Miss Sally is the Heart and Soul Behind Elliott’s Military Surplus & Fishing Tackle

by Vickie Holt

Sally Muse grew up on a farm in Vinton, Virginia and dreamt of a life working with animals. To help make this dream come true, she enrolled in Virginia Tech after high school, and earned Bachelor of Science Degree in Biology. From there, she wanted to travel while pursuing a career in wildlife biology. Life, however, seldom goes according to plan.
During her final year at Virginia Tech, Sally was contacted to help Longhorn Steakhouse in Blacksburg establish a strong wait staff. With wildlife biology in her rearview mirror, she spent the next ten years of her life at Longhorn.
But it wasn’t all waiting tables. Steve Elliott worked for the produce company that supplied the restaurant. After dating for a while, the couple were married and Sally’s life began not one, but two new chapters.
Steve and his father, B.J. Elliott, had opened a store in Blacksburg called Elliott’s Gun and Coin Shop. It was a popular place for enthusiasts, and one of their customers was the owner of Nester’s Trading Post in Radford.

Wanting to expand, Steve and his dad bought Nester’s when the owner was ready to sell. And because they couldn’t be in two places at once, the idea was that Sally would run the Radford store.
On January 6, 1986, Sally stepped behind the counter at 1400 First Street in Radford to begin her new adventure. Steve and B.J. had converted the space and moved in all the new inventory, but after the initial setup, it was up to Sally to run the store on her own. Steve rarely took part in the day-to-day operation.
She knew a little bit about the military surplus items she was meant to sell, and perhaps a little more about the fishing tackle and supplies, but her expertise today is fully credited to those who knew best. “I talked to everybody,” says Sally, “and learned a lot from my customers.”
She not only learned a lot from her customers, but she became their friend. In a business catering to enthusiasts, many of the same faces would come in time and again, and eventually, everyone felt like family. It wasn’t long till Sally had earned the affectionate moniker, “Miss Sally” among her regulars.
In 1990, Sally had done such a great job of running the store that it was outgrowing the location. Also, since 1400 First Street was one of the oldest buildings in Radford, she wanted to move to a space that was a bit more modern. Historic buildings might make great landmarks, but they do have their issues when it comes to trying to run a business in them. As luck would have it, H.C. Branscom had a furniture store on West Main Street, upon which he’d built a metal storage building. As the storage building was empty, he offered it to Sally.
It was August of 1990, and it was really hot outside, but Sally’s close family of customers showed up in pick-up trucks to help her move the entire inventory to her new location at 2114 West Main Street. “I have the best customers in the world,” says Sally, remembering how they rallied to help her.
In the new space, Sally continued to grow Elliott’s Military Surplus & Fishing Tackle. She also continued to grow her knowledge and expertise. She became a much-loved and respected figure in the business, and because she was a woman, she also became a trusted confidante. As Sally explains, men sometimes feel uncomfortable admitting to other men that they lack knowledge that the others might have. It can open them to ridicule. So, when someone doesn’t know how to perform a technique, how to use a piece of fishing tackle, or anything about the function of the military items she sells, they will often come to her. They feel more relaxed learning from her. It’s taken a while, but folks have come to understand that she knows what she’s talking about, and it’s a service that deepens the family feeling between Sally and her customers.
In 2005, Sally’s life took another turn when she and Steve parted ways. As part of the divorce, however, she became sole owner of Elliott’s Military Surplus & Fishing Tackle, and she hasn’t looked back. By this time, she’d been running the store and building it up for almost twenty years. It was her baby. Though she could have taken her life in a different direction, she didn’t consider anything else. She was part of something she had built, in a community that felt like family.
She was still so successful at growing the business that in 2009, Sally once again needed more space. By then, Mr. Branscom had built a storage facility across the street, sharing the building with Southwest Outdoor Power, a business owned by Mr. Branscomb’s son-in-law, Randy Campbell. Using the space to store additional inventory, this freed up significant space in the main furniture store. In turn, this allowed Sally to move from the old storage building into the main building on December 1 of 2009. To this day, she still shares the space with Branscom’s furniture at 2114 West Main Street.
