used, and he hasn’t seen it made this way since. Well, after years and years of trying, I was able to pry the recipe out of him…it is with great pleasure that I give you the KA Mint Julep:


The Day Before:


Per drink, take one teaspoon of soda water, one teaspoon of powdered sugar, and 3 fresh mint leaves (multiply per drink).


Grind in a ball and pistol and drain all the liquid into a jar.


Refrigerate overnight.


After the mint concoction has spent the night in the refrigerator and it’s time to party, fill a sterling silver julep cup with crushed or shaved ice all the way to the top.


Pour one ounce of juice into cup and let settle. Refill ice to the top of the cup. Pour three to four ounces of bourbon over ice. Do not stir!!!


Now, re-top with ice again and garnish with mint. Do not stir!!!!


Now, the secret: Take a straw and insert until about halfway down in the drink. When you take a sip, you should taste both mint and bourbon in a manner that you have never experienced before. Keep moving the straw as you drink to keep the balance correct. Do not stir!!!!


These are really fun to drink and talk about as you get tipsy. One is usually enough because nobody drinks one slowly… Unless you want a sloppy mess, I would suggest 80-proof bourbon or a short party. Have fun…


JRS is the author of Red Clay Soul

Posted By Onward Reserve



There is an accepted theory that once you own one dog, you’ll never be without. As soon as there is understanding of the unequaled, unqualified love and companionship that dogs provide, they will be a staple in your life forever. For ten to (God-willing) fifteen years, they will fill your heart with joy that can’t be diminished by ‘accidents’ inside or chewed shoes.


Picking a name is a big responsibility. It will be a defining characteristic of your companion. Enter the ‘Dukes of Hazzard’ rule. The ‘Dukes of Hazzard’ is quite possibly the greatest television show ever. Originally running from 1979 to 1985, it was about Bo and Luke Duke, their iconic 1969 orange Dodge Charger – the ‘General Lee’ – and their escapades in Hazzard County, Georgia.


The ‘Dukes of Hazzard’ rule is that most dogs that require more than ten point test line for a leash can be named from characters on the show. Bo, Luke, Duke, and Boss are perfect names for male dogs – anything from a smaller Cavalier King Charles Spaniel or a Boykin Spaniel to a larger Labrador Retriever, a German Shorthaired Pointer, or a Golden Retriever. For female versions of the same breeds, Daisy, Dixie, or Jesse work perfectly.


Some other options: Roscoe is a great option for a male dog that might enjoy finding some trouble – like a Jack Russell or a Border Collie. Cooter is a good choice, but be careful here; a good dog shouldn’t offend anyone. Make sure it’s a male dog – a Bluetick Coonhound would enjoy that name. Flash is the perfect name for a basset hound, exactly as it was on the show. For a light-colored female dog such as a Yellow Lab, a White Golden Retriever, or a Brittany, Shine is a great name. That’s what the Duke boys were running, so why not?


Got a dog that followed the ‘Dukes of Hazzard’ rule? Send a picture to and we’ll post it over on Instagram & Facebook.

Posted By Onward Reserve

James Farmer's Pimento Cheese

4/8/2015 11:39 AM


One of the best part of The Masters are the concessions…and not only the concessions, but the prices of the concessions. We’re talking a buck fifty to two-fifty for a sandwich, a dollar-fifty for a coke, $4.00 for a beer, and a dollar for a candy bar. That’s cheaper than most gas stations.



One of the most famous items on the menu is the Pimento Cheese sandwich. They are delicious, and only $1.50 a piece. For those that have experienced a Pimento Cheese sandwich from Augusta, you know you can’t eat just one. Double up with a cold beer and a bag of chips, and you are good to go for about eight bucks.


The Pimento Cheese recipe at Augusta National is a huge secret, as there is a secret ingredient that no one – not even the club – knows (thanks to Pimento-Gate). While this exact recipe isn’t available to the public, there are millions of variations. One of the best comes from the resident Onward Reserve food expert James Farmer. His recipe is relatively ‘plain Jane’ as he calls it, but it does call for the chefs to add some of their own flavor (more mayo vs. less mayo, black pepper and/or sea salt to taste, etc.).


Here we go: Farmer’s Style Pimento Cheese




1 cup of finely shredded sharp cheddar cheese

1 cup of finely shredded sharp Vermont white cheddar cheese

Half to three quarters cup of mayo…depends on how “creamy” you like it

Half a jar of Lindsay’s pimento pieces with some juice

Squirt of lemon juice

Lawry’s Season All to taste…about a dash

Morton’s Nature’s Seasoning to taste…about a dash

Pinch of cayenne pepper

Cracked black pepper to taste

Cracked sea salt to taste




Shred the cheeses (this makes a difference too…the already shredded is fine but shredding your own really does make a difference) and combine with seasonings and mayo until blended.


How easy is that my friends? Enjoy this as a sandwich on good white bread, toasted or plain, or on crackers. Make a batch or two and eat this while you are watching The Masters this weekend along with a cold beer or some sweet tea. It’ll help get you a little closer to the action in Augusta.


Posted By Onward Reserve
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