Alright – so today we’ve got the honor of introducing you to Dana Cooper. We think you’ll enjoy our conversation, we’ve shared it below.
Dana, looking forward to hearing all of your stories today. What’s the backstory behind how you came up with the idea for your business?
I first started dreaming up Ritualist in 2018, two years before it officially became a business. I was living in Brooklyn and working as a music publicist at the time, but as much as I loved my work, it wasn’t making me feel fulfilled anymore: the music industry had gone through so many changes since I’d started, I felt isolated working from home behind a laptop all day, and my lifestyle and priorities were shifting, making it harder to keep up with the constant onslaught of live events. I started spending my free time looking for ways to combat the stress, anxiety, and constant pressure that went hand-in-hand with working in a fast-paced, competitive industry — and that’s when I stumbled upon a local healing space that offered classes and workshops on everything from energy healing to herbal remedies. That marked the beginning of my journey into exploring my own relationship to spirituality, and ultimately, the path to starting Ritualist.
It only took one workshop for me to feel something inside of me shift: sitting in a circle of likeminded people — mostly creatives, like me, who were also looking to slow down, take better care of themselves, and build meaningful connections — was one of the first experiences that made me truly feel a sense of community. It felt like a whole new world had opened up, and before long, I was diving into books and podcasts about astrology and the tarot, signing up for more local classes and gatherings, attending a monthly full moon circle, and thinking about what would really make me feel fulfilled in life. It was becoming more and more clear that I was ready to transition out of the music industry and start something new, even if I didn’t yet know what that was.
As I prepared to move out of my role of music publicist and close down my PR company, I found an internship at a flower shop in my neighborhood, which I thought would offer the perfect opportunity to learn a new creative skill while giving me a chance to work face-to-face with customers (instead of sitting behind a computer all day.) Spending time in a thoughtfully-curated, welcoming shop surrounded by plants and flowers really got me thinking about how much physical spaces affect us: how walking into a beautiful space full of inspiring objects has the power to totally transport a person. I loved seeing customers’ faces light up when they entered the shop, and I understood what they were experiencing because I, too, felt a shift in my mood stepping off of a busy Brooklyn street and into a room full of living things, handcrafted objects, and intoxicating smells. I was only a month into my part-time gig there when I decided that I wanted to someday open my own shop and fill it with things that would bring people joy. I actually still have an entry in the Notes app on my phone (from February 2018, which feels like a lifetime ago) that outlines my plans for a future business.
The next two years were full of learning new skills, meeting new people, and brainstorming ideas. I knew that when I eventually opened a shop, I wanted it to be a space where I could share my favorite goods, created by some of my favorite small brands and makers — things like modern tarot decks, beginner-friendly books on all things esoteric, and handcrafted altar candles, herbal remedies, and other tools for ritual and healing. I also knew that I wanted it to serve as a gathering space for events, and a place that would foster meaningful conversation. And finally, I knew that I wanted it to be in the Hudson Valley, where I had grown up. My husband and I had been talking about moving upstate for a few years at that point, and my dream of opening a storefront felt very intertwined with that move. Opening a shop in NYC just never felt right — there were already so many amazing spaces to support, and I didn’t want to compete with them. Ritualist (while I wasn’t calling it that yet) was always meant to live upstate.
At the very end of 2019, I decided that my dream couldn’t wait any longer, and I made the decision to start Ritualist as an online shop. I spent the beginning of 2020 connecting with vendors and ordering inventory, setting up the legal and financial infrastructure, and looking into building a website. Then the pandemic hit, and I found myself with more free time than ever to dedicate to teaching myself how to run a product-based business. I spent the early days of the pandemic diving into basic web design, learning about e-commerce and shipping policies, and setting up social media and an email list. A lot of it was outside of my wheelhouse and felt confusing and overwhelming, but I tried to pace myself and take things one step at a time. Honestly, it was a welcome distraction while the world was in lockdown. I launched the Ritualist website on May 1st of 2020, and packing up orders to bring to the post office felt like a massive step forward. Even though it was just online, Ritualist was finally a real business!
