Gracie Rose & Co, a shop designed for neurodivergent children and adults, opened its doors at The Lightworks in Hednesford, Staffordshire, on October 3, and saw queues of up to two hours on its first day. Founder Abbie Russell, a former nurse from Burntwood, created the store to offer a welcoming space where families can try sensory products before buying and use a free sensory room.
Overwhelming response on opening day
Abbie, who raises two neurodivergent daughters, said the response exceeded all expectations. “We genuinely never expected to be as busy as it was,” she said. “Seeing people queueing before we’d even opened was completely surreal, and we are so incredibly grateful for everyone’s patience throughout the day.”
One young visitor told her: “I like it here, you can try things and play in the sensory room.” Abbie added: “It made me feel emotional because that's why I'm doing it.”
A mother also shared her appreciation, saying: “It's really nice to go somewhere and feel welcome, people are trying to talk to my little girl and make her welcome.” Abbie noted that people “don't even have to come in to buy things, they can just come and vent to someone that understands.”
Creating a community hub, not just a shop
The store sells sensory products, fidgets, gifts, ear defenders, and communication aids for children, teens, and adults. Abbie emphasised that the shop aims to be more than a retail outlet: “I want this to be more of a community than just a shop. It's good to talk to people who just get it because it can be really lonely.”
Her motivation stems from personal experience. Her eldest daughter Madelyn, 11, was diagnosed with autism at seven and now attends a special school. Her youngest Matilda, nine, was diagnosed with ADHD at six and is preparing to start a special school in January.
Abbie explained the daily challenges: “You feel like you're constantly trying to manage your child's behaviour. It looks like they're being naughty but they're just struggling in busy places.”
Hands-on approach to sensory products
A key feature of the shop is the ability to touch, feel, and try items before purchasing. Abbie noted that previously, “We struggled to find SEN toys and fidgets. They were so expensive and you had to order them online and open them to find out if they were any good so then you couldn't return them.”
The free sensory room, tucked away from the main shop, offers a quieter space for anyone who needs a break. Abbie said the family has received heartwarming feedback: “Hearing how much people loved being able to touch, try and explore things before buying, seeing the sensory room being used and enjoyed, and hearing so many people tell us that a shop like this has been needed locally for such a long time, that’s exactly why we wanted to create Gracie Rose & Co.”
Gracie Rose & Co is open Wednesday to Friday from 11am to 5pm, Saturday from 10am to 4pm, and Sunday from 10am to 2pm. More information is available via the Gracie Rose & Co website.
