The name is Tree because it's a growing idea.
And owners Emma Camden and David Murray are not completely sure what their idea - a shop selling ceramics and photography - will grow into.
Tree opened recently at 37 Moutoa Quay, just a few doors down from the i-SITE and next door to yoga studio Yoga Forme.
The shop sells mostly work from out of town, although two local potters - Ross Mitchell-Anyon and Aaron Scythe - have their work in Tree.
"The idea is to have work that you wouldn't normally be able to buy in Wanganui," Ms Camden said.
"It's work that we would like to own ourselves. And it's practical stuff - things like mugs, bowls and vases.
"Everything in the shop is handmade, but it's affordable and accessible."
Most items are $30-$60, although some are more expensive.
Tree will feature Aaron Scythe's work in the 2015 Artists Open Studios Whanganui event.
Mr Murray and Ms Camden are both highly respected glass artists in their own right, but as yet none of their own work is featured in Tree.
"We may include glass at some point in the future, though," Ms Camden said.
-For more information visit www.treeobjectspace.com