Tyler Beakley doesn’t mind if you compare Wildcraft General to Schitt’s Creek’s Rose Apothecary. But the entrepreneur hopes the Dignowity Hill store, located at 906 Nolan St., will attract its own community after celebrating its grand opening on August 23 and 24.
Like the hit Canadian sitcom’s fictional store, Beakley and wife Kelsey Minard will stock a variety of essential household goods, from vintage clothing and clean beauty products to pet supplements and herbs. One-of-a-kind finds lurk around every corner, from handmade ceramic spoons made by a San Antonio artisan to retro trucker hats with cheeky slogans.
Vintage sofas provide a cozy perch at the store’s entrance.Photo courtesy of Wildcraft General
The charming storefront will also serve as a kitchen and retail outlet for the couple’s other business, Relyt. The full line of tinctures, teas, and aromatherapy products is stocked on the shelves. Zero-waste customers can even fill up their existing Relyt jars.
The spouses had been kicking around the idea of a physical space for a while, but it wasn’t until a chance meeting that they took a plunge. While selling at a local artisan market, Minard and Beakley met Son of a Sailor owners Jessica Tata Knopp and Billy Knopp, who told them about an open space in the Nolan & Pine shopping center.
“With the state of the world, we kept being called to a physical space where we could make people feel safe,” explains Beakley. “[The store] was the easiest yes we’ve made in all our business endeavors.”
The name is rooted in the herbalist concept of wildcraft, the practice of harvesting from the wild and giving back more than is taken. Beakley says sustainability is an overarching ethos that touches every category they sell.
Tyler Beakley and Kelsey Minard used second-hand finds to construct the store’s fixtures and shelves.Photo courtesy of Wildcraft General.
It also informed the buildout process. Beakley and Minard were careful to use the least amount of building materials possible and did all the design themselves with second-hand treasures they found at estate sales.
“We kind of forgot we were going to open a store,” laughs Beakley. “We thought we were interior designers.”
More than just making Wildcraft a place of commerce, the couple hopes it will spark community. The shop has a coffee and tea bar to encourage lingering and has launched a one-time founding membership program for $295 that includes 15 percent off purchases, access to exclusive events, and a thank-you gift basket. Monthly memberships will launch after the initial funding round ends.
Wildcraft General also doubles as a coffee and tea bar.Photo courtesy of Wildcraft General
And Minard and Beakley built charitable giving into their business model. This month, Beakley — a Kerrville native — picked the Kerr County Flood Relief Fund. In the future, the funds will support organizations that promote wellness, reproductive freedom, and LGBTQ-plus rights.
“We try to be vocal about the things we care about and hope it resonates with people being safe and seen,” explains Beakley.
Wildcraft General’s grand opening party will be held between 10 am-2 pm on Saturday and Sunday, June 23-24. The event will include light bites and mimosas, and early entry for members. Once the couple cuts the ribbon, the shop will be open Thursday through Sunday, 9 am-3 pm.