Business Spotlight: Sun Wind
Ching Chiang, owner of Sun Wind
Blog by Cadence Tan, Photos by Kat St. Martin
Founded in 1995, Sun Wind NYC is a crystal and storytelling shop in Chinatown. Known for its thoughtful guidance and symbolic offerings, it is a quiet space for reflection, energy, and connection.
We got the pleasure of speaking with owner Ching Chiang, who describes opening Sun Wind as a calling. Her journey has taken her across countries and careers, but everything led her here, a space shaped by stories, energy, and the people who come in.
Ching’s path to opening Sun Wind began long before the shop itself. Born in Taiwan to parents from Mainland China, she lived in Korea for five years before moving to the U.S. She was welcomed by a supportive community that helped her learn English, and eventually worked in tour operations, helping Americans visit China and experience its culture firsthand. She studied sociology and psychology, which go hand in hand with how she connects with people today.
It was in her 30s that Ching felt called to open a space that centered around storytelling and energy. Back then, there weren’t many crystal shops in the neighborhood, and she saw an opportunity to offer something different. Starting from scratch, she grew Sun Wind into a place known not just for its stones, but for the stories and meanings behind them. Her mission has always been to help people reconnect with themselves, not through flashy products, but through faith, and intuition.
Ching doesn’t think of herself as a traditional shop owner. She’s more of a guide. New visitors often stop in for a quick browse, but longtime customers return for deeper conversations. Some even become friends. She believes healing and growth don’t come from what you buy, but from what you learn about yourself and the world around you.
Ching sources her crystals from wholesalers, online shops, and local markets. Her work often centers on the chakra system, a way of understanding energy and well-being. Ching takes time to understand what someone might need and offers guidance from there. When we visited Sun Wind, the experience felt deeply personal. She began by asking what brought us in, how we’d been feeling, and what we were hoping to find. As we moved through the shop, she noticed which crystals caught our attention and shared thoughtful insights, gently guiding us toward what could best support us—whether a stone, a reading, or something we didn’t know we needed.
“Moonstone is a stone of new beginnings. Soft jade brings purity and serenity. Labradorite is a stone of spiritual transformation, perfect for balancing the third eye chakra. And fun fact, quartz is even used to make computer chips!” - Ching
Though running a small business in Chinatown comes with its challenges, especially with fewer people stopping in and a storefront that’s easy to miss, Ching remains rooted in the neighborhood. Chinatown feels like home. Many of her stories are tied to Asian culture, and being part of a community that reflects those roots means a lot.
Through workshops with Welcome to Chinatown, including Community Appreciation Day and the Bowery Night Market, Ching has been able to connect with a broader audience. She’s met people from all different backgrounds and continues to share her message with anyone who walks through her door.
Earlier this year, she moved Sun Wind to a bigger unit in Elizabeth Center, continuing her mission to share the belief that stories and symbols offer people meaning and connection.
At Sun Wind, you’ll find much more than a crystal. You’ll find a thoughtful, welcoming space where you’re encouraged to slow down, ask questions, and maybe even learn something new about yourself.“Now, I am reminded of how the Chinatown community of businesses are here for one another. We get to know each other. The community of business owners here, from Grand Street to Canal Street, to here on Essex? We are connected. We talk and share our experiences. I learn something new every day simply because of how supportive people are of one another.”
Visit Sun Wind NYC and let Ching help you find the symbol or story that resonates with you most. Whether you’re new to crystals or simply curious about energy work, you’ll walk away with more than just a purchase—you’ll leave with insight, warmth, and a bit of inspiration.
