More Than a Store: How Maven Theory Is Creating a Whole Mood

Richmond’s community of makers and entrepreneurs has a new gem: Maven Theory, a thoughtfully curated retail experience co-created by Bethany Frazier, founder of Maven Made, and Meg Althoff, owner of Sun Theory candles. This collaboration breathes life into a unique shopping destination that blends creativity, inclusivity, and a commitment to the local community.

A Space Designed to Inspire

Maven Theory isn’t just a store—it’s an experience. From the moment customers step inside, they’re greeted by an atmosphere intentionally crafted to evoke warmth and care— from the smell to the music and the customer service. Inspired by the desert landscapes of Joshua Tree and infused with midcentury design elements, the aesthetic is dark, rich, moody, and warm—a refreshing departure from the light, airy minimalism often seen in retail spaces.

The expanded space, now three times larger than Maven Made’s previous downtown location, offers more than just retail therapy. Visitors will find a wide range of goods, from Maven Theory’s in-house skincare, candles, and perfumes to art prints, vintage items, jewelry, and home goods from independent businesses. With a spacious patio and room to grow, Maven Theory is set to host workshops, pop-ups, and community events, further cementing its role as a hub for creativity and connection.

A Philosophy of Care and Inclusion

At Maven Theory, everyone is welcome. Bethany emphasizes, “Everyone who walks through the door, we treat with care, no matter who you are or whether you make a purchase.” This ethos, rooted in the origins of Maven Made, remains a cornerstone of Maven Theory’s mission to create an inclusive space for all.

As a queer business owner, Bethany’s approach to inclusivity has evolved over the years. While her identity remains an integral part of her story, she has shifted her focus from using Maven Made as a one-dimensional platform of a queer-owned business to letting the quality of her products speak for themselves. “The queer experience is deeply nuanced,” she reflects. “I’ve grown to be more mindful of labels and it’s been a humbling experience. At the end of the day, I’m a white cis woman and those things make me incredibly privileged. I believe my products should thrive on their own merits, independent of my gender or sexual identity.”

Sustainability and Community Impact

Maven Theory is not just about beautiful products—it’s about making a difference. Sustainability is a priority, with initiatives like product refills that reduce waste and save customers money. Bethany’s commitment to giving back is evident in her support of grassroots organizations such as the Richmond Reproductive Freedom Project, Richmond Bail Fund, and Equality Virginia.

Philanthropy is woven into Maven Theory’s fabric, amplifying voices and events that provide advocacy and support for Richmond’s most vulnerable communities. This mission reflects Bethany’s belief in sharing her abundance to uplift others.

Embracing Evolution

This year marks a milestone for Bethany as she celebrates her 40th birthday and reflects on the transformative journey of Maven Made to Maven Theory. The past four years have brought significant change, and Bethany embraces the evolution with openness and gratitude. “I’m just proud of myself for saying yes to uncertainty and riding the evolution of Maven Made,” she shares.

Maven Theory isn’t just a business—it’s a reflection of community, creativity, and care. With its bold vision and commitment to making Richmond a better place, Maven Theory is more than a store—it’s a destination where every visit feels like home.

Visit Maven Theory
Explore Maven Theory at its new location and immerse yourself in a one-of-a-kind experience. From thoughtfully curated products to inspiring events, there’s something for everyone to enjoy.