We caught up with the brilliant and insightful Amanda Furbee a few weeks ago and have shared our conversation below.

Amanda, thanks for joining us, excited to have you contributing your stories and insights. Was there a defining moment in your professional career? A moment that changed the trajectory of your career?

A Defining Moment That Changed My Career Trajectory

In 2011, I made a life-changing decision to leave the design world in North Carolina and move to Oregon to work for The Herb Shoppe. But it was during a three-month retreat in the Mountains of New Mexico that I encountered a moment that would truly shape the course of my life. I walked into a small herb shop in Ruidoso, uncertain about where my life was heading and seeking a deeper sense of purpose. At that moment, a kind person at the shop introduced me to passionflower—a remedy that calmed my nerves and cleared the fog in my mind. That night, I had a vivid vision of a wellness space, something I had never even considered before, but it felt like the path I was meant to follow.

Although I knew little about the herbal industry, I was drawn to learn everything I could. My research led me to The Herb Shoppe in Portland, Oregon, where it felt as if the universe was sending me a clear message to go there. So, I did—and the journey began.

The first few months at The Herb Shoppe were a whirlwind of new knowledge. I found deep fulfillment in talking with people, learning about their needs, and discovering how plants could help us live our best lives. I dove into studying herbalism, making products, and teaching classes. Every opportunity to learn about the plants around me felt like a treasure. Soon, I realized that herbalism was not just a career change—it was a lifelong journey of growth and evolution.

Fast forward almost 14 years, and I still cherish each moment of this path. The challenges are many, but they have pushed me to grow in ways I never imagined. A pivotal moment came during the Covid pandemic, when it became clear that my business needed to shift. That challenge sparked a transformation in how I connect with the community. In 2023, I transitioned from a brick-and-mortar business to an all-online, non-profit organization, allowing me to work more closely with the people who need education and support the most.

Herbalism continues to shape and define my life, offering new challenges and insights that help me evolve every day. It’s been an incredible journey of personal and professional growth, and I’m excited to see where it leads next.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

Amanda Furbee’s passion for herbalism began at an early age, but it wasn’t until 2011—when she moved to the Pacific Northwest—that her deep connection with medicinal plants truly blossomed. Relocating from the East Coast wasn’t just a change of scenery; it was a transformational step that brought her closer to the vibrant world of herbalism. Seeking hands-on learning, she found a golden opportunity working at Portland’s first all-organic herbal supplier, The Herb Shoppe. The experience was even more enriching than she had imagined, reigniting her passion and confirming she was on the right path.
Eager to expand her knowledge, Amanda enrolled in Rosemary Gladstar’s herbal certification course at The Herb Shoppe. Inspired by Rosemary’s teachings, she immersed herself in the coursework, absorbing everything she could from the Mother of Herbalism. But her education extended beyond the classroom—through customer interactions and mentorship from seasoned herbalists, Amanda refined her skills and deepened her expertise. Within a few months, her role at The Herb Shoppe evolved into a collaborative partnership with the founder, where they worked together to shape the future of the business.
In 2014, their partnership led to the grand opening of The Herb Shoppe Pharmacy and Learning Center—more than just a business, it was envisioned as a thriving community hub for herbal education, wellness, and collaboration. Amanda played a key role in developing this mission-driven space. A few years later, the founder of The Herb Shoppe considered stepping away, leading to deep discussions about the company’s future. After months of deliberation, Amanda took a bold step forward, transitioning from partner to sole proprietor. Under her leadership, The Herb Shoppe flourished, expanding its offerings and deepening its commitment to herbal wellness.
In November 2022, Amanda furthered her mission by establishing The Herb Shoppe Community Clinic, a 501(c)(3) nonprofit dedicated to making herbal wellness accessible to all. This initiative supports community outreach programs, working with organizations such as Herbalists Without Borders, Rahab’s Sisters, PCHP, and events like Pickathon. As the next phase of her vision unfolded, Amanda made the pivotal decision in September 2023 to close the brick-and-mortar storefront, shifting The Herb Shoppe entirely online. This transition allowed her to focus on building a future wellness retreat space—an environment where people can gather, heal, and reconnect with the power of herbal medicine.
Amanda’s journey in herbalism is ever-evolving. She remains deeply committed to expanding her knowledge, refining her craft, and sharing her wisdom with the community. Whether you’re seeking guidance on herbal remedies or personalized consultations, she welcomes the opportunity to support others on their wellness path. With an entrepreneurial spirit and a heart dedicated to plant medicine, Amanda and The Herb Shoppe are just getting started—the best is yet to come.

Let’s talk about resilience next – do you have a story you can share with us?

One of the clearest examples of resilience in my journey was during the onset of the Covid-19 pandemic. On March 14, 2020, I had to close the doors of The Herb Shoppe to the public and transition to an online-only business almost overnight. The future was incredibly uncertain—our sales dropped by half immediately, and like so many small businesses, I wasn’t sure what was coming next.
But in that moment of fear and uncertainty, my staff and interns became the light that carried us through. Their commitment, flexibility, and willingness to adapt with me was truly humbling. Together, we worked tirelessly to keep things going—from learning new tech systems to fulfilling orders with safety in mind. I personally began doing local deliveries, jumped onto Zoom calls to troubleshoot, and worked closely with our community to provide the support they needed through herbal medicine.
Helping others has always been a core part of herbalism. In those early pandemic days, we focused on doing just that—with patience, love, and a deep belief that we’d make it through.
That season of uncertainty revealed something powerful: it was time for The Herb Shoppe to evolve. I had long held a vision of working more deeply with the community and creating a dedicated wellness space. The pandemic made it clear that we needed to operate differently to realize that vision.
So in 2023, I made the bold decision to close our brick-and-mortar location on Mississippi Avenue and transition fully online as a nonprofit. This shift has allowed us to expand our reach, deepen our mission, and take meaningful steps toward our future goal of creating a land-based healing and retreat space.
Resilience isn’t just about surviving hard times—it’s about listening to the moment, adapting with grace, and continuing to show up with heart. That’s the lesson I carry with me every day.

Do you think you’d choose a different profession or specialty if you were starting now?

Yes—one million times over. Choosing herbalism has transformed every part of my life, and I know without a doubt that this is the work I’m meant to do for the rest of my days.

Herbalism isn’t just a profession; it’s a way of life. It’s taught me how to peel back the layers and truly understand who I am at my core—what nourishes me, what depletes me, and how to find balance in the chaos of the world. Learning that food is medicine, that plants can support not just the body but the spirit, has been one of the greatest gifts of my life.

There’s a deep empowerment that comes with knowing how to care for yourself naturally, and even more beauty in being able to share that with others. This path continues to challenge me, inspire me, and bring out the best version of myself—and for that, I wouldn’t trade it for anything.

Contact Info:

• Website: https://www.theherbshoppepdx.com
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Image Credits

Emily Gilmer, Taylor Sanderson