There are many simple rituals practised in the house that Katie Karpetz shares with her husband in Edmonton, Alberta, from yoga to herbalism to candle magic. In the morning, she often waits for inspiration to strike before posting a photo or found image to her Instagram feed, and the mood captured will go on to determine her activities for the day.

Running her online store, The Witchery, from her home is a mixture of mundane, structured tasks, and more spontaneous and esoteric work. Sometimes she’s tracking, packing, and sending orders for the many hundreds of items she ships out to her customers in twice-weekly mail batches. Other times, she’s tapping into her own experiences and the knowledge contained in her many books on magic to create new blends of oil or incense with mystical properties ("bring luck in a hurry," "use to draw love to you"), or to cast spells on behalf of clients.

Karpetz is one of many entrepreneurs blending a passion for the occult with an understanding of e-commerce to capture a share of the new economic activity surrounding witchcraft. “What I sell is basically what I’m interested in,” she says. “My business plan was always just, If I like it and no one else wants to buy it, well then I get to keep it!”

It’s a project that has been years in the making, starting as a hobby and slowly developing into a steady source of income. But it’s also something that taps into a trend, which may seem hidden or ubiquitous depending on the circles you frequent: Witchcraft has undeniably become cool again.