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Local Gem is RetailMeNot’s new editorial series celebrating standout indie shops across the United States. Discover hidden treasures near you, travel to one, or shop their one-of-a-kind finds online.
Austin, Texas, held the title of the fastest-growing metropolitan area in the United States for over a decade. Every day, the capital welcomes over 100 new residents and says farewell to 200 former ones.
In this rapidly transforming town, businesses bloom and wither faster than Texas bluebonnets. Locals mourn the loss of local institutions like Dart Bowl, Dry Creek Cafe and Oat Willie’s, while denouncing newcomers like the posh Hermès store and sterile Domaine mall.
Amid all this churn, take heart — a gift shop nestled on the quiet end of East 11th Street — stands as an anomaly. The shop has managed to survive and thrive for over 14 years, even as new restaurants and boutiques open and shutter around it.
The uncommonness of take heart’s staying power isn’t lost on the founder and owner, Nina Gordon.
“I drive around the neighborhood and see how many businesses fall in and out of business,” Gordon says. “I feel so grateful we’re still here.”
take heart is located at 1211 E 11th Street, Suite 100, Austin, Texas 78702
Image: Maria Cristina LalondeThe Story Behind take heart
What makes take heart’s survival especially extraordinary is Gordon’s lack of business education or experience. A longtime social worker ready for a change, Gordon entered the retail world armed only with curiosity and a copy of Julia Cameron’s “The Artist’s Way.” The 1992 self-help book focuses on unlocking creativity, encouraging readers to delve into their passions. Through its pages, Gordon reconnected with a childhood dream of owning her own store.
“I loved little, independent creative shops always,” she says. “The book inspired me to build one of my own.”
Determined, Gordon took practical steps. She took a business class. She applied for a startup grant. She opened take heart in 2011 while working part-time as a social worker, enlisting the help of friends and family during her shifts.
Her approach was unconventional: grow slowly, stay humble, and be open to advice. “I did not have to be perfect when I opened the shop,” Gordon says. “I was going to learn and grow as I go.”
In the last 14 years, take heart has become a fixture on East 11th Street, weathering economic shifts, pandemic challenges and the city’s relentless transformation. The Artists’ Way, the book that sparked its inception, now sits on the shop’s shelves.
The secret to the shop’s long-term success? Community, says Gordon.
“We have a lot of long-time regular customers,” Gordon says. “There’s a big part of the Austin community that really wants to support small businesses.”
What You’ll Find Inside
Image: Maria Cristina LalondeIn a city that constantly reinvents itself, take heart is a welcoming constant. Pop in for a visit, and you’ll discover a serene shop bathed in sunlight and filled with the aroma of palo santo and lavender soap.
Image: Maria Cristina LaLonde“People come in and say, ‘I just want to live in here,'” Gordon laughs. “And that’s exactly what we want.”
The shop’s bestsellers include self-care products, hand-poured candles and artisan soaps. Some of the shop’s most unique finds include Native American fetishes — hand-carved, one-of-a-kind animal figurines that Gordon personally selects in New Mexico — and intricate needlepoint coasters from Japan, which she says are unlike anything else in the world.
Image: Maria Cristina LalondeYou can shop a few of the shop’s noteworthy products below:
Rosehip Bath Soak from URB Apothecary
Image: Take Heart Designed to soothe muscles and nerves, this rosy‑pink soak is infused with Himalayan salt, French pink clay, rosehip powder and bergamot.
Price: $12 at takeheartshop.com
Los Poblanos Bar Soaps
Image: Take HeartThese soaps, crafted on the renowned Los Poblanos lavender farm in New Mexico, gently cleanse and moisturize with natural ingredients like beeswax and avocado oil.
Price: $12 at takeheartshop.com
Spiral Beeswax Candles by Cave Glow
Image: Take Heart
Hand-poured in the Hudson Valley using local beeswax and cotton wicks, these 9-inch spiral candles capture the colors of sunrise and dusk.
Price: $26 at takeheartshop.com
Can I Sit With You? by Sarah Jacoby
Image: Take HeartThis lyrical picture book shares the tale of a stray dog discovering friendship through striking watercolor illustrations.
Price: $18.99 at takeheartshop.com
A Peek Into take heart’s Community
Like all local businesses, take heart is part of a larger ecosystem. The shop shares foot traffic with nearby indie retailers, artists’ studios, and cafes like Radio Rosewood and Paperboy.
“Small businesses don’t always last 14 years,” Gordon reflects. “That’s never lost on me. I’m so grateful for our longtime regulars.”
As a love letter to her neighborhood, Gordon developed and distributes a hand-drawn “East Austin Shop Map.” The map helps people discover other local gems on and around East 11th Street.
“Local businesses around East Austin get a big stack to give to customers,” Nina says. “It’s a wonderful thing to give Austin visitors wondering, ‘Where should we go?'”
How to Shop take heart
Even if you’re not in town, you can still get a taste of take heart. The shop’s website (takeheartshop.com) features a rotating selection of goods available for shipping nationwide. Instagram (@takeheartshop) offers behind-the-scenes glimpses.
Visiting Austin? Plan on dedicating an afternoon to exploring the independent retail shops, cafes and restaurants on East 11th Street before exploring take heart’s treasures.
And if you’re an Austin local? Visit regularly: New items, many handcrafted by local makers, are added weekly.
It’s a particularly good place for getting your holiday shopping done, Gordon notes.
“People have come to depend on us for the bulk of their holiday shopping and birthdays,” she says. “We have a good, wide range of price points for gifts — sometimes you just want a small thing, but you want it to be nice.”
Next time you need a gift — or a moment of calm — take heart. Literally. And don’t forget to look around: you might just find something you didn’t know you needed.
Have a favorite local gem in your neighborhood or do you own a local gem you want us to feature? Share it with us by filling out this form. We’re always on the hunt for unique spots worth celebrating!
The post Local Gem: take heart in Austin, Texas appeared first on The Real Deal by RetailMeNot.
