The 25-year-old New York–based content creator and fitness instructor was anxiously waiting to hear back about several major career opportunities. One of them was especially exciting: a possible Little Caesars commercial featuring Philadelphia Eagles running back Saquon Barkley. With nothing left to do but wait, Begley decided to try something unconventional for a boost of luck.
Scrolling through Etsy — a platform better known for handmade gifts, vintage finds and customized party décor — she landed in a corner of the internet that promised low-cost spiritual help: Etsy witches.
“It can’t hurt,” she remembered thinking. “I love witches. I love magic. I love all of that. What’s the downside?”
For less than the cost of dinner, Begley purchased four spells from a TikTok-famous witch: a soulmate attraction spell, a powerful obsession spell, glamor magic and a wealth-and-prosperity casting. The total came to $60.76. The very next day, her phone rang with good news — she’d booked the Barkley commercial.
“Obviously, my brain went straight to, ‘Oh — it was my witch,’” she said with a laugh.
Begley shared the story in two TikTok videos that quickly amassed millions of views, adding another viral chapter to There’s a Spell for That — 2025 and the Rise of the Etsy Witch, a cultural moment that blends ancient belief systems with modern internet habits.
A Digital Boom in Modern Magic
In the past year, Etsy witches have been credited online with everything from saving weddings and selling homes to landing jobs, swaying sports outcomes and even fueling political controversies. What once felt niche has suddenly become mainstream.
According to Emily D. Crews, executive director of the Martin Marty Center for the Public Understanding of Religion at the University of Chicago Divinity School, this trend reflects a deeper shift in American spirituality.
Traditional religious institutions continue to lose followers, with nearly 28% of Americans now identifying as religiously unaffiliated. In response, especially among millennials and Gen Z, belief has become more fluid — drawing pieces from astrology, folk magic, organized religion and personal intuition.
“This is the environment where people feel just as comfortable buying blessings or curses from an Etsy witch as they might asking guidance from a priest or rabbi,” Crews explained. “Even if they were raised in a more traditional faith, this kind of spiritual mixing feels natural now.”
Against a backdrop of economic anxiety, burnout and political tension, the appeal is obvious. Hiring an Etsy witch doesn’t require a massive commitment — just a small payment and a willingness to believe, if only for a moment.
Weddings, Virality and a Year That Changed Everything
While witchcraft itself is ancient, interest in online spellcasting exploded in 2025, fueled by influencer endorsements and viral success stories — solidifying There’s a Spell for That — 2025 and the Rise of the Etsy Witch as a defining cultural phenomenon.
Most spells cost between $7 and $50 and are often labeled as “entertainment” services. This wording exists largely because Etsy officially banned the sale of metaphysical services, including spellcasting, back in 2015. The workaround hasn’t slowed demand.
One of the biggest moments came in May, when New York City–based creator Jaz Smith posted about hiring an Etsy witch to ensure perfect weather for her influencer-filled wedding. The skies stayed clear, the video went viral, and followers flooded the witch’s shop.
A few months later, Becca Bloom — a TikTok star with nearly five million followers and a reputation as the face of “RichTok” — echoed the sentiment, declaring “Etsy witches worked” while sharing footage from her own flawless wedding.
Inside the Life of a Viral Etsy Witch
Emily Hanan, a U.K.–based witch and tarot reader who runs the NaturalisticBlessingStore online, was the spellworker behind Smith’s viral wedding. Though she had practiced for nearly 20 years, she didn’t open her Etsy shop until the early days of the pandemic in 2020.
At first, business was slow. Then TikTok and Instagram reviews pushed her services — from obsession spells to energy cleanses — to an international audience.
“After Jaz’s video, everything changed,” Hanan said. Her custom good-weather ritual quickly became her most requested service.
“2025 has been my busiest year by far,” she added. “I don’t know if that officially makes it the year of the Etsy witch, but since going viral, I’ve seen nonstop content about it — mostly about my store, but others too.”
The demand became so overwhelming that Hanan eventually closed her Etsy shop and began accepting requests through Instagram only. She’s currently booked solid through the end of the year.
One moment still stands out: a video from a wedding where guests chanted “Etsy Witch! Etsy Witch!” during the after-party.
“It was surreal,” Hanan said. “Seeing a crowd chant my name for a spell I performed — that’s something I never imagined.”
From Love Spells to Basketball Wins
The trend hasn’t been limited to romance or weddings. Rohit Thawani, a 44-year-old advertising professional in Los Angeles, decided to test the phenomenon after hearing about Etsy witches from a colleague before a meeting.
Minutes later, he paid $8.48 — with a discount code labeled “BLESSINGS2025” — for a spell predicting a New York Knicks win ahead of Game 5 of the Eastern Conference finals.
The Knicks won.
The story gained traction online and even caught the attention of sports personalities like Stephen A. Smith and Desus Nice. Thawani tried again for Game 6. That time, the Knicks lost.
Still, he doesn’t regret it.
“We don’t really control anything,” Thawani said. “Witchcraft feels like buying a lottery ticket. There’s a chance it works, and if it doesn’t, you’re not really losing anything.”