Business of the Year (Physical) - Alta Ego

How do you feel about winning/being nominated

for the Spotlight Awards?

I felt honoured to learn that I had been nominated to start with, that somebody out there felt they liked the shop enough to put us forward. It was a lovely thing to know. To find that we had won was wonderful! To know that there were people out there who voted for us and showed their love and support for our shop is so special and quite overwhelming. I tend to be rather quiet when it comes to business and promotion, preferring to let things flow organically, so I have never entered into anything like an awards myself. So knowing that this has come from my beautiful customers and friends means a lot to me, and I feel very grateful for the recognition

How do you feel about your influence within the Pagan/Witchcraft community?

Ill be honest, I don’t consider myself as being an influence as such, at least not actively. I am rather solitary in my practice, and while I attend local events and markets where I can (big love to the Wolf and Witch!) I am seldom found trading or engaging with the community in the context of witchery outside of the shop. Inside the shop, however, I am always available to anyone who wishes to come and speak with me. I always joke that the shop is my social life… its actually true. As well as shopkeeper, I have over time been given many other titles by my lovely customers… among these; mother, empath, witchy mamma, confidante, teacher, listener, advisor, supporter, friend and ally.

All of these I accept with gratitude, though I never profess myself to be any of these. I am simply always here to listen and give guidance when asked for, though I am always mindful to try and encourage others to reach their own answers, rather than telling them what mine would be. Running this shop has always been about sharing good energies. Some days a person will wander in and simply need to offload whatever emotion they are carrying with them. I am happy to take that and hopefully let them leave feeling a little lighter.

Other times someone who is just starting out on their path will ask advice on crystals or herbs, and I will discuss at length the merits of this and that, until they decide for themselves what they need. The shop has never been just about retail, and I often tell people that they don’t need to buy costly items just because they have been told they do. I actively encourage people to find and make their tools where possible. In short, I do hope that my influence on the people I come into contact with is positive and supportive, and that when people leave the shop they are able to take with them whatever I have offered them.

A little bit about yourself?

I would describe myself as quite an eclectic witch, not tied strictly to any particular doctrine, but allowing my practice and faith to follow where nature leads. As a small child, my grandmother (a true hedge-witch now I look back on it) would take me on rambles, showing me plants and telling me their uses and foraging wild fruits. That was the start of it, and I attribute my witchyness to her, and of course my mother. I started Alta Ego way back in 2005, having graduated with a degree in photography from Art College, and finding myself unsuited to the shackles of office work. I am very much a free spirit, and it quickly became apparent that this was my calling. The shop has moved a few times, and upgraded with each move, but I will never forget my first tiny little shop set in an organic horticultural centre in Acklam, Middlesbrough.

Over the years the community of Alta Ego has grown, its not just a shop to me, but an ethos, a way of life, a safe place, and something of a hub for all who pass through. My customers have become friends over time, and I am forever grateful to each and every one of them for supporting me throughout this journey. Outside of the shop, I am a creative. I am a crafter/artist, I love small scale sculpting in polymer clay and textiles, and many of my creations can be found in the shop. A staple being my goddess dolls and pendants, and my octopus bottles. I craft many ritual items, including oils, candles, spells, herbal incense and seasonal drawings and sculpted pieces. I am also a musician, singer and songwriter in several guises; with my band as Afraid to Sleep, with my partner Eugene as Cat & the Chic, and solo as StereoMagpie (all quite different in style) My creativity never stops, I always have something I’m working on, or at least planning. I live with my soulmate, in a home filled with crystals and treasures, a garden filled with herbs, wildflowers and wildlife, and my 14 children – not human of course – they are in fact Ferrets. Needless to say, I am never bored.

Any upcoming events, news, or anything else to look out for?

The 17th July will mark Alta Ego’s 20th birthday! Its hard to believe that I started this venture a whole 2 decades ago. We will certainly be doing something to mark the occasion, as it definitely feels like something big to celebrate! With pretty perfect timing we have just last month expanded the shop too, so we now have twice the space and a much more open and peaceful layout.

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