The scent reaches you first. Warm vanilla, fresh citrus and clean cotton drift from Magnolia Soap and Bath Co., which is nestled among the charming shops and historic buildings that make up the Central Arts District.
Step through the doors, and the sensory experience only deepens. The fragrance changes with whatever soaps, hand-poured soy candles, body butters or bath bombs are handcrafted that day, creating an inviting aroma that feels less like walking in a store and more like stepping into someone’s workshop.
“It’s immersive, personal and rooted in craftsmanship,” owner Jen Shankle says. “You’re not just buying soap—you’re connecting with the people who made it.”
From cold-process bar soaps that are mixed, cured and hand-sliced in front of customers, to the customizable laundry wash that is shaved from base soap formulations and mixed in the store, Magnolia offers a little bit of everything for turning an everyday routine into something more indulgent.
But unlike a traditional retail store, where the making happens somewhere behind the scenes, much of the brand’s craftsmanship is part of the experience.
“When someone buys from our store, they’re supporting local makers who pour their heart into every batch,” Shankle says.
And that spirit of connection extends beyond the products themselves. Magnolia has also made giving back to the surrounding community an important aspect of its business. Through its Hope in Soap initiative, the store partners with local organizations, donating 10% of the profits from its featured soap each month. Giving back to animals is especially meaningful to the business, which also hosts community adoption fundraisers benefiting the Humane Society of Pinellas.
“Being local means you see the impact firsthand,” Shankle offers. “You meet the families, volunteers and organizers. You see the programs you helped support. It’s personal, and that visibility makes giving back feel less like charity and more like a partnership.”
After all, community isn’t an abstract concept, she says. It’s built through everyday interactions, small gestures and showing up consistently.
“St. Pete is full of people who genuinely want to support local businesses and that has been humbling,” Shankle shares.
As Tampa Bay heads into the holiday season, she says she is continuously reminded of how much abundance the area enjoys—not just materially, but in community, connection and kindness.
Magnolia is a national retail franchise and bringing the experiential brand to St. Pete was a move rooted in both personal connection and a belief that the shop belonged on Central Avenue.
“I fell in love with Magnolia long before I ever imagined owning a store,” Shankle says. “The products were the first thing that caught my attention—clean, thoughtfully made and genuinely effective. But what truly inspired me was the brand’s mission behind the products—to create everyday essentials that are safer, fresher and crafted with care.”
Shankle first opened her Magnolia boutique in Clearwater on Sunset Point Road before moving the business to its current home at 655 Central Ave. The move offered more foot traffic, but the appeal went well beyond location.
“Opening in Clearwater was a wonderful first step, but St. Pete kept calling my name,” she says. “The energy here is different—creative, community-driven and full of people who love supporting local makers. Central Avenue felt like the heartbeat of that spirit.”
Today, the St. Pete location operates as a true working studio, where Shankle and her team mix, pour, mold, cut and cure products on-site. The team also hand-presses bath bombs and shower steamers, blends small-batch body care products and pours soy candles in the shop, giving customers an inside look at how the products are made.
While the shop operates under Magnolia’s franchise standards, Shankle says the local team has room to shape the customer experience and community partnerships around the needs of its community.
Seeing customers choose a soap because they care about the cause behind it is especially meaningful for the employees who carefully craft each batch.
“Our goal is to keep expanding our giving, our workshops and our community partnerships,” Shankle says. “St. Pete has embraced us and we’re committed to giving that love right back.”
Visit mymagnoliasoap.com/stpete for more information.
