The Story Behind the Shop, the Therapies, and the Passion That’s Driven It All.
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Hello, I’m Faith — owner and founder of Faith’s Ethical Living, Store & Therapies in Hereford.
I thought it might be nice to share a little about how and why we’ve got here — the story behind the shop, the therapies, and the passion that’s driven it all.
Where It All Began
From a young age, I’ve always been fascinated by natural health and complementary medicine. I remember my mum rubbing my feet to ease anxiety when I was little — a simple act that sparked a lifelong passion for helping others feel better, naturally.
After being accepted into medical school, I took a gap year to work in a nursing home, and that experience completely changed my path. I saw firsthand how many residents were on countless medications, with little focus on diet, movement, or physical therapy. It didn’t feel quite right. I wanted to help people in a way that looked at the whole person, not just the symptoms.
That realisation led me to change my course, and focus on complementary medicine, choosing to study Acupuncture in London. I was keen to keep the science aspect of my training so I chose the only BSc Degree in Acupuncture in the country: there was SO much to learn, from ancient Chinese philosophy to pharmacology, physiology, pathology and everything in between and l loved it. Around the same time, I landed my dream part time shop job at Neal’s Yard Remedies in Covent Garden — a brand I had always admired for its ethical values and commitment to natural, effective products.
After graduating, I worked as an acupuncturist while continuing part-time at Neal’s Yard Remedies, in various stores in London and then the lovely franchises in Exeter and Totnes. Over time, I realised I wanted to make this my full-time life: combining my therapy work with a shop that reflected my values.
Opening The Shop
A Neal’s Yard Remedies franchise seemed like the perfect fit — I could have therapy rooms, a retail space, and a brand I truly believed in. So, I began searching for the right location — somewhere with a community that might embrace complementary health.
That place turned out to be Hereford, a tiny historic city set in one of the most beautiful counties you'll ever see.
After a huge bank loan, months of planning and renovation, sleepless nights, and a very panicky few weeks of moving home and hiring staff, I finally opened my business in 2012.
There were hard lessons — like learning that March isn’t the best time to open a retail business — and it took me almost a decade to pay back that first loan. But I loved it. I was doing what I always dreamed of, meeting incredible people, and learning everything about running a business: accounting, HR, marketing, and everything in between.
Growing, Learning, and Motherhood
In 2017, I became a mother, and suddenly I had to step back and rely on my amazing team. That experience taught me to let go and trust others — to be a present mother while still keeping the business going behind the scenes.
A year later, my daughter arrived. Two under two was intense! But it was also a time of enormous growth, both personally and professionally: learning how to parent at the same time as running a business - it was incredibly full on!
Then came Covid.
It was brutal. Rent still had to be paid in full for the whole duration of lockdown, but I wasn’t allowed to sell online under my franchise agreement. I tried everything — even setting up a photo gallery of products for customers to call and order from — but it was far from easy, and was told I had to take it down. Sales plummeted, and at one point, I thought I might lose everything.
But thanks to the incredible support of family, friends, and our local community, we just about made it through.
A New Chapter: Becoming Independent
In 2023, Neal’s Yard Remedies decided to end their franchise model. It was a big change — and honestly, a scary one. But it turned out to be the best thing that could have happened.
I became fully independent, while still proudly stocking the full Neal’s Yard Remedies range. It meant I could finally have an online shop, introduce other ethical brands I believed in, and shape the business into something truly, wholly, my own.
That also meant finding a new name.
I went round in circles trying to find the perfect one — something that reflected our ethical and sustainable ethos, but didn’t sound too “hippie.” I was still dithering when, one day, I overheard a long-time customer on the phone saying,
“I’m just at Faith’s.”
And that was it. It made perfect sense — personal, simple, and true to the heart of what we are. I’m still conscious that it might seem egotistical, but without having time to over think it anymore, I went for it. And so, Faith’s Ethical Living, Store & Therapies was born.
Where We Are Now
Nearly 14 years on, I’m still loving it — even with all the challenges that come with running a business.
I feel so proud of how far we’ve come:
• A talented team of 15 incredible Staff and Therapists, some of whom have been on the ride with me since I opened
• A thriving therapy centre with thousands of 5-star reviews
• Loyal customers who’ve been with us since day one — and new ones discovering us every week
• A carefully curated range of brands that reflect everything we stand for: ethical, sustainable, effective
The Most Exciting Part of My Shopkeeping Journey So Far, and The Beginning of a Movement
It’s been a journey full of lessons, growth, and gratitude. But the best part, the most unexpected and yet rewarding part? Seeing a real shift in how people think about their wellbeing — and the world around them.
More and more, our customers are becoming empowered and educated, taking the time to understand what they’re putting on their skin, what they’re bringing into their homes, and how those choices ripple outward to affect both people and the planet.
This growing movement toward conscious, ethical living is incredible to witness. It’s no longer just a niche interest — it’s becoming a genuine way of life for so many. People want transparency, sustainability, and authenticity. They want products and therapies that support their health naturally, respect the earth, and uplift the communities that make them.
To see that awareness spreading — to see customers making mindful choices with such intention — is deeply inspiring. It reminds me every single day why I started this journey in the first place, and it gives me so much hope for the future.
Looking ahead, I’m excited to keep bringing new, ethical brands and holistic therapies to our growing, like-minded community.
To everyone who has supported me — from my family to my team, my customers, and our community — thank you. You are the reason Faith’s Store & Therapies exists, and I hope you’ll continue to be part of our story for many years to come.
With love and gratitude,
Faith 🌿