The Mystic Merchant shop has been serving the SantaYnez Valley for nine years. While healing crystals, gemstones and rock-studded jewelry are the store’s mainattraction, the store also carries a vast amount of new-age fare including incense, exotic clothes, music, statues and books on spiritual healing.
Patrons can get snapshots of their current feelings and emotions via aura photography (this service is temporarily unavailable because the technician is on sabbatical) and get their futures told through private palm, intuitive and tarot card readings.
The rocks come from around the world including Namibia, South Africa, Tanzania, Madagascar, Brazil, Uruguay and China.
The owner, Joelle Stapleton, has been a collector since she was a child. She laughs when she recalls her frustrated mother digging rocks out of the dryer when she’d forget to take them out of her pockets.
Stapleton says the store has taken off in the last five to six years. She attributes this success to the staff’s goal of putting the customer at peace instead of pushing products.
The smell of burning sage and the soothing melodies of traditional Indian music fill the store, and together with the attractive displays — large, cleaved crystals, colorful pottery, banners with inspirational quotes, paintings, and masks — they make for an interesting shopping experience.
The Journal visited with Joelle Stapleton to find out a little more about the business.
SYVJ: Why did you start this business?
JS: Why I started doesn’t matter anymore. That I actually stuck it out and trusted the signs and kept re-defining what the store is and what I wanted is important. I used to say I was duped, but now I know my store is the biggest gift. It gives so much to everyone. We get people coming in just to feel better. I blame Ernest (the store’s resident cat).
SYVJ: What is your business background?
JS: I have a bachelor’s degree from Northwestern University. Before this, I worked in the movie business. That prepared me for everything. I’ve always worked.
SYVJ: What is the best piece of business advice and who gave it to you?
JS: The best advice I can think of is to be grateful. I don’t know who said it first, Louise Hay probably. Be grateful,be positive. I love my store; I love my workers; I love my customers; I love what I do. Sounds silly, but it’s the truth. When I told people who I was working with in Hollywood that I was opening a store, they all said ‘Oh, I’d love to retire and open a book store.’ Well, I’ve averaged 60 hours a week, seven days a week and if I’m not at the store, I’m doing something for the store. So I’d say you had better like to work, if you want a business. And for sure you better love it.
SYVJ: What is the biggest challenge your business faces today?
JS: I really don’t think that way anymore. Our challenges are individual, and much more personal. Am I being in integrity in this moment? Am I being of service and helping others? Am I taking care of myself? Am I being spiritual and not judging? Those are moment by momentchallenges.
SYVJ: What is the simplest thing you’ve never learned to do?
JS: Taking a vacation that doesn’t involve a rock show.
SYVJ: What sets your business apart from your competitors?
JS: I used to worry about competition, but my friends kept telling me it doesn’t matter, and it’s true. Attitude is everything, and I believe there is room for everybody.
SYVJ: What books are on your bedside table?
JS: Honestly, I have rocks on my bedside table. I have rocks everywhere. But if you want a book recommendation, it would be Louise Hay’s “You Can Heal Your Life.” I’d recommend that book to everyone, along with Miguel Ruiz’s “The Four Agreements.”
SYVJ: Why did you choose to set up your business in the valley?
JS: I didn’t. I’m just really glad it worked out that way. I never forget how beautiful it is and how lucky I am to live here. And the more I see of the world the more that gets affirmed. We are so spoiled.
SYVJ: Where do you see your business in five years?
JS: I hate that question! Five years, 50 years, next year, who knows? I try to live for now. Maybe I’ll take a vacation.
SYVJ: Finally, what is on your to-do list?
JS: That’s easy. I desperately need a functional website or a catalogue. I’ve failed miserably in producing that and it’s important and I keep putting it off. I’m too busy buying rocks.
Reach Jeremy Foster at jfoster@syvjournal.com.
Business name:
The Mystic Merchant
Owner:
Joelle Stapleton
Business address: 1640 Copenhagen Dr. Solvang, 93463
Business telephone: (805) 693-1424
Business hours: 10 a.m. – 5 p.m. 7 days a week
E-mail address: joelle@mysticmerchantsolvang.com
Web site: www.mysticmerchantsolvang.com