Sally has always tried to obtain as much real surplus as possible, but recalls it was a different operation in earlier years. The government sold its military surplus by holding auctions at various military bases, where dealers would bid in person after being allowed to inspect the items. In recent years, however, the Government has opted for a virtual environment for surplus sales. Sally and other dealers are now required to bid online for lots, sight-unseen, and arrange pick-up or delivery. “Because the military is making things more difficult,” says Sally, “several surplus stores in the region have closed in the past few years.” As of 2021, Elliott’s Military Surplus & Fishing Tackle is the only surplus store left in the area.
Though government auctions are the resource for most of the surplus at Elliott’s, they are not the only resource. Sally has also gotten some really interesting items from ex-military folks just cleaning out their trunks and attics at home. She recalls coming across an empty Vietnam era rocket tube, a WWI era horse blanket, and even a Vietnam era helmet with a peace symbol painted in the inner lining.
Despite how special these items may sound, when it comes to their retail value, they are mainly coveted by collectors. For a military surplus dealer, the items on the racks and shelves are used and, sometimes, very old. Sally tells us most of it would have no practical use for anyone outside the military, so most of it is bought by the collectors. “Everyone wants BDU’s now,” says Sally, “but the military hasn’t used them for twenty years!”
Happily, however, there are several direct-buy companies that manufacture tactical and police-type gear. Sally buys from these companies to also offer useful new clothing, like 24/7 pants, and other tactical items. She is proud to tell us that police officers are among her customers for these items, and she offers a 20% discount for police, fire and rescue, and military.
And then there are the fishing enthusiasts! “Fishermen drive me crazy from March till hunting season,” quips Sally, “but they fish all winter.” Radford has a huge fishing community, and it’s no wonder. Between the New River, Claytor Lake, the Little River Dam, and dozens of creeks and streams, there is plenty of fishing available in Radford! In the waterways of southwest Virginia, anglers can catch a variety of bass species, walleye, muskie, bluegill, sunfish, perch, crappie, and trout.
Radford has multiple ramps to access the New River, and lots of bass clubs travelling for tournaments across the area. Sally, herself, is a member of the New River Valley Bass Masters club and loves to fish! What makes her unique, however, is that she is one of the very few women if Radford to own and operate her own boat!
Though most fishing customers come into the shop knowing what they need, Sally gets great enjoyment from folks who either misunderstand the kind of store she runs, or those who understand the store but have trouble understanding that a woman is in charge. “The fishing customers are really good,” she says, “but more than a few vendors have wandered in, saw me at the counter and asked, ‘where’s the boss?’”
In addition to the big “Elliott’s” sign above the door, someone also made a little sign that says, “Sally’s Place”, which one hapless customer chose to focus on. “He sauntered in,” says Sally, “and asked, ‘honey, where’s your sewing stuff?’ After seeing the kind of store he was actually in, he said ‘oh’, and left.”
Sally is really enjoying her life as Radford’s “Miss Sally”. She’s proud of what she has built-up on her own. She’s proud of the knowledge she has gained. She enjoys her work and loves her customers. In fact, many of the employees that have helped her over the years were first her customers. “They have all been assets,” says Sally, “and they have all been friends. I appreciate every one of them.” Now, however, Sally is running the store by herself. That is, except for Piper the pup! “She’s the door greeter,” laughs Sally. “She works for butt scratches and belly rubs!”
Looking forward, Sally’s plan is to keep going like she’s been going. However, she would like to retire soon. After all, she’s been the face, the heart, the soul, and the backbone of Elliott’s for thirty-five years. She’d like to spend more time fishing and working in her garden, outdoors, but it’s going to take a very special person to carry on the legacy. Life may not have gone according to young Sally’s plan, but Sally sure loves the plan that life had for her.
Elliott’s Military Surplus & Fishing Tackle is open Tuesday through Friday, 10:00am – 6:00pm, and Saturday, 10:00am – 3:00pm.