Witchy Business: Navigating the Online Magickal Marketplace by Kate Freuler - Earth Magic

Magical Almanac: Practical Magic for Everyday Living - Lauryn Heineman 2018


Witchy Business: Navigating the Online Magickal Marketplace by Kate Freuler
Earth Magic

Have you ever dreamed of having your own metaphysical business? Perhaps you’ve imagined yourself behind the counter in a crystal-filled shop that smells of incense or seen yourself with your own booth at a summer Pagan festival. Maybe you’ve thought how great it would be to connect with like-minded people while turning a lifelong passion into an online business. If so, you are a lot like me. Running a metaphysical shop has been one of my dreams since I was a child, and making it come true has been transformative and fun.

Nowadays, with online selling venues being so accessible and easy to use, pursuing the dream of having a “witchy business,” as I like to call it, is within reach for many of us from the comfort of our own homes without the legal and financial backing required for a brick-and-mortar store.

Lessons in Magikcal Shopkeeping

I’ve been selling amulets, magickal jewelry, spell bottles, and Witchcraft supplies online for over nine years now and have learned many interesting lessons during the journey—some of them the hard way! We magickal shop owners encounter some unique challenges and responsibilities that are very different from if we were selling, say, clothing or pottery. Dealing in magickal items can become highly personalized, and sometimes my customers trust me with their hidden secrets and desires. It’s definitely not a boring job! If you think you are ready to start selling your own witchy wares, here are some pointers to get you started.

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1. Play by the Rules

Wait, that’s no fun! However, unfortunately for us magickal folks, our services tend to be misunderstood in general and are sometimes under scrutiny by others. As a result, we may find ourselves being questioned or even banned from online marketplaces, usually for making “false claims,” when we didn’t even realize we were doing anything wrong. This happened to me early on when I listed an amulet described as “money attracting.” This was deemed a false claim, even though I honestly believed that was the purpose of the amulet. A false claim is any time we guarantee or imply an outcome, physical or otherwise, with the purchase of an item. We are also not allowed to sell “cures” (no matter how much we may believe they will work), and when describing the attributes for herbs, crystals, or spells, we must choose our words very carefully. These rules sometimes seem unfair and clearly demonstrate that mainstream society still, in this day and age, does not fully understand our beliefs. Regardless, once you’ve chosen an e-commerce platform on which to sell, you absolutely must follow their terms of use and comply with FDA regulations. If you try to bend the rules, even a little, by saying a certain crystal heals diseases or guarantees lottery winnings, think twice: you can lose your business in a flash and not have a legal leg to stand on.

In some states and provinces, it is even illegal to perform spellcasting services. The intention of these laws is to protect vulnerable people from fraud. For example, I once saw an online ad offering to perform a long-distance disease-curing spell for a hundred dollars; the buyer would not be receiving any tangible object but was simply paying for the promise of a magickal cure. Providing an intangible service like this is not allowed on many e-commerce sites, for the seller can easily appear to be taking advantage of someone who is desperate. However, we can sell our amulets, spellkits, and objects as tools to be used by a customer in their own spells, for healing, for money, for love, or for whatever they choose. See the difference? It’s a blurry line, but it is there.

2. We Are Representing Our Community

When we put our business out there on the internet, we are representing a worldwide group of Pagans, Wiccans, Witches, and other magickal people. Our group is sometimes judged by society in a harsh and negative way already. If we go out there and conduct shady business, we are perpetrating the stereotype that we are all charlatans, money-hungry frauds, and scammers. Unfortunately, as with everything, there are some bad apples; these are usually not real practitioners of the Craft but people who see a business opportunity and a chance to exploit the needs and weaknesses of others. These sellers give us all a bad reputation. So be realistic and honest in your business, your products, and customer service. If someone contacts you requesting you cast a spell or make an amulet for a goal that you feel is unrealistic or unethical, don’t do it. I have had to turn customers away many times because their needs were far-fetched or did not mesh with my own morals.

3. Get Ready for Some Off-the-Wall Questions

I’ve received emails from potential customers asking for everything from baldness cures to forcing a daughter-in-law to get pregnant against her wishes to killing someone who stands in the way of a love interest. As you see from these requests, there is clearly a major misunderstanding of what Witches actually do. My advice is to answer these questions as politely as possible and decline the sale. You are not obligated to correct others’ misconceptions of the Craft. Usually, those looking to display their power over others in a hateful manner don’t want to hear the truth anyway. If a customer becomes too demanding or threatening, report them to the website and block them. Do not engage with people who push your boundaries or raise red flags in your intuition.

