Robyn Ruggeroli has spent years building Fainting Goat Soap by New Liberty Farm from her home, carefully crafting goat milk soaps, lotions and skincare products in the family kitchen. Now, thanks to a leap of faith—and a little encouragement from those closest to her—customers have a permanent place to shop, watch products being made and connect with the maker behind the brand.
Fainting Goat Soap by New Liberty Farm officially celebrated the grand opening of its first brick-and-mortar location at 301 Oxbow Ave. #14 in Pahrump, welcoming an enthusiastic crowd of shoppers eager to browse the handcrafted products that have developed a loyal local following through farmers markets and community events.
The new storefront marks an exciting milestone for Ruggeroli, who credits the idea to her husband.
“This was my husband’s idea,” she said with a laugh. “He decided that he was tired of having me complain about making everything in the kitchen, and the kids wanting me to make dinner too.”
She said her husband also found encouragement from fellow local business owners Tay and Colin with FD Candy, who believed opening a storefront would be a natural next step for the growing business.
While she admitted she was initially hesitant about the move, that uncertainty has quickly been replaced with excitement.
“I knew it was coming, and I was apprehensive,” Ruggeroli said. “Now I’m excited because I get to make all my stuff here, and people get to come and hang out with me while I’m making it and see how it’s done.”
The new space serves not only as a retail storefront but also as a working studio where customers can watch the soap-making process firsthand. Ruggeroli hopes that visibility will create opportunities for education, collaboration and future growth.
“I just feel like there’s going to be some collaborations, and it’s going to make it so that I can expand and make a lot more,” she said. “If businesses are interested in carrying our products in their stores, they can come and see what’s on our shelves and we can talk. And I don’t have bins of product in my den stacked to the ceiling.”
For longtime customers, the storefront also brings added convenience. Instead of waiting for the next farmers market or community event, shoppers now have a dedicated location where they can browse products throughout the week.
The shop plans to operate Monday through Saturday from 11 a.m. to 7 p.m., with Sundays expected to remain closed. Following the grand opening, Ruggeroli said the first week will largely focus on restocking after the overwhelming response from the community.
That response exceeded expectations.
The grand opening featured refreshments from several local businesses, highlighting the supportive network that has surrounded Fainting Goat Soap throughout its journey. Guests enjoyed food from The Wine Down, cookies from Ashes, macarons made by Willa’s Sweet Treats, freeze-dried candy from FD Candy and a custom cake created by Jeanine’s Kitchen.
Ruggeroli estimated that well over 100 people stopped by throughout the day.
“There was probably easily 100 people, and people have been popping in and out, and some people came in and then came back again,” she said.
The steady stream of visitors also translated into strong sales.
“Our shelves are looking pretty bare,” she said with a smile.
Despite the shelves emptying quickly, Ruggeroli noted that restocking isn’t as simple as making another batch overnight.
Most of her handcrafted products can be made within a day, with the exception of her soaps.
“Most of my products are ready in a day,” she explained. “But because soap has to cure and the moisture has to evaporate out, it usually takes four to six weeks before it’s ready.”
Visitors to the shop can even see that process in action, with racks of curing soap waiting for their turn to hit the shelves.
The products themselves reflect the family’s farm-based lifestyle, incorporating ingredients produced right at New Liberty Farm whenever possible.
Among the most popular offerings are goat milk lotions made with fresh milk from the family’s goats, honey harvested from their own beehives and nourishing tallow for added moisture. Ruggeroli also creates goat milk face cream, lip balm featuring beeswax from her hives, moisturizing Bee Bars designed to soothe extremely dry skin, body creams in a variety of fragrances and magnesium cream intended to help ease sore muscles and promote relaxation.
The farm also produces local honey when available, though the grand opening crowd quickly purchased the current supply.
“When we have it available, we have honey,” Ruggeroli said. “We sold out today, but we’re probably going to have more within a couple of weeks. I’ve got to go into my hives.”
For Ruggeroli, the storefront represents much more than additional shelf space. It creates an opportunity to invite customers into the creative process while giving her business room to continue growing without taking over every corner of her home.
With strong community support already evident during opening day and plans to continue expanding both production and wholesale opportunities, Fainting Goat Soap by New Liberty Farm is beginning an exciting new chapter—one where customers can experience the craftsmanship behind every handcrafted product while supporting another locally owned Pahrump business.
