Scenic Route 104 meanders parallel to the southern shore of Lake Ontario, its rich history unfolding along the numerous stops that beckon the traveler as it traverses the northern border of New York State. Following the ridge of the former Glacial Lake Iroquois, it connects Niagara Falls to cities and townships that were settled to the east - a well-traveled thoroughfare for the casual weekend wanderer.

One of those stops is on the wooded bank of a bubbling creek—a big red mill, containing a trove of treasures from 100 or more years ago. Half a century after its millstones ground to a halt, the former grist mill in the Hamlet of Jeddo now houses an antique store aptly named Jeddo Mill Antiques. It’s nooks and crannies reveal a piecemeal narrative of a by-gone era. The mill and its surrounding acreage serve as inspiration for many artistic installations, most of them for sale. Inside, the birch branch chandelier takes center stage, replete with crystal prisms and tin tea caddies, inspired by the midwinter ice formations, tossed up from the creek and collected on the overhanging brush.

The building itself, oft times an inconvenience to its owner, makes it all the more special in its rebirth as both a surprisingly chic home and a bustling business. Proprietor of 16 years, Todd Belfield, remarks on the constant vigilance needed when owning a structure that embodies a certain fragile beauty.

Contrary to significant pressure from well-meaning customers, friends and fellow business owners who often think he’s committing retail suicide, Todd remains steadfast in his embrace of the off-line life in an increasingly online world. The website is barebones. There is no daily social media tap dance, no online hawking of wares, and no inbox full of electronic mail. Instead, Todd focuses on good old-fashioned face-to-face conversation. Reflecting the times witnessed by the items in his shop, he relies on outreach through good old-fashioned “snail” mail. He notes the biggest surprise for him has been the need for that intimate human connection – people’s need to be listened to.

While the business is situated in a small rural community, the customers represent the diversity of people drawn to the historic trail. Although urban customers find easy access to the store from Buffalo, Rochester and Niagara Falls, it’s the local customers – now a multi-generational base of families – who are the bread and butter that have kept the business solvent for the past decade and a half. A thank you gift from a recent customer arrives in the mail, all the way from Australia, proving the proprietor has made the connection.