4. Look Out for Haters

“So what do you do?” is a casual question that often pops up in small talk. Answering “I do Witchcraft!” doesn’t always get a positive response. I do find most people in my particular community pretty open-minded, but unfortunately not everyone has that privilege. If you feel you are facing harsh judgment on the topic and would rather not engage in it, you may want to just say you sell gifts or trinkets and leave the Witchcraft out of it; on the other hand, you can use the opportunity to educate people about your beliefs. It’s up to you. Also, just as with any business, the Witchcraft market is competitive! Some sellers are not above stealing your ideas, undercutting your prices, or falsely befriending you in order to get your clients. I wish there were some way to avoid this, but that’s just the way it is in any market—there are those bad apples again. Follow your instincts regarding who you can trust and team up with.

5. Communicate with Empathy

One of the most common types of client to pop up is beginners. They’re new to the path and full of questions. Be kind and patient with these customers, answer their queries, and don’t disparage them or talk down to them. Sometimes in the online community people can be rude or discouraging to those just starting out who may have an innocent question or comment. Let’s encourage them instead, keeping in mind that we were all newbies once! That being said, you are selling amulets or supplies, not providing tutoring or an online course. If you find someone starts taking up too much of your free time and you do not feel pulled to be their mentor, I suggest diplomatically recommending some books and sending them on their way. If they’re really serious about pursuing the Craft, they will do the legwork. Another type of client who appears now and again is nonmagickal people who have turned to spells and Witchcraft out of desperation at difficult times in their lives, such as when they are suffering a loss or struggling in some way. When someone approaches you with what seems like desperation and need—even with a gross misunderstanding of the Craft—handle it with heart. Many times all they need is to feel they’ve been heard. Send them love, even if you can’t do magickal work for them.

The Metaphysical Market

Now that we have the basic advice out of the way, you’re ready to get making and selling! When you see all the amazing items up for grabs in the online metaphysical market, you will inevitably become a buyer as well. Either way, thanks to the internet, we can buy and sell almost any charm, spell, or amulet imaginable in a simple click. Witchy buyers and makers alike can reap the benefits of an easily accessible online magickal marketplace. It’s wonderful, isn’t it? Well . . . not everyone thinks so, and they will not hesitate to tell you so.

“If You Didn’t Make It Yourself, It Won’t Work!”

If you haven’t heard that phrase yet, you will once your shop takes off. There you are minding your own witchy business when you stumble across the blog, tweet, or online persona declaring that store-bought Witchcraft wares are useless—or worse, unethical. It is a rather popular opinion among magickal people that in order for a spell or amulet to manifest a desired outcome, it must be created or performed by the individual themselves and that “buying” these products is a waste of money. What makes it especially scathing is that it is often fellow Pagans, Witches, Wiccans, and like-minded people saying it. If you’ve ever been on the receiving end of a condemning online debate regarding your handcrafted items (and I have!), you will understand how deflating this can be. However, before getting upset and typing out a regrettable retort, let’s first think about this issue, both as an online seller and buyer of magickal goods.

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While I agree that the most powerful spells and amulets are made by the practitioner themselves, I also believe that it’s perfectly possible to perform magick for another person and manifest results—even better if the two are combined and the client and spellcaster work together. Here are some tips for people on both ends of the transaction to ensure that the intention and power inside those magickal items isn’t getting lost in the mail.

Tips for Sellers

Chances are if a person is purchasing an amulet or spell from you instead of making their own, they may not have the knowledge, time, or resources to do it themselves and trust you to provide not only the physical item but the magick as well. Using the correct materials is important, of course, making sure to align proper herbs and other ingredients with intent, but we all know there is so much more to an amulet than that. This is where the question of charging and empowering comes in, and how we, the shop owners, can make sure that our amulets pack as much power as possible for our clients.

1. Make a Connection

During construction of the item, contemplate any correspondence you’ve had with the client, their tone, and their needs. Some Witchcrafters find it helps to have a picture of the customer handy to help connect the amulet to them. If that’s not possible, you can write their name on a piece of paper and lay the amulet on top of it during whatever empowering ritual you use once it is complete. This creates a connection in the spirit realm between the client and the object.

