Mushrock has built an extraordinary customer following in less than two years.
The Pakenham store specialises in gothic and alternative-style decor and fashion, witchcraft-related decor and spellcrafting tools, and books relating to witchcraft, crystals and self-care.
Owner Sarah Cappadona launched Mushrock online in August 2020 and opened a physical store in January this year.
“We started in my garage in Lakeside Pakenham and quickly moved to a storage shed before being able to rent a factory within three months of opening,” she said.
“We owe our success to the supportive alternative community and beautiful return customers.”
She dreams of being successful and self-sufficient on the back of hard work doing what she loves.
And it seems she’s well on her way.
Mushrock has more than 10,000 likes on its Facebook page, and Ms Cappadona takes pride in building a loyal customer base.
“We are small, family-run and welcoming to anyone and everyone to shop, chat and learn,” she said.
“We value and respect all of our customers regardless of way of life, belief system, appearance, style, sexuality, gender identity etc and this is an integral part of our mission.”
Providing a safe space for young people and LGBTQIA+ people to explore their alt side in an accepting space drives Ms Cappadona, as does meeting new and interesting people from all walks of life – and their pets.
“We encourage customers to bring their pets in to meet us,” she said.
“We always have dogs here and love all pets big, huge or small.”
Mushrock stocks leading alternative brands including Killstar, Sourpuss, Rogue and Wolf, Kreepsville 666, and Demonia.
“We offer a range of alternative and hard to find products without the excessive markups or international shipping costs,” Ms Cappadona said.
“We cater to a range of interests and styles including gothic, alt, punk, witchcraft, occult, hippie and more – all in one place.
“We are open to supporting artists and other small creators and would love to sell some locally-made products.”
Mushrock offers click and collect in one hour and same day delivery within 40 kilometres, plus buy now, pay later options with Afterpay, Latitude Pay, Klarna, Humm and Zip.
Mushrock is having a March Madness sale.
“New offers will be posted on our website and in emails every few days,” Ms Cappadona said.
“Customers can always get 10 per cent off with the code Mushfam online or in-store.”
Mushrock is located at Factory 23, 24 Bormar Drive, Pakenham, and is open 9.30am to 4.30pm Monday to Wednesday, 9.30am to 7.30pm Thursday and Friday, Saturday and Sunday 10.30am to 4.30pm.
Get in contact via mushrockers@gmail.com or @mushrockonline on Facebook or Instagram.
