Will Hough is the founder and curator of Sunnyside Crystals, bringing decades of experience, global relationships, and a lifelong passion for the treasures of the Earth.

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Through years of international travel and direct connections with miners, fossil hunters, and gemstone producers around the world, Will has built a sourcing network that allows Sunnyside Crystals to offer exceptional specimens at remarkable value. From towering amethyst cathedrals and rare minerals to ancient fossils and collector-grade gems, every piece is carefully selected for its beauty, quality, and character.

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Many crystal enthusiasts know Will from GemShowLive365, one of the pioneering crystal-selling communities on Facebook Live. Long before live selling became mainstream, Will helped transform crystal collecting into an interactive experience and even coined the term "Rocktion"- his signature style of crystal auctioneering that connected thousands of collectors with extraordinary specimens from around the world. During the COVID era, Rocktions became a gathering place for crystal lovers and helped shape the modern crystal livestream industry.

 

Today, after years of connecting collectors online, Will is bringing that same expertise and sense of discovery back to a brick-and-mortar space in Santa Fe. Sunnyside Crystals combines direct-from-the-source relationships, museum-quality specimens, and a welcoming atmosphere where anyone can discover something extraordinary.

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Whether you're a seasoned collector or simply curious about the natural world, there's always something new waiting to be uncovered at Sunnyside Crystals.