Paradox: An Unusual Store of Sorts

In a world where shopping is often squeezed between errands or done quickly on an app, St. Mary’s alumna Fannie Weinberg ’17 is offering an opposite experience: a chance to linger in a store filled with special items, get to know those around you, and find a treasure or two, if you dare. 

“Paradox is a whimsical store full of curiosities,” said Fannie. “We wanted to create an environment that immerses you in the shopping experience, not just a place where you run in to grab something.”

Indeed, the front door of Paradox at PE/CO – cleverly located in the back – invites each customer into a captivating space densely packed with specialty items around every corner. From handmade jewelry to vintage games and signature scents, Paradox offers a vast selection of items, mostly from mom-and-pop vendors, providing shoppers the chance to seek something unique.

A true contradiction from the very beginning, Paradox existed before ever becoming reality. In 2021, Fannie’s mother, Robbie Johnson Weinberg, dreamed of a retail space that would transform their Midtown Memphis neighborhood. 

“My mom came to me and said she had a dream that the intersection of Peabody and Cooper was branded PE/CO,” Fannie recalled. “She wanted to do a gift store to solidify the title, and asked if I wanted to do it with her. I didn’t have to question anything – my answer was immediately yes.” 

At the time, Fannie’s parents, Robbie and Michael Weinberg, OD, already owned and managed two businesses at the PE/CO intersection: Eclectic Eye and Faneli Properties. The Weinbergs dreamed of the area becoming a district, even dubbing it the “Cooper Connector” as it bridges Cooper Young with Overton Park. With the establishment of Paradox, Fannie committed to this vision, undertaking her first endeavor as a fellow entrepreneur within their family of businesses. 

“I was in school for finance at the time, and I wasn’t really loving it,” Fannie admitted. “Knowing how badly Midtown needed retail made me so drawn to this idea.” 

While Paradox offers customers the chance to search for gems, the business was intended to be a gift for the neighborhood. Surrounded by community institutions like Slider Inn and Bari Ristorante e Enoteca, Fannie saw an opportunity to give back. 

“I find so much inspiration from what store owners do in other cities,” Fannie shared. “I really think that’s how we can grow Memphis – by bringing in what’s trending elsewhere. Memphis deserves that, deserves people who are willing to put it all on the line.” 

Fannie sources goods from all over the world. While committed to curating one-of-a-kind items, Fannie aligns herself with vendors based on values. She supports women-owned, Black-owned, and Asian Pacific Islander-owned businesses, LGBTQ+ artists, fair trade companies, and more.

Fannie explained, “I feel a responsibility to be mindful if I get the privilege of choosing my vendors. Selecting who I work with allows me to be confident in what I’m selling.” 

This thoughtful approach to business is evident in Fannie’s relationships with her customers and employees. Nurturing positive interactions and meaningful connections is part of the Paradox philosophy, and has even yielded Fannie and her colleagues, Maddie Larese and Lauren Vizenor, an invitation to the wedding of one of their regular customers.

“It’s incredible to have a store where people stay a while,” Fannie beamed. “You really get to know them, and seeing customers walk through the door is the best feeling in the world.” 

Fannie’s meaningful kindness originated from her experiences at St. Mary’s after graduating from Grace St. Luke’s Episcopal School. As a new 8th grader at St. Mary’s, Fannie immediately felt a sense of care from her teachers. 

“I wanted to do well at St. Mary’s because of the admiration I had for my teachers,” Fannie remembered. “My teachers believed in me and were invested in my general well-being and my success. I developed a work ethic that involved respect for others, which helped me become a better business owner.”

That same environment of encouragement also gave Fannie the freedom to think creatively.

“St. Mary’s does a great job of having you use your brain in creative ways, which is a big part of entrepreneurship,” Fannie reflected. “At the end of the day, having a successful business is about paying attention to those around you and what they need.”

Fueled by this ability to creatively problem-solve, Fannie is ready to usher in a new era for Memphis alongside fellow young entrepreneurs. “Paradox will always be my firstborn,” Fannie said, smiling. “But, I have so many ideas. Once you open up a business, your mind starts going wild with 1,000 other ideas that are possible.”

Paradox is just the beginning of a calling Fannie feels toward Memphis. By providing a magical place for people in the community to experience joy, she contributes to a new, bright legacy for the city. Fannie believes young women like her can support this cause. 

“St. Mary’s girls, your community needs you,” Fannie said. “You are strong, empowered women, and your community needs you. Owning a business is a lot of work, and it’s important, fun work, but St. Mary’s has prepared you. Explore opportunities in college. Take on new jobs, meet new people, and be open to new experiences. If you are at a place where the 9-5 life is not interesting and you are being drawn to something different, then entrepreneurship is calling you.”