ASHEVILLE, N.C. (828newsNOW) — On a weekday afternoon, as smartphones buzz and computer screens glow at home and schools, the aisles of Sparky’s Toys & Gifts tell a quieter story.
Inside the Haywood Road shop, assistant manager Miles Madonna spends the day surrounded by books, board games, puzzles and hands-on toys — an intentionally unplugged counterpoint to a childhood increasingly shaped by screens and subscriptions.
“At a time when everything feels instant, it’s nice to slow people down,” Miles said. “Play doesn’t need Wi-Fi.”
Sparky’s Toys & Gifts opened in 2017 as a small neighborhood toy shop and expanded into a larger space next door in 2019. Madonna, now 23, has worked at the store for nearly as long as it has existed, stepping into a role that blends retail, curation and community.
A typical day, Miles said, centers on helping customers find gifts — often under pressure.
“People are usually on their way to a birthday party and need something in five minutes,” Miles said with a laugh. “That part is really fun. You get to save the day.”
There is also the less glamorous side of retail: inventory orders, shipments and stock checks. Still, Miles said the work rarely feels like a grind.
“It’s just as fun as it sounds,” they said.
That same philosophy carries into Miles’ life outside the store. In recent years, they have made a conscious effort to step away from screens, cutting out streaming services and social media algorithms in favor of physical media and quiet hobbies.
“I hate that we don’t own anything anymore,” Miles said. “You can pay for a streaming service for years, and they can just take something away. With a book or a DVD, that’s yours. They can’t touch it.”
Madonna now listens to music exclusively on CDs — many borrowed from the library — and reads widely, from children’s literature to classic novels. They are currently working through “Moby-Dick,” a process they describe as slow but rewarding.
“It’s good to read things that are hard and take months,” Miles said. “We’re so used to instant gratification. I feel like a lot of people my age are trying to heal our attention spans because they’re so damaged.”
Miles also writes and makes print art, some of which is displayed inside the store.
They are working on early drafts of novels centered on queer experiences in the South.
“And all of the complexities that come with that — for better or for worse,” Miles said. “I’m either reading or writing most of the time.”
That slower pace, Miles believes, is part of what draws people to Sparky’s.
“You could buy a lot of this stuff online,” they said. “But people come here because they want recommendations. They want to talk. They want it wrapped. We do a lot of curation, and that’s part of the experience.”
The shop’s location — between two local schools — has helped turn Sparky’s into a neighborhood fixture. Miles watches students pass by daily and has formed relationships that span generations.
“I’ll say things like, ‘Oh yeah, my friend Sorin — he’s 12,'” Miles said. “It’s such a funny relationship. You’re not a teacher. You’re kind of a friend. I get to see these kids grow up, and that’s so special.”
Those connections, Miles said, are among the most meaningful parts of the job. During the holidays, parents sometimes send photos of children opening gifts Miles helped select and wrap.
“Knowing I played a small part in that — it’s good for your soul,” they said.
In an era when play, music and media are increasingly curated by algorithms, Miles sees value in offering something more tactile and human — on the shelves and behind the counter.
“We’re all so wired for screens now,” Miles said. “This just feels nicer. Slower. More real.”
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