Written by Wyatt Massey
Wausau got its first look at Writual Collective last weekend as the spiritual lifestyle shop on 3rd Street held its grand opening.
The shop, opened in the space that previously housed clothing shop Norwegian Wood, offers a variety of mystic wares, including tarot and oracle decks, stamps and stickers, herbs, and candles.
Sheila Ellis, owner of Writual Collective, told The Wausonian she wants to support an individual’s spiritual practices and provide a hub for folks to learn and connect with others.
“I have thought for years about doing a brick and mortar,” Sheila said. “I just wanted a face-to-face location where I could talk to people and cultivate that sense of community.”
About six years ago, Writual started as a planner company, selling a book designed to help people integrate their tarot practice with daily life. The business expanded to an international online community and marketplace selling spiritual goods. However, selling on the internet can cause challenges. For one, any item listed online has to be shipped without breaking or spilling.
“Online, you have to tell people that you have a product available and get them to come and look at it,” said Adam Ellis, Sheila’s husband. “It’s hard to advertise a lot of different things, whereas with the store you are trying to get people to walk into the store and then discover it themselves.”
Writual Collective brings spirituality in person
In person, customers can browse, consider and, importantly, smell. It’s hard to convey what a candle smells like online, Sheila said. Writual carries a spectrum of spiritual items, for beginners and the curious to the dedicated practitioner. The tarot and oracle decks are designed by independent artists whose work is not available at larger retailers.
Other wares for sale include seasonal workbooks, crystals, teas, chocolates, bath oils and salts, embroidery kits, and cross-stitch materials. As the tagline on the store’s window reads: “uncommon goods for curious people.”
This spring, Sheila and Adam saw the vacant 3rd Street storefront and decided to take a chance. They secured the space in June, then started painting and putting up wallpaper. They converted bright pink walls into black, and placed a couch and several chairs in one wing. Shelves, stacked with items, line the walls. Near a stand of plants for sale, a pair of skyblue parakeets — named Mr. Strange and Mr. Norrell after characters in one of Sheila’s favorite books — chirp in a cage.
The building’s basement can accommodate events and classes, including guest instructors on astrology, palmistry, and shamanism — those interested in the sessions can register online. Writual plans to host a monthly tarot circle for people to pull their cards together, as well as gatherings to celebrate the equinoxes and solstices.
“I’m most excited just about the potential of community building and having people that come in all the time,” Sheila said. “… So hopefully we learn to know our regulars and they have a space to land.”
Writual Collective is located at 525 N 3rd St. in downtown Wausau. It’s open Tues.-Sat. 10 am-7 pm, Sunday 10 am-3 pm. See the shop’s Facebook page for more information.
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