A Market Common Specialty Shop
by Melissa LaScaleia
Emma Ware is the face behind Emma’s School of Healthy Eating and Specialty Store in the Market Common. Her double degrees in Clinical Homeopathy and Holistic Nutrition, along with added studies in herbology, kinesiology and face reading, have led her to be one of the most talented and desired health consultants in Myrtle Beach.
Due to her expertise, she is often invited to be the keynote speaker at major events such as the American Heart Association’s Women’s Legacy Luncheon, Coastal Carolina engagements, and more.
At her cozy space on Howard Avenue, Emma runs a health-products based specialty store with a private space for consultations in the back. Inside you’ll find an array of all natural handcrafted soaps, honeys, salts, herbal supplements, shampoos, lotions, teas and even cod liver oil from Iceland.
“I learned about this oil brand a few months ago and was blown away,” Emma says enthusiastically. “There are countless health benefits from using this oil.”
Sifting through the hype and hucksterism from huge corporations marketing the organic lifestyle versus finding authentic products from smaller manufacturers, is a challenge Emma welcomes. She sources many of her products locally, but also learns a lot from her customer base.
“If something is genuinely healthy for you, has more nutrients, isn’t overly processed and has integrity, it will last and it has a place here,” says Emma. “I’m not interested in fads— like miracle cures or diets claiming to help you lose 50 pounds a month— even if they’re popular.”
The current trend that places emphasis and preference on national conglomerate brands sometimes worries Emma. She argues that supporting smaller, local companies brings an intimacy that bigger stores can’t deliver, and pays other dividends to the community as well.
Walking into Emma’s Specialty Shop during all times of the year is a blast of warmth to the soul. The shelves and furniture are modern and sleek, the music is instrumental, and the space is full of love.
If you’ve ever waxed nostalgic for the days of yore when the local mercantile was the hub of the community, entering Emma’s Specialty Shop on a quiet morning is like a re-creation of that past.
“I know my base and I’m a part of this community,” she says. “I’m as experienced with the items I carry in my shop as I am with breathing. I believe in the power of self-healing through eating, using natural products on the body, and living a curious life. I’m always willing to learn more.”