Dear friends,
As we celebrate 34 years of Dancing Willow Herbs this July, I wanted to take a moment to share with you—heart to heart—what the last four years have looked like since I stepped into the role of owner. It’s been a journey full of learning curves, big decisions, creative expansion, and the kind of growth that cracks you open in the best (and sometimes hardest) ways.
When I took over the apothecary in 2021, I was filled with excitement—and a fair amount of fear. I didn’t know how to read a profit and loss sheet. I had no formal business training, just years of experience making medicine, studying herbs, and feeling deeply called to this work. What I did have was the foundation that Deb Swanson built: decades of trust, beautiful products, and a space that had already become a healing sanctuary for so many in our community.
Over the past four years, my goal has been to honor that legacy while bringing in my own vision—rooted in integrity, sustainability, and plant wisdom. That has meant diving deep into operations: replacing an outdated POS system, shifting our packaging to eco-friendly options, and making our inventory systems more sustainable and resilient. It’s meant a lot of behind-the-scenes work that isn’t always glamorous, but essential for supporting the apothecary you see today.
And then there’s the heart work: the creative, intuitive part of this journey. I’ve reformulated select products to reflect current science, ethical sourcing, and my own clinical experiences. Many formulas remain unchanged—because they work and are beloved—but some have evolved in subtle yet powerful ways. I’ve also created a few new ones I’m especially proud of:
Rooted Heart Elixir – our grief and transition support, which feels like an herbal hug for the heart
Inflammation Moderation – blending traditional powerhouses like turmeric with unsung heroes like meadowsweet
Mindful Mushroom Mix – a robust, double-extracted tincture of medicinal mushrooms for whole-body support
One of the biggest joys has been reimagining our bath & body line. These products now center whole-plant infusions, not just essential oils. I wanted each item to embody not only medicinal benefit but energetic intention. From the Healer Herbal Oil to the Nourishing Yin Bath Salts, these are plant medicines designed to nourish body and spirit alike. I even illustrated the labels to bring the color and life of the plants forward.
Beyond the products, education remains at the core of what we do. I’ve held classes, botanical breathwork sessions, and our signature Blooming Rooted Retreat—spaces where people can reconnect to plants, to themselves, and to each other. I’ve seen firsthand how herbal learning deepens healing, and it’s been a profound honor to witness those transformations.
I’d be remiss if I didn’t also acknowledge the team that holds all of this with me. Jenny and Brady have been with Dancing Willow Herbs for a decade, and their dedication, steadiness, and care are woven into every aspect of what we do. Everyone who joins our team becomes part of a bigger mission: to bring healing, connection, and integrity to everything we offer.
Right now, I’m standing at another threshold. I feel new growth coming—big shifts and bold choices that will continue to shape our offerings and our community. I’ll be stepping back from the front of the shop to focus more on clinical work, product development, and teaching. Ariella, our new staff herbalist, will be joining us in the apothecary, and I’m thrilled for you to meet her.
We’ve come so far. And yet, in many ways, it feels like we’re just getting started.
Thank you for being part of this journey—whether you’ve been walking with us for decades or just found us last week. Your support, your curiosity, your trust in the plants and in us—it means everything. I hope you feel it every time you walk through our doors, open one of our packages, sip one of our teas, or listen to the podcast. That this is a space where healing is possible, where you’re not alone, and where the plants are here to meet you exactly as you are.
With gratitude for all that has been & will be,
Elliott