The pandemic (and our lack of day jobs, because of it) also made it easier for my husband and I to leave NYC for upstate. We moved to my hometown of New Paltz that July, and I continued running Ritualist out of my home office. It seemed like a terrible time to try to open a brick & mortar shop, but I kept an eye out for any available storefronts just in case the right opportunity came along. It did in December of that year: I found the space that would become Ritualist’s initial location, at 19 N. Front Street in New Paltz. I gave myself a few months to fix up the space and learn enough to feel somewhat prepared to transition from e-commerce to running a storefront (which included everything from choosing a POS system, to getting inspections and permits, to doing marketing and press outreach to local media outlets.) Transitioning from hiding behind a computer screen to putting myself (and my business) out there in such a public way felt really vulnerable, but also exciting. I opened the doors to the shop on April 15th, 2021 and was blown away by the support I received from the local community. Ritualist operated in that space for a year, before moving to our current location on Main Street.
I experienced plenty of self-doubt and uncertainty throughout the whole process and often questioned if my big ideas were actually realistic, but I always had this underlying sense of faith and trust in what I wanted to build. From the moment I had the idea to open a shop, I knew it was something that I had to do. I 100% believed in the brands and products that I wanted to carry — because they were things that I used in my own life, and that had brought support and meaning to my own personal practice — so I couldn’t wait to give them a platform, and help my favorite brands and makers reach a new audience. I also trusted that there were people like myself out there who were looking for a sense of community — and for a space that felt welcoming, inviting, and like a second home — and I wanted to be the one to provide that. I’m glad that I kept pushing through the doubt and imposter syndrome that came up along the way, and I’m so grateful that my ideas and vision ended up resonating with others, like I’d hoped (and believed) it would.
As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your back background and context?
My name is Dana Cooper, I’m a double Capricorn (sun & moon) with a Pisces rising, and the best way I can describe myself is that I’m a music-loving, houseplant-obsessed business witch! I grew up in New Paltz, NY, and lived in Brooklyn for 11 years before moving back here and opening my shop, Ritualist. Prior to opening the shop, I worked as a music publicist (and ran my own PR company), briefly worked as a floral designer, and helped manage a plant shop in Greenpoint, Brooklyn.
Ritualist sells tools for healing and magic-making — from modern, inclusive tarot decks to small-batch herbal goods — along with houseplants and plant accessories. Everything in the shop is made or sourced by individuals, small brands, and creators that share my values, and I carefully curate our offerings with things like sustainability, inclusivity, and ethics at the front of my mind. I want our customers to know that they can feel good about anything they purchase from the shop — whether it’s a sustainably-harvested herb bundle sourced from small farms, or a bath soak made with 100% natural and organic ingredients — because it’s all been carefully researched and vetted before coming into our space.
I describe Ritualist as a “modern witch shop” — emphasis on modern — because it’s important to me to convey that we’re forward-thinking, open to learning and evolving, and operating with current social and political issues in mind. I want it to always be clear that Ritualist stands against things like cultural appropriation and “love and light” spirituality, which are (unfortunately) common things to come across in this line of work. Some ways that we stick to our values are by not carrying white sage bundles (as burning white sage is a sacred Indigenous practice, and that’s not my lineage) and by making sure that the books and zines we carry educate readers from an inclusive and trauma-informed lens. You’ll also never hear me tell a customer that something will “fix” them or that they “need” to buy something in order for their practice to be legitimate: I firmly believe that while tangible objects and tools can enhance and add meaning to a spiritual or magical practice, the power is in us, and we can absolutely make magic without any fancy bells and whistles! And finally — and perhaps most importantly — I want folks to know that individuals of all identities, experiences, and beliefs are welcome at Ritualist, so long as they’re showing up with respect. My shop was built to be a safe, supportive space for all — and the only thing that isn’t tolerated is intolerance!
