Twisted Twigs, house of earthen goods, educates their customers about a witch’s lifestyle.
When customers walk into Twisted Twigs, they may be greeted by any one, or all, of the eight feline companions that roam the store.
Since the summer of 2017, Twisted Twigs has been offering crystals, handmade oils, dried herbs, incense, and other homemade apothecary items to their customers. The shop is nestled amongst residential houses on Main Street in Anderson, Indiana, and is owned and operated by two witches: Brytneigh Burgess and Kinsley Elsten.
After meeting each other in the ninth grade at Highland High School in Anderson, Brytneigh and Kinsley had the idea of creating a business together.
“We had talked about it for a long time. We just pulled what resources we had together, and it was a very humble beginning,” Brytneigh says.
Twisted Twigs not only offers a unique in-store shopping experience, but also has a website that allows customers to get products shipped directly to their front steps.
While the pair say most of their online orders are shipped across the United States, the few international orders they’ve received—to the U.K. and Paris—have been exciting milestones for their business.
According to the American Religious Identification Survey, the number of practicing witches has hit a dramatic spike. From 2001 to 2008, for Wiccans specifically, the number of identifying members went from over 130,000 to 340,000. For Pagans, the numbers were similar.
In 2014, a Religious Landscape Study found that between Wiccans and Pagans, the number of practicing members increased to one million people. Even though Brytneigh and Kinsley are both practicing witches, as well, they take pride in their non-denominational shop.
The co-owners say that certain items in their store gain popularity due to current social media trends. Apps like TikTok are a popular choice for some practicing witches to share their work with others.
Videos using the hashtag “#witchtok” have more than 24 billion combined views when searched on the app. Their own profile has nearly 10,000 followers. The use of social media in this way could ultimately help educate people about stores arising like Twisted Twigs.
“People will then stumble upon our Facebook page or Instagram page and they’ll say, ‘Well, that doesn’t look so bad,’ or, ‘Wow, that’s really pretty,’ or, ‘Oh my God, there’s cats,’” Brytneigh says. “Then they can become more comfortable rather than thinking, ‘Oh yeah, there’s that witch place down the road.’”
Twisted Twigs plans to remain exclusively in Anderson where their business is already well-established and known throughout the community. With customers traveling from all over, the owners feel confident staying in the location they know is loved.
Sources: Census, Pew Research Center, TikTok
Images: Nathan Abbott and Alison Smith
Featured Image: Nathan Abbott
