A small store in Emo that offers a mix of regular variety, locally made goods and niche, hard-to-come-by products hit a 20-year milestone this year, and Mary and Naomi Martin, the sisters who own Misty River Alternatives, say a supportive community and customer loyalty have brought them this far.
The business started in 2006 when Mary and Naomi were both searching for work. The owner of a small vitamin store on Front Street in Emo was looking to sell, and although they hadn’t expected to be the proprietors of a health product business, Mary said it seemed to be where their path was leading.
Despite the worries and challenges that come along with opening a shop, the Martins jumped at the opportunity to take over, buying the inventory along with the building.
“I think we have some of the best people for our customers,” Naomi said. “If we happen to be gone unexpectedly for something, they are very patient with us. We try not to do that too often, but in general, they’re very easy to work for.”
Mary agreed with that sentiment, also noting that customer loyalty has been key to the shop’s enduring success.
While Misty River may have started as a purveyor of vitamins and supplements, their own dietary restrictions had the Martins turn towards selling food products that were difficult to come by in the area.
“We both have to eat gluten-free, so we had an interest in broadening that part of the store,” Naomi said. “It wasn’t available locally, so it kind of branched out from there.”
“We did little questionnaires with some of our customers, asking what they would like to see in the food, and that helped give us a bit of a feel for what was wanted in the area,” Mary said.
Although the shop on Front Street served their needs as they got the business off the ground, more requests for specialty food and products from customers and local entrepreneurs who wanted to see certain items things sold in the store saw the space quickly fill up.
The increase in demand meant something had to be done about the lack of space by 2013—when female customers had admitted to leaving their purses in the car so they could move through the overstocked store more freely.
It was at this point that Mary and Naomi decided to relocate the business to 133 Colonization St., making a few renovations to suit their needs. “Family and friends helped with this project,” Mary said. “Painting the walls and installing new flooring, as well as installing a new customer door and building a ramp entrance and retaining wall outside.”
After the changes were made and inventory moved over, Mary and Naomi soon reopened in the more spacious building it operates out of today.
“Twenty years later, the goal is still as stated in the beginning,” Mary said. “To provide reputable supplementary healthcare products at fair, affordable prices.”
Mary and Naomi said they thank the Lord for their blessings and an abundance of loyal customers for their continued patronage.
