In The Clover It's like an old-fashioned apothecary. "In the Clover" owner Kelley Belanger says of her shop in the village. A grand opening is set for Friday, June 20 from noon to 4 p.m. (Photo Paula Gibbs)

If any of us were old enough to remember the old-fashioned apothecaries, we would all probably wish they still existed.

They first appeared in the Middle Ages, and progressed from just a few offerings of questionable mixtures and potions, to genuine remedies - many based on totally natural substances, and very often coupled with good advice. People came to trust both the advice of someone they knew at their local apothecary, and who knew them. Lotions for treating skin problems were often made of naturally occurring substances like oils and pressed flowers. With modern medicine, the apothecaries began to disappear in this country, and by the mid 1900s the switch to drug stores and pharmacists was underway.

Everything that was good about the apothecaries of old is a good way to describe what's going on in the old brick building at the corner of Main and Middle Streets in the village of Wiscasset.

That there should be a business in what many people remember as Pendleton's Market, that harkens back to the day of personal service, is fitting. But more than that, "In the Clover" is the brainchild of a longtime Maine resident, Kelley Belanger, who thought long and hard about the vacant store front space, and what kind of business would be successful there. She knew she wanted to offer Mainers, especially local people, as well as summer visitors, something they would value and use year-round, at a reasonable cost.

Kelley began working in the retail world when she was just 15, got her degree in merchandising at Indiana University, and worked for a variety of large department stores and small specialty shops for years. After leaving her last post at a shop in Damariscotta last winter, she took a few months off to think about what she wanted to do next.

She kept noticing the empty brick storefront, thinking about what kind of business could prosper there, and what type of business she might want to start that would be welcomed by townspeople.

"The space kept talking to me," she says. "Then when I heard that the space was going to be divided in two, I started thinking seriously about what would work here."

She knew she didn't want to do clothing - too much effort trying to determine sizes, colors, styles, and "you're always working six months out," she says, referring to ordering merchandise six months before it will arrive in the store.

"I wanted to have a good price point, so anyone could buy something," she says. "I wanted to offer something functional and beautiful. I used to have to drive my 14 year-old daughter to Augusta to buy good, naturally based makeup and hair products. Most of what was offered in the big box stores were filled with chemicals, and there was no personal service."

"Then I decided - there's no place like an old fashioned apothecary, where you can go and get something for your cracked skin, or psoriasis, or dry hair. Or perfumes and soaps that aren't made with chemicals that could be harmful."

Since she opened a few weeks ago, Kelley has been delighted with the reaction from people who walk into the store. Unlike a trek down the soap aisle in a super market, where the strong odor can nearly knock over a shopper, the first thing people who come into her store say is, "Oh, how good it smells in here."

Another thing customers like is her offer to take some samples home and try them.

"It's really modeled after a European pharmacy," she says.

One of her goals is to support eco-friendly companies, and companies that give back to the world by supporting worthwhile causes. For example, the foot care products she offers for diabetics are made by Gilden Tree, a company that is funding a school in Pakistan.

One of her goals is to support eco-friendly companies, and companies that give back to the world by supporting worthwhile causes. One example of this is she purchases foot care products for diabetics made by a company that is funding a school in Pakistan.

One of her most successful product lines has been those made by Logona, which she describes as "the highest certified organic cosmetics company in the Europe."

Lari Washburn, who works with Kelley in the store, says this all natural, organic makeup "actually makes my skin feel healthier. And it doesn't change color throughout the day - it actually looks better."

Logona makes cleansing creams, eye liner, blush, mascara, lip gloss, powders, toners, and moisturizers.

Another line of products are made by AHAVA, from the minerals of the Dead Sea. "Dermud" is a soapless cleanser made by AHAVA, which helps scaling or red skin.

She stocks "home perfumes," an alternative to the obnoxious spray cans we've gotten used to seeing in bathrooms, from Durance, a company located in the south of France. The sprays are not only healthier, they have very subtle fragrances, like "Pine of Provence" and "Grapefruit and Fig." Durance also makes "pillow perfume, and body care products.

Kelley has a 100 percent organic certified line of baby products, which don't include any animal products, nor are they tested on animals.

"One of the most soothing ingredients for the skin is calendula, which is made with marigold flowers," she says.

On one table she has soaps in soft colored three-inch cubes, made entirely from an olive oil base and crushed flowers, which she gets from a factory in Marseille. "You can just cut off a slice, as you need it - it will last you a year."

She offers other comforting products, like soft scarves and books by selected Maine authors as well as books on wellness. She also has locally made jewelry and bath accessories, and can make up any kind of gift basket a customer would like.

"You can spend money to go to a spa for one day, or come here and spend $25 for products that will last for a month - and treat yourself to a spa every night," she says.

"It seems I've struck a chord about doing something good for yourself."

To celebrate their new store, the Belangers will host a grand opening celebration on Friday, June 20 on the terrace in back of the store from noon to 5:30 p.m., including food and refreshments, and complimentary ten minute therapeutic seated chair massage. The store is at 85A Main Street, and is open seven days a week: Monday though Saturday from 10 a.m. to 5:30 p.m., and Sunday from 11 a.m. to 4 p.m.