Women we admire: Susan Morrale

Embarking upon the alignment of brand + deep calling, I knew I had to do things differently. Marketing + media would not be what is expected, because I simply cannot contain myself enough to put my life into compartments, it all just spills over into each facet of my life. 

Different. Different can be daunting not simply just going against the grain, but believing enough in your kind of different to celebrate it, chase it + own it. Utilizing full trust in myself and my journey, saying " it may not go the way I want, but it will go the way I need." That theme seems to play over and over the more I mindfully construct this brand into a lifelong song. Just as we stepped into the initial moments of "Swept Into Neverland" it was clearer than ever that this mantra would be exactly what would dictate each part of this unfolding art space. So we gathered, we cried and laughed, embraced and breathed in deep. Unfurling into a truly healing experience I was reminded by respecting my inner desires, I create my wholeness. I could not do this alone however, there needs to be an entire community seeking the same outcome in order for these magical events to occur. So I stepped into a portal, with a community of powerful women, from maiden to crone, ready to heal. Over the next few months I will be sharing these women with you. They are all magic makers here in Buffalo, Ny. Owning businesses that connect people with healing, while living purposeful aligned lives that inspire me + so many more. I feel so grateful to not just know these women as associates in business, but to also call each one of them friend. I sent out an interview to each woman a few weeks after we gathered, not a run of the mill "tell me what you do" type of interview, but one I felt good about, one that got them to tell about precious parts of themselves, because we are so much more than what we do, and who we are is enough to enchant the entire universe. I hope you all enjoy this series + continue to read along as the project continues.


Without further ado....today we honor the woman, mother, survivor, thriver, healer + business owner Susan Morrale. 


What drew you into the path you are currently walking?

 I think I really always have been on my path I just have had a lot of twist and turns along the way. With my nursing background I've always wanted to nurture and take care of people and I think having my business has really allowed me to nurture and take care of women well nurturing and taking care of myself. Going through a serious illness and struggling to find my strength really woke me up to my inner power and I think that it's very important to realize that we all have that inner strength so for me helping women to find that and also live it really makes me happy.

Have you always felt destined to create in the way you do currently or do you feel more fluid in your artistry?

I think that I've always had a creative side in me, I actually think I got that from my mom. I always love to make things and I would sell them in our Boutique . When Ciara was growing up we would have a little craft room and we would create together . Creating and working with my hands is very meditative for me. I also think it's important to have a relaxed mind. A relaxed mind is a creative mind and that's when I can do my best work.

What makes you feel most alive?

 I love to be outside, I love to be by the water. The ocean. Just sitting and looking at the waves come up on the shore. I love to be in nature. I love trees. I remember I would always tell my sister "hug a tree get grounded". I also love to be in the environment of our shop where I can listen to women and hear their stories and just kind of connect and learn about them, their struggles, their journeys, their life.

When do you feel most you? Most beautiful?

 I think I feel most myself when I'm listening to that inner voice. I always tell people that your Inner voice  is your guide it's your soul and your spirit it wants you to be happy when you follow that everything else falls into place. I think I feel most beautiful when I'm really taking care of myself and having some me time.

In what ways do you care for yourself, and what has self care done for your own growth?


I really like to start my day with a prayer of gratitude and some positive affirmations and trying to set my intention and to what kind of day I'm going to have. I make sure I get enough sleep sleep is very important to me is when your body does all it's healing. I make sure I eat a good diet and everybody that knows me knows that I love to do my wheatgrass shots every day. I think that when you take the time to do these things to really nurture your body you're also nurturing your soul and your spirit and that whole connection is vital to living a good happy. I know that when I take the time to take care of myself it helps me grow as a person because I'm taking that time to realize that I am important, and it's OK to have self care because that is self-love. I talk about that so much in my boutique, I want women to know that self-love is so important and nurturing and taking care yourself is really really key to feeling good!



What are you looking forward to the most in your next year?

I'm looking forward to doing a lot more work with women in our community and really growing our space her sanctuary, I'm looking forward to even doing some speaking on self love, self-care, strength and the journey of our lives together. I'm also looking forward to working with my daughter in creating some amazing programs, new jewelry in our strong woman line and to finish our affirmation juices.



Please share anything that you would like to put out into the world, simply about yourself-

I'm a romantic girl at heart ,vintage lover, i'm a registered nurse, I'm a breast cancer survivor thriver and I get to run a boutique with my daughter Her Story and Her Sanctuary
 who I adore. We get to help women find their strength and empower them with support education and awareness in a beautiful space together. I started this business 27 years ago. I love what I do and it makes me happy to help others, I think we all have that inner strength we just need some help sometimes finding it. My wish is that women leave my company feeling good and empowered about themselves.



Sue Owns + Operates two amazing storefronts that provide healing + nourishment to women in our community. Stocking all woman owned brands from Buffalo + across the nation. Sue is committed to creating a life of purpose while supporting others. Please be sure to stop by + find out more. 

Her Story

779 Elmwood Ave, Buffalo, NY 14222



1438 Hertel Ave, Buffalo, NY 14216

Photography by Lindsey Robinson



Hair + Make up Artistry by Katie Mann

Trippychick Makeup


Wardobe by 1864 Boutique 

Magnolia Pearl (private collection donated by Kathy Rybacki Qualiana)

7716 Rochester Rd, Gasport, NY 14067


Jewlery by Her Story


Skincare by Svanur



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