New Retail Site Coming to Conshy; Business Model Based on the Value, ‘Witches Are People, Too’

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hand with little figures
Image via Witch's Way Shop
These little gnomes with crystals are among the items to be sold at the new Witch's Way Craft shop coming to Conshohocken.

Witch’s Way Craft (WWC) — an online “magickal” shop selling candles, crystals, jewelry, goblets, and other new-age, holistic inventory — is opening a brick-and-mortar location in Conshohocken. Kevin Tierney conjured the details in More Than the Curve.

Its owner-operator is Lily Amberg, a practicing witch for 17 years who launched the virtual version of her business in 2017.

In her effort to transition from web-based sales to onsite transactions, Amberg turned to Indigogo. Her campaign sought $5,000 for improvements to her storefront and borough permits. She has already surpassed that goal, thanks to the support of 40 backers.

Her entrepreneurial journey into mysticism began as a teenager. While on a lunch break, she happened on a shop she found “very alluring.” After meeting with the proprietor, finding her welcomingly nonjudgmental, and asking for guidance, she left with her “first-ever spell … and it worked!”

That initial positive experience became foundational to the virtual WWC version and continues to drive its impending physical one.

“WWC was founded to let people know it’s okay to be themselves,” she wrote in her fundraising pitch. “Witches are people too and deserve respect by people who misunderstand them.”

In addition to inventory, Amberg will hold events, including “new moon meetings” and “solstice parties.”

More on Witch’s Way Craft is at More Than the Curve.

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