Just one week after leaving her job, Jennifer Maimone walked past an empty store space on Mission Street that had a ‘For Lease’ sign in front—and immediately knew that she wanted to open a business there. Less than a month later, Dual Crossroads opened for business in December of 2016, and just recently celebrated its two-year anniversary.
“This space has everything I was looking for,” said Maimone. “It’s located in a close community, is near restaurants and public transportation, and there are always fun events that are going on in the surrounding area. I love the fact that this place feels like a small town, and the cherry on top was that everyone was so friendly. I went around asking other store owners how they liked working in this neighborhood and heard nothing but positive reviews. I was not expecting such a warm welcome before even having my store.”
The store was initially a reflection of Maimone’s childhood bedroom, which had Halloween and gothic stuff on one side, while the other half was decorated with various Christian and spiritual items. She chose the name Dual Crossroads because of the store’s physical location on a crossroad, as well as the spiritual connotation behind the name. She also wanted to focus on the balance between the light and the dark.
“Spiritually speaking, a lot of people underestimate the value of having balance,” said Maimone. “That’s why our motto is, ‘Everyone has a light and dark to who they are, here they come to a crossroads.’ Originally we sold Halloween and gothic stuff, along with high-end clothing and metaphysical items. Customers enjoyed all of those things, but they kept coming back for the metaphysical stuff, so I listened to the community and gave them what they needed. Like a butterfly, we are continuing to grow and evolve as a business.”
Dual Crossroads sells a wide range of items, ranging from crystals and herbs to incense and jewelry. Its jewelry is made by artisans, designers and local artists in the United States, and the store also carries a line of handmade soy candles infused with herbs that Maimone makes herself. She is also the published author of several horror books including Demon’s Prize, which she sells copies of in the store, along with books about topics such as the paranormal, religion, spirituality, and more.
“Some people may feel intimidated because they see certain things here that they’re not familiar with, while others come in because they’re curious,” Maimone pointed out. “But they feel very comfortable asking questions because I’ll give them honest answers. Once a man came in and said that he just needed to be in here for a moment, so I gave him a chair and he sat down and started crying. He said that he was mourning for a friend, but he didn’t feel like he could cry until he came in here and then he was able to let go. There’s something beautiful about this place that is welcoming to everyone.”
Dual Crossroads also hosts monthly classes and workshops on everything from meditation and crystal sound baths to chakra healing. There is a spacious area in the back of the store where the events are hosted, and customers are also welcome to use the space for meditation. Maimone also offers complimentary smudging sessions in-store, where she helps people rid themselves of negative or heavy energy by burning sacred herbs.
Maimone is also involved with the Chamber of Commerce and participates in local events such as Arts Crawl. She loves supporting her fellow business owners, and frequently refers customers to other businesses when they are looking for particular items that she doesn’t carry.
“One of the things that people love is that they can come here instead of having to travel far distances to find what they’re looking for,” Maimone said. “I love when people come in and tell me that it feels amazing in here. When I was first contemplating opening my store, my mother said something that changed my life. She said, ‘Why don’t you just do it?’ It was great advice and it lit a fire within me. I worked hard, then everything set into motion and just fell into place. It was meant to be.”
Dual Crossroads is located at 1005-B Mission St. in South Pasadena. It is open Mon. and Wed. from 11:30 a.m. to 6 p.m., Thur. – Sat. from 10:30 a.m. to 7 p.m., and Sun. from 10:30 a.m. to 4:30 p.m., and closed on Tuesdays. For more information, call (626) 399-0795 or visit dualcrossroads.com.
Dual Crossroads Business Spotlight appeared in the print edition of the South Pasadena Review on 12.28.18. Support Local Business.