The windows of a tall brick building on the corner of Main Street catch the eye. One window bares a sign that reads, “Cosmos Astrum Radio”, the other, a small pointy-eared dog sits underneath “The Mudutu Effect”.
The building is home to The Mudutu Effect, a unique “idea rather than a physical organization,” the stores website reads.
Allyson Ford and her husband, Matt Lay operate this business together, to produce as many creative ventures as possible, all conveying the idea of knowledge seeking.
“The word Mudutu is Sumerian for knowledge, so really the whole name of the business is The Knowledge effect. So, the whole idea is basically to learn, and what better way to learn than from each other.’
“We’re trying to make people believe in themselves, and empower themselves” said Ford, a self-proclaimed practising witch, who’s principal input is through the store located in their basement. A brick-and-mortar shop with approximately 80% of its product being handmade by Ford, and local artisans.
Alyson is kind enough to provide a tour of the facility, which operates out of an old bank built in 1912, showing all of its spooky creaks and wonders. Proceeding along a short hallway, passing through another set of doors is a medium-sized hall, with walls painted dark-red and decorated in Ford’s paintings, pictures of John Dee and occult symbolism.
This is where they would host events, such as “The Witches Ball”, a witch themed costume event that sold out within two-weeks.
The building is almost completely self-renovated, as a Covid project. Ford took the opportunity to paint the walls, and install much of the light fixtures and doors.
“The community is actually very supportive, I’ve started markets, I wanted to promote as many local artists as I could; I just wanted people to know that their next-door neighbour might have something for sale.” said Ford.
“It’s not your typical standard run of the mill stuff, it’s just different, and different is good. They invite everybody. I’ve dealt with them both, they’re easy to deal with, easy to talk to,” said Stephen Schury, town of Milestone administrator. He elaborates, “Although one might be skeptical or even spooked when they see pagan and witchy symbols surrounding the building, it is a welcoming place and inclusive for all.”
During the summer, Ford and Lay would run markets for local artisans, they would hire food trucks to come to the community, and throw music festivals.
Despite what the Mudutu affect may appear like on the outside, it was hard to find a member of the community who saw them as a dark presence in their small-town, but instead, a ray of light, with open doors to those who bare an open mind.
For those who are curious, the Mudutu Effect provides a library for anyone who wishes to educate themselves on the many sides of spirituality.
In a small room, just to the right upon entering the hall, is the Cosmos Astrum radio show they produce there in Milestone. Started in order to welcome the spirit of open communication and to reach other corners of the world with the purpose to highlight independent artists and to inspire the spiritually curious.
Along with their radio show, the couple utilize their many connections in order to further their work in communications, by starting Black Philip productions: a network for independent music artists to have the opportunity to record, produce and publish their music.
“We call it our very elaborate hobby” Ford jokingly said, in reference to the many ongoing projects she and her husband are accomplishing.
One of the main goals is to erase all stigma surrounding terms such as witch, pagan and even the occult. It is to seek the path of enlightenment and educate people on different forms of spirituality.
If there is one thing that Ford made adamantly clear, it was that the Mudutu effect is open to everyone, unless you come to do harm. She spoke sternly about how little patience her organization has for people who come to inflict harm or bare ignorance with them.
Adding that the building itself wards off negative spirits, and people.
“The only thing that we’re very against, we will not tolerate bigotry, hatred, sexism…if anyone presents that when they’re here for a public event, goodbye, this is my house, you’re out the door”
In reference to the stigma she stated, “Leave that behind, and open your mind”.
“If it empowers you as an individual, that’s where the magic is.” said Ford.