In the novel "The Alchemist" by Paulo Coelho, Santiago, the protagonist, has a significant impact on the crystal merchant's business. Santiago arrives at the crystal shop in Tangier, Morocco, seeking employment. The crystal merchant initially hesitates to hire him, but Santiago convinces him to do so.
Santiago brings fresh ideas and a new perspective to the crystal shop. He suggests that the merchant could attract more customers by arranging the crystals in a more appealing manner and by serving tea to customers, creating a more inviting atmosphere. He also proposes expanding the merchandise to include various other items, demonstrating his entrepreneurial spirit.
As a result of Santiago's suggestions and hard work, the crystal merchant's business begins to thrive. The shop attracts more customers, and sales improve. Santiago's presence not only revitalizes the business but also inspires the merchant to pursue his dreams and make changes in his own life.
Santiago's impact on the crystal merchant's business serves as a metaphor for the novel's theme of pursuing one's Personal Legend and the transformative power of following one's dreams.