Serendipity Dreams in Richmond announces shop closure

Serendipity Dreams, run by 53-year-old Sarah Wingfield, opened in Richmond 2022 and has become a well-known safe space for many of the town’s residents due to its “magical and holistic approach”, earning it a loyal customer base.

However, after nearly three years of running the shop, the shop owner took to social media last week (December 28) to share the closure news with her customers.

Serendipity Dreams (Image: Sarah Wingfield)

The post said: “As of November 19, 2026, Serendipity Dreams will no longer exist at Richmond – I have officially handed my shop notice in and will close my doors.

“I absolutely adore my Richmond family, friends and customers! I think I’m going to be rocking in a corner by November next year with the biggest, broken heart.

“I don’t know where my journey will take me next, but I’d love it if you came along with me.”

Since announcing the closure, Sarah said she is “heartbroken.”

Owner Sarah Wingfield (Image: Sarah Wingfield)

Sarah, from Durham, said: “It’s absolutely heartbreaking to leave Richmond. I’ve built something really special here, and walking away from it is devastating.

“I’ve made friends here who feel like family now. Some have even told me the shop is the heartbeat of Richmond, which makes it even harder to leave.”

While the shop is busy during the height of the tourist season, Sarah said footfall outside those months has fallen dramatically.

She said: “It can be absolutely dead. Even Saturdays and Sundays can be really quiet, and you just don’t expect that.

“You sit there thinking, ‘Where are the people?’”

Sarah said the financial strain of running the shop was becoming “impossible.” Commuting daily from Durham to Richmond costs about £80 a week in fuel, plus an annual parking fee of £180.

Serendipity Dreams (Image: Sarah Wingfield)

She said: “People are shopping online because it’s cheaper, and charity shops get their stock and staffing for free.

“But we’re trying to survive with normal shop prices, and there’s just no support.”

 To keep the business going, Sarah said she often does not take a wage.

She said: “Most of the time, everything just goes straight back into the shop.

“Without my husband’s help and support, I simply wouldn’t have been able to do it.”

Although there are plans to relocate the business to the Durham area later this year, a new location has yet to be confirmed.

Sarah said: “I absolutely love running this shop. But staying here just isn’t financially sustainable anymore.”

Since announcing the closure, many customers flocked to social media to share their sadness.

One person said: “Oh no, we love your little shop, and it was so lovely to have you in Richmond. My daughter is going to be heartbroken.”

While another person said: “Very sad news. I will really miss coming to see you on our visits to Richmond, but you have to do what’s best for you, I will definitely come and see you before you leave.”