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Firm roots in the past, with an eye on the future
September 2, 2024
TOMAHAWK – A new wellness boutique in the community known to many as the “gateway to the Northwoods” offers a variety of holistic wellness products and healing modalities.
Owner Pia Sholts said her vision for AURIC (pronounced oar-rick, meaning derived from gold) is for it to be a curated space offering a variety of wellness offerings with the ultimate goal of promoting radical self-love – all while bringing balance to the body, mind, emotions and spirit.
“I was playing around with name ideas and liked the definition of AURIC and the idea that there is a golden aura surrounding all living things,” Sholts said.
The boutique’s mere existence, she said, is an example of self-love in action.
Spending the last decade working in new product development and supply chain management in the Milwaukee market, Sholts said she struggled with being defined by her conservative career – something that didn’t align with the work she saw herself doing or where she envisioned living her life.
“While I gained a lot of valuable experience and confidence, I never saw myself working at a desk or behind a computer screen,” she said. “My intention with relocating to the Northwoods was to create the life I daydreamed about.”
That, Sholts said, included building a homestead, as well as starting a holistic wellness boutique, and finding other everyday ways to live authentically.
A winding road
The boutique, Sholts said, isn’t her first significant life shift.
She moved to the United States from Germany in grade school and grew up riding on the back of her dad’s Harley-Davidson motorcycle and appreciating the culture that encompasses freedom.
Learning to ride herself, Sholts said she acquired ideas and inspiration for her future boutique on her journeys through 23 states – which provided plenty of exposure to wellness spas, restaurants, shops, nature and other destinations that featured an aesthetic that resonated with her.
During one of those rides she was introduced to the Northwoods,and Sholts said she fell in love with the area.
Experiencing significant loss following the COVID-19 pandemic, she said, prompted her to reassess her life.
“Experiencing all that grief at once made me re-evaluate where my energy goes each day,” she said. “I became more intentional with who and how I spend my time, which meant finding a new routine surrounded by nature.”
That, accompanied by a self-assessment, Sholts said helped her recognize how often she was the family member or friend to coordinate events, plan parties and facilitate get-togethers, and how much she enjoys decorating, designing and home decor.
“The idea of opening a boutique allowed for creative expression,” Sholts said. “When it came time to choose a location, I knew I wanted to be a part of the revitalization of the Tomahawk community.”
Though what type of place she planned to open wasn’t immediately clear, Sholts said she ruled out sports and clothing.
As she began thinking about what she uses as part of her daily routine and items she was genuinely interested in, Sholts said the concept of a holistic wellness boutique was born.
“That concept gave me the freedom to bring in a little bit of everything, most of which is wellness-based,” she said.
Sholts said what she uncovered upon moving to the Northwoods was that most of the established wellness space was in the Minocqua community.
Individuals in the Tomahawk area, she said, regularly traveled to the Minocqua area to find products, classes and like-minded individuals.
The gap in Tomahawk, Sholts said, led to plans for her boutique there.
A little bit of everything
AURIC – located at 1509 N. 4th St. in Tomahawk – offers a variety of items – ranging from crystals to candles, non-toxic cleaning products to an herbal apothecary, organic bath and body care to wellness teas (with more to come in the future), natural pet care to jewelry and more.
Sholts said she did her due diligence in doing product research.
Bringing in a little bit of everything wellness alongside home decor, she said, allows her to decorate, design and get creative in the space.
Shop items, Sholts said, are complemented by the Reiki services, which she provides as a Usui Reiki Master (Level III) – she is also a crystal therapy practitioner.
Though she’s always been familiar with holistic wellness, Sholts said she didn’t start exploring spirituality until her first Reiki session.
“It has inspired me to learn and incorporate energy work, quantum healing principles and plant medicine into my life,” she said.
Many of the items featured on the boutique’s shelves, Sholts said, are “tried and true” items she personally uses from companies whose missions align with hers.
“For example, the 100% soy, clean-burning candles smell yummy, are clean-burning and are from a company that plants a tree with every candle sold,” she said. “It’s 100% me in the store. These are things I can recommend with confidence.”
Sholts said not only are the bracelets at AURIC trendy, but they feature authentic gemstones versus many others on the market – with 10% of profits donated to a variety of causes, including those that support women.
Because the items were selected with such intentionality, Sholts said she can speak to each one.
The organic bath and body products, she said, are inspired by the ancient wisdom of Ayurveda – rooted in maintaining balance and harmony.
“My go-to products are Wisconsin-made bar soaps and our organic deodorant creams that actually work, without any irritation,” she said.
Sholts said her own senior dog requires a lot of medication for inflammation in his joints, as well as skin allergies.
When she began incorporating some natural supplements into his diet, Sholts said she decided to add some of them to the store for other pet owners as well.
“I have a story that goes with everything offered,” Sholts said.
Full-steam ahead
Though the shop soft opened on weekends, starting Fridays and Saturdays in June, Sholts said she took a short hiatus in August due to scheduling conflicts and re-opened Wednesdays through Saturdays starting Aug. 21.
The boutique’s grand opening is set for Oct. 5 – at which time she said she hopes to have finalized hours in place.
Sholts said she has created awareness of AURIC at the storefront but also by joining the Tomahawk Regional Chamber of Commerce – offering gift vouchers as prizes for trivia contests at a local radio station, donating raffle baskets for local fundraising events, promoting the soft opening and forthcoming grand opening locally, building a following on social media and participating in several mind, body and spirit fairs and events.
“For those, I typically bring a few towers of crystals and macrame holders to display those; a few introductory products, such as healing and soothing salts; and share a flyer with an overview of Reiki, crystals and other offerings,” Sholts said. “It’s to encourage them to come visit the store to see what else there is.”
Sholts said she has created a space that resonates both with her vision and with her clientele. Visitors to AURIC, she said, are greeted with the scent of Palo Santo incense sticks and products are featured on live-edge shelves made from fallen cedar trees from her property.
The boutique features a minimalist vibe, featuring a lot of black, white and natural woodtones to allow the products to shine, Sholts said.
There is a main retail area, as well as three additional rooms – one designated for Reiki services, another is an extension of the retail space and the third space, she said, is envisioned as a place for a future modality.
For now, she said it serves as a relaxation and unwinding area for guests.
As awareness of AURIC’s products and services continues to grow, Sholts said she is excited to help others while also honoring her authentic identity.
She said she plans to acquire additional education and certifications to grow her offerings and looks forward to potential collaborations with other businesses and practitioners in the community.
“I believe (everyone) holds innate healing abilities to know, love and transform themselves,” she said. “I simply help draw it out and facilitate the magic.”
For more on AURIC, visit auriccollective.com.
