Diana Abreu is the kind of entrepreneur whose passion for community and spirituality shines through every candle she lights. As the founder of Fate and Folklore, she has created more than a retail shop in downtown Durham; she's built a haven for anyone seeking a mindful escape.
"I sell candles and soaps, lots of locally handmade sourced items," Diana explains, "but I also have anything you would need…to kind of further your spiritual practice." What began six years ago as weekend pop-ups under her previous brand quickly evolved when locals kept gravitating toward her "witchy corner," stocked with tarot cards, herbs, and candles.
"I listened to what the community asked for and provided something that was much needed," she says.
Last year, Diana officially opened her brick-and-mortar space, transforming feedback into a warm, inviting environment where "anybody can come and ask questions, learn, enjoy good energy, and feel included." She recognized that in today's fast-paced world, "we need an escape…" and that escape for a lot of people is their spirituality, is their mindset.
Balancing boldness with professionalism, Diana chose to rebrand as Fate and Folklore—a "grown-up version of my brand" that allows her to reach new audiences without the limitations of the curse word included in her previous brand name. "It has a very specific niche market and taps into that market versus being a general, all-encompassing brand," she notes.
A key chapter in her journey was the first retail space through Downtown Durham Inc. "Having access to a space that's smaller, that's more affordable, was a huge thing," Diana recalls. The program provided her with the opportunity to test the market, gather data, and refine her offerings before committing to a whole lease. Beyond affordable workspace, Diana explains how the Durham ecosystem, which includes E3 Alliance members like Echo, resources like the Durham Library, and E3 Durham's workshops and expert mentors, provides "guidance when you have an issue you can't quite get over the hump on your own."
Her advice to fellow entrepreneurs? "Lean in to help. Don't do it all by yourself. Solopreneur(-ship) is a myth." In a city celebrated as one of the best places to start a small business, Diana's story proves that with passion, community feedback, and the proper support, you can turn a pop-up idea into a thriving and sustainable business, one candle at a time.
Durham County entrepreneurs are able to enroll in the E3 Durham program via appointment at the new E3 Durham Center located in downtown Durham, or online. Enroll today!
For more information about the Equitable Entrepreneurial Ecosystem in Durham, NC, please contact us.