Today we’d like to introduce you to Brittany Luck.
Hi Brittany, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Hi! My name is Brittany Luck. I’m a wife, a mother of two (River, 10, and Willow, 12), and the founder of a small spiritual business called The River Willow—named in honor of my children—based in Asheboro, North Carolina.
Back in 2021, I was working in the corporate world. The paycheck was great, the benefits top-tier—but I was deeply unfulfilled. I longed for something with purpose, something that brought joy and alignment. So, I gave myself a $1,000 budget out of my personal savings, and permission to try. That small investment turned into a metaphysical shop built on love, intention, and an unshakable belief in healing (emotionally, physically & spiritually).
The River Willow was born in August 2021—literally during a bout of COVID in my household. I was working remotely, my husband was napping, and by the time he woke up, I had registered an LLC. I joke that I launched a business in a COVID-induced fever dream, but the truth is: this was a calling I couldn’t ignore. I’d always believed in holistic healing, and I sensed others were beginning to wake up to it too.
I launched the website on 11/11/21 (because synchronicities matter), completely self-taught in everything from web design to inventory sourcing. There were lots of 3AM nights. What started as a side-job from my closet quickly snowballed. After one social media post, people reached out with support, invitations to festivals, and one recurring question: When is Asheboro getting a crystal shop?
Imposter syndrome hit hard—I wasn’t “supposed” to be an entrepreneur. I worked for businesses, not owned them. But at a festival that fall, my husband turned to me and said, “You should quit your job.” I laughed, until I realized he meant it. He asked, “If it doesn’t work out, the workforce will still be there. But if you don’t try, will you regret it?”
So, I listened.
On January 7, 2022, I left my corporate job. Days later, a friend invited me to check out a vacant retail space next to her tattoo studio. I hadn’t planned on a brick-and-mortar—I’d been working from a closet, after all—but I went to look. The space was bright pink from floor to ceiling, but I saw through it. I reviewed my finances and realized that initial $1,000 had already become $19,000 in only three months time.
Still, I knew I couldn’t do it alone. So, I called the one person I trusted completely—my mom—and asked, “Do you want to quit your job too?” Her enthusiastic “YES” led to the opening of the doors of The River Willow on 2/22/22.
Our goal was to create a space that felt like a breath of fresh air—a sanctuary for anyone carrying the weight of the world. We did it on a shoestring budget and countless sleepless nights. We sacrificed paychecks when needed, in order to keep the lights on. Like many businesses, we’ve faced economic uncertainty and rising costs. In late 2024, my mom stepped away to reduce financial strain, and I’ve continued solo ever since.
Today, The River Willow offers crystals, handmade candles, herbs & herbal teas, oils, jewelry, cleansing tools, and metaphysical décor. I collaborate with other local, women-owned businesses by carrying their products in-store and hosting them for events. Often on Saturdays we host something special—intention jar classes, aura readings, emotional release workshops, and other guided ceremonies. Whether I’m leading the events, or curating, the goal remains the same: community healing and connection.
The most meaningful compliment I receive is, “The energy here is different”, and “I always feel better when I leave here.” I watch shoulders drop, breaths deepen, and people soften the moment they walk through the door. That’s how I know the spiritual haven I dreamed of creating is real—and needed. It’s what keeps me going.
I don’t know what comes next. I just know I’m not done yet. And I hope my story can serve as a reminder that sometimes, the life you’re meant to live is waiting just outside your comfort zone—and maybe even on the other side of a fever dream.
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?
Starting a business that isn’t considered “essential” during a pandemic & time of quarantine, was not an easy feat. However, perseverance and trust in divine purpose & timing have continued to lead me in the right direction(s).
Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
While my business does sell products and resources that are meant to help with the overall mental, physical & spiritual well-being of my customers, I like to think that the true reason people return is connection.
I don’t even like using the term “customers”, I get to know these people on such a soul level that they quickly become friends. When people return, I remember them-not just by their names or faces. I remember their stories. I ask follow up questions in regard to what we spoke of the last time they stopped by (whether it was last week or last year). This relationship and bond comes very naturally to me, because I truly care about their lives & their inner workings. I hope to always be a conduit of love that can flow through them and into every other person & aspect of their lives.
There’s enough of the surface level small talk within society, so my main focus has always been offering a safe space for others to drop the masks that we wear in our day-to-day lives. Somewhere to be real, raw & honest-without fear of judgement.
What has been the most important lesson you’ve learned along your journey?
Over the last 4 years I have learned to have lots of patience… with myself. This entrepreneurial journey has been (mostly) self-taught, which can be very frustrating. Lots of trial and error & time that often feels “wasted” when you realize one small mistake led to hours worth of lost work. However, on the other side of that I have come to find that none of those hours were ever lost, per say. The failures have led to some of my most profound learning opportunities.
Contact Info:
- Website: https://www.theriverwillow.com
- Instagram: https://www.instagram.com/the_river_willow/
- Facebook: https://www.facebook.com/theriverwillow
- Other: https://www.tiktok.com/@the_river_willow
