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Photograph by Lance Adkins It’s more a feeling than a description: warmth, coziness, safety. It’s marked by cinnamon scents, or maybe bergamot, or clove. There are soft textures, dim lighting, and twinkling lights. When Sarah Dankhoff opened Hamilton’s Wildfire Hygge Goods in August 2019, it was called Wildfire Home and Gift. But the name didn’t feel right. She told a friend, who had an idea. “She brought up the word hygge, which I was very familiar with,” Dankhoff says. In fact, she had considered using the word in the store name before opening, but she worried it would push away customers unfamiliar with the term. “She took me and straightened my shoulders and said, ‘You are bringing them something they may not be aware of. They don’t come to you to get exactly what they want. They come to you to show them what they want.’ ” ....