2. Empower in Bulk

If you are lucky enough that you have built a customer base and are getting lots of orders, you may find it becomes taxing on your energy to personally enchant multiple amulets a day. There are a few simple ways to make it easier. I suggest keeping selenite handy, for it cleanses and charges items simultaneously. Place the amulet on a selenite wand to lend it extra power just before shipping it to your customer. Another trick is to lay your craft supplies out under the appropriate Moon phase to retain an extra boost of power for when you assemble them. Keep them wrapped and separated afterward to ensure they hold the power of the proper Moon phase until use. You can also charge your supplies in batches; say you get a shipment of carnelian stones that you plan to make into courage amulets. Charge all of them at one time with intent, and then set them aside “precharged” for when you construct the final products.

3. Send Clear Instructions

As a final courtesy, make sure you send step-by-step instructions to your clients on how they too can charge the magickal item themselves and attune it with their own energy and goals. You can print the instructions on paper and tuck them in with their order or just email them a copy. Including a customer in the empowerment of their own amulet or spell kit intensifies its strength and gives the client a reassuring sense of control over their situation too.

4. Honesty Is the Best Policy

What if after all this effort the amulet still doesn’t work? This is a tricky situation to approach for both parties. I find most customers understand and accept that there are simply some things that will not turn out as planned—the universe can be tricky! This is just another reason why it is especially important to make your client understand their own role in charging and empowering their amulet, helping it work for them in exactly the way they need. Sometimes a challenge you may encounter is the customer not being forthcoming with all the details of the situation, which will render your magick less effective. For example, someone may request you make them a spell kit to catch the eye of a love interest but neglect to mention the object of their affection is happily married with children. You can only work with a person who is honest with you, whether you are selling or buying. It goes both ways!

A Note for Customers

Maybe you are not a maker yourself but are interested in buying some witchy stuff online. You’re going to have questions. When you purchase an amulet or charm from a store, is it just wear and go (or burn and go, in the case of candles and incense)? Or is there something you must do yourself to personalize an item to your own needs? Even when buying from a reputable and trusted source, magick is all about intent. Therefore, you need to put some of your own energy into any magickal item you buy.

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When you receive an enchanted item, do your own small ritual with it. This can be easy even for a beginner. I suggest first performing a simple cleansing to get rid of any psychic muck that may be picked up in transport. This will not erase the power the seller has put into it but only the unwanted residual energy of travel or being handled by people in the postal system. You can pass the item through incense smoke, leave it under the Full Moon overnight, or, if it is waterproof, pass it under water while envisioning any unwanted vibes washing away, leaving only the clear, powerful intent that you and the seller have agreed upon. Then, place your amulet on your altar or hold it in your hand and envision its purpose as clearly and specifically as you can. See your goal as if you already have achieved it. If your goal is prosperity, see yourself spending the money you have found, working the job you love, or experiencing the relief of paying off your bills. Transfer this feeling into the amulet and let it combine with the special ingredients and energies the seller has already put there. Your direct intent, combined with the experience, knowledge, and materials of the crafter, will stir up some powerful magickal teamwork.

On that note, don’t be shy! Go ahead and ask questions. Communicating with the maker helps them understand your needs and reassures you that you’re not being scammed. Any seller who refuses to answer questions, promises unrealistic outcomes, and makes farfetched claims is probably not trustworthy. If you get a bad vibe from a certain shop, you may want to look around for a more relatable, personable seller. Someone who communicates with you in an open, honest and direct way is far more likely to be practicing what they preach than someone who pretends to have superhuman powers and hides behind an egotistical mask of mystery and self-proclaimed power.

So, is it possible to buy an amulet or spell online and still have it work? Yes! But both the buyer and the seller have to put some magickal elbow grease into it. Even in this time of immediate gratification, magick, like most things worth having, takes some good old-fashioned effort, communication, and honesty.

Put Your Heart into It

Whether you are selling deeply personalized custom amulets or just hawking supplies to other Witches, remember that you are a soul first and a business second. A metaphysical business is so much more than just selling trinkets. We are sending our intent out into the world with every order we ship, so fill those packages with love, wisdom, gratitude, and joy. You may even change someone’s life, including your own!