His name was Virgil Jackson Elmore. He was born in 1887 and grew up on a farm in Gordo, Alabama. 

In 1915, Elmore returned home from his service in World War I. He began to renovate buildings in small towns and remodel them as modern stores, a practice that would soon serve him well. That year, he opened a “five and dime” store in Clanton, Alabama, selling household necessities, toiletries, and candy. He called it V.J. Elmore’s. 

The Clanton store did well, and in 1927, Elmore opened a second store. This one was located on 19th Street in Jasper and managed by O.C. Webb. Soon, Elmore acquired the adjoining store, which almost doubled the space.

The “five and dime” stores thrived and continued to expand. By 1936, Elmore owned 24 stores.

In 1937 Elmore spent $8,000 to remodel the Jasper store, which made it one of the largest stores in Walker County at that time. 

Elmore passed away in 1942 from a car accident at the age of 34. He is buried at Elmwood Cemetery in Birmingham. At that time, there were 44 stores in operation. 

After his death, the company expanded to Tennessee, Georgia, and South Carolina. In the late 1960s, it was purchased by General Shoe Company (Genesco). In the late 70s, it was bought by S. H. Kress & Company. Many administrative personnel were terminated, and their jobs were relocated to S. H. Kress & Company headquarters in New York City.

The store in Jasper closed its doors in the early 1980s. Today many former shoppers still fondly remember the enticing aroma of roasted cashews and fresh buttered popcorn that greeted customers upon entering the store.