ROX AND ROLL
This London-based boutique has become the go-to destination for top grade crystals – delivering beauty the globe over to celebrities and CEOs alike
Venusrox is a passion driven, London-based, premier crystal and mineral gallery specialising in sourcing the finest, and often museum grade, crystals and fine minerals for individuals and interior designers throughout the UK and worldwide. Founders Matt & Victoria Forster radiate happiness and harmony. We dug deeper to find out what their secret is…
01. You opened Venusrox in 2011 – was it a vision you had for a long time prior to making it a reality?
The vision was clear from the start and it didn't take long to become a reality. We believe this is what we are here to do so it was no surprise when things moved perfectly into place. Venusrox was meant to be!
02.
Why crystals and what properties do you believe they have that we can harness best for wellbeing?
Our journey with energy has been long and it still continues. Along this journey we came to realise that some crystals can be incredible allies, supporting us both energetically and spiritually as we follow our paths through life. Early on we realised we had the gift to be able to see those crystals that have a beneficial energy and we wanted to offer others the opportunity to also experience and enjoy the benefits from the support these magnificent crystals allies can give.
03. What determines the quality of a crystal and its vibrational frequency?
For us it is entirely the presence of this energy. If there is no energy in a crystal then there is no intrinsic benefit that the stone can bring. We initially travelled globally in search of crystals for ourselves and struggled to find many with beneficial energy. This is still the case and we never compromise when sourcing. This energy must be present or we will not buy the crystal, even if we could make a profit.
04. What do your first 30 minutes of the day look like?
The first place to start with energy is clarity and to ensure one is grounded and balanced, so we always check we are clear and grounded first thing in the morning and clear anything we need to. Mornings start early in our house, as an animal loving family, our furred and feathered family members come first and there is always a lot to do with dogs, horses, ducks and a cockatiel to care for.
05.
How did you know it was the right moment to launch and how do you find working as a team?
There wasn't a ‘right' moment. It just happened at the right time, much like everything that has happened with Venusrox. Although the direction may change from time to time we just trust and know we are on the right path. Thankfully we have the same vision and beliefs and we also genuinely enjoy each other's company.
06. Do you have any mentors or guides who have helped navigate your way?
We have someone who watches our backs who we will always be eternally grateful to. We are also always learning and gain in knowledge and experience that enhance our journey and we have learnt to go with the flow and are willing to change direction if needed.
07. How have you been able to grow Venusrox into a global brand so quickly and why do you think you have such a high retention rate?
We believe because we stay true to what we do. Our aim from the start has always been to bring the finest quality crystals both ascetically and energetically to the market for people to enjoy them however they choose to, and we don't compromise. There are lots of people trying to jump on the crystal and energy bandwagon, regurgitating the same beliefs and messages that do the rounds, but we do not follow the crowd. Everything that we do and believe in is from our own experience and integrity. We never buy a crystal if the energy is not right and we use our own method to clear the energy as many of the so-called clearing methods circulated around, in our experience, simply do not work. We have been approached many times to sell other people's products related to energy but we won't dilute the brand by allowing other people's energy into Venusrox. It is an appreciation of our knowledge and integrity behind the energy that people recognise and value, which we believe is why Venusrox has become a truly globally-trusted brand.
08. Is there a particular stone that people tend to start out with before they return to buy additional?
There is not a particular crystal – choosing a crystal is such a personal thing. When selecting a crystal, we always say to go with your gut and allow the crystal to draw
you to it; the crystal chooses you, you don't choose it. You will instinctively know which crystal wants to be with you. You will not only be attracted to the beauty of the crystal, but also to the purpose and power of the crystal itself. You will be drawn to the energy most needed by you at that particular point and time in your life. It is for this reason that you may find you are led to a crystal you have never considered before, or attracted to a colour that would not usually appeal to you. Allow your first impressions to guide you and follow your instincts. The right stone is the one that you are drawn to…it is as simple as that!
09. Have you created any memorable bespoke pieces for clients?
There have been some amazing pieces that we will always remember that still come up in conversation. Nature is truly incredible, every piece she creates is unique and she never fails to amaze us. The challenge is always to find the best way to mount them and display them to show their true beauty and the joy is always finding new memorable pieces.
