The idea to offer products and services geared toward stress relief, plus being able to respond to the tastes of the neighborhood, has allowed Diversions Relaxation & Gifts to begin its second year of Downtown retail.
Ida Metzger and Daniel Day showcased their online business on top of a folding table at First Wednesday Art Walk in June 2010.
About a year later, the business got its first permanent foothold Downtown when Metzger moved a selection of incense and candles into Bee Gallery at the Landing.
She and Day signed a lease, then cut the ribbon on their store at the Elks Building one year ago.
Being surrounded by the legal, financial and governmental business of North Florida inspired the concept behind the store.
"We wanted to create an oasis of relaxation in the center of stress," said Day.
Metzger said the décor, including the music playing in the store and the aromas from the products create an atmosphere that helps people get rid of some of their stress.
"Walk into the store and stay for five minutes and you'll leave more at peace than you were when you walked in," she said.
In the past year, Diversions has grown the product line to include relaxing CDs and DVDs, yoga and meditation supplies, crystals, herbs, essential oils and local products including honey from a beekeeper in Mandarin.
Metzger added life coaching classes and a licensed therapist performs chair massages on Wednesday and Friday.
"We have added products and services we never thought of when we opened the store because our customers asked for them," said Metzger.
Diversions, at 201 N. Laura St., is open 11 a.m.-6 p.m. Tuesday-Friday, 10 a.m.-4 p.m. Saturday.