Today we’d like to introduce you to Brenna Wernersbach
Hi Brenna, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
MoonStone MPLS opened in December of 2023 in the space formerly known as Eye of Horus (and later, The Eye), a metaphysical shop that served uptown for 20 years providing retail and services. Twenty years is an incredible run for a small business, and we all know how challenging the past few years have been for Minneapolis and the world beyond us. In November of 2023, the original owner made the decision to retire, and two former employees picked up where she left off. MoonStone MPLS provides retail focused on spiritual wellness and relationships with nature, while services continue next door at 3rd Eye Psychic Salon.
My personal relationship with the store began with stones: Minnesota’s own Lake Superior Agates, to be specific. Picking rocks on gravel roads and riverbeds led to visiting crystal shops, and in short time this hobby became a professional interest. In my experience, stones and crystals are examples of the beauty and magic of the natural world, a mechanism to connecting with nature even in the city, and a tool for grounding and mediation. Under new stewardship, the store has shifted its focus from specific and advanced spiritual practices to exploring the ways that relationships with nature have influenced spirituality and wellness over time and across cultures. Imagine the metaphysical shop meets the natural history museum, and you’ll find MoonStone.
A collector of oddities and curiosities in addition to crystals, I’ve aimed to create a shopping environment where people can begin or add to collections of their own. In addition to influences like ZRS Fossils (another incredible crystal store in Uptown) and the Bell Museum of Natural History, one aim is to create a permanent space similar to traveling oddities expos (but without the lines). Bones, fossils, meteorites, and taxidermy are displayed as store “altars,” and examples of all of these are available for purchase. A common comment from customers is their appreciation of the accessibility of pricing, allowing people to begin, explore, and expand their own collections.
In addition to natural artifacts and books about relationships between nature and wellness, the store continues the tradition of its predecessor in carrying a wide variety of tarot and oracle decks and resources related to astrology, items that facilitate exploration of one’s own intuition, inner knowledge, or connection with higher powers. You’ll find plenty of great smelling incense and candles, too.
Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?
It hasn’t been easy: the store is operated exclusively by myself and a single employee, happy to represent Uptown and fully aware of its challenges. Following the 2020 lockdown and civil unrest due to the murder of George Floyd, Uptown has faced immense construction and business turnovers. In April, road construction began outside the store, tearing out large swaths of Lake Street and reducing already minimal parking. In May, the store had a window broken overnight by an intoxicated person throwing stones at nearby businesses. In June, a provisional use permit was submitted to open an emergency use shelter on the corner of Lake and Colfax, an already congested and chaotic intersection. It is now October, and the construction projects still haven’t wrapped up, and the shelter has been approved, its impact on the neighborhood uncertain.
Uptown has historically been an eclectic and active destination for shopping, eating, and entertainment, and the remaining business owners are doing their best to hang on for another revival. However, right now “success” means treading water instead of making progress, and while I had hoped to increase staffing and hours by fall, these expansions have not been feasible yet.
Customers and community members continue to support the store, which makes a special effort to create a queer and trans affirming space. Following the window break in May, a group of these customers organized a group shopping event to support the store. MoonStone often invites local artists to pop-up with their wares or offer workshops in the back of the store. The community remains strong, while the environment remains challenging.
Appreciate you sharing that. What else should we know about what you do?
My background has been in wellness, though not always in retail. Prior to my career shift, I was a licensed psychologist specializing in gender and sexuality. I served on outreach and education committees, provided individual, group, and family services, and participated in advocacy for the rights and dignity of queer and trans people of all ages. This mission continues at MoonStone, where you will find plenty of rainbows tucked away among the other natural artifacts. The store no longer carries statues of deities, but now offers pronoun pins and stickers. Seeing ourselves reflected in the world around us, including in nature and across history, is an affirmation of the beauty of diversity. There is a place for all of us, and there always has been, even if its been hidden or obscured. Creating a visible space for queer and trans people enriches the lived experiences of all people, because it empowers us to be authentic and genuine. Being our authentic selves is fundamental to spiritual wellness.
Have you learned any interesting or important lessons due to the Covid-19 Crisis?
I worked for the store’s predecessor, Eye of Horus, across the covid-19 lockdown. The store, which had just opened its beautiful expanded retail space, screeched to a halt and slowly reopened, expanding from a pick-up only model to assisted shopping and then into incrementally larger browsable areas. Staffing was minimal, and being creative with the space was mandatory. Following the closure and liquidation of The Eye’s inventory, I used what I learned from lockdown to slowly rebuild the inventory in December and across the spring, and to operate a small business with minimal staffing. There are times when as much as I’d love to delegate, I simply don’t have the resources to outsource or hire help to meet my goals. Prioritization is key, as is a willingness as owner to carry out any and every task, from taking out the trash to ringing up customers to making phone calls to local representatives about what’s going on in my neighborhood.
I also learned by observation some important lessons about expansion and flexibility. The expansion of Eye of Horus ended up being its downfall in a way no one could have predicted. The business increased its operating expenses (not least of all rent) prior to a world-wide event that made it impossible to recoup their investment. From this I’ve learned to go slow, be very thoughtful about my investments, and always remain ready to pivot. I have a plan, and I keep an open eye and mind to opportunities and challenges I couldn’t anticipate.
Pricing:
- Stones range from $1-$300, and in size from a fingernail to human sized skull!
- Candles and incense start at $1 and range to $40 for locally handmade products
- Shopping with MoonStone will earn you $10 off a half hour or longer service next door, such as tarot or astrology readings, or having a reading first earns a 10% off retail discount
- MoonStone offers a customer loyalty program that stores 10% back in store credit, ready for use at your next visit. All you need to give is your preferred name (but an email or phone number helps).
- MoonStone will buy used books, decks, stones, or anything else that seems like it fits the mission of the store for approximately 20% of their original retail value (or 25% if you choose store credit)
Contact Info:
- Website: https://moonstonempls.com
- Instagram: https://www.instagram.com/moonstonempls/
- Facebook: https://www.facebook.com/moonstonempls1/
