The Apothecary

The Apothecary A witchcraft supply store & natural therapies clinic; specialising in massage, readings and healings.
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The Apothecary is the collaboration of two sisters, both certified and experienced massage therapists, with a collection of other qualifications in other natural therapies. We, Alyssa and Dawn, are witches, practicing magick for health and wellbeing and sharing our expertise of herbs, oils, crystals and spell crafts. At The Apothecary we offer a range of treatments and services including relaxation and therapeutic massage, craniosacral therapy, reiki and pranic energy healing, zone therapy and tarot reading. We also sell organic herbs and herbal teas for medicinal healing and magick, witchcrafted� soaps, organic skin care, aromatherapy, natural remedies, ceremonial incense, spell candles, as well as books, cards and other witchcraft supplies. Enquire within if you would like to know more about the use of witchcraft in modern healing techniques, or register your interest in attending a Witchcraft Workshop

🌬 We knew the winds of change would blow through this year...Soon you may see "For Sale" signs outside the building wher...
11/03/2026

🌬 We knew the winds of change would blow through this year...

Soon you may see "For Sale" signs outside the building where we work our magick.
We understand these things take time, and while we hope someone might purchase and renovate the building, both intuition and logic suggest it will likely be demolished and replaced with something new.

Once we know what the future holds for The Apothecary, we will keep you all updated.
Just to reassure everyone we are still OPEN & TRADING AS USUAL.

Thank you for supporting our little haven of herbs, healing and witchcraft 🍀 🏠

07/03/2026

Alyssa opening her new deck


Who remembers our old newsletters?This was a decade ago!!2016  》2026
06/03/2026

Who remembers our old newsletters?
This was a decade ago!!
2016 》2026

05/03/2026

I have been asked to put together a ritual kit for Mabon. I haven't made any ritual kits for a couple of years, but this was a special request.

This kit includes an essential oil blend, incense and candle with a detailed ceremony.
Would anyone else like one too? They will be ready and delivered by Friday 13th March, so will be received before the equinox.
PM To pre-order.
Limited numbers available

Here it is, the first official Can't be F'd to Stocktake post. All I can say is, come in before Dawn gets back, and tell...
03/03/2026

Here it is, the first official Can't be F'd to Stocktake post.
All I can say is, come in before Dawn gets back, and tells me off!!!!



While stocks last or until 31st March
Watch this space for more updates.

03/03/2026

Tonight’s lunar eclipse has stirred up a lot of conversation in online magickal spaces:
“Don’t charge your crystals.”
“Don’t cast spells.”
“Eclipse energy is chaotic.”

A lunar eclipse isn’t random chaos. It’s alignment.

So where does the fear come from?
🌑 In te ao Māori, Whiro is associated with darkness and is the atua of the dark/new moon phase. During an eclipse it is believed the darkness triumphs.
🐉 In ancient China, people believed a celestial dragon was devouring the moon during an eclipse. Communities would bang drums and pots to scare it away.
🐆 The Inca believed a jaguar was attacking and devouring the Moon during a lunar eclipse. The red color was seen as blood.
People would make noise and rouse dogs to howl, hoping to scare the jaguar away before it descended to Earth to attack humans.
👹 In Hindu cosmology, the shadow beings Rahu or Ketu swallow the Sun or Moon during an eclipse.
Traditional practices in parts of India included staying indoors, avoiding food during the eclipse, bathing afterward to purify and wash away any bad luck.

Im sure there will be more. Cosmic witches will no doubt offer some astrological perspective to the event. Chaos witches will offer another.

Across many cultures, eclipses were interpreted as disruption because they were unpredictable, and for our ancestors, survival mattered.
When the sky changed suddenly, it meant something. These ancient fears were a form of protection. Story was a way to make sense of the unknown.

But now, we know better. Eclipses are predictable, measurable and cyclical. And the shadow always moves on.
The Sun, Earth, and Moon are lining up with breathtaking precision. The red glow, dubbed the blood moon, is simply sunlight filtering through Earth’s atmosphere. Its the same science that makes our sunsets blush copper.

