Dayton’s Not Dead: Beck + Call store opening

Dayton’s Not Dead: Beck + Call / Photograph by Beck + Call Instagram
Dayton’s Not Dead: Beck + Call / Photograph by Beck + Call Instagram


A business coming to Dayton’s Oregon district will replace the clothing store Hedges and Wolf.

The new store, Beck + Call, will be hosting a grand opening ceremony this week. The store will offer women’s and children’s clothing, accessories, bath and body products, books, and stationary.

Beck + Call’s grand opening will take place from 5 to 9 p.m. on Friday, April 12 at 504 E. 5th St., Dayton.

Beck + Call co-owners and Wright State graduates Brittany Smith and Kait Gilcher worked hard to rebrand the store in the roughly two-month period that Hedges and Wolf closed its doors.

Smith and Gilcher also own Heart Mercantile, Luna Gifts & Botanicals and the now-closed Hedges and Wolf in the Oregon District.

“We went back to the drawing board to rebrand after two of the former business owners stepped out,” said Gilcher.

The pair said their friends and neighbors helped by loaning tools and other support.

“That’s what’s so great about this area, everyone really pulls together. There’s no way we could do any of this without that element,” said Smith.

The shop will be similar to Hedges and Wolf but will include more products that the community has been interested in seeing, according to Smith.

“We expanded on our original concept but added products most requested by our patrons and neighbors and changed the vibe of our original store,” said Smith.“We hope that it sort of fills the gap between what Luna Gifts offers and what Heart Mercantile offers.”

When it came to choosing a name for the new shop, Smith and Gilcher weren’t afraid to use a play on words.

“To be at someone’s beck and call is to be entirely subservient to them; to be at their slightest request,” said Gilcher. “We mean it as a tongue and cheek reference to women not being at anyone’s beck and call.”