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Enchanted Planet

Featured business: Enchanted Planet
Founder: Shaun Berbert

Founded to bring a little joy, culture and color to the people of Murfreesboro, help incite social change, promote freedom and drawing great inspiration from the music and atmosphere of Pink Floyd (which also accurately describes The Murfreesboro Pulse, incidentally), Enchanted Planet features a variety of goods from around the globe.

Located on Lytle Street just off of the Public Square, the shop carries artwork, stickers, shirts, concoctions to help one study for certain tests and other . . . enchanted paraphernalia.

You may find a colorful tapestry to decorate your space, a unique jewelry or clothing item, some Grateful Dead merch, artwork, incense burners and more. A customer could spend juts a few cents on a stick of incense, or drop thousands of dollars on elaborate art, glasswork and collectibles.

“I try and buy things that I like, so if it doesn’t sell I don’t mind being stuck with it,” store owner Shaun Berbert says.

The store originally opened just a block down Lytle Street, but a few years after opening an electrical fire erupted in the space and devastated the inventory.

“We lost everything,” says Berbert, but that wasn’t the end for his business. “The community came together and started buying the burnt stuff, and held a benefit concert at the Boro Bar and Grill and raised a few thousand dollars for me.

High Times actually covered the benefit,” and that drew even more attention to the store and vision, he says.

Then NORML (National Organization for the Reform of Marijuana Laws) founder Keith Stroup, and author and cannabis grower Ed Rosenthal became involved and donated some signed books and art to sell to help out the Enchanted Planet cause, and the store rose from the ashes. The metal phoenix atop the entrance of the current building (crafted by local metalworker Stephen Levenhagen) is symbolic of this rebirth and coming back even stronger.

Today, Berbert is preparing to open sister Enchanted Planet stores in Atlanta and Boulder and also operates an aeriel photography company, Wish You Were Here, which flies over and shoots major festivals, gatherings and concerts.

Murfreesboro Pulse: Why did you open your business?
Shaun Berbert: To enlighten and broaden people’s minds by offering personal items from around the world. We’re trying to carry the things you don’t see everywhere, those enchanted items you can’t find at the mall, at Walmart.
I’ve been doing a lot of traveling to find the best of the best things.

We are very much enamored with local arts and crafts.

MP: What businesses/people were an inspiration for you?
SB: I was out of the Marine Corps and had hard time keeping a job.
I went to the Pink Floyd show at Vanderbilt (in 1994). I got blown away by the lights, the sound, the music, enlightenment flooded me.

I went back to my place for an after-party, and after sitting by myself for an hour processing, I told everyone “I’m going to Mexico in the morning.”

I did, and I bought some goods, brought them back to Murfreesboro and started selling them.

I found inspiration along the way from Jerry at Century 21; he pulled me aside and said you need to buy this, you need to do this, and that helped me get into the brick-and-mortar store.

Lee Roberts at the Boro allowed me to set up in his parking lot for free and sell merchandise; he was supportive.

I did the final year the Grateful Dead were touring. Through touring with them, I made all of the connections I would need to run this store.

MP: What challenges have you overcome in starting and growing your business?
SB: Employees are always a hard thing to manage and deal with. Getting on top of all of the different regulations and taxes that have to be done.

Finding good products and bringing them into sell is the easy part.

MP: What’s your favorite part about your job?
SB: All of the people who come in, the community. The people who come in with smiles on their faces, who we are able to sell something meaningful to them.

MP: What advice do you have for people starting a small business?
SB: Be honest and sincere. If you’re honest and sincere with your customers, you will make it.

MP: Who are your customers?
SB: People within 200 miles. I have people come in from Birmingham, Kentucky, Knoxville. All of those who are tired of the same old thing and looking for something different.

MP: How are you getting the word out about your business?
SB: When you make a customer happy, they will tell someone.

MP: Tell me how the aerial photography company came about.
SB: Wish You Were Here happened in 2005. I went through a very heart-wrenching divorce. Someone said, “I’m tired of seeing you look down. Why don’t you learn how to fly?” I did; I loved it.

We formed a business plan, and started going to some major festivals (he now shoots events from Sturgis Motorcycle Rally to Bonnaroo).

MP: Is there anything else you feel the people of Murfreesboro should know about you and your businesses?
SB: I feel really strongly about the Goodwill Peace Treaty (read/print/sign it here) and encourage everyone coming into the store to take a look at it. It’s something everyone should read and understand.

There's no "B" in water pipe . . .

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About the Author

Bracken, a 2003 graduate of MTSU’s journalism program, is the founder and publisher of the Murfreesboro Pulse. He lives in Murfreesboro with his wife, graphic artist and business partner, Sarah, and sons, Bracken Jr. and Beckett. Bracken enjoys playing the piano, sushi, football, chess, Tool, jogging, his backyard, hippie music, ice skating, Chopin, rasslin’, swimming, soup, tennis, sunshine, brunch, revolution and frying things. Connect with him on LinkedIn

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1 Comment

  • seawulf

    Owner is not open to feedback. Very defensive. I wasn’t asking her to even do anything for me but to accept and understand she sold me a product with high expectations and it absolutely did nothing she said it would do for me. In addition this is about a product that has no refund policy(NEVER mentioned during the sale). BEWARE their CBD oils. They do not work for everyone and refuse to state that when selling it to you, and they’re not the miracle cure they tell you it is. They are quite outside of realistic expectations with their sales pitch.

    Very unfortunate. I’ve been doing business with Enchanted Planet for years. I am reconsidering where I’ll go for their type of inventory in the future. I hate to see it come to a negative end. I have left a similar review with Google reviews and plan to with Yelp and any other review service to make sure people know to be cautious.

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