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Bewitching Huntsville shop hopes to buck business survival trends

Many mom-and-pop shops in Alabama don't survive to see their five-year anniversary. But 'Bewitched' in Huntsville thinks they've got the magic formula to endure.

HUNTSVILLE, Ala. — Starting a small business can be a scary challenge for anyone - especially when you look at discouraging trends about survival rates. The U.S. Bureau of Labor Statistics shows that in Alabama, nearly a quarter of all Alabama businesses fail in their first year. A more haunting figure - 46% will close before reaching their fifth anniversary.

Those numbers are actually a bit better than the national rate. But here in Huntsville, one business thinks it may have the magic formula to buck the trend.

The owners of Bewitched Alabama, Kelly Reily and Jessi Owens-Cone, have already proved they have what it takes to persevere, having already started over once before.

"We had vendors that were supposed to be reputable, and we placed a sizable order for inventory," explained owner Kelly Reily "And when it came in, it was garbage. It did not meet the standards. We literally took $1,200 of inventory and threw it in the garbage."

Bewitched opened up two weeks ago with the aim of providing spiritual objects for people who practice non-traditional religions. The shop also sells incense, handmade plush toys and other decorative items.

You may find some spooky crafts or a fierce fan - but Reily and Owens-Cone say they opened Bewitched for those seeking more than just odds and ends.

"We talked about what we wanted to carry or where we wanted it to be," said Owens-Cone. "The first thing we decided was, 'How do we want it to feel?' No matter what path you're on, you can come here and we can be a resource to the community."

The shop plans to add space in the coming months for private tarot readings and alternative therapies - but they already to appear have found regular customers from the get-go.

"Somebody else posted a Facebook post about this new store that opened up in Huntsville, and I thought it was interesting," said Jack Graham. "I told my girlfriend about it, and she said, 'We have to go.' So we got in the car and came straight here."

You can follow Bewitched Alabama on their Facebook and Instagram accounts.

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