The Phoenix and Dragon Bookstore, the Atlanta, Ga., bookstore that
specializes in holistic and spiritual titles, marked a milestone
earlier this month: two decades in business.
As owner Candace Apple greeted the more than 200 revelers who turned
out for an anniversary celebration, she said, "I realized all of life's
challenges and joys we have shared with our customers over the years:
marriages, babies, graduations, divorces, illnesses and recovery." A
door prize was awarded to the customer in attendance who had been
shopping at the Phoenix and Dragon the longest, a woman who first came
into the store nearly 20 years ago for refuge after slipping in a
puddle on her way to work. By contrast, the lucky winner of a drawing
for a $200 shopping spree was a first-time patron.
Another familiar face at the festivities was featured author Judith
Hawkins-Tillirson, with whom Apple worked at New Leaf Distributing
Company before opening the Phoenix and Dragon. Along with conducting an
herbal blessing ceremony intended to bestow good fortune on party
attendees, Hawkins-Tillirson promoted her debut publication, The Weiser
Concise Guide to Herbal Magick.
The original Phoenix and Dragon had 1,700 square feet of space. In
1995, Apple moved the store into its own building and increased its
space to 5,500 square feet. Apple has strived to create an environment
that offers shoppers serenity, and the store showcases tinkling chimes,
brilliantly hued stained glass and books and products intended to
foster "healing and growth." The store also has a meditation garden
designed by Apple's son.
Over time, a shift in merchandise has occurred. While the number of
books sold has remained consistent, it has gone from 85% of the store's
mix to 25%. "As our niche is new age," Apple explained, "we've expanded
more and more into the tools for transformation that go with the
books." For example, if a customer purchases a book on meditation there
are accompanying classes, guided meditation CDs, meditation cushions,
music and other accoutrements meant to enhance the experience such as
incense, crystals and candles. The store also sells an array of jewelry
and gift items.
The Phoenix and Dragon typically hosts at least one event per day, and
in addition to book signings there are workshops, psychic readings and
art shows. Apple recently acquired space in a nearby office building to
conduct classes on weekends.
One interesting phenomenon in recent years, noted Apple, is how some
tomes like The Da Vinci Code and The Secret have inspired people to
seek out more knowledge about the religious history and mysticism that
are part of the books' premises. "We've been selling the basic core
information all along," said Apple, "and it's fun to have people come
to us to delve deeper into what's behind the bestsellers."
With two decades of bookselling behind her, Apple--who was a plaintiff
in a recent ACLU lawsuit to abolish state sales tax on religious books
other than the Bible--has no plans to stop offering customers
bestsellers or serenity. "The adventure continues," she said, "maybe
another 20 years."--Shannon McKenna Schmidt