Meet the Couple Redefining What a Pharmacy Can Be
A story of curiosity over perfection, plus a peek inside Allchemy—your new go-to for clean swaps, smart advice, and everyday support.
Last week, I shared a story about a breaking point in my wellness journey—a moment when I had to finally pay attention.
This week is part two. If you missed part one, you can catch it here.
Because sometimes change doesn’t start with a dramatic health scare.
Sometimes it starts with a quiet decision to do things differently.
To ask: Is there a better way to live? A better way to feel?
April and Tony asked that question.
And they answered it by building a place that feels like a modern-day pharmacy (or maybe a really old one)—intimate, informed, and deeply personal.
Welcome to Allchemy.
In Today’s Issue:
⏪ Let’s Rewind: Meet April & Tony
🔍 What You’ll Find at Allchemy
🫠 If You’re New (or Intimidated), Read This
🌱 How to Interact with Allchemy (Without the Overwhelm)
📍 Local Happenings: Don’t Miss These!
⏪ Let’s Rewind: Meet April & Tony
One afternoon, I sat cross-legged on the floor with April and Tony inside their bright, carefully curated shop in Serenbe.
We talked between shelves of teas, tinctures, and toothpaste—about how this all started, what they hope people feel when they walk in, and why Allchemy feels unlike anything else in the U.S.
April and Tony aren’t here to sell you on a lifestyle.
They’re not pushing trends or talking in hashtags. They’re educators. Researchers. Neighbors.
They care deeply about one thing: helping people feel better.
They didn’t set out to open a business.
April was just the friend everyone texted when they had a weird rash, were feeling off, or needed a toothpaste rec—especially if they wanted a more root-cause, preventative path than our traditional medical system typically offers.
They texted because she’d done the work.
She’s the person who reads chemical abstracts for fun. The one who questions everything. The one who quietly stays up late researching ingredients—so you don’t have to.
She’s personally vetted every ingredient in the 1,300+ products on their shelves. No distributors. No shortcuts. Just direct relationships with over 300 independently owned brands.
Quick pause—really take that in. That’s wild.
(Thank you, April, for doing the work none of us have time for.)
Tony is the translator. The calm presence who listens deeply, asks smart questions, and turns all that research into something you can actually use. He’s the reason every conversation in the store feels like an exhale.
Together, they bring hard-earned expertise and grounded guidance to every person who walks in.
Their goal isn’t to sell you something.
It’s to help you learn.
🔍 What You’ll Find at Allchemy
This isn’t just a “wellness shop.”
It’s more like what every Walgreens wishes it could be—if it had soul.
A little apothecary, a little education hub, a lot of intention.
Here’s a peek at what’s inside:
Herbal Medicine Cabinet: Natural swaps for Tylenol, Mucinex, Neosporin, and more.
Health Shelf: Multivitamins, adaptogens, protein powders—your daily wellness toolkit.
Household Cleaning: From laundry soap to sponges—minus the endocrine disruptors.
Personal Care: Shampoo, body wash, lotion, toothpaste, deodorant. Everyday stuff, made better.
Topicals + Medicinal: Muscle rubs, feminine care, dental care, symptom-specific support.
Kids Section: Clean options for bathtime, teething, diapering, and more.
Refill Bar: Low-waste, non-toxic essentials you can top off again and again.
And More: Snacks, teas, pet products, a fragrance corner—and yes, even dish sponges.
Basically?
It’s your whole house, reimagined.
And way more empowering than an Amazon Subscribe & Save tab.
🫠 If You’re New (or Intimidated), Read This
You’re not imagining it—natural products are overwhelming.
There’s no universal definition for “clean,” “green,” or even “non-toxic.”
Not by the FDA. Not by the USDA. Not by anyone, really.
Here’s what that means in real life:
In the U.S., only 11 cosmetic ingredients are banned. In the EU? Over 1,300.
Brands can call something “natural” even if it contains synthetic fragrance, parabens, or hormone-disrupting preservatives.
Many “clean” brands are now owned by giant corporations—and often reformulated after acquisition.
Even the apps (like EWG or Yuka)? Helpful—but not perfect. They don’t always agree. And they don’t cover everything.
It’s no wonder people feel greenwashed, confused, or ready to give up.
If you’re like me, you might think you’re doing pretty well with brands like Seventh Generation or Mrs. Meyer’s—until you peel back another layer and realize: there’s more to learn.
Honestly? It is overwhelming.
But that doesn’t mean you’re doing it wrong.
It just means we need better education. Better tools.
And places we can actually trust.
My Real-Life Approach
Lately, I’ve gotten a little lazy—blaming it on mom life, Amazon Prime, and my ever-growing grocery bill. (Why is yogurt $8 now?)
