Nestled in the heart of downtown lies Middle Earth Emporium, a quaint little shop devoted to all things J.R.R. Tolkien. Stepping through the round green door with the rune engraving is like entering the fantasy world of hobbits and elves. Middle Earth Emporium caters to fans of The Lord of the Rings and The Hobbit, carrying officially licensed merchandise, collectibles, and more.
The shop's walls are lined with shelves stuffed with Tolkien books, Middle Earth Emporium t-shirts, mugs bearing slogans like "You Shall Not Pass" and intricate sculptures of characters from the fiction series. Lifelike replicas of swords wielded by Aragorn, Gandalf, and other heroes hang above the register next to $200 hand-painted prints of iconic Middle Earth scenes.
On one table sits a spread of Middle Earth Emporium's newest products: Lord of the Rings wallets, playing cards illustrated with original concept art, and miniatures of Fellowship members to populate a custom battle scene.
"Our shop started as a passion project celebrating our love for Tolkein's legendary works," says Middle Earth Emporium founder, who opened the small business after struggling to find enough vendors satisfying her Lord of the Rings merchandise appetite.
"It brings me so much joy seeing fans geek out over our expanding inventory of clothing, jewelry, games, and collectibles. This fandom community is so special."
An Enthusiastic Fandom Fuels Growth
Middle Earth Emporium originally operated out of Hollins' basement before upgrading to a modest 800 square foot storefront. However, the little shop made a name for itself among the enthusiastic northeast Lord of the Rings fanbase. An influx of online orders and 5 star Google reviews praising its friendly service and unique products allowed Middle Earth Emporium to upgrade to a more spacious location last fall.
The new and improved Middle Earth Emporium retains its cozy, hobbit hole ambiance while having room to house new Lord of the Rings merchandise. Many displays showcase custom creations from local artists and specialized craftspeople, including hand-forged replicas of famous blades like the sword Narsil and Glamdring the Foe-Hammer.
The shop bestseller list also includesMiddle Earth artwork prints capturing fan favorite scenes, effigy sculptures of Gollum and other characters as well as an array of themed apparel unavailable elsewhere.
"We have great relationships with craftspeople creating stunning custom Middle Earth wares just for us," explains. "Along with importing special merchandise from overseas, it allows us to offer EPIC Lord of the Rings and Middle Earth Emporium exclusives you won't find anywhere else."
Bringing Middle Earth Magic to Life
Beyond shelves lined with Tolkien literature and licensed Lord of the Rings products, the shop tries creating an immersive Middle Earth atmosphere. The latest rendtion resembles a rustic hobbit tavern, with wood barrel tables surrounded by leather armchairs perfect for cracking open a fantasy novel. Middle Earth Emporium regularly hosts special events like trivia nights, movie marathons and book discussions so fans can mingle.
Upcoming happenings include a book signing with fantasy author Patrick Rothfuss and "Second Breakfast Saturdays" where early bird shoppers are treated to free food and mead tastings between 9 and 11am. Middle Earth Emporium is also organizing a roleplaying mixer for fans interested in joining a Lord of the Rings or Dungeons and Dragons questing party. Signups for the tavern painting workshop taught by a local artist are filling up fast.
"The Middle Earth Emporium family is all about fellowship," says. “While we specialize in selling licensed Lord of the Rings merchandise, swords, apparel and such, creating a welcoming geek community hub matters so much more. Our tavern gatherings, events and future gaming nights really help fans connect.”
A Fandom Gateway
Beyond diehard Tolkien fans, Middle Earth Emporium welcomes casual readers plus newbies whose only brush with Middle Earth comes from seeing the Lord of the Rings movies. Middle Earth Emporium introduces recent high school and college graduates to the rich universe first conceived in 1937. She proudly notes when fans buy their first silmarillion or Hobbit graphic novel at the shop.
"The Lord of the Rings lends itself well to collectibles because every reader envisions characters and scenes a little differently," says. "We sell a ton of artwork prints and little figurines so fans can memorialize their own imaginations."
Middle Earth Emporium also makes a concerted effort to support young creators wherever possible. Their online Artist Spotlight series features college students selling original fantasy-inspired drawings, leather crafts and jewelry on consigment A special section dubbed "Shire Goods" is reserved for youth-made art, accessories and crafts approved for in-store display.
A Haven for Fantasy Lovers
Middle Earth Emporium shows no signs of closing up shop. Along with its online store, new swag like Lord of the Rings socks and artisan smoking pipes arrives weekly. Shoppers can browse through during normal business hours or attend evening events allowing the store to meet more neighbors who share her Tolkien obsession.
The enthusiastic fandom community also fuels hopes of future expansion. The store dreams of opening more Middle Earth Emporium outposts throughout America along with a special VIP membership program providing fans exclusive perks. But for now, the owners remain focused on welcoming Tolkien lovers through the round green door into a beloved fantasy world.
"Owning this shop brings me joy every single day,"
“We're more than a place to buy Lord of the Rings merchandise; we've created a true community.”
Conclusion
As Middle Earth Emporium's robust community continues connecting worldwide fans while supporting local creators, this small business serves as a thriving hub for Tolkien devotees old and new. The owners' passion project expanding into new events, exclusive member perks, and additional locations down the line, it remains a magical retail haven for fantasy lovers across the United States.