The Fairy Shop is a specialty gift shop located at 272 Newbury St in Boston, Massachusetts, between Fairfield and Gloucester Street. It is the home of the “World’s Softest Magical Unicorn.”
Since 1994, The Fairy Shop has been selling items of a magical, whimsical and fantasy nature. As Michael Selletto, the owner of The Fairy Shop advertises, “Something ‘Curiouser & Curiouser’ is happening at The Fairy Shop.”
The store has two entrances. One main door for the larger customers, and one very small fairy entrance door to the left of the main entrance for the shop’s smaller clientele (aka, “The Wee Folk”). Inside the store, blackboards with inspiring quotes written in white chalk adorn each wall.
The inventory at the Fairy Shop includes sterling silver jewelry, fairies, gnomes, mermaids, unicorn dolls with golden horns, baby dragons waiting for adoption, cool T-Shirts (“Chillin with My Gnomies”), incense, candles and various aromatic soaps, mood stones, greeting cards, crystals, figurines, sachets full of flower petals, fairy illustrations, books, movie posters (Lord of the Rings, The Labyrinth, etc.) and many unique enchanted trinkets and charms from independent artists and interesting small companies.
The Fairy Shop also features one of the largest selections of new, collectible and rare “Alice in Wonderland” items.
In 2012, to spark people’s imagination, The Fairy Shop placed reward posters around town asking for help in locating a missing unicorn named Alice. The poster read: “MISSING UNICORN Female…very friendly. Last seen at The Public Garden near Newberry Street.” The Fairy shop received dozens of phone calls and Twitter from people claiming they had seen or knew the location of the lost unicorn.
NOTE: For similar stores check out Enchanted Hollow in Wellsboro, PA, The Fairy Croft, a fairy shop located across the pond in Moffat, Scotland, as well as The Fairy Nook, a fairy specialty shop located down under in Hawthorne, Queensland, Australia.
The Fairy Shop
272 Newbury Street
Boston, MA 02116