POCATELLO – Something that started as a passionate project for a local couple is now a brick and mortar store inside Station Square on South Main Street in Pocatello.
Casey and Marisa Etheredge opened Ether’s Edge in mid-November, and the business has already been a hit with downtown shoppers.
The boutique looks like an upscale art gallery and feels like it’s home in a big city, with its bright walls and high ceilings. Instead of the paintings and sculptures you’ll find in a more traditional gallery, the pillars of Ether’s Edge are rocks, minerals, and crystals in almost any color you can imagine.
The boutique’s gallery atmosphere is no coincidence either. Casey said they wanted people to feel comfortable walking into the store without feeling the pressure to buy anything.
“The most important thing that we feel as a store is that we are just there to deliver things to people,” he said. “We’re not necessarily trying to sell things. We almost say to ourselves, “This is an art gallery of nature. Come check it out. If you like him, damn yeah.
Although they didn’t know it at the time, Casey and Marisa’s journey to opening their store began in 2015 in Sedona, Arizona.
“(It’s) when we were first on a spiritual awakening journey, so to speak,” Casey said.
During their visit, they took pictures of their auras, the electromagnetic field that would emanate from all things. The process uses a biofeedback sensor to show what a person’s aura would look like based on the energy they give off.
“We were able to learn so much more about ourselves that we decided to consider having our own system and we did,” Casey said.
Once they got their own aura photography setup – called AuraCloud 3D – in 2016, they took it on the road, selling their photo service at pop-ups, farmer’s markets, and more. events.
Around this time, they also started to make a lot of art, using precious stones in their work.
“We incorporated a lot of crystals into a lot of the resin work that we did and we kind of noticed how the crystals were making a big difference in our lives in terms of increased creativity, aiding in the anxiety, ”Casey said. “The list goes on and on on the metaphysical properties of rocks. We really started to notice how much of a difference it made to us, and we were having so much fun making our products and sourcing all over the world that we decided to try to branch out and share it with others. others.
They opened an Etsy store, but Casey said their products were selling so quickly that they couldn’t keep up.
“We started as an Etsy shop, like traveling exhibitions, doing traveling aura photography and our artwork with the crystals and gemstones, then we got the opportunity to have a brick location. and mortar, ”he said. “We were so well received at all of our events and things that it made sense for us to go for it instead of having it all in our house.”
From now on, their precious stones, in addition to their photographic aura, have their place in a welcoming space in the city center.
“It’s really nice to have a more intimate setting,” said Casey.
It’s easy to take a photo of your aura. You place your hand on a biofeedback plate for 30 seconds to a minute and let the machine do the rest.
“It measures a few different bodily functions – temperature, heart rate – but the main thing is actually the electromagnetic frequency of your pulse, which then goes into a computer algorithm, which gives an output of what your aura looks like at the moment.” , says Casey.
After taking your photo, the computer does its job and generates an image: your face covered with a rainbow of colors.
“Then we give you an impression of what the colors mean in each part of your body and what that can mean emotionally, physically and spiritually,” Casey said.
Customers can choose between two options. Both come with a photo that you can take home with you. Then you can choose between $ 25 for a one page report or $ 40 for a detailed 15 page report.
Casey says people’s auras are fluid, changing throughout the day or even moment to moment, although he says most people have patterns for them regardless of what happens. around them.
“We took 30 days of photos of our aura every day at certain times of the day, and we generally fall into the same kind of pattern in the morning, afternoon and evening,” he said. .
That being said, there are things that will immediately change someone’s aura.
“My wife and I like to do little experiments with it,” he said. “We’re going to read someone, and then if you tell them a joke and they laugh, their whole aura will change.” If I put one of my children on my wife’s lap, her aura will change. Depending on what you think, feel, the moment will definitely determine the colors.
For the Etheredges, a big advantage of self-employment is being able to spend more time with their families. Their children – two daughters aged 7 and 5 and a boy aged 2.5 – will be able to grow up helping their parents run the family business.
“It’s really important for us to make sure that we include our family in everything we do,” said Casey. “So it’s really a way for us to be together as a family all the time, full time, as much as possible. That would be where the passion came in as being self sufficient and being able to stay together as a family while having our art and the things we love being able to be what provides us.
Marisa and Casey are from Pocatello – Highland High School graduates and high school sweethearts.
“We are very happy to raise (our children) here and involve them with us,” Casey said, adding that it was not uncommon for her eldest daughter to help out in the store.
Casey says they got lucky and ended up renting the most visible space in Station Square. They had been looking for a physical location for their business for some time, but he said their other prospects had all failed.
He was once at another business inside Station Square – Blades Salon and Spa – getting his son’s hair cut when the topic of his business came up in a conversation with the stylist.
“I just mentioned our company, that we did a lot of touring shows, and she said this space was going to be available for hire and I should talk to Denis (Clijsters, who owns the building),” Casey said. . “I gave him a call and it was like the next day he showed me the space and we got the lease. It was a really, really cool kind of occasion.
The store name is a play on the couple’s last name, but it also has a deeper meaning.
“Ether is considered to be one of the five basic elements – earth, wind, water, fire, ether,” Casey said. “The ether is sort of the spiritual element or the middle element, not physical, so to speak. So Ether’s Edge is kind of playing on the borderline between the physical and the non-physical. “
He continued, “Your aura exists in the etheric realm. A lot of crystals and gems, a lot of the energy that they emit would kind of be considered etheric energy since you can’t see it. but you can feel it. “
Casey’s favorite gemstone right now is Malachite with Chrysocolla – a blue-green stone.
“It’s usually two different minerals, but we found a source where the chrysocolla is deposited in the malachite and it’s really, really, really amazing,” he said. “At the moment, we only have pieces for our personal collection. We’re trying to get more for the store.
The Etheredges source their gemstones from all over the world, but mainly from South America and Africa.
You might think they could get their gemstones from Idaho – famous, the State of Gems – but Casey said that was a misnomer.
“Idaho has a greater variety of gemstones than anywhere else in the world outside of Africa, but the quality and size is generally on a lower scale,” he said. “… The United States has a lot of good things, but the United States doesn’t. It’s not mine for crystals most of the time. So you have these big mines that mine for ores. “But the crystals are sort of disposable. In South America there are huge companies that specifically mine for the crystals. They don’t dig for the ore.”
Since opening, Casey says the community has been receptive to them and the business is off to a good start.
“One of the main reasons we decided to open a store is because we feel like somehow everyone has a connection to the rocks – be it that their grandfather was a hunting dog or they remember going camping and picking up rocks with their dad. or cousins or whoever, “he said.” It seems that something about them just draws people in, brings back memories and makes them happy. People come to the store and they’re always in a good mood and it’s really nice. So it was very, very, very well received and nothing but positive feedback from everyone.
While he and Marisa believe their rocks and gems can have positive effects on someone’s mind, he says he also understands that a lot of people just like to look at them and that’s okay too.
“This is also how we started,” he said. “We just thought, ‘Oh my God, this is just an amazing piece of art from nature,’ and then we started to learn more and more and to do research. They are beautiful. They are really fun.
Ether’s Edge is located inside Station Square at 200 S. Main St., Suite F, and is open from noon to 7 pm Tuesday through Saturday. For more information or to book an aura photography session, visit ethersedge.com. The company can also be found on Facebook and Instagram, @EthersEdge.