Chris Demakis admits his vision of a rustic, modern general store may seem like an oxymoron. But with rough-hewn walls and industrial fixtures, Demakis and husband Vince Cragin feel their new shop in the heart of Mattapoisett village has all the elements of success.

Demakis, who runs an advertising agency in Boston, and Cragin, a lawyer in New Bedford, have lived at 10 Water Street for 14 years, but only decided to revamp the storefront on their home last year.

“It’s been a creative exercise,” said Demakis, standing amongst the as yet empty shelves of his store. “We gutted it down to the basement. Our goal was to make the storefront look like when it was built.”

Although renovations included hurricane proofing the building, the exterior looks much like it did in the heyday of the whaling industry.

The shop, once one of many along the wharf, went through many incarnations in its past –  dentist office, post office, sail loft, carpenter shop, and dry goods store.

Named the Town Wharf General Store, Demakis said, “We very much wanted something that was going to be part of the community. We’re hoping, along with the Inn, to bring some life back to the waterfront.”

The small shop will be packed with a plethora of products, mostly sourced from small New England companies and craftspeople. Among the offerings, said Demakis, will be specialty foods such as fresh bread, olive oils, and honey as well as household products including handcrafted chairs, kitchen accessories, and eventually products with the store’s bicycle riding whale logo.

Even more items will be for sale on the shop’s website.

“I’m always on the lookout for new, interesting innovative products that will put a smile on people’s face,” said Demakis.

The shop will open its doors on Friday, May 24. For more information, visit www.townwharfgeneralstore.com.