A Beloved Crystal Haven is Closing Its Doors, But Not Without a Fight to Sell Off a Million Dollars Worth of Treasures!
It's a tough reality when a business that's been a source of comfort and healing for many has to shut down. Crystal Rock Healing, LLC, a place many have turned to for stress-relief and holistic well-being, is preparing to close its doors on January 31st. But before they do, they're determined to clear out an astounding $1 million in inventory!
For the past year, owners Cindy and Ron Schmitz have poured their energy into revitalizing their cherished business. They've explored every avenue, but unfortunately, a combination of factors, including tariffs that increased costs and sagging profits, coupled with their own relentless work schedule, has made it an uphill battle too steep to climb.
But here's where it gets emotional... When the Schmitzes announced the impending closure on their Facebook page on Wednesday, January 21st, the response was overwhelming. Customers, both retail and wholesale, flocked to their main distribution center in Fargo, creating a sea of cars lining the 6,500-square-foot building. People were eager to get their hands on everything from stress-reducing crystals and healing stones to holistic books, incense, jewelry, herbal teas, and smudging materials, all offered at a half-price discount.
And this is the part most people miss... The online store also experienced a surge, with as many as 80 orders pouring in on a single night! The coming week is expected to be just as frenzied as the Schmitzes work tirelessly to liquidate their extensive stock before the end of the month.
Despite the immense pressure, Cindy Schmitz remains remarkably composed. She shared that the business was born out of her own 19-year battle with Lyme disease. "There’s new opportunities coming," she says, reflecting on the demanding 17-hour workdays, seven days a week. "We’ve had a few intuitives reach out (since they decided to close) and say, ‘You guys feel so much better.’"
It's clear the Schmitzes will deeply miss the business that has been their life for the past 13 years. They've cultivated a global network, knowing mine owners from South Dakota and Oklahoma to Morocco and Brazil. They've connected with authors, practitioners of herbalism, essential oils, and Reiki (Schmitz herself is a master Reiki practitioner), and gained profound expertise in the energetic properties of minerals and crystals – so much so that Cindy is currently writing a book.
"We have amazing people that are gifted and work with us. We have amazing staff and amazing customers. You get used to seeing them every week," Cindy shared with a warm tone.
This sentiment is echoed by Ari Reinoehl, an employee who commutes from Enderlin, N.D., simply because she loves working there. "This is probably the least toxic place I’ve ever worked," she stated. "I think I’ve healed a lot while working here."
The Journey That Sparked It All: A Tick Bite and a New Path
Cindy's own healing journey began in 2007 after contracting Lyme disease. The debilitating symptoms – roaming joint stiffness and pain, fatigue, and a persistent 102-degree fever – were difficult to diagnose. Despite her background as a veterinary nurse, medical doctors were initially hesitant to test for the tick-borne illness. Once diagnosed and treated, her health improved, but a relapse occurred when the prescribed treatment was too short.
The Lyme disease had progressed to rheumatoid arthritis, leading her to a specialist. "He put me on a ton of medication and just nothing worked," she recalls.
In her search for answers, Cindy consulted an "intuitive friend" who introduced her to Reiki, a Japanese energy healing practice, and natural remedies like essential oils. "And so I think it was God’s way of putting me on my path," she muses.
Restored to health, Cindy began selling oils and natural products at farmers' markets in the Minneapolis area. It was during this time she met Ron. Life accelerated in 2015: they married, opened their first store in Bismarck, and then expanded to Fargo by acquiring the inventory of the former J.T.'s Rock Shop. They later opened additional locations in White Bear Lake, Minn., Sioux Falls, S.D., and Wisconsin Rapids, Wis., with stores ranging from 3,000 to 5,000 square feet.
From 2019 to 2022, the business was incredibly demanding. "Ron and I weren't even in the stores, because we were so busy making product and pricing and stuff," Cindy explained. They were producing and selling their own anti-inflammatory tea mixes, soothing bath blends, and jewelry featuring healing gems, crystals, and stones.
Sales Take a Dramatic Dive
However, over the last year and a half, sales have plummeted. "It seems people’s buying patterns have changed to be more about experiences," Schmitz observed. "So this year has been really slow for everybody. And when you’re a big store, it boils fast."
To adapt, they began by closing stores outside of Fargo, eventually consolidating their Fargo operations to their distribution center on Great Northern Drive in July 2024.
More recently, tariffs on imported goods significantly impacted their bottom line. "If it’s coming out of Brazil, we paid the tariffs to get it out of that country," she said.
Cindy shared an example of a popular singing bowl from India. They had a waiting list of 30 customers, but the supplier stopped importing them due to the tariffs. "We thought, 'Hey, it’s not worth continuing and losing money.' And it’s too bad, especially since we have like over a million dollars worth of inventory,” she lamented.
Anything that remains unsold after January 31st will likely be handled by an auction house specializing in going-out-of-business sales. They've also received interest from wholesalers looking to purchase remaining stock.
February will be dedicated to clearing out leftover inventory and selling fixtures and shelving on platforms like Marketplace.
What's Next for the Schmitzes?
Cindy is leaning into her intuition for what comes next. She already senses a positive new chapter unfolding. "I had a dream the other night about a baby carrier that had ladybugs on it," she shared. "So a baby carrier means something new and the ladybugs symbolize prosperity."
She plans to continue offering Reiki sessions and feels this is the opportune moment to finalize and launch her crystals/minerals book, for which customers have already expressed interest.
And she'll find peace knowing the profound impact they've had on others. "We've just had a lot of people reach out ... and they’ll say how we helped in our journey, their spiritual path," she said, her voice filled with warmth. "So it warms the heart."
Crystal Rock Healing will be open with special hours for their closing sale: Friday and Saturday from 9 a.m. to 7 p.m., Sunday from 10 a.m. to 5 p.m., and next week from 9 a.m. to 6 p.m.
What are your thoughts on the impact of tariffs on small businesses? Do you believe in the healing power of crystals and holistic practices? Share your agreement or disagreement in the comments below!
