Creating a Place Where Everyone Belongs
For years, Heather Taylor Cash spent her days serving customers at the two Spice & Tea Exchange shops she owns in Williamsburg and Carytown. She loved the work, but every evening she drove home to the Northern Neck wondering what it would look like to build something here.
Not simply another store, but something that reflected the community she loved. Somewhere neighbors could walk through the door, ask questions, discover healthier options, attend classes, and leave feeling like they'd been cared for.
That vision became Rise & Set Provisions.
Heather's desire to serve others didn't begin when she opened the doors to her newest business. It was woven into her life long before she ever became an entrepreneur.
Growing up in Essex County, she was surrounded by examples of hard work, generosity, and faith. Her grandparents played an especially significant role in shaping who she would become.
"They gave me a strong work ethic," Heather said. "They taught me how to nurture people, and they took me to church. They really gave me that moral foundation."
Her parents reinforced those same values. Her father has faithfully worked for the same company for more than 40 years, and her mother built a career as an entrepreneur. Looking back, Heather laughs and admits she probably comes by her drive honestly.
Before becoming a business owner, Heather spent nearly a decade working in X-ray and CT at Riverside Hospital. She loved healthcare, but as she and her then-husband tried to balance hospital schedules, firefighting shifts, and raising three young daughters, life became increasingly difficult. More than anything, she wanted stability for her family.
Opening her first Spice & Tea Exchange in Williamsburg in 2015 provided exactly that.
Owning a business gave Heather something many working parents long for—flexibility. She could be home in the evenings, and if necessary, her daughters could come to work alongside her. Later, when life unexpectedly led her into single motherhood, that flexibility became even more valuable. The business didn't just provide a career; it gave her the ability to continue supporting her family while remaining present in her daughters' lives.
Over time, Heather expanded by opening a second Spice & Tea Exchange in Carytown. The businesses were thriving, but despite enjoying those communities, she couldn't shake the feeling that her heart was being pulled somewhere else.
"I realized I wasn't pouring into what I had here at home," she said.
That realization became the seed for Rise & Set Provisions.
Unlike her previous stores, which operated within an established franchise model, Rise & Set allowed Heather to build something entirely from the ground up. For nearly a year she researched vendors, developed relationships, and carefully considered what was missing in the Northern Neck. She wanted to offer high-quality foods, spices, teas and wellness products, but her vision reached beyond what would fill the shelves.
She wanted to create a place where people felt comfortable asking questions.
Many of the customers who walk through her doors are navigating food allergies, gluten sensitivities, or other dietary restrictions. Others are simply trying to make healthier choices for themselves or their families. Heather wanted them to know they had somewhere to turn.
"We're trying to bridge that gap," she said. "If someone has special dietary needs, I want them to know they have somewhere they can come without feeling like they only have one or two options."
That same heart has shaped the classes and workshops Rise & Set now offers. From charcuterie boards and tea education to women's hormone health seminars and private tasting experiences, Heather hopes the store becomes more than somewhere to shop.
"I want us to be an education point for the community," she said.
One class in particular confirmed she was moving in the right direction. After partnering with Tina from Living Forward Wellness to teach a class on hormone health, one woman shared how relieved she felt. She finally understood what was happening to her body and, perhaps more importantly, realized she wasn't alone.
"She felt validated," Heather said. "We could answer questions, reassure her, and let her know she wasn't crazy."
Those moments remind Heather exactly why she opened the store.
Sometimes it's the grandmother searching for safe foods after her grandson is diagnosed with gluten and dairy allergies. Sometimes it's the mother who discovers a product that finally helps her son's eczema. Other times it's simply someone walking through the door saying, "I heard you're the place that carries this."
Heather smiles because she knows she can help.
Just as important as the products, though, is the experience.
"I don't want people to just grocery shop our aisles," she said. "We want to help. Let's talk about what you like. Let's figure out what works for you."
That commitment to genuine customer service has become one of the things customers mention most often. While Rise & Set offers specialty products that may not be available elsewhere, Heather believes what truly sets the store apart is the people. She wants every customer to leave feeling like they matter.
Running three businesses while raising a family isn't easy, and Heather is quick to dismiss the idea that life ever feels perfectly balanced. Some seasons require early mornings. Others mean answering emails long after most people have gone to bed. The key, she says, is remembering why she's doing it.
Her daughters have grown up watching their mom build businesses from the ground up, and Heather hopes the greatest lesson they take away isn't entrepreneurship itself, but perseverance.
"I hope they've learned that hard work pays off," she said. "And I hope they've learned that even when life gets hard, you keep going."
Today, after more than a decade of building businesses, Heather has something she didn't have in those early years—a team she trusts. That allows her to spend more time with her family while continuing to grow the businesses she loves. She also shares the journey with her husband, Berkley, whom she married last summer. His gift for logistics and numbers perfectly complements Heather's passion for people and relationships.
When she's away from work, you'll most likely find Heather outside tending her garden, hiking, enjoying the beach, or discovering new restaurants with Berkley and her daughters, who proudly consider themselves foodies.
But perhaps the greatest joy of bringing her business home has been building relationships within the Northern Neck itself.
Unlike her other stores, where many customers are visitors passing through, these are neighbors she sees again and again. She remembers their stories. She asks about their children's baseball games. She knows exactly who a husband is shopping for when he rushes in looking for a last-minute gift for his wife.
Those relationships have become one of her favorite parts of owning a business here.
The store's name reflects that same sense of hope.
Heather has always loved both sunrises and sunsets, never quite able to choose a favorite. While on vacation several years ago, the name Rise & Set Provisions suddenly came to her. She quickly opened the Notes app on her phone so she wouldn't forget it.
Looking back now, she realizes the name fits in more ways than one.
Every sunrise brings a new beginning.
Every sunset reminds us that one season may be ending, but another is already on the horizon.
Heather never imagined leaving healthcare. She never expected to own multiple businesses. Yet each chapter prepared her for the next, eventually leading her back to the community she always knew as home.
Her advice for anyone considering a new dream is simple.
"You'll never know unless you try."
For the people of the Northern Neck, it's a decision they're grateful she made.