In this installment of She Means Business, a series celebrating the achievements of women entrepreneurs who have shaped Montclair's vibrant business scene, we spotlight Deanna Critchley.
Deanna Critchley of Alchemy St. Bar
Critchley opened Alchemy Scent Bar at 30 Church Street in 2021 at the beginning of the coronavirus disease (COVID-19) pandemic. She worked as a lawyer for 25 years until she decided to change her career, but she realized that she wanted a change. A visit to her scent bar in South Carolina inspired her to open her own shop in New Jersey.
“I did a full 180 and committed to doing something I had never done before: starting a business. I did it because I had a passion for the product and the process,” Critchley said. .
Critchley says one of the most important things she's realized is that it's never too late to change something. “I wanted to show the kids that if you have an idea and want to try it, you can do anything,” Critchley said.
Alchemy Scent Bar is a home goods shop where customers can custom design products such as candles, body sprays, and body butters. Critchley explains that scent is a tool that allows people to look back fondly on memories with loved ones. She hopes to create fun new memories with her customers by helping them create their own signature scents.
Alchemy offers space rentals for walk-ins, reservations, and events such as birthday parties, bridal showers, bachelorette parties, and more. Critchley said the store attracts a wide range of customers, including family, friends and colleagues looking to connect through unique activities. Alchemy is proud of our knowledgeable and skilled alchemists who are passionate about supporting our customers.
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Critchley hopes to be able to act as a role model for younger employees in high school and college. “I want to show them that you can open your own business, especially as a woman. I want to be someone they can look up to, too,” she said.
Critchley's biggest advice for people looking to start their own business is to work toward your dreams and connect with other established people in the industry.
“Sometimes it seems daunting, and there are days when you say, 'I can't do it,' but you can do it. Build a supportive team around you. That's the key. ” she said.
Critchley has lived in Montclair for seven years and is impressed with the changes the city has seen.
“I think Montclair is a great, up-and-coming city. Words can't express how much I love it. It's diverse, multicultural, and there are a lot of original, creative new businesses coming in.”
