Owners Brittany Maxon and a man who is only known as “TJ” opened the shop four months ago. The inspiration for the store name stems from Maxon’s astrological symbol, TJ said.

“And the fact (is) we sell gemstones,” he said. “It was supposed to be ‘Gem and I,’ but we decided on ‘Eyes.'”

Opening the store just seemed like the right thing to do, TJ said. The location underneath Nourish was a better fit for them. He said they considered other locations, but wanted to avoid any corporate feelings.

“This place was available, and it’s like somebody’s grandma’s basement,” TJ said.

Resin figures, crafted by Gem n Eyes co-owner Brittany Maxon, sits in a display case in the new 13th Street District store. Both Maxon and TJ make and sell the gemstone trees, which are popular with customers.

He hesitated to call Gem n Eyes a New Age store as other categories, such as metaphysical, also apply. However, he said they want to stay above labels. TJ is aware of misconceptions surrounding businesses such as his — particularly the connection to witchcraft.

“People have a negative connotation of witchcraft because of what they see on movies and TV,” he said. “They don’t realize it is more peaceful, but we are not a witchcraft shop. We have stuff that might be considered witchcraft supplies, but you can buy that stuff at Walmart, as well.”

The start of Gem n Eyes has been rough, something TJ said most businesses experience. However, they have developed a loyal customer base. The past four months, he said six to seven regular customers come in every week. TJ said he now has a good understanding of what those customers are looking for. When he began making gemstone trees, one of the regulars told TJ about their desired tree — one made of amethyst and roughly 10 inches tall. Using a general verbal description from the customer, TJ began his crafting. He sent her a picture of his first version and asked for a few additional weeks to make it better.

“She said that was exactly what she needed. She was down here 15 minutes later buying it,” TJ said. “It depends on what they need. If we don’t have it, we will find it. We’re more of a community. I might send them to Ames or Des Moines if I know someone else has it.”

Local artists

TJ and Maxon provide a variety of products in their store — gems and stones, jewelry, tarot card decks and resin pieces made by Maxon — and emphasize local artists.

“I prefer to keep everything local,” TJ said. “I prefer, where we can, to support local businesses, local artisans, local crafters, rather than supporting a corporation somewhere.”

Most of the 30 gemstones found on the shelves are from a supplier in North Carolina. TJ said the supplier gathers the stones and tumbles them before shipping to Gem n Eyes.

“It’s not the largest selection of tumbles, but it is decent for this area,” he said. “In February, we will increase the amount of tumbles by 50 percent. We will get more items from the Tucson Gem and Mineral Show. We go there every year.”

TJ, co-owner of Gem n Eyes, a new 13th Street District business, shows one of the geodes he found. He sells the geodes in his gemstone-focused store.

However, if the same sort of gemstones could be provided by someone locally, TJ said they would switch.

“Like the geodes we have, except for the dyed ones, all of the geodes were pulled out of the ground by me and my wife,” he said.

Some of the local craftsmanship customers will encounter in Gem n Eyes is jewelry from an artist on the Meskwaki Settlement, ethically-sourced sage bundles and honey from Grundy Center. Gem n Eyes is also the exclusive supplier of hand-made soaps by Danielle Simmons with Curley Soap Company in Marshalltown.

TJ spends a lot of time creating custom-made bracelets for clients with all-cloth elastic. The passion for making bracelets began two years ago when he was trying to purchase one for himself. Unfortunately, TJ couldn’t find one to fit him. He figured he could make his own, and at the same time, make them adjustable for other people, as well.

“It kept my hands busy during the pandemic,” TJ said with a laugh. “Since we opened the shop, the bracelets have been one of the main facets of our business, people come in and want bracelets made.”

To drive the point home it is not a witchcraft store, Gem n Eyes has a supply of rosaries for purchase.

One of the more popular bracelets TJ creates is a solar system bracelet, with gems signifying the seven planets. The popularity of the solar system bracelets grew so much, he had to keep starters on hand to save some time.

Getting the perfect fit for a customer is something TJ strives for, having gone through the experience of trying to find one that fits him. For customers to obtain a bracelet, TJ said all they have to do is walk through the door and place an order. He has everything ready to proceed, and will make sure the customized bracelet will fit. Customers pick what stones they desire on the bracelet. After it is designed, TJ said it takes him five minutes to complete.

Services

Besides items customers can buy, people can also spend time at the oxygen bar, get a Reiki massage or their fortunes told. The oxygen bar can help with different ailments, such as frequent headaches, TJ said. He suffers from headaches and breathes a “citrus zing” mix from the oxygen bar five minutes before opening for business.

“It knocks headaches back,” he said. “The oxygen is sourced through Nourish [upstairs]. We operate it for her.”

Gem n Eyes hosts one-on-one reading events once a month. TJ said customers can choose from empath, crystal ball, tea leaves and card readings.

“We also offer dream interpretation,” he said. “If you have a recurring dream, we try to get to the root and see what’s causing it.”

The services are just one of the things which draw customers in, which is what TJ prefers. That is why they do not list a phone number.

“It is better to walk through the door and experience what we have,” he said.

STORE DETAILS:

Location: Gem N Eyes, 209 N. 13th St., lower level

Hours: 11 a.m. to 7 p.m., Tuesday through Saturday

Website: Gem n Eyes on Facebook