Today we’d like to introduce you to Nora Luce.
Hi Nora, so excited to have you with us today. What can you tell us about your story?
I started connecting with plants as a toddler- I was always collecting wildflowers and roaming around the forested land around my home. As I grew older I was given more and more freedom to explore on my own- and I spent hours walking through the woods with my two tabby cats as my guards.
I was very aware of spirits on the land and would even make potions by the creek- creating fairy homes and mud pancakes. The fusion of exploration and nature led me on a path of studying hospitality and tourism at the College of Charleston with a focus on sustainability.
As I graduated, I did work trade in many different countries at sustainable eco-resorts and spent multiple years living in Thailand as an ESL teacher. I returned back to the United States when my mom was diagnosed with an uncurable brain disease. As her caregiver, she returned me back to the medicine of the land in the Lowcountry living with my parents in Beaufort, South Carolina.
After she died, the wildflowers became a connection point to my mom’s spirit. I started to study herbal medicine with a local botanist and learning about the local and European plants became my passion. From plant identification, to medical botany, to plant spirit communication I have deepened both my relationship and my understanding of the plants.
In April of 2022 I began my business Critical Ritual- connecting locals in Charleston to the abundance of herbal medicine in our backyards and our parks. Through plant walks, ceramic classes, and guided tea meditations hundreds of people have gathered together to learn more about the folklore, history, and medicine of the plants, flowers, and trees that surround us. I also serve the local farmers markets, and am a full-time vendor at the Sunday Brunch Farmer’s Market where I share my herbal extracts, herbal infused oils, and wild plant imprinted pottery pieces.
In 2025 I began a women’s circle called The Medicine Council, where for 6 weeks we gather virtually and in-person to learn about one plant. The women are given a medicine bag with ingestible and topical herbal remedies of this one plant, as well as a medicine book full of education and journal prompts to support them through their journey. We deepen as a circle of women to learn through observation and through study of this deep plant connection.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
I don’t think any entrepreneur can claim a smooth road.
I started off chasing any market that would let me vend- and I sacrificed a lot of my weekends to be at as many local markets as possible. Over the years, I have started to be more selective about my time and have gotten more clear around which specific markets match my clientele.
I’ve poured my heart and soul into my business, and I’ve had to increase my own personal visibility to allow my business to be known in the community. That means, I’ve also shared my deep intimate relationship with my plant friends and opened them up to the eyes of the community as well. These multi-dimensional layers of visibility, in a world where so much is already shared online, make it so that I have to create even more privacy in my own home life, in my own rituals, to keep the spiritual side of my life still personal and sacred.
I also have had to invest a lot of my own money into my business. Last year, hiring a business coach was my largest expense. Through being coached, I’ve learned so much about setting up background systems and connecting to the right clients.
Every obstacle I’ve learned has come through as a lesson, and an opportunity to get even clearer with my true intention and passion behind Critical Ritual- connecting more humans to the natural world, to the elements in nature, one plant at a time.
As you know, we’re big fans of Critical Ritual. For our readers who might not be as familiar what can you tell them about the brand?
I’m a community herbalist, earth educator, and ceremonialist. Within Critical Ritual you can find me at the local Sunday farmers market on James Island at Sunday Brunch- where you can purchase tangible herbal remedies and prayer infused pottery. You can also come join local gatherings- where we circle together outside in nature to learn about plant identification, we gather together to connect to the spirits of the plants and learn through body observation and intuition, and sometimes we are gathering to celebrate the seasons and learn about ancient traditions of Pagan traditions. There are also more intimate gatherings only for women- called The Medicine Council- where we join together for 6 weeks to be in weekly ceremony with one plant. This Winter Medicine Council we have been learning from Eastern Red Cedar, Juniperus Virginiana, learning both the medical benefits of it’s antimicrobial compounds as well as it’s energetic cleansing and protective qualities.
I am an herbalist, and my niche is plant spirit connection. With me, you won’t just learn what you can search on the internet or read from a book . . .although you will learn cool facts too. You will learn a new style of communication, and you’ll learn to slow down to receive messages and information from the plant spirits. You’ll begin to become aware of your own personal ecosystem, and you’ll be able to draw in support and allyship through the natural world.
I am most proud of the organic way Critical Ritual has reached the community. Our gatherings hold potent depth, and it’s never been about numbers, it’s always been able the ripple effect we are creating in the community and into our families and into the world.
What matters most to you?
Community in nature.
Gathering and circling together has been something we’ve been doing for time immemorial. There is something powerful in just arriving to a ceremony and feeling supported by those who have said yes to joining.
In community we remember that we are not alone. We remember that our coming together is potent. We realize that just by being outside together we are turning up the vibrancy of the wood-wide-web.
Contact Info:
- Website: https://www.criticalritual.co/
- Instagram: https://www.instagram.com/criticalritual/?hl=en
- Facebook: https://www.facebook.com/criticalritual/
