We find ourselves in countdown mode in various ways at Urban Pharm. Today is our last Tuesday at the Copley Square Farmers Market for the season. Friday and Sunday will be our last at the Charles River Farmers Market. Our holiday events are starting up (if you’re in the Boston-area, raise a glass with us at Cambridge Mercantile this Thursday from 5:00-7:00 ❤️). All of this has us thinking about countdowns and their myriad functions.

Countdowns can be about getting going, doing the hard thing, making it happen. They are often accompanied by a kind of steeling, a coiled gathering of self readying to…whatever.

5-4-3-2-1…jump off the dock into breath-taking northern Maine waters

5-4-3-2-1…pull off the band-aid



Countdowns can also be waiting, titrating big feelings associated with something anticipated.

5-4-3-2-1…until family starts to fill all of the nooks and crannies of home for holidays

5-4-3-2-1…more seconds of holding that plank

5-4-3-2-1…before the thunder follows the lightning.


The 5-second rule is an anomaly in the land of countdowns in that 5-4-3-2-1 is a window of not counting, not long enough for anything meaningful to happen. 

What if we experimented with 5-4-3-2-1 as a way to gift ourselves a tiny little expanse of goodness, whatever that means to you. 

5-4-3-2-1…hold your face turned toward that spot of sunlight you were just about to rush past

5-4-3-2-1…unclench the part of your body you effort from

5-4-3-2-1…make space for grace, rest, beauty, the unexpected.


We hope that Urban Pharm invites this kind of pause for goodness in your every day and that you take a second to enjoy something delicious today.

Xoxo Jill & Anne

Back to blog

Leave a comment

Please note, comments need to be approved before they are published.