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Meet Tara and Frank Hinckley of Oliver’s Wands and Wizarding Wares

Today we’d like to introduce you to Tara and Frank Hinckley.

Thanks for sharing your story with us Tara and Frank Hinckley. So, let’s start at the beginning and we can move on from there.
Formerly known as Charmed in New England, we transfigured into Oliver’s Wands and Wizarding Wares on July 29, 2017, fulfilling the needs and dreams of Wizards both young and old for a place in New England where all can come together and share their Love of the boy, “Just Harry”, who became a great Wizard!

We sell licensed and inspired Harry Potter collectibles. We hold School Vacation Camps and sponsor the annual Wizard Springtime Market, at the historic Winnekenni Castle in Haverhill, MA for all aspiring and inquisitive Wizards and Witches across New England.

Established in 2009, we began our journey as Charmed, an idea that flourished from an online store to a 1500 square foot Spiritual Emporium in the first four years. In our sixth year in business, we relocated to beautiful downtown Maynard, Massachusetts in 2015. Charmed then became two floors, with Lady Tara’s Tea Room and retail merchandise on the top floor and Conjure Apothecary, The New England Magick Academy Classroom and Lady Tara’s Workshop on the lower level.

Combining the success of Charmed with the inspiration for Oliver’s we decided to move forward cohesively with the growing needs of the community and on July 29, 2017, Charmed’s brick and mortar store Transfigured into Oliver’s Wands and Wizarding Wares, with licensed and inspired Harry Potter collectibles, games and memorabilia, an old-fashioned penny candy section, 150 wands and an interactive wand desk for children.

Has it been a smooth road?
We had some struggles along the way. As we all know, brick and mortar stores have had difficulty due to the convenience of online shopping. Last April, although painful and disheartening, we had considered closing. Then we thought of all of the children we had taught at our School Vacation Camps. All so inquisitive, knowledgeable and INTERESTED in learning MORE.

The families and fans we had met along the way…

So at 1 am on June 27th, we made the decision to “transfigure” Charmed into Oliver’s Wands and Wizarding Wares. We made the plan. Changed our name. Registered as an LLC. Acquired the approval for more licensed Harry Potter products. Then we reopened as Oliver’s to a tremendous response!

We’d love to hear more about your business.
We specialize in licensed and inspired Harry Potter products. By inspired, we mean, for example, We make our own line of ‘Butterbeer’ candles. We make our own ‘Mandrake’ plants. We have an interactive wand desk where ANYONE chosen by their wand can make “Magick” by reciting a spell and the flick of their wand.

We have self-stirring cauldrons that stir up Managed Mischief. Oliver’s is an experience, something not found with online shopping.

We are proud that our decor and displays are all original ideas, that have that Magickal feel. Many who come through our doors state that it feels like Hogwarts. We are also proud of the fact that we have not forgotten our roots, meaning we still carry many of our ‘Charmed’ products that our guests still know and Love.

What sets us apart is that we are not commercialized. We follow our own vision. We listen to our guests. Everyone who enters is greeted. They exit with a Thank You. People who arrive as strangers, leave as friends, all for the Love of “Just Harry”, the boy destined to become a great Wizard.

What sets us apart is the fact that we are still a family owned, Small Business.

Is our city a good place to do what you do?
We stumbled upon Maynard after our building was sold in Marlborough. There is so much history here in Maynard. The mill produced uniforms for Union soldiers during The Civil War. We just received our distinction as a Cultural District.

Maynard residents and those from surrounding cities and towns are VERY supportive of our business. Many states they don’t mind the drive because they feel it is more important to support us than to shop online. PLUS, they LOVE the experience they get at Oliver’s. How cool is that?

Boston and the surrounding suburbs great places to start a business. It is a LOT of hard work and sacrifice, yet, in the end, it is SO worth it.

Contact Info:

Getting in touch: BostonVoyager is built on recommendations from the community; it’s how we uncover hidden gems, so if you know someone who deserves recognition please let us know here.

1 Comment

  1. Melissa

    January 17, 2018 at 2:03 am

    I think it’s also important to mention the kind hearts these two have! I was there when some young high schoolers journied in to ask for community support. Lady T was asked for a donation of some sort. Immediately she jumped to offer a basket and showed the girls what they could expect. Her kind and loving ways don’t stop there. My children visit frequently as they love this magical stop. She never forgets to spend an extra moment with them telling them how great they are and showing them the new magical changes that have happened in the store since their last visit. Make sure you visit this magical place you won’t regret it!!

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