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Meet Heather Hulbert, the owner of The Spice & Tea Exchange® of Williamsburg.
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The big picture window fronting The Spice & Tea Exchange® of Williamsburg only hints at the goodness inside. Tables and cupboards display teapots, cups and an array of related products.
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Wooden shelves along the walls hold glass jars full of teas and custom tea blends, sugars, herbs, spices, peppers and salts.
Stepping across the vintage wooden threshold leads to a space as cozy as a cup of hot tea. Wooden shelves along the walls hold glass jars full of teas and custom tea blends, sugars, herbs, spices, peppers and salts, while tables and cupboards display teapots, cups and an array of related products. This inviting space is owner Heather Hulbert’s domain.
The mother of three took ownership of the space in October 2015 after the older couple who’d originally opened it in 2012 decided to retire. Hulbert, on the other hand, was ready for a life change. Although she enjoyed her job in radiology, she had a compelling desire to be her own boss and this opportunity seemed too good to pass up. Given her love of cooking, the shift seemed natural. “Biggest risk I’ve ever taken in my life,” she recalls. “But I jumped on the opportunity.”
Part of the reason Hulbert was so ready for a change can be attributed to her personal health journey. A decade earlier, she’d lost 100 pounds, an accomplishment that presented a huge learning curve. “I had to relearn how to cook,” she says. “My grandmother, who had a large hand in raising me, was very southern in her cooking style. To incorporate flavor in a healthy way, I turned to using spice blends and herbs to make my food taste good again.” That culinary shift dovetailed with her work at The Spice & Tea Exchange of Williamsburg. “It guided me to thinking outside the box when it comes to trying new spices and herbs. A shift to healthier eating has definitely broadened my palate and I’m happy to share that with others, especially my daughters.”
Hulbert learned firsthand that teas and spices can be beneficial to anyone’s health and wellness journey. Teas, for example, can be used as an aid to cut down on caffeine intake, help with digestion or even assist the body in a natural detox. Personally, she uses a blend of Rooibos tea and dandelion root monthly for menstrual health. She considers her shift to using more spices as the true beginning of her wellness journey. On Sundays, she’ll cook up large batches of protein, carbs—usually sweet potato or rice—and an abundance of veggies, all of which are seasoned differently. “So, when mealtime comes, I pull them from each container and make a well-balanced meal,” she explains. “We recently added a honey line to our store and the Arbol Chili honey on top of roasted sweet potatoes is a blessing in your mouth!”
Part of the business model for The Spice & Tea Exchange of Williamsburg includes offering recipes, both in the store and online, as a way of helping customers learn how to incorporate new spices into their cooking.
Hulbert’s goal is to prevent customers from feeling intimidated by the vast array. “We have spices, herbs, salts and custom cooking blends that originate from all over the world and that can be a little overwhelming for someone not savvy in the kitchen,” she says. “We do our best to break down the recipe to show what they need from us, what’s needed from the grocer, and include all instructions. People email me often asking for substitutions in recipes, or which are my favorite and I’m always happy to share.”
While online buying has become a common default since the pandemic changed the structure of daily life, shopping for tea and spices should be experienced in real life. “We love for customers to come in and open the jars and smell,” Hulbert says with passion. “Our blending room can be viewed via glass so customers can see all the blends being made and bagged in-house.”
Running a business and raising three children means that some days can be hectic, but Hulbert feels confident in her ability to pivot thankfully and do her best to relish each moment. She’s learned to set herself up for success by scheduling wisely and soaking up as many moments as she can with her daughters. But she’s also convinced that being a small business owner is a great way to influence them to become hardworking adults. “They know I work hard, and they know I work hard for them,” she says. “I can only hope they’ll carry this work ethic with them into their adulthood.” Sometimes, the girls join her by making appearances on her social media outlets, sharing their favorites. Johanna, 13, loves the Mystic Dragon Green Tea; Catherine, 12, enjoys the Tuscany Spice Blend; and Virginia, 7, makes liberal use of the Sriracha Sea Salt on her morning avocado toast.
Ask Hulbert about the best way to introduce children to tea and she’ll suggest beginning with the teas that are most colorful, just for that reason. She recommends continuing to make new teas for children often and trying them hot or cold and with or without honey. “They may not like every tea, but they’re at least exposed to each class of tea and flavor profile we have to offer,” she says. “They all enjoy a warm cup at night before bed, which is part of our evening routine as we wind down together.”
For adults looking to up their tea game, Hulbert recommends following your nose first. In the store, she encourages people to open the jars and smell as a means of uncovering what flavor profiles speak to them. There’s also a tea bar where any tea in the store can be brewed hot or cold, along with several sweetener options. To get the best flavor at home, she recommends an infuser that fits over the cup and has a well that gives the tea leaves enough room to expand.
Over the years, she’s been able to introduce people to tea with her tea school and private tea tastings. Tea school has been on hiatus since COVID, but private tea tastings continue. For $20 per person for an hour, guests are introduced to a minimum of three different teas, served hot or iced, with a little bite to eat. During the tastings, flavor profiles and tea history are discussed.
As for what the tea leaves forecast about the future of The Spice & Tea Exchange of Williamsburg, Hulbert feels certain they indicate her store will thrive. “I always want to share my gratitude for this path in life and where it’s taking me,” she says. “Being a small business owner allows me to provide for my daughters and still be the mom I want to be. I can’t wait to see where we’ll be by the end of 2022!”
The Spice & Tea Exchange® of Williamsburg curated tea selections are also available at Java Jacks in Tappahannock and August Table in White Stone.
The Spice & Tea Exchange® of Williamsburg | 403 W. Duke of Gloucester Street, Williamsburg. | 757-229-8327 | SpiceandTea.com