But one year out of postpartum, I’m ready to care again.
To make a few more intentional swaps.
This time, I’m not doing it alone. I’m leaning on Allchemy—and sharing the journey with you. (Next up on my list: dishwasher detergent and dry shampoo.)
And before we go any further, I just want to say:
I still use both.
There’s whipped cream with high-fructose corn syrup in my fridge. Marshmallows. Chocolate pudding. And yep—still rocking my Pureology shampoo (complete with synthetic fragrance and preservatives).
I’m an 80/20 girl through and through.
I’m not here to be perfect. I’m not here to shame you.
We’re all doing our best with what we’ve got.
And honestly? Stress is one of the biggest factors in our health.
So if making these swaps feels like one more stressful thing on your to-do list?
Don’t. Seriously. Let it go.
This isn’t about being perfect.
It’s about being curious. And learning a little.
Swapping something out when it feels good—and skipping it when it doesn’t.
Oh … And there’s no prize for who gets the “cleanest” pantry.
🌱 How to Interact with Allchemy (Without Feeling Overwhelmed)
Start with what you’re already running out of.
Toothpaste? Dish soap? Body wash? Begin with what’s easy.
Don’t try to change everything at once.
Unless you’re in full-on overhaul mode (we love that for you), take it slow. Many of these products are concentrated—so they last longer and work differently. Ask for a demo.
Ask questions. Be honest.
Their superpower is meeting people exactly where they are. No pressure. No judgment. No upsell.
Progress over perfection.
You don’t need to change your whole life overnight. Just one better choice at a time.
Give yourself grace.
Some seasons are for surviving. Others are for rebuilding.
I’m in the rebuilding phase—and it feels really good to care again.
For the Locals
Our Event Calendar is Live! Check out everything happening locally at lifeatplay.co
Memorial Day Weekend Block Party – Potluck, music, and good vibes at the Overlook! Saturday, May 24 from 4–7PM on Serenbe Lane. Register here and sign up to bring a dish here.
Cancel Your Amazon Subscriptions Day – Allchemy is celebrating its 8-month mark with a cheeky new holiday! Cancel any e-comm subscription, swing by the shop through Memorial Day, and score a free gift with the passphrase: “THANKS FOR THE FREE SHIPPING!”
Chatt Hills Bee Club – Paul Gibson gave a honeybee demo over dinner with the local club. Interested in bees (or honey)? Join their FB group: Chatt Hills Bee Club (CHBC).
Pork Rib Fest at the Farmers Market! – Saltz and Peppa Pork Community Farms is cooking up 100 pounds of Mangalitsa pork ribs.
Neighborhood Headshot Day – Oak House Studios is offering 10-min lifestyle headshot sessions on June 18. Two settings, 10 final photos, $125. Email Pamela Bearden to book!
Native Bloom Shop Now Open – Melissa Jolly’s new storefront in Serenbe is officially open! Stop by Wed–Sun, 11AM–5PM, for flowers, rare plants, and garden gifts. Located next to Blue Eyed Daisy.
Art of Our Time – Local artists are invited to submit work for a late August exhibition exploring truth, change, and collective awakening. All visual mediums welcome. Email heyjwalker@gmail.com to express interest.
Youth Strength & Agility Camp – Hosted by Sebastian at The Gym at Serenbe, this 4-week summer camp (ages 8–17) builds movement, coordination, and confidence. Starts June 9. Email sebastian@gymatserenbe.com for details.
Cheers to Jeff Milligan-Toffler on his (second) retirement! After 5 years as Terra’s beloved music teacher, Jeff is stepping back—but not disappearing. He’ll still be around for special events and music lessons at his Pickin’ Parlor.
Serenbe Stories – Stephanie Walsh & Brandon Blanchard share their journey from Googling eco-communities to building a home guided by the Living Building Challenge. Listen here.
The Wine Shop – New daily tastings, drop in Wed–Fri from 4:30–6:30 for themed flights ($25 includes 3 wines), or book a more in-depth seated tasting on weekends.
I’ll be sharing my favorite swaps, what’s working for our family, and even some Q&As with April and Tony soon.
Have questions? Confused by something you saw in your pantry? Reply to this email or post in the comments—I’ll ask them for you.
Let’s figure it out together. One better choice at a time.
More stories to come.
xo, Gina
P.S. A couple of my go-to clean swaps (that you can find at Allchemy) are Aleavia - Enzymatic Body Cleanse and Rustic Mama - UNCHARTED Natural Deodorant.
Allchemy is such a great addition to Serenbe, and it’s on my “must visit” list every time I come here. I came armed with my shopping list this weekend!