The smell of incense lingers in the air; a staff member waits with a smile at the front counter. Colorful star-shaped lights hang from the ceiling, a Grateful Dead song is softly playing and tie-dyed band tees hang from the racks. This is Aaron’s Alley, Rochester’s one and only “mom and pop hippie shop”. Nestled between the bricks on 662 Monroe Ave., the shop sells everything from hoodies, hats and pins to gifts, gems and more. However, there’s more to the store than meets the eye.
History
Aaron’s Alley wasn’t always at its brick-and-mortar location. Aaron Plunkett began selling tie-dyed shirts out of his portable cart, Dyed in Heaven, on the streets of Rochester from the summers of 1987 – 1990. As the weather got colder in the fall of 1990, one of the storefront owners on Monroe Avenue saw Plunkett vending and asked if he wanted to come inside and sell his merchandise for the winter. From there, Aaron Plunkett began selling out of another storefront on 669 Monroe Ave, alongside other local artisans. The shop continued to grow and moved locations twice more before landing where it is now.
In July 2013, Aaron Plunkett suddenly passed away, shocking the Rochester community. Today his wife, Jennifer Plunkett, continues to operate the store in his memory and spread his philosophies to everyone who comes through.
“The community was at such a loss that it felt wrong to take the store away too,” Jennifer Plunkett explained. “And then I said — hey, wait a minute… I need a job!”
This month, the shop is celebrating its 36th anniversary on Monroe Avenue. “It is wild to think that we’re selling the same merchandise made by the same people thirty-six years later,” Jennifer Plunkett laughed. “It just kind of shows that tie dyes… they’ll never die!”
Employee Angela Carroll shared the same sentiment. “We’re going just as strong as we ever were… the music is just as strong as it ever was.”
Daily Life
Aaron’s Alley employee Jacob Hubbard spoke positively about his experiences working there each day.
“A lot of it is helping people… a lot of people come in and ask to be guided towards the right crystals, or towards the right outfit for a festival or things coming up over the summer,” Hubbard explained. “I clock in and I never know what’s gonna happen. All different kinds of walks of life, but it’s great, you know?”
The shop vends both new and secondhand clothing items within the store, with prices ranging from $20 to $50. One wall is floor to ceiling with band t-shirts sorted alphabetically, ranging from Alice in Chains to Led Zeppelin. Patchwork pants and patterned bandanas in every color can also be found here, as well as multiple racks of tie-dyed tees and Baja hoodies.
Aaron’s Alley is additionally home to the Hall of Gems, which displays a variety of small, colorful crystals. Another wall features a large display of silver and gold necklaces in a variety of shapes like suns, moons, peace signs and other symbols.
Additionally, the store partners with local venues and sells physical tickets for events in the area, including concerts and fashion shows.
The shop partners with local artists in the Rochester area and has a variety of prints and jewelry for sale around the store. Jennifer Plunkett takes pride in the uniqueness of the items that artists sell.
“It’s something different. We have Kelsey’s earrings and Cam’s earrings and Christina’s bracelets… that’s not the kind of stuff you can find in the mall. That’s what sets us apart, you know?”
The Alley Experience
However, what Aaron’s Alley truly prides itself on isn’t something for sale.
“Our most important thing is the experience the customer has. Whatever they’ve come in for, we ask on their way out that they’re good,” the owner explained. “Because if you couldn’t find it here, maybe I could tell you where to find it.”
As customers wandered through the store, Jennifer Plunkett took the time to chat with each one and thanked them for visiting as they left.
“It definitely feels like a home away from home, you know?” Hubbard smiled. “There’s people that move away and then come back home, and they get that Aaron’s Alley feeling. It’s like coming back home a little bit.”
“[Aaron] certainly instilled with us his philosophy of why he wanted his store… he wanted people to feel better when they left than when they came in,” Jennifer Plunkett remarked. “And if somebody bought something, that was just a bonus.”
