Ellie Richardson has been an entrepreneur for as long as she can remember.
At 5 years old, she began selling lemonade and bookmarks with her sister outside their home in Shelburne Falls. By the time they could drive, the two had moved on to vending at craft fairs. Now, Richardson, a longtime employee of Zemi on Main Street, has begun a new venture.
She recently bought the women’s clothing and jewelry store at 176 Main St. from its previous owner and has spent the last month revamping the shop. Now called Moldavite Dreams, the business features an expanded selection of merchandise and more metaphysical products, including tarot cards, incense, crystals, smudge sticks and more.
“I’ve always loved this store. I’ve loved working here for the last 15 years, and I’ve always wanted my own business,” Richardson said. “She (previous owner Maija Meijers) gave me a good deal and gave me the opportunity to be able to do this.”
Including moldavite in the shop’s new name was a natural fit, she said, as the olive-green stone is thought to have transformative properties and enhances the dream state.
“To keep a business thriving, I think it constantly has to be transforming, and that’s part of the property of moldavite — one of its strongest ones,” she said.
Since purchasing the store, Richardson has made a number of changes, with the goal of creating a peaceful atmosphere where customers will have a happy shopping experience. In addition to bringing back a number of metaphysical products that Zemi used to carry years ago, such as incense, crystals, smudge sticks and sage, Richardson has also added tapestries, tarot cards, henna, handmade body butters and bath salts. She has also expanded the store’s clothing selection.
“I look for things I’m attracted to and drawn to, and since I’ve been working here for so long, I know my clientele and what will sell,” she said. “I’m hoping to make this store a bit more magical.”
Richardson said she’s received a positive response from the community so far, with many customers saying they’re glad the store is staying on Main Street. She added the shop’s new sign has helped draw people in.
The sign was custom made by a 21-year-old spray paint artist named Toby Armstrong, who her daughter met while he was selling his work at Greenfield Community College. It features a willow tree — for Richardson’s great-grandmother, who had a willow tree in her yard — as well as planets and was painted freehand.
She plans to sell Armstrong’s work in her store in the coming months.
On a recent afternoon, a handful of lunchtime shoppers came into the shop, browsing through racks of clothing and jewelry displays. Many complimented Richardson on the reorganized space, with one customer telling her it has a nice ambience.
“There are a lot of loyal customers that we’ve had for years and people that shopped here years ago are finding their way back into the store,” Richardson said. “People are really liking the tapestries, and the henna has been a huge hit. We hadn’t sold henna before, and they’re really enjoying that.”
She added the $10 clothing racks in the back of the store have been especially popular.
The store is entirely family-run, as Richardson’s aunt and 22-year-old daughter often come in to help.
Find Moldavite Dreams on Facebook, or at moldavitedreams.com
You can reach Aviva Luttrell at:
aluttrell@recorder.com
or 413-772-0261, ext. 268
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