Why Maplewood? Because It’s Always Been Magic ✨

So here’s the thing: I didn’t just throw a dart at a map and land on Maplewood. (Although if I had, 10/10 would recommend the landing.)

I grew up in the town next door, and Maplewood was always the place I wanted to be. It had that cozy-chic, charming vibe that made it feel cooler than my hometown without trying too hard. The coffee was good, the shops were cute, and teenage me thought, “Yep, this is where the magic happens.” Spoiler: I was right.

Now that I actually get to plant roots here, it feels like full-circle witchcraft. Maplewood has always been about community, creativity, and supporting small businesses -- which is basically my love language. So when I decided to open WhichCraft Studio, it just made sense to do it in a town that vibes with everything I’m building.

Even better? I get to live inside The General Store Cooperative, which is basically Hogwarts for small businesses. It’s adorable, it’s collaborative, and it’s designed to highlight makers and indie brands -- which is exactly what I want this shop to be about.

And let’s talk about my new neighbors, because they’re the real deal:
🥂 Evermore Spirits (because sometimes magic = cocktails)
🍃 Good Bottle Refill Shop (sustainably chic witches, unite)
🪡 Mrs. Meshugga (style + personality = yes please)
🍵 Tea & Tunes (good vibes steeped daily)
🥨 Union Square Pretzel Co. (because carbs are sacred, okay?)

So why Maplewood? Because I’ve always loved it, because it loves small businesses right back, and because if I’m going to unleash a witchy gift shop into the world, it deserves the perfect home. And honestly? This is it.