We source from all over the world. We don't have one type of crystal that we connect with more than another. We just know when we see them if they are for Venusrox. We often get asked how we part with some of the pieces in the showroom – the answer is they are not ours personally, if they were ours then they would be at home.
11. You have clients the globe over – do you see any buying patterns based on regions or countries?
No, we don't. We often get asked this and also what type of crystal we sell the most of, but there really is no pattern as crystals are such a personal thing and we encourage people to trust themselves when selecting for the energy, so regional tastes have less influence.
10. Where do you usually source your pieces and do you notice a particular connection to one type of crystal or stone yourself ?
12. What in this market is luxury? Venusrox Crystals. 13. How do you approach client engagement and retention? It is very important to us that people feel welcome when they enter our showroom, we want people to feel relaxed and to spend as much time as they wish to browse and enjoy the crystals. We are there to help, answer questions and to introduce you to the pieces. With clients from all over the world, some of whom cannot visit our showroom, we are very aware of the importance to provide them with quality images on our website so they too have the opportunity to purchase and enjoy the crystals. It is so important to us that we publish quality pictures that are a true representation of the pieces we are selling so people can purchase the actual piece they are drawn to. Our motivation is to bring joy, optimism and beauty into the lives of as many people as possible, all around the globe.
14. You’re London-based – how do you think this has helped or hindered growing your business?
Our showroom is in London but we have customers from all over the world. We believe Venusrox would thrive wherever it is located because we are unique in what we offer. People already travel from all over the world to see us. London is a thriving multicultural city and is a great city to work in although energetically it can be challenging at times.
15. What pieces do you recommend for the home and why?
Having crystals around your house is amazing as they can dramatically enhance the energy of a home, but we try not to influence people's choice of pieces for the home. We encourage people to be drawn to the pieces they are attracted to. We have seen crystals make or break the energy of a room, which is why we put so much energy into making sure Venusrox crystals have the highest vibrations and the clearest energy. We cannot emphasise enough the importance of buying crystals that have the right energy and when you connect with these crystals. Venusrox is all about empowering people to listen to their inner knowledge, we can of course help and guide you by introducing you to pieces for you to choose from but ultimately, you know what you want and need, not us, and the trick is to listen to your instinct and trusting that.
16. Do you feel clients still want to feel a stone in person and how did you make the decision to sell online? Some people do definitely want to hold and feel a crystal in person and we totally understand that but for some this is just not possible due to distance. It has always been our intention that people from all over the world can have access to these crystals, so early on we invested enormously into the photography to ensure the image and energy of the crystal is portrayed as accurately as possible and we photograph each piece so the crystal you view is the one you shall receive. This gives people the confidence to purchase from us online and we regularly ship all over the world.
17. What was your own first investment
piece? A beautiful Large Clear Quartz Cluster that has a very wise old energy. She lives in our sitting room at home. 18. Which Instagram accounts do you follow for inspiration? None.
19. How have you approached things differently since the outset to competitors?
We walk the talk when it comes to energy and have followed our own path rather than joining the masses. Working with energy is very powerful and rewarding but you have to make sacrifices and it can sometimes be a lonely path that often people are not willing to take.
20.
What do you carry with you when travelling?
Amongst the many crystals that travel with us, there is always a Star Ruby.
21. What advice would you give to your younger selves starting out?
Trust more, be brave, take action and go for it. The mind can take over too much and cloud what the heart is saying. It is the heart that really knows. Easier said than done sometimes, but we truly believe the crystals are here to help and support us.
22. If you had not launched Venusrox, which other role would you choose careerwise?
We honestly don't know! There has never been any doubt with Venusrox, we believe it is what we are here to do. We guess if it wasn't crystals then it would be helping animals.
23. If you could suggest one stone to optimise anyone’s happiness which would it be?
Impossible to say, crystals really are so personal, any stone can optimise someone's happiness, it really depends on you and which crystals you connect with.
24. This issue is the ‘Go your own way Issue’ – what does it mean to you to go your own way?
We are all individuals and have our own lessons to learn. It is not always easy and huge challenges are often presented to us in many forms but it is so important to stay true to yourself. If you do it will always turn out to be right in the end.