Q: How long have you been interested in the spiritual arts?
Gwen: I can’t remember a time when I wasn’t interested in spiritual things. I almost died when I was two and once I got well, I knew that the things that I could see, weren’t all that there was. After that, spiritual practices became the focus of my life.
Q: Did you start out planning to own a business like Avalon Visions?
Gwen: No, I went to University and Law School, finished my degrees and worked for various businesses. But, I knew that I wanted to bring authentic spiritual counseling to my community; a place that people could trust that they wouldn’t get scammed.
Q: How did you arrive at the decision to buy Avalon Visions?
Gwen: I fell in love with Avalon Visions when it was in Capitola and thought that it would be fun to own because I saw its potential to serve the community. I also felt like it would be a perfect fit for me.
Q: When did you acquire Avalon Visions?
Gwen: I tried to buy it from Cheryl Ban when she was ready to sell, but ultimately she sold it to someone else. Sadly, they weren’t successful with the business and when we heard of its imminent demise, we bought it in 2007 through a private sale in order to save it from dissolving. It was hard to get it up and running and re-earn the reputation it once had. We were challenged when the economy tanked, and then we made a major move from Capitola to Soquel. Most recently we remained afloat through Covid and a major flood. I am fully committed to keeping this business going. Avalon Visions is my passion.
Q: What is it that you hope Avalon Visions will provide the community?
Gwen: It’s a service-oriented spiritual store more than a mundane gift/tourist store. It’s a place for the community to gather, study (we have a library), and pursue spiritual interests.
Q: What aspect of community involvement do you celebrate the most?
Gwen: The Community Cupboard–it helps so many people in the community. People have been so generous in their giving to the Cupboard, knowing that it has a direct effect on real people in need.
We really feel that we’re an integral part of the community. In the years that we’ve owned Avalon Visions, we’ve seen customers who were kids when they first came to the store, grow up and bring their own children to visit. People who moved away have come to the store; happy that we are still here. We plan on being here for many years to come. We hope that you will continue to be a part of the Avalon Visions family, too.
Interviewed by JJ Alexander