We were lucky to catch up with April Eckwielen recently and have shared our conversation below.

April, appreciate you joining us today. Can you talk to us about a risk you’ve taken – walk us through the story?

I worked for a hospital for 13 years, teaching classes to expectant parents. I had always wanted to open my own metaphysical store and share my practice with others.

While still working at the hospital full-time, I decided to start with an online shop. I had a very limited stock and offerings, but I made it work, making the front room of my house my workroom.

When the pandemic hit, I had the idea of contacting a friend of mine that rented space in my area to ask for her landlord’s information. Surprisingly, I found out that a small 300ish square foot space was available for rent. I immediately went and saw the space, envisioning how I could transform it into the shop. I decided to take a chance and signed the lease in September and on October 31, 2020, The Stillroom opened its doors.

I was only open on weekends for over a year, until I added a few afternoons during the week, all while still working full-time.

My space grew and so did the community I wanted to create. My heart kept wanting to be at the shop and not my 9-5 job so on February 22, 2022, I officially became fully self employed and opened my doors 7 days a week. Since then, I have taken over 2 other spaces in the building. The space next to mine so I was able to expand the shop to over 700 square feet and the space across the hall from me that I turned into my classroom and tarot reading room.

DOing all of this was the biggest risk that I had ever taken. I didn’t know if it would work, if I could still contribute to my household without my paycheck or if the shop would be able to be successful. On Halloween this year we will celebrate our 3rd year being open. I have since hired on 3 staff members, continue to host a variety of events and classes for the community and have created a safe haven for those to come as they are and practice freely. I am still tending to my dream and continue to watch it grow.

April, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

I started my practice over 13 years ago. I say it all started with a crystal, because it did. I walked into a metaphysical shop in my hometown while there visiting and things have never been the same. As I grew in my practice and began learning new things, I wanted to share those things with others. This ultimately led me to open my shop and create a community where people could come as they are and not be judged for who or what they believed. I created a space where novice and well versed practitioners could come and share. I am most proud of this community that has come from the little hidden witch shop that I decided to open. It has led to meeting some amazing people and given me other opportunities like having my own podcast, The Stillroom’s Grimoire, and being able to share my practice with people all over the world.

Part of my job at the shop is acting as a mentor, counselor and protector. I am here to help those that need assistance on their path. Help guide them on their journey and protect the sanctity of the space in which they feel drawn to visit. I not only offer tools such as crystals, tarot, herbs, candles and altar items for someone’s practice, I also offer a listening ear, open heart and a safe space.

How’d you build such a strong reputation within your market?

I think my authenticity helped build the reputation we have today. We also do not nickel and dime people and want to make items that one may want for their practice reasonably priced. I didn’t start this shop to become a self-made millionaire. I started it because I had a passion for my practice and wanted to share it with others

What’s been the most effective strategy for growing your clientele?

Honestly, it is word of mouth. We post regularly on social media with events, info and new products, but it really has been word of mouth from our customers that has grown our client base. Almost everyday we have someone new coming i telling us that their friend or family member told them about our shop. Regulars bring in people that never knew we were here or even visiting from out of town , just so they can experience our space. Many of the visitors to our area end up being repeat online customers.

We believe that if we are authentic in our message, it will show and others will spread the word. We have done little advertising, with doing an ad in a yearbook or local program here and there. We have made ourselves known as the speakeasy of witch shops and a destination for those intrigued by or already practicing the craft.

Contact Info:

• Website: www.thestillroomfl.com
• Instagram: instagram.com/thestillroomfl
• Facebook: facebook.com/thestillroomfl
• Other: Podcast instagram and facebook: thestillroomsgrimoirepod

Image Credits
April Eckwielen