In a Small Town, Even a Flicker Becomes a Beacon
How four rural metaphysical practitioners found ways to keep people connected -
even through closure, cohabitation, and moving online.
In rural places, spirituality tends to travel quietly. Word of mouth moves faster than any marketing budget, and a single open sign can feel like an invitation to step into a different kind of space. Metaphysical shops in small towns often become that kind of refuge: not just a place for purchasing stones or incense, but for finding other people who sense the world a little differently.
The four businesses I spoke with have all discovered this in their own way. Their paths diverge — one shop operating as a hybrid online/physical space, two shops merging into one storefront, and one closing entirely — but through each shift, they’ve remained touchpoints for people who might otherwise believe they’re alone in their beliefs.
Everything Holistic
Valerie Massie, owner of Everything Holistic, is a certified nutrition coach, Reiki Master, Cacao Ceremony Facilitator, and yoga instructor. Everything Holistic no longer has its own storefront due to financial constraints during quarantine, and now operates primarily through word of mouth and online advertising. She currently works out of Haseya Yoga & Healing in Greensburg and sees clients in a private space in North Vernon as well.
Valerie is committed to reaching as many people as possible and expanding awareness of alternative wellness practices in North Vernon, IN — a place known more for cornfields and Indy 500 history than energy work. It was through her steady presence in online spaces that I first became acquainted with her.
When asked whether she worries about backlash from people who misunderstand Eastern practices, she said, “I’m from Wisconsin originally. I moved here 10 years ago and I don’t really know anybody. So no, I don’t worry about it. Sometimes people come to me skeptical, but nobody’s ever told me it was ineffective.”
According to her website, Everything Holistic focuses on helping people experiencing chronic issues regulate their nervous systems, build sustainable habits, and heal emotionally through feminine-energy work, holistic nutrition, and soul-aligned practices.
Valerie Massie in her practice space. Photo contributed.
Valerie’s journey began with curiosity. She booked a Reiki session “just to see what it was about” — and the experience was life-changing.
“My social anxiety, the heaviness,” she said. “It felt like ancestral karma was lifted from my chest. They asked if I wanted to learn how to do it, and I immediately said, ‘Yes!’”
That same curiosity is what she appeals to when speaking with potential clients, and I know from experience that she’s more than willing to chat with anyone who has questions.
The Magic of Books & Rural Witch Co.
The Magic of Books and Rural Witch Co., both in Seymour, IN, decided that the best way forward was together, merging their separate businesses into one shared space. Their offerings differ — one a bookstore, the other specializing in crystals, handcrafted jewelry, and tarot — but under one roof, their differences feel more like a spectrum than a split.
Their beginnings, though, were very different.
Ashley Greathouse, co-owner of The Magic of Books, explained that she and local author Madison Jacobs bought the business after the previous owner planned to close it entirely.
“Me and another local author who had just met and just become acquaintances,” Ashley said, “decided we were going to save it because the community needs to have a bookstore. It was a place I came every weekend to hang out, and all the other people who did the same would have lost their space.”
Save it, they did. Since then, they’ve moved into an allegedly haunted Freemason building in the heart of Seymour.
Megan Kessner (left) and Ashley Greathouse straighten merchandise in their shared storefront. Photo taken by Bri Barger.
“She (Ashley) was one of my first customers,” said Megan Kessner, founder of Rural Witch Co. “And I was like, ‘We’re going to be friends.’ Now we work together, we run businesses as sisters, and it’s amazing.”
In a heavily Christian rural community, I had to ask how their presence has been received.
“We don’t have a lot of pushback that many business owners of this caliber would face,” Megan said. “I’m very thankful for that and for the community. A major foothold of my business is supporting people in their own spiritual journey, which is why you see so many different symbols in my jewelry. I carry pentacles, but I also carry crosses, the triskelion, the Eye of Horus. It’s a beautiful coexistence of people.”
The Magic of Books follows that same philosophy, offering titles from a wide range of religions and spiritualities.
“All walks are completely valid and part of a bigger picture,” Megan said. “What’s important is making sure nobody feels attacked or unloved, and that they know they have a safe place to go, even if they don’t worship the same thing. It’s a wonderful conglomeration of beliefs and support, and that’s what we try to bring.”
Together, The Magic of Books and Rural Witch Co. have built a space that welcomes all — and they regularly accept and distribute donations of basic necessities to community members in need.
The Pacey Apothecary
The Pacey Apothecary of Seymour, IN, however, experienced a very different trajectory from the others.
This store holds a special place in my heart. It was the first alternative spiritual store near my extremely rural hometown — the first place that made me feel like others like me existed.
Tonya Pacey, founder of The Pacey Apothecary, generously shared her story, and I’ll do my best to protect sensitive details while honoring it.
The Pacey Apothecary was a beloved presence in the community: offering supplies for spiritual practices of all kinds, Reiki and tarot sessions, public events ranging from crafting nights to karaoke, and frequent fundraising for those in need. Tonya also provided free clothing, condoms, pregnancy tests, and Plan B.
Whether it was her spiritual work or her family-planning support, word eventually reached the wrong people.
“We started having groups of people gathering and blowing ram horns — I guess to ‘close the gates of Hell’ that I had ‘opened up,’” she said.
The harassment escalated. Protesters began appearing outside her shop, harassing customers. Soon, the negativity spread to her family’s other businesses — Lola’s Modern Kitchen and Mae’s Townhouse.
“People were saying, ‘Don’t go there, it’s owned by a witch,’” Tonya said. “That’s like saying, ‘Don’t go to that restaurant because it’s owned by a Jewish person.’ I haven’t done anything to anybody.”
Then they found her home. And brought the ram horns with them.
Tonya Pacey in her studio. Photo taken by Bri Barger.
“The sound is very terrifying,” Tonya said. “Waking up to that at five o’clock in the morning… that was the time they chose. But it wasn’t safe for the people I was working with. With my Reiki background, I was helping survivors of domestic violence reconnect with their divinity. And there were guys showing up outside, filming, making it unsafe.”
“I wanted to take everything I learned and raise my child in the small town I was born in,” she continued, “and give people like me a space to speak, a platform, a place to be themselves. We had a wonderful community that met every Wednesday for Witchy Wednesdays. But they were finding out who was coming and contacting their workplaces.”
The Pacey Apothecary closed its doors on February 28, 2025, after almost three years of profound impact.
But Tonya’s story doesn’t end there.
She still meets privately with friends for Reiki sessions, co-runs her restaurants with her husband, and remains active on social media. This past August, she announced The Pacey Apothecary Pop-Up, with ongoing dates to continue what the store did best: create safe spaces to celebrate alternative spirituality.
The magic is back.
These metaphysical businesses share more than spiritual beliefs — they share a commitment to helping people and creating safe places to gather. As long as like-minded people find one another like moths to flame, we can keep these spaces alive, protected, and growing into pillars of community.
Written by Bri Barger
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Sources:
Everything Holistic
iamvaleriemassie.com/limitless-page
The Magic of Books
linktr.ee/themagicofbooksstore
Rural Witch Co.
facebook.com/RuralWitchCo
Pacey Apothecary
facebook.com/paceyspeaces
Lola’s Modern Kitchen
lolasmodernkitchen.com
Mae’s Townhouse
maestownhouse.com
