The founder of Inglenook Marketplace, an online seller of home accessories, has opened a shop on Main Street, an opportunity, she says, to build her business and bring some buzz to the community.

Heatherlyn Nelson’s shop fills one of two storefronts that had been empty since the previous tenant, a juice bar, closed. The lights are back on in the storefront next door, too, with the return, under new ownership, of a hair salon that had left the exact same space more than a decade ago.

The hamlet needed something new, something different, said Nelson, who lives in Orange County and had passed by the storefront many times. She “always loved” it, she said.

The building is also more than just an address to Studio M Hair Salon operator Mary Smith.

"This was serendipitous," said Smith, motioning around the room. She once worked for the salon’s previous owner who passed away. The space on Main Street became available just as she had to move, because the building she had occupied on Depot Street was sold.

Pine Bush has struggled in recent years to attract and support businesses. The town of Crawford acknowledged as much recently when it opened with some fanfare a Business and Tourism Center just across Main Street from the two new shops. By filling vacant windows alone, Inglenook Marketplace and Studio M Hair Salon make the street more inviting. Along with Broad Leaf Books, a recently opened used book store on Main, they’ve added to the retail mix, as will a Mexican restaurant and a chocolate shop when their “Coming Soon” plans are realized.

Nelson, who hails from Arizona, says she has years of experience running different businesses, design and architectural firms among them. She came east because of a job transfer, and is now an operations manager in human resources for a tech company in New York City. That work, plus managing Inglenook’s online business, means that for now the storefront is only open Fridays, Saturdays and Sundays.

Nonetheless, Nelson is committed bringing new life to the hamlet. After five years online, it was time to expand to bricks and mortar, she said one recent afternoon. She is a member of the Female Founder Collective, a network of businesswomen supporting women. The collective’s mission is to “positively impact our communities, both socially and economically.”

She would like to organize a “First Friday” in Pine Bush. Many communities have used these varied “see and be seen” social gathering to boost networking, promote businesses and enliven the streets. Nelson would like to draw more people to the hamlet and “create things to do.”

And in keeping with the collective’s goals, she contributes to One Tree Planted each time she makes a sale. One Tree Planted, a non-profit based in Vermont, is dedicated to reforesting the planet.

For now, Nelson is selling what she describes as ethically sourced home decor, gifts and accessories made by others, making shelf space for local artists and craftspeople. Home is the operative word at Inglenook. A pink neon sign behind the counter suggests “Let’s Stay Home,” and the company’s tagline is “From Our Nook To Yours.” Nelson does design, make and sell a line of candles, and eventually will design her own line of bedding and tableware, among other products.

So far, the reception has been positive. “Really good feedback,” she said. And with a heavy presence on social media, Nelson is drawing people from New York City.

Smith is a Pine Bush native and a graduate of Pine Bush High School. Like Nelson’s Marketplace, the salon is a one-woman operation. She says she likes it that way. Nothing bothered her more than going to a salon and having to explain what you want to five people.

At Studio M, you “tell one person what you want and that’s it,” Smith said.

Smith caters to men, women and children; her website invites them to “have more good hair days.”

The website also turns to a philosopher to explain Smith’s take on her career: “Pleasure in the job put perfection in the work,” a quote by Aristotle.