Though Sarah Williams formerly worked as a wholesale account executive at a fashion showroom, opening up her Crown Heights storefront Rituals + Ceremony was her first ever foray into the retail world. The venture first came about when the future shop owner began to question her own purpose: what was missing in her life and career and in what ways did she think she could truly be of service to others?
All her self-reflection ultimately led to the dream of what would become her Brooklyn-based boutique. Now a neighborhood favorite, Rituals + Ceremony stocks items that allow others to practice self-care and meditative moments: plant-based skincare, CBD products, crystals, candles — even candles that contain crystals! — and other beautiful, made-with-love pieces. Inspired by the success of her passion project, we chatted up Sarah to learn a bit more about both the shop and the woman behind it — including what products are flying off the shelves, her favorite neighborhood spots, and why she loves being in Brooklyn.
Rituals + Ceremony is a fairly new shop! Can you share the story about how it came to be?
Going on my own spiritual journey of purpose, I wanted to create a space to foster self-love and help others create their own sacred space.
What are some of the shop's biggest sellers?
Candles, sage, and Palo Santo.
I wanted to create a space to foster self-love and help others create their own sacred space.
What do you love most about where you’re located?
I love my neighbors! I’m surrounded by other amazing business owners and beautiful people.
What are some of your other favorite neighborhood haunts?
Punchline for juices, Meme Healthy Nibbles — which is right next door — for their falafel burger, Urban Anasanas for yoga, and Martine’s Dream for cute dresses and good vibes.
What's the item in the shop you're currently most excited about?
Just got in some beautiful mini vases in an array of pastel colors and shapes. They’re beautiful alone, but also cute to buy multiples and create your own floral display at home.
How would you describe the criteria for items you stock in the shop?
Ethically made, artisanal, and unique.
Fill in the blanks:
My favorite place to grab lunch locally is ____.
Café Rue Dix.
People most often describe me as ______.
The talent I consistently wish I had is _____.