DIG Into the Season of Giving with DIGS at Home in the Garden

By VOICE-TRIBUNE • Photos By Kathryn Harrington

One of the best ways to celebrate this season of giving is to choose gifts that keep on giving long after you walk out the door with bags in hand. Shopping local does exactly that. When you buy from a neighborhood shop, you’re supporting real people whose work, creativity, and generosity flow right back into the Louisville community. Unlike big national chains, money spent with a small business circulates locally. It supports jobs, other nearby businesses, and often finds its way into nonprofits and charitable causes. 

If you’re searching for a place that truly embodies the holiday spirit, DIGS has been a Louisville favorite for more than twenty years. Founded by owner Ben Palmer-Ball, DIGS began as a haven for people who love their outdoor spaces. Today, DIGS’ lifestyle collections have grown to include much more than furniture and décor. They now include jewelry & wearables, entertaining pieces, and seasonal finds at a variety of price points that make perfect gifts for teachers, family, friends, and clients. 

A visit to the store is quite an experience. DIGS invites you to slow down, get inspired, and enjoy the moment. During the holiday season, that experience becomes downright magical. 

When DIGS opened its doors 25 years ago, Ben didn’t foresee it becoming a holiday destination, but it happened all the same. “Although we didn’t originally imagine Digs as a holiday destination when we first opened, it has become a cherished Christmas tradition for so many of our customers.” For Ben, this connection to the season is a welcome one. “I’ve always loved the holidays and have fond memories of shopping downtown with my family at Stewarts, grabbing a club sandwich at Kunz’s, and picking out a live tree at the old Haymarket.” Those memories, he says, may be what inspire DIGS’ thoughtful and nostalgic approach to decorating each year. Hearing customers compare the store to Louisville icons like Scott Tichenor’s, Bittners, and Wakefield-Scearce is an honor he doesn’t take lightly. 

DIGS’ philosophy of blending indoor and outdoor living comes to life beautifully during the holidays. “Our aesthetic of bringing the outdoors inside literally comes to life as folks bring a Christmas tree, bulbs, and greenery into their homes.” The scents, textures, and colors create “an opportunity to shift your environment to a more festive perspective, it’s like a home staging or design exercise where we overlay our existing homes (inside and out) with all the trappings of the season.” 

Locals often describe DIGS during December as a “holiday wonderland,” and building that experience is a year-round effort. “We’re constantly inspired by our customers—hearing how they use, or plan to use, our products often sparks ideas we never would have anticipated.” Inspiration also comes from market trips, where Ben and his team explore new trends. But the real surprise for most shoppersis how early it all begins. “Our Christmas buying happens in January… the Christmas collection you’re seeing now was actually purchased last January.”

Balancing traditional decor with fresh trends is part of the fun. DIGS’ approach mirrors the way families decorate at home. “We strive to show how you can blend new colors or textures with your existing holiday décor.” A few new accessories, linens, accent pillows, and throws can completely refresh a familiar space. DIGS attracts an impressively wide range of shoppers, from traditionalists to the youngest gift-givers hunting for something fun. Ben embraces the challenge. “That’s why we work to keep a balance of gifts and décor that suits a wide range of tastes and price points.”

For small, locally owned and curated shops like DIGS, community support creates a lasting impact. “As a small, locally owned business, I realize we have to compete with mass merchandisers and even online outlets, so we work hard to bring together unique and varied products that set our shop apart.” That effort does not only apply to inventory. “We aim to make in-store shopping an immersive experience—creating a memorable outing or tradition rather than a chore to check off your list.” 

And the impact flows outward. “When our customers invest in our products and services, they validate and sustain our mission… In turn, we are always happy to support local organizations and charities.” DIGS regularly backs both major nonprofits and smaller community efforts that may not be on everyone’s radar. 

In 25 years, Ben has watched styles shift, his own included. “I was committed to fresh greens over faux substitutes, subtle decorations over glitter and glam… But I’ve learned, by listening to our customers, that we needed to broaden our vision.” His advice now? “Don’t be timid… don’t get stuck in a single approach, and enjoy the journey.” 

If you’re planning your first holiday visit, Ben gives a heads-up: “Expect intimacy and immersion, there is a lot of merchandise!” Take your time, make a couple of laps, and ask for help when you need it. And, he advises, come back often. “We’re constantly restocking and re-merchandising to keep the store looking full and festive!” 

This season, consider giving a gift that gives back to the people you love, and to the city you call home. DIGS is ready to welcome you in.