Available for pop ups, home parties, business collaborations, special events and more. Custom hats, western/boho apparel, gifts and so much more! The inspiration behind Beulah's General Store comes from a very serendipitous journey. As my three children have reached school age, I have been able to focus on making these dreams become a reality. My goal was to tie a part of local history to the stor
e so I set out reading and researching everything I could about East Aurora. I came across a woman named Beulah Hood, most would only know her by her last name though as in "Seaman, Hood & Morey". A fond memory of yesteryear for many still living here in East Aurora, as it was a cherished retail store on Main Street. I dug a little deeper to find out more, working with the town historian to uncover as much as possible about this all women trio and their business venture. Three women entrepreneurs in the early 1900's was a rare occurrence and pretty inspiring. Beulah in particular stood out though, her work as a Roycoft Artisan, her published writing in the Fra and the Philistine were so far ahead of her time. Touching on topics like fair wage for women, and women's equality, a suffragist to say the least. After I studied the meeting notes and minutes, it was clear to me that Beulah was a fearless leader. The serendipity is that as a little girl my mom called me Beulah as a nickname. I wanted to create a modern General Store, and I have been traveling the country seeking unique merchandise that will make the perfect gift for you or anyone on your list. I have made business partners with some amazing socially responsible companies, sought out USA made goods, Fair Trade, philanthropic companies, lifestyle brands and even merchandise sourced locally, supporting makers and shakers right here at home in WNY. Added to the mix, you will find the store to be a reflection of current trends in apparel, accessories, housewares, and so much more. I wanted to give the "general store" a modern spin. I have infused a little of my own personal taste and style, and of course my sense of humor. My hope is that everyone can take a look inside themselves and find their own inner Beulah, find strength, courage, embrace exactly who you are and bloom right where you're planted.
-Heather Sprague (CEB*)
*chief executive Beulah