Ultimately, Ritualist is a physical representation of myself and my passions, from the products that we carry to the music playing in the shop. People often ask why we sell both “witchy” goods and houseplants, and the answer is because both have brought me joy, insight, and support, and I think that they compliment each other perfectly! Tending to my houseplants is what actually helped me come up with the name Ritualist: it’s what got me thinking about everyday tasks and activities, like watering and pruning, as ritual. I also think that plants have so much to teach us about slowing down and honoring the natural ebbs and flows of our energy. Plants are magic, and they certainly add a magical feeling to the shop.
In addition to carrying all of the aforementioned goods, we also host events, workshops, and pop-ups from time to time. Since opening the shop, we’ve hosted moon circles, introductory tarot and astrology workshops, a plant care class, book signings, one-on-one tarot readings, movie screenings, and one of my favorite ongoing offerings: aura photos! While our events are always changing, I love the opportunity to bring people together and to use my space as a place for people to share stories, learn together, and make new connections.
Like most people, I struggle with giving myself credit, but I really am proud of what I’ve built. I think that Ritualist has become a meaningful addition to New Paltz — which feels extra special since it’s my hometown — and I’m honored to have connected with amazing folks from all over the world, thanks to social media. I’ve learned so much since opening this shop, I’ve met so many incredible people (and forged some really special friendships), and I’ve sent many customers home with their very first houseplant or tarot deck, which makes me so happy!
Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?
I’m absolutely still working on this, but in running your own business, I think it’s important to (try to) unlearn perfectionism and the need to be good at everything! I’ve always struggled with those things — both in my work and with my hobbies — but it’s never come up more than while running a business. While it’s a hard truth to embody, I think we all know by now that there’s no such thing as “perfect,” and it’s important to remember that your best is often more than enough. When you’re the one in charge of everything — from your business’s day-to-day functions to things like social media and marketing — it’s easy to latch onto every mistake or imperfection and let yourself believe that your efforts aren’t good enough. But we’re all human, and we can only do so much! What’s most important is running your business with integrity and showing up for your customers. Launching things even when they’re not perfect, delegating tasks or projects when I’m able, and giving myself grace for taking a mental health day or for not sending out a newsletter on time are all practices in embracing my imperfections.
Where do you think you get most of your clients from?
Word-of-mouth has been amazing for reaching new customers — and the fact that people love Ritualist enough to send their friends, family, and clients to the shop means the world to me. I love meeting my customers’ friends and family members, especially when they’re visiting the Hudson Valley from elsewhere (and I’m always happy to give recommendations of my favorite local spots to eat and shop!)
Instagram has also been an amazing platform for reaching new people, and it was one of the first tools that I had at my disposal in promoting the shop, since I started out doing e-commerce only. Before I had a physical storefront, I had a website and an Instagram account, and that was it. I slowly gained followers by following other shops / teachers / facilitators that aligned with what I was doing, tagging our vendors whenever I could, and sharing personal insight and stories that I thought might resonate with others. It felt really good to have a solid following before we even opened up in New Paltz — I had already been working hard on the business for a year at that point, so it was nice to have something to show for it. Since then, I’ve connected with so many amazing people through social media and had a lot of really great conversations through comments, DMs, and AMAs. There are people I’ve never met, but feel like I know IRL because we’ve bonded over something via online chats! I’ve also had customers come into the shop and tell me that they drove long distances just to visit the shop in person, because they’d been following along on Instagram for a long time. That’s always mind-blowing to me! There are a lot of shops across the country that I’ve followed online for years and would love to visit, so the fact that Ritualist has become that for some people makes me so, so happy.
Contact Info:
- Website: ritualistshop.com
- Instagram: instagram.com/ritualist_shop
- Facebook: facebook.com/ritualistshop
Image Credits
File titled “Dana aura photo” credit: Twelve Month Aura