Articles — 2022

Just a Witch Shop: How I Made Humility the Cornerstone of My Business

Posted by Michelle Gruben on

Just a Witch Shop: How I Made Humility the Cornerstone of My Business

It’s a wise person who can say, “I don’t know”—or better yet, “Let’s look that up.” But in the world of Witchcraft, there’s a lot that’s unknown (or unknowable) and not so many reliable ways to look things up. As a result, our community too often falls back on easy answers, bad science, flashy titles, clichés, and cults of personality. How do you work as a professional Witch without preying on the vulnerable or credulous? This is something I’ve grappled with since the first day I decided to start an occult business. The struggle is real—the tension between the weird...

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Create an Ancestor Altar for Samhain: 7 Easy Ways to Celebrate Your Honored Dead

Posted by Michelle Gruben on

Create an Ancestor Altar for Samhain: 7 Easy Ways to Celebrate Your Honored Dead

You may already have an altar to your deities, but what about the human spirits that have made you who you are? An ancestor altar is a sacred space that honors your deceased loved ones and can be used for prayer, offerings, and spells. Creating an altar is a beautiful way to remember your ancestors and to show them how much you appreciate their presence in your life. YOU can make an ancestor altar! Yes, you--even if you happen to be spirit-deaf, very busy, or hate your family. If you're not sure how to get started, here are seven easy steps for...

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Spring 2022 Update: Busy, busy busy!

Posted by Michelle Gruben on

Spring 2022 Update: Busy, busy busy!

Hello dear visitors! It has been such a whirlwind year--hard to believe it's a few months since I've checked in with you. But I know where my priorities are: First, shipping out awesome magickal stuff to our customers. Second, listing new magickal stuff for our customers. Social media? Way, way, down the list right now. Supply chain issues have led to a real shake-up of our catalog. Lots of things are indefinitely delayed or no long available, so it's out with the old, in with the new. I've vowed to replace every discontinued product with something equally exciting, and I...

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