Running a wellbeing business takes more than a love of the product. It takes the confidence to keep showing up, even when you’re not sure it’s working yet. For Nez Cornish, founder of The Crystal Cove in Hither Green, that’s exactly how it started: a personal passion for crystals that slowly grew into a shop, and then into a community.
We sat down with Nez to talk about her journey, how Tree Shepherd’s markets helped her build confidence, and her advice for anyone thinking about starting out.
Tell us about yourself and how The Crystal Cove began.
I’m Nez Cornish, and I run The Crystal Cove in Hither Green, South East London. I’ve loved crystals for over twenty years. I was always the person buying them, collecting them and learning about them, and eventually I realised I wanted to turn that into something I could share with others.
What is The Crystal Cove, and who comes to you?
It’s much more than a crystal shop. It’s a community space where people can explore crystals, wellbeing, learning, healing and personal development. My customers come from all walks of life, from experienced collectors looking for rare minerals to people who are completely new to crystals. A lot of people come for the workshops, the healing sessions, the community events, or just because they enjoy the atmosphere.
What did the early days look like?
The first version of the business was simply me, a small collection of crystals, a market stall and a lot of nerves. I had no shop, no big plan and very little confidence. I was honestly terrified when I first started trading. What helped me move forward was showing up, even when I doubted myself. I kept turning up to markets, talking to people and learning. Consistency was probably the biggest factor in helping me grow.
What’s been one of the hardest parts of running your own business?
Believing in myself enough to keep going through the difficult periods. Running a small business can be emotionally challenging, and there are moments when things feel uncertain. What got me through was staying focused on why I started, and learning that asking for support isn’t a weakness. Building relationships, networking and being part of supportive communities helped me through many of those challenges.
How did you come across Tree Shepherd?
I first discovered Tree Shepherd through the markets programme. Since then, I’ve used the markets, networking opportunities and the support that’s aimed at small businesses starting out.
What difference has that made?
A huge difference. Tree Shepherd gave me my first opportunity to trade in a supportive environment. Before that, I was incredibly nervous about selling publicly. Those early markets helped build my confidence, taught me valuable lessons and gave me the courage to take the next step. I genuinely don’t know if The Crystal Cove would exist in its current form without those early opportunities.
What do you enjoy most about your customers and your local community?
The relationships. Many customers have become familiar faces over the years, and it’s wonderful watching people grow in confidence, discover new interests and find support through the community. One of the most rewarding things is when someone comes in feeling anxious, overwhelmed or unsure, and leaves smiling, feeling heard and supported. Those moments stay with me.
Any recent highlights you’d like to share?
Opening the doors to my own shop was huge. Going from a nervous market trader to having a permanent community space felt incredibly special. More recently, seeing workshops, courses and wellbeing events filling the calendar has shown me that people aren’t just buying products. They’re becoming part of a community.
Where would you like The Crystal Cove to be in a few years?
I’d love to continue growing The Crystal Cove as a recognised community wellbeing hub, with more workshops, events, courses and opportunities for people to connect. Right now, I’m focusing on expanding community-focused events and developing more educational and wellbeing programmes that bring people together.
What would you say to someone starting out?
Start before you feel ready. I wish someone had told me earlier that confidence comes after you begin, not before. Most people are waiting to feel ready, but the growth happens when you take the first step anyway.
Starting a business isn’t always about having a perfect plan. Sometimes it’s simply about taking one small step, then another. Looking back, the support and encouragement I received in those early days made a bigger difference than I realised at the time, and I’m grateful to have been part of the Tree Shepherd community.
Where can people find you?
You can visit The Crystal Cove in Hither Green, South East London, follow along on Instagram at @TheCrystalCove2022, or check out the website at the-crystal-cove.uk.
Tree Shepherd helps South London businesses build confidence and take action. We offer mentoring, business training and local trading opportunities through our Thrive markets and startup support.
📩 Want to grow your business like Nez? Visit treeshepherd.org.uk to book free mentoring or join one of our courses.
Let’s grow together.
