After being involved in her father’s medical care while he battled brain cancer, Nicole Law created The Rooted Hook as a platform for the modern individual to find education, support, and inspiration to cultivate a happy and healthy life. Her dad’s battle with cancer led her to believe that modern medicine couldn’t be relied on to fix health problems. She feels that a more effective way to achieve wellness is “to shift the ownership to the individual and address health holistically — considering the whole person & the mind, body, & spirit connection.”

Starting the business didn’t come without challenges. A day before their first open house, Nicole’s father passed away. She still attended but was fortunate to have her business partners to lean on. A few months later, COVID hit. She strengthened their online store and even launched a local delivery program. Challenges aside, Nicole says that the best part of owning her own business is truly loving what she does. “I work non-stop but I enjoy it, and it is extremely rewarding to empower others to take ownership of their own health.”

When asked what advice she’d give to those interested in starting their own business, she replied, “Put yourself out there! Customers have the choice to buy from anyone. It’s really their experience with you, that keeps them coming back. In order to reach your ideal demographic, you have to show them who you are, as uncomfortable as that may feel.”

Written by Abby Schiano

Nicole is an Independent Fitness Consultant and a licensed Esthetician. She opened The Rooted Hook in 2017 and its retail sector opened its doors in 2019. The Mercado is a curation of wellness, beauty, and lifestyle gifts for the mindful consumer. It’s located inside of an integrative wellness center where they offer an apothecary of medicinal herbs and a collection of conscious beauty products that promote well-being from the inside out. They are proud to share the creations of both local creatives and award-winning wellness, beauty, and lifestyle brands.

The Rooted Hook has found great success in being more than just a shop. They offer a complete wellness package, including mind, body, and physical wellness. They’re also well known for the events they offer out in the community. Events like paddleboard yoga encourage human connection, make movement and exercise accessible and fun, and highlight other local businesses.

Nicole Law

The Rooted Hook Mercado


1004 First Colonial Road, Suite 101, Virginia Beach, VA 23454