The Journal

Notes from the counter.

Stories about independent shops, the people who run them, and the towns they keep alive. Written by humans, about humans.

Independent storefront in Asheville
Founding notes
Why Tongraal starts in Asheville.
Of every city in America, we chose a mountain town of 95,000 people. Here's why Asheville's independent shops are exactly what the internet has been missing.
June 2026 · The founder
More stories soon — including interviews with our first founding shops. 🤍