One Heart Stories: Second Gear & Diamond Brand Outdoors – Rebuilding Asheville’s Outdoor Community
In Asheville, outdoor adventure isn’t just a pastime; it’s part of the city’s identity. Thousands of locals and visitors rely on independent outdoor shops for the gear, guidance, and community that fuel a life lived outside. Two of those cornerstone retailers are Second Gear, Asheville’s premier outdoor-adventure consignment shop, and Diamond Brand Outdoors, a legacy outfitter with more than 50 years of serving Western North Carolina.
Both businesses have deep roots in the region. Second Gear has long been known for offering new and gently used outdoor equipment and apparel, making adventure accessible for everyone. Diamond Brand Outdoors has been a trusted source for generations, with a history that stretches back to the post–World War II era and a reputation built on quality, expertise, and a love of the mountains.
But in September 2024, both stores were devastated when Hurricane Helene brought unprecedented rainfall across Western North Carolina. The resulting floods tore through the Asheville area, overwhelming streets, homes, warehouses, and local retail businesses.
Second Gear’s warehouse was destroyed. Inventory was lost, fixtures ruined, and the structure itself needed significant repair. The shop that had outfitted countless hikers, paddlers, and families suddenly found itself fighting for survival.
Diamond Brand Outdoors, a business that had weathered decades of economic changes and industry shifts, also suffered catastrophic damage. Product, equipment, and historic materials were lost in the flood. For a retailer that had served Western North Carolina for over fifty years, the storm brought a heartbreaking blow.
But Asheville’s outdoor community is built on grit, and so are its retailers.
When Heart on Main Street learned about the losses at both stores, we knew this was more than a business setback. Outdoor retailers like Second Gear and Diamond Brand Outdoors strengthen local economies, serve as gathering places, and help residents and visitors connect with the natural world.
Through the generosity of our donors, we provided a $5,000 disaster recovery grant to each store to support immediate cleanup, rebuilding, and restocking needs. These funds helped stabilize both businesses during their most critical moments and allowed them to begin moving toward reopening and recovery.
For Second Gear, this support helped them take the next step, repairing damage, reclaiming their space, and continuing their mission to make outdoor adventure sustainable and accessible.
For Diamond Brand Outdoors, the grant assisted with essential costs in the aftermath of a loss that affected not only their retail operations but also a legacy that had served Western North Carolina for half a century.
Today, both businesses represent the strength and perseverance of the Asheville community. Their stories remind us why Main Street matters and why supporting independent retailers means supporting the heart of a region.
Because when an outdoor town loses its outdoor shops, it loses part of its identity, and when those shops come back, the entire community rises with them.
In Asheville, recovery continues one business at a time. And Heart on Main Street is honored to be part of that journey.
One Day. One Heart. Endless Impact.