Of course if they would let you name a snippet and link to the snippet, the problem would go away. Think of how you can link to a particular segment of a web page using a target instead of the top of a text page.
Thus, you could place the magic shop owner as a section of the magic shop and then link to the name (which actually links to the named section just like a web page target) in the tavern he frequents and in his home building, as examples.
The feature request is
here.