Meet Tracy Williams | Empress of The Elemental Shop

We had the good fortune of connecting with Tracy Williams and we’ve shared our conversation below.

Hi Tracy, what was your thought process behind starting your own business?
The driving thought behind starting my own business was simple—I wanted to create the kind of space I couldn’t find in my own community. I figured if I needed it and was looking for it, I couldn’t be the only one. So for me, it was about just doing it. I didn’t overthink the fact that I had no formal retail experience, no background in product sourcing or development, and that retail, in general, is known for high turnover—all while I was still running another business. I saw a need, and I felt it was up to me to meet it. Everything else, I believed, would work itself out. My first step was to find a location, and from there, I just kept moving forward.

Alright, so for those in our community who might not be familiar with your business, can you tell us more?
The Elemental Shop is truly a spiritual collection. Through my studies, research, and exposure to various spiritual sciences, I came to realize that no one is wrong—we’re often all saying the same thing, just in different ways. At our spiritual collective, we celebrate everyone’s story, deity, and tradition. We learn from one another, regardless of race, background, or any of the labels that tend to separate us.

What sets us apart is that this isn’t just another crystal shop. Our space is rooted in indigenous wisdom, filled with books, tools, and practices that date back to ancient times—before languages were changed, before texts were lost or buried. It’s a sacred space. It looks different, it feels different, and it honors the ancestors—mine and yours. We remember. That’s the essence of The Elemental Shop, and that’s what makes it special.

Business-wise, I got here through a mix of who I naturally am and the foundation I built through education and experience. When I decide I want to do something, there’s no stopping me—that’s my Gemini sun and Mars in Scorpio. But beyond that drive, I also have a bachelor’s degree in psychology and a master’s in business management. That academic background gave me the tools to figure things out, lead teams, and make movement happen.

After years of climbing the corporate ladder and learning the ins and outs of business, I wasn’t afraid to step out and create something of my own—especially because I couldn’t find what I was looking for within the corporate world. I had already built a successful HR firm that’s been going strong for over five years, so birthing The Elemental Shop came with a bit more confidence, even if it was a different industry.

Was it easy? For me, yes and no. I have the ambition and the clarity—but the work is very real. And that’s the hard part. The biggest lesson I’ve learned along the way is that the success is only as big as the lesson. Every mistake has taught me something, and each lesson has made the vision stronger. So I don’t shy away from the challenges—I welcome them.

What I want the world to know is that we are here. The Elemental Shop exists, and once you find us, the experience will speak for itself. Marketing might be my biggest beast, but I believe once people discover us, the work we do and the energy we hold will tell the story.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – say it was a week long trip, where would you eat, drink, visit, hang out, etc.
If my best friend was visiting for a week, I’d make sure they experienced the best of what this area has to offer—soulful spots, meaningful conversations, great food, and a little indulgence.

We’d stay at the Fairmont. It’s the kind of hospitality and history you want when you’re on vacation. The spa is incredible, and the view from the top floor is absolutely to die for—perfect for morning reflections or late-night unwinding.

First stop? Amatolí—a must. The food is next level, the service is impeccable, and it’s family-run in the best way. The mom is the head chef, the dad handles operations, and the daughter leads with creative vision. You can feel the love in everything they serve.

We’d balance that out with a visit to Tru Nature, my go-to spot for acai bowls. It’s fresh, flavorful, and just feels good. A must-have pit stop that leaves you nourished and happy.

Another favorite: The Record Box, a small, real-deal record shop that feels like a time capsule of music and creativity. It’s authentic, it’s artsy, and it’s the kind of place you stumble into and never forget.

We’d also check out this incredible Black-owned BBQ and hookah lounge. The meat is top-tier, the vibe is chill but rich, and sharing a hookah always opens the door to deep, soul-touching conversations. There’s something ancient and connective about it—we love that.

We’d stroll down Ocean Avenue near the water for a little serenity, and maybe do some shopping at the shops on Fourth Street—one of my favorite areas to find unique pieces and support small businesses.

A week filled with beauty, connection, food, music, and meaning—that’s my kind of itinerary.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
My team, without a doubt, deserves so much credit and recognition. As the Empress, I know I can dream, create, and visualize—but it’s my team that brings those visions to life. My assistant, Veronica, has been a constant force, always ready and willing to do whatever it takes to move things across the finish line. She’s a manifestor like me, but her strength lies in the small details I can sometimes overlook. I also have deep gratitude for my dear friend Alvin Belt, who has selflessly answered every supply chain question I’ve ever had and guided me through the more analytical side of purchasing and operations—areas that don’t come as naturally to me. And of course, I’m endlessly thankful for the store staff and our corporate team who show up every day with heart, holding it down for The Elemental Shop with passion and care.

Website: https://theelementalshop.com/?srsltid=AfmBOorNSkur35tFQwl5pZbIyiUYJpuX4GTe7jOY-RqSWp572phquRrh

Instagram: https://www.instagram.com/the_elemental_shop/?hl=en

Yelp: https://www.yelp.com/biz/the-elemental-shop-long-beach