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Dolly’s New Age Shop to open in Newton

Allysa “Dolly” Jacobs is literally living her dream.

The 26-year-old Ankeny native has a degree in IT and is pursuing a bachelor’s degree in criminal justice, but her latest career path came to her one night in a dream — opening a new age shop in downtown Newton.

Dolly’s New Age Shop, 208 1/2 First Ave. W., will open Saturday with a variety of goods and services for new age interests in spirituality and holistic practices. From incense and candles to herbs, charms and literature, the shop has an assortment of products for meditation and metaphysical support.

“Some might call it metaphysical or new age,” Jacobs said. “It’s the practice of self-centering, self-healing and meditation.”

Sitting in the sunlight by the storefront windows last week, flanked by boxes that still needed to be unpacked, Jacobs seems both at home and confident in her business decision.

“I’m here to help,” Jacobs said. “My goal is to teach and help.”

Surrounded by a chakra windchime, dream catchers, crystal balls, essential oils and herbs, Jacobs said she suspects she’ll have plenty of teaching to do.

She expects to draw in a mixed demographic of customers but has already heard some positive feedback from locals.

“There’s an interest here in Newton,” she said. “More people are receptive to meditation, self-healing and herbal medicine these days.”

One of her best discoveries in Newton is Brynn McCalester, a Reiki practitioner who will supply the shop with her handmade goat soap. She has a recipe for each of the seven chakras, the centers of spiritual power in the body.

After selling her line, Sparrow December Homemade Soaps, at Uncle Nancy’s where she works, McCalester decided the new age shop was a better spot to sell the chakra soaps. She said practicing Reiki has become an important part of her daily life and has helped her become healthier and feel better.

“It clears a channel for the energy to flow,” McCalester said.

Jacobs said she’s excited about having found a local supplier and having the line in her shop. Making that connection has another perk — they smell amazing, she said.

Jacobs, a mother of four, picked up the moniker “Dolly” years ago upon meeting her mother-in-law. In full makeup and dressed for the occasion, she thought Jacobs looked just like a doll. The name stuck.

She and her husband, Scott, moved their four children to Newton last summer. They decided the “small town” where Scott lived until middle school was a good place to raise their kids. With Scott working two sales jobs and kids ranging from ages 1 to 9, it’s a busy lifestyle.

“After the third child you’re no longer a mom, or a maid or whatever — you’re a referee,” Jacobs said.

Jacobs said her journey in the new age era has been lifelong with her grandmother sharing some of the same interests. A self-described “odd child,” Jacobs said she’s had precognitive dreams her whole life. As an empath medium, Jacobs considers herself intuitive. She can interpret energies or emotions from people and connection with spirit guides, she said.

“Most people call spirit guides your conscious ... its what guides us through life,” Jacobs said.

At her shop, she’ll offer readings, including psycards, oracle and archangel card readings.

“What I like is when skeptics become believers, the shock and awe,” she said.

As she prepares for opening day, Jacobs is relying on a familiar practice.

“Meditation was how I was able to find my inner being and inner truth,” Jacobs said. “Meditation is my friend.”

Dolly’s New Age Shop opens 10 a.m. to 2 p.m. this Saturday. Regular hours will be 10 a.m. to 6 p.m. Monday through Friday and 10 a.m. to 2 p.m. Saturday.

Contact Abigail Pelzer at 641-792-3121 ext. 6530 or

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