Today we’d like to introduce you to Beatriz Duron.
Hi Beatriz, we’d love for you to start by introducing yourself.
Amethyst Treasures was born from a lifelong passion for spirituality, healing, and helping people reconnect with themselves. I grew up in Mexico, where traditional healing practices, herbal remedies, and a deep respect for the spiritual world were woven into everyday life. Those experiences sparked a curiosity that stayed with me throughout my life and eventually led me to study a variety of healing modalities, energy work, and metaphysical traditions.
When I opened Amethyst Treasures, my goal wasn’t simply to sell crystals or spiritual tools. I wanted to create a space where people from all walks of life could feel welcome, whether they were taking their very first step into spirituality or had been on their own path for years. I wanted people to ask questions without feeling intimidated and to leave feeling inspired, empowered, and a little more connected to themselves.
Like many entrepreneurs, my journey has been filled with challenges. Building a small business requires resilience, faith, and the willingness to keep moving forward even when the path isn’t clear. Every obstacle has strengthened my commitment to the vision that first inspired me.
Today, Amethyst Treasures has grown into two locations, but what makes me most proud isn’t the expansion itself, it’s the community we’ve built. Our stores have become places where people come not only to shop, but to learn, heal, celebrate, and connect. Through classes, sound healing, intuitive services, and community events, we’ve created an environment where people feel seen and supported.
The name “Amethyst Treasures” reflects what I believe our true treasures are -while amethyst is a beautiful crystal associated with peace, wisdom, and spiritual growth- the real treasures are the transformations people experience. Every person who walks through our doors carries unique gifts, strength, and potential. If we can help someone reconnect with that, even in a small way, then we’ve fulfilled our purpose.
As we continue to grow, my mission remains the same: to create spaces where curiosity is welcomed, healing is accessible, and people are reminded that the greatest magic they can discover is already within themselves.
We all face challenges, but looking back would you describe it as a relatively smooth road?
Not at all- but I honestly think that’s part of what makes the journey so meaningful.
Building a small business has stretched me in ways I never imagined. There have been moments filled with excitement and moments filled with uncertainty. I’ve had to make difficult decisions, take risks, learn new skills, and trust myself even when I didn’t have all the answers. Opening a second location was one of those moments. It was exciting, but it also required a lot of faith, planning, and the willingness to step into the unknown.
One thing people don’t always realize is that being a small business owner means wearing many hats. On any given day, I might be helping customers, selecting new products, creating events, working on marketing, managing inventory, or solving unexpected problems. It keeps me on my toes, but I genuinely love what I do.
More than anything, this journey has taught me to trust the process. Not everything has gone according to plan, and that’s okay. Some of my biggest challenges have become my greatest lessons. They’ve taught me resilience, patience, and the importance of staying true to the heart of my business instead of comparing my path to anyone else’s.
When I see someone walk into Amethyst Treasures and leave smiling, feeling inspired, or telling me they finally found a place where they feel comfortable exploring their spiritual journey, it reminds me why I started. Those moments make every challenge worthwhile.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
At its heart, Amethyst Treasures is about helping people reconnect: with themselves, with their intuition, and with a sense of wonder. While we offer crystals, herbs, botanicals, books, candles, jewelry, and other spiritual tools, what we really provide is a welcoming space where people can explore, learn, and grow at their own pace.
One thing I’m especially passionate about is education. I love helping someone pick up their very first crystal, teaching them how to work with herbs and botanicals intentionally, or introducing them to practices that support inner balance and awareness in a way that feels approachable rather than intimidating. I also practice curanderismo, and that tradition deeply influences how I work with people. Rooted in respect for nature, intention, and holistic well-being. My goal has always been to make spiritual and intuitive practices feel accessible and grounded for everyone, regardless of where they are on their journey.
We also offer classes and workshops designed to help people better understand themselves and gently open up to their intuitive abilities. These are not about labeling or pushing beliefs, but about creating space for self-discovery, reflection, and personal growth in a supportive environment.
What I’m most proud of is the community we’ve built. Over the years, our stores have become gathering places where people come not only to shop, but to ask questions, attend classes, meet local practitioners, and connect with others who share similar interests. Seeing people walk in as first-time visitors and eventually become part of our extended community is incredibly rewarding.
I also believe what sets Amethyst Treasures apart is that we lead with authenticity. I don’t believe there is one “right” spiritual path. I meet people where they are, honor their beliefs, and encourage them to discover what resonates with them personally. While we have evolved more into a botanica-style space, our focus remains on healing, intention, and connection rather than labels or trends. Whether someone is looking for a meaningful gift, guidance, or simply a peaceful place to explore, I want them to feel welcomed and never judged.
At the end of the day, I hope people leave with more than a purchase. I hope they leave feeling inspired, empowered, and reminded that they already carry the wisdom and strength they’re searching for.
What were you like growing up?
Some of the experiences that have shaped me most happened during the years I lived in Cuautla and Cuernavaca, Morelos, Mexico. It was there that I studied Traditional Mexican Medicine, herbalism, curanderismo, and traditional Mexican massage. Those studies, combined with growing up in a family that practiced traditional healing traditions, gave me a deep appreciation for ancestral knowledge and the wisdom that is passed down through generations.
Some of what I do today comes from my formal studies, while other practices come from watching my mother and family. Those lessons weren’t always taught in a classroom, they were learned through observation, experience, and a deep respect for nature and community.
Traditional Mexican Medicine is a holistic tradition that brings together herbalism, hands-on healing techniques, and a spiritual approach to well-being. It recognizes that true healing involves the mind, body, and spirit working together. I feel incredibly fortunate to have been exposed to such a rich cultural heritage at an early age, and it continues to influence the way I serve others today.
As Amethyst Treasures has grown, I’ve realized that it has evolved beyond being simply a metaphysical shop. It has become a spiritual hub. A place where people can learn, connect, explore different traditions, attend classes, discover botanicals and spiritual tools, and feel welcomed exactly as they are. My hope has always been to create a space that honors tradition while remaining open, inclusive, and accessible to anyone seeking personal growth or a deeper connection with themselves.
Contact Info:
- Website: https://www.amethysttreasuresgifts.com/
- Instagram: @amethysttreasures
