Pathways Spirit, a metaphysical supply store, stands out on Wells Avenue in a white and blue building with dragonfly emblems across the doors and windows. They sell a variety of incense, candles, crystals, books and tarot card decks. On occasion, the store also features local psychics for readings.
Through multiple owners, locations, and a changing Reno, Pathways Spirit has been a staple in Reno since it was first opened by Dee Trotten in the late 1980s. 43-year-old owner Will Rogers has owned the metaphysical shop since 2019.
Rogers was a longtime customer and business partner with the previous owner Jann Selleck before taking over. When Selleck decided to retire in 2019, she planned to close Pathways Spirit down, until Rogers asked to take over.
“It was kind of like a weird series of events on how I came about this place. My mom used to bring me in here when I was a kid. It affected me greatly. I went through some health things, no answers. And that kind of led me to keep coming back here,” Rogers says. “It kind of changed my whole perception of things in a way and that kind of led me to be like, nah man, we really gotta try to keep this place open.”
Pathways Spirit is the oldest metaphysical shop in Reno, having been open roughly 40 years. Since Rogers took ownership of the store, he has begun offering aura photography and Reiki as a service as well as offering witchcraft and astrology classes.
Rogers has also worked to modernize the business, including building a growing social media presence on Facebook and Instagram, updating the technology used, and is currently creating a website for Pathways Spirit.
“I've just been trying to push it into the future. This last year has been kind of trying for a lot of small businesses.” Rogers said. “So, yeah, just kind of pushing us into the future, that's been my big goal and just kind of really keeping our roots here and growing a little bit more.”
Rogers previously worked in the automotive industry prior to taking ownership of Pathways Spirit. The impact Pathways Spirit had on him inspired him to take over the business, and give others the introduction to the metaphysical world that he received from Selleck. Rogers says the value Pathways Spirit gives to Reno is priceless.
“Being able to help other people open their minds is fulfilling for me. I've had people come and tell me, thank you, just because they found a book here or something, or they were able to just even have a conversation with me about something that they thought was insignificant, but actually meant more to them,” Rogers says. “A lot of discovery happens here, like self-discovery or inner truths and inner discoveries happen here. I know it happened for me. And so that is what really adds to the community. I feel like it's just priceless.”
Not only has Pathways Spirit been able to connect others in Reno to Rogers for spiritual guidance, it has connected many people in their spiritual journey, including one customer who performs Reiki on horses, and was able to help other customers with their animals through Reiki rituals.
“It's really the connections that are made here and the paths that intersect here that matters.” Rogers says.
In the middle of a changing Midtown, Rogers has grown close with fellow small business owners including Pathways Spirit’s sister shop, The Ravens Realm, and the newly opened metaphysical supply store Three Moons Trading Company.
Next door, Rogers has grown close with the owner of Truckee Meadow Herbs. The two businesses share many of their customers.
“He's kind of in the same kind of field like, we have a lot of people who do herbs and things, teas and things. And so it's kind of cool, that synergy that we have,” Rogers said.
Across Reno, small businesses have closed at unprecedented rates following the onset of the COVID-19 pandemic as the combined result of rising rents and slower business. In Midtown, many of Rogers’ fellow small business owners have closed down, or are at risk of closing.
“It's getting better. It's getting worse in some areas. A lot of people have been kind of pushed out of their businesses and things recently,” Rogers said. “Juicy's … that used to be one of my favorite spots, and then the story behind that from what I've been told from some of the other business owners is that the rent went up extremely high. And then now it's been sitting empty ever since with signs on it.”
A Las Vegas native, Rogers has called Midtown home for over 20 years, and has raised his son in Midtown. As both a resident and a business owner, Rogers has experienced the changes in Midtown firsthand.
“I like Midtown, you know, it's kind of got that old school feel here, like old traditions in a way, you know,” Rogers says. “Just seeing things empty, it's kind of eerie. It's kind of sad in a way, you know, so I would like to see it become more populated like it used to be.”
Reporting by Lily Wright for Our Town Reno