We’re excited to introduce you to the always interesting and insightful Sue Longo. We hope you’ll enjoy our conversation with Sue below.

Hi Sue, thanks for joining us today. One of the most important things we can do as business owners is ensure that our customers feel appreciated. What’s something you’ve done or seen a business owner do to help a customer feel valued?

Our shop is located in the heart of downtown, and there are 3 schools in walking distance. We get our fair share of young patrons… and although at times they have caused some mayhem at other local stores, we have had very positive experiences with our teen and tween – aged customers. They love coming in and often comment on how calm they feel, or that they just feel good spending time here at the rock shop.

The crystals we sell come in a range of price points, and we do this with the kids in mind. They have some allowance money and get to leave with a treasure or two. And whether or not they grasp that the crystals they choose can help with their energy (they just may think they are pretty or cool), we are a part of a young population learning about what stones are, what they can do, and how they can be a part of their lives.

We also have a huge egg chair in the corner of the shop that they love to sit in :)

Sue, 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?

Element50 Crystal and Rock Shop opened its doors in June 2021. It has grown into much more than just a spot to buy crystals. Customers often comment on the amazing energy here and how they always leave feeling better than when they came in. And we get to witness that shift in others on the regular!

With help from passionate employees and collaborators, I strive to keep things fresh by implementing new product ideas and hosting events, curated with one purpose in mind: elevating frequency to move closer to finding peace and joy. We’ve hosted sound baths, reiki sessions, breathwork classes, and oracle deck readings. Our friends include talented designers, energy workers and healers and it’s a great honor to host their services and carry their products at the shop. As a business owner, creating this beacon that brings together a community of crystal enthusiasts and energetic healers has been my proudest achievement.

Our branding is another source of much pride. I have never quite understood the importance of this marketing concept until Element50 came to be. Ultimately, branding is the voice of your business. We are Element50, and as such, we’ve utilized a periodic table theme as a clever way to present our own descriptions of every crystal and rock we’ve got. With every purchase comes a thoughtful, detailed card about the stone, including its element, chakra, and noteworthy attributes. We have even gone as far as to create our own periodic table of crystals!

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

The shop has its own E-commerce platform, www.element50.com. I didn’t even consider other selling platforms, as I am a technology snob, and the website needs to function the way I want it to! I see it as a further extension of the brand.

Cons: Expensive, requires maintenance
Pros: Technical and creative flexibility, street cred

Probably the best pro of having our own site is how it has become a unique vehicle to share our mission with a wider range of customers. A massive undertaking in creation, it sorts every pebble into various categories, whether by element, chakra, color, shape, or intention. For those who don’t live in or near Fairfield, CT, we offer personal shopping experiences in a virtual format, using Zoom, Facetime, or other forms of video calling, to find exactly what you need. This service was born in the attempt to address our largest challenge: bringing the store’s energy to our distanced customers. During our virtual time together, you are able to see the crystals move in the light, sit in the hand or staged as you need them to be to make the best choice for you. However, truth be told, when crystal shopping, it is very often that the rock chooses you, not the other way around. And we at Element50 envision that this virtual shopping solution will channel that energy and capture the magic

Any advice for growing your clientele? What’s been most effective for you?

One of the main objectives when starting Element50 was to create a supportive community of people looking to make shifts in their lives. It took some time, but that is exactly what is happening. We are an integral part of a network of healers and those in need of healing and the shop has become a destination for that union. And as this destination, new customers find us. We have found ways to collaborate that create expanding synergies beyond one project or workshop.

As a brick and mortar, I have found that supporting local charities with items such as donations, providing giveaways with various in-town community facilitators (parent groups and welcome wagons) and joining the town Chamber of Commerce have been incredible sources of spreading the word about the business.

And I will never discount word of mouth advertising. It makes me smile every time someone shares how they learned about the shop and it’s because a friend or a family member had a beautiful experience shopping here.

Contact Info:

• Website: www.element50.com
• Instagram: @element_50
• Facebook: @element50
• Other: TikTok @element.50

Image Credits
Pandora Kerma