Hidden Gems

Once upon a time in the early 1990s, I remember popping into an Academy Surplus store filled with classic army and navy supplies. It sat just off I-35, across from Hancock Shopping Center. Eventually, that store relocated and, in its place, appeared something entirely different: a quirky shop selling rocks and crystals. What I didn’t realize then was that this unusual new store had already lived another life, having relocated there from a tiny space in East Austin where it first took root. Over time, it grew into one of Austin’s most beloved places to shop: Nature’s Treasures.

As the years have passed, Austin’s neighborhoods have transformed. The airport moved. Skylines rose. Long stretches of familiar road changed shape and direction. Through it all, few local businesses have navigated these shifts as gracefully as Nature’s Treasures. Over the past 26 years, this iconic Austin institution has grown alongside the city expanding, adapting, and reimagining itself while remaining firmly grounded in its mission and identity.

BEGINNINGS

Nature’s Treasures began in 2000 as a small, unassuming shop created by founder and owner Karen Richards. Located on East Fifth Street, the store featured a modest display of amethyst crystals that caught the attention of passersby, drawing in interior designers, spiritual seekers, and the merely curious. It quickly became a gathering place, known for its welcoming atmosphere and staff whose warmth and deep knowledge made newcomers feel instantly at home.

As word spread, so did the store. By 2005, Nature’s Treasures had expanded into three locations, each cherished by rockhounds, lapidaries, fossil enthusiasts, educators, and collectors. In 2011, Richards consolidated the business into a single 14,000-square-foot flagship space at 4103 North Interstate 35, the very site where the old Academy Surplus once stood. The new home included a retail showroom, outdoor rock yard, rock depot, event center, and online store, earning recognition at the time as the largest metaphysical retail space in the country.

Moving Forward

In January 2025, Nature’s Treasures celebrated its 25th anniversary by stepping confidently into its next era with the completion of a major relocation to a new campus at 11055 North IH-35. The move marked both an ending and a beginning, shaped by Austin’s rapid evolution and the store’s enduring commitment to growth and community.

The decision to relocate was driven by necessity rather than ambition alone. The IH-35 Capital Express project, a sweeping infrastructure effort aimed at reshaping one of Austin’s busiest corridors, required the acquisition of Nature’s Treasures’ Rock Depot and Yard, along with more than 100 other businesses forced to close or relocate to make way for the massive highway expansion.

With support from the Texas Department of Transportation (TxDOT), Nature’s Treasures was able to make a relatively smooth transition. Much of that success came down to mindset. Rather than resist change, the business approached the upheaval with collaboration and resolve. Working closely with their landlord and TxDOT, the team navigated the complexities of property acquisition and relocation. It was a challenge emblematic of Austin itself: growth demanding flexibility, vision, and cooperation.

The transformation of a 23,500-square-foot warehouse into the new Nature’s Treasures was a two-year endeavor, and it culminated in a Grand Reopening on Aug. 8, 2025, celebrated in partnership with the Austin Chamber of Commerce. City officials commemorated the milestone by declaring the date “Nature’s Treasures Day,” a fitting acknowledgment of a business deeply woven into Austin’s cultural and creative fabric.

The new space offers more than additional square footage. If you haven’t yet visited the new location, it’s worth the trip. Standing at the front doors, I looked out onto a green space filled with lawns, mature trees, a flowing creek, and visiting wildlife. Despite the proximity of I-35 just beyond the tree line, the setting feels calm and restorative, intentionally so.

WELCOME IN 

Inside, sustainability is clearly a priority. Existing lighting has been retrofitted with energy-efficient LED bulbs, and the company plans to participate in Austin Energy and Austin Water programs to further reduce its environmental footprint. Throughout the store, sound therapy instruments, incense, herbs, and an extraordinary array of crystals, agates, and fossils engage the senses. During my visit, managers Michael Kallstrom and Amanda Journeay pointed out that the retail space is thoughtfully organized and color-coded by chakra, reflecting a holistic worldview centered on balance and well-being.

Another reason customers continue to return is the remarkable accessibility of the inventory. Nature’s Treasures offers everything from small stones priced at pocket change to museum-scale specimens, including the iconic, monumental amethyst geode (valued at $125,000) that greets visitors upon entry. For years, even those who never stepped inside the shop recognized it from the towering billboard that once loomed over I-35.

Beyond retail, Nature’s Treasures functions as a true community hub, hosting astrology workshops, tarot readings, full moon celebrations, and author talks that encourage reflection and connection. In an increasingly digital and fast-paced society, the store offers a reminder that wellbeing is rooted in balance, presence, and a meaningful connection to nature.

TRUNK SHOW

If you’ve never attended one, be sure to mark your calendar for the 20th Annual Spring Trunk Show, running from March 28 through April 12. Formerly known as the Tucson Truck Show, the event features newly sourced treasures from the International Gem & Jewelry Show in Tucson, Arizona. Once unpacked directly from an 18-wheeler and sold straight from shipping boxes, the event has evolved into a refined yet still thrilling showcase of rare and limited finds. Subscribers to the store’s email list receive preview messages highlighting special arrivals, limited quantities, and occasional exceptional deals passed directly along.

As Austin continues to grow and transform, Nature’s Treasures remains a steady presence rooted in stone, guided by nature, and shaped by community. In its new home, the store stands as a reminder that while Austin evolves, some of its most beloved places evolve right along with it.

Carmen Gray has lived in Austin since 1992. She is a retired teacher, published author, and freelance writer.