Witchcraft and spellwork have become an online cottage industry. Faced with economic uncertainty and vapid dating apps, some people are putting their beliefs—and disposable income—into love spells, career charms and spirit cleansers.
Etsy, an online marketplace for crafts and vintage, has long been home to psychics and mystics, but the platform has enjoyed new callouts from TikTokers as a destination for witchcraft.
The concept of hiring an Etsy witch hit a fever pitch when influencer Jaz Smith told her TikTok followers that she had paid one to make sure the weather was perfect during her Memorial Day Weekend wedding. The blue skies and warm temperature have inspired TikTok audiences to find Etsy witches of their own. Smith didn’t respond to requests for comment.
Rohit Thawani, a creative director in Los Angeles, said Smith was his inspiration for paying an Etsy witch $8.48 to cast a spell on the New York Knicks ahead of Game 5 of the Eastern Conference finals in May.
Thawani found a witch offering discount codes. Thawani was half-kidding about the transaction but was amazed when the Knicks won. “Maybe there’s something more cosmic out there,” Thawani, 43, said.
Thawani bought a second spell ($21.18) from the Etsy witch for Game 6, but the Knicks lost. He doesn’t rule out the possibility that Indiana Pacers fans “used their devil magic,” he joked.
Magic practitioners sell on Instagram, Shopify and TikTok, but most customers say Etsy is their go-to.
The shop MariahSpells has over 4,000 sales on Etsy and 4.9 stars and sells a permanent protection spell for about $200. Another shop, Spells by Carlton, has over 44,000 sales and lists a “bring your ex lover back” spell for about $7.
Here is more from the WSJ, via the excellent Samir Varma.
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