In the 1990s when I was reintroduced to witchcraft, witches were warned not to work magic on the dark moon. But now many of us embrace that phase for rest, release, and deep tending.
Energy isn’t “bad.”
It’s contextual.

Therefore, this is my perspective and offering to any lunar lover, beginner witch or magickal practitioner:
An eclipse isn’t a time to force manifestation or frantic spellwork.
But it can be a powerful time to:

Witness
Reflect
Release
Sit with your shadows

Not all magic is about doing.
Some magic is about observing.
If you’re a beginner witch feeling confused tonight: you don’t need to hide indoors. You don’t need to panic about your crystals. You don’t need to fear the moon.
➡️ Step outside. Wrap up warm. Watch the moon turn copper. Feel your place in a living cosmos.

The Earth is casting the shadow.
Nothing is attacking us.
This is alignment, not a bad omen.

So, as the sunsets tonight and the moon rises:
Offer gratitude.
Align with truth.
Align your chakras.
Charge your crystals, especially ones used for protection, release or banishment.
Journal what shadows are asking to be acknowledged. After all, most Witches call their journal a "Book of Shadows"
Or, simply stand beneath it and whisper:

“I am part of this.”
That is magic enough.

~ Dawny ✨️

02/03/2026

Open today 10am to 12noon, then 2pm to 3pm. Alyssa is seeing clients as scheduled.
Have a great day

I heard you all say "MORE BRASS BELLS!!"So here you go, and to put the cherry on the top, the pentacles are in the can't...
27/02/2026

I heard you all say "MORE BRASS BELLS!!"
So here you go, and to put the cherry on the top, the pentacles are in the can't be f'd to stocktake sale so from today only $6
🍒🔔

27/02/2026

You may notice our store does not participate in Americarna when it comes to our town.
That’s intentional.

The Apothecary is not a pub, café, hotel, or gas station, so this event does not affect our business.
Events built around high-consumption tourism don’t meaningfully support small, values-based retail like ours.
But they do bring increased traffic, congestion, and unnecessary emissions into our roads.
More importantly, we are thoughtful about what we align ourselves with.

Americarna celebrates a stylised version of American car culture - chrome, fuel, spectacle, nostalgia.
But culture is never just aesthetic. It carries values. And when I look at what American global influence currently represents: corporate excess, greed, racism, political unaccountability, environmental disregard, and power protecting itself, well... I don’t feel inspired to celebrate it.

The Apothecary is grounded in different principles:
➡️ Sustainability
➡️ Eco-friendly
➡️ Community over consumption
➡️ Integrity over image

I am not writing this to shame anyone for enjoying vintage cars or road trips. We simply choose not to amplify or align with a culture of excess at a time when the world urgently needs restraint, responsibility, and care.

Our energy will always go toward things that nourish people and planet.
That’s the lane we’re staying in.
🧹🧹

26/02/2026

Just saying, cheap books anyone.

25/02/2026

WITCHES BELLS
In witchcraft, bells are used to mark ritual, cleanse spaces, and shift energy. Their tones, whether deep and resonant like a church bell, or light and tinkling of a glass bell, their sounds carry vibration. Those vibrations can clear heaviness, lift the spirit, and signal transitions. Bells can be powerful tools for protection, focus, and magical work.

Bells work through vibration. Sound changes the atmosphere, and intention directs the outcome.

Each set of our Witches Bells holds six brass bells.
The number six carries the energy of harmony, balance, and protection. It is the number of the home, the hearth, and the unseen structures that hold us.

Brass has long been used as a magical substitute for gold. While it doesn't possess gold's mineral attributes, it is traditionally used in money-attracting rituals. The yellowish-gold metal is also protective: brass jewelry is worn to guard the person, and brass is used in defensive magic to send negativity back to its sender.
Empowered brass objects can be placed in the home for protection.
Energetically, brass is both grounding and amplifying. It strengthens intention while also moving stagnant energy. When struck, brass produces a clear, bright tone that disrupts heaviness, clears energetic residue, and restores flow.

Common uses:
• Hang on your front door to protect your home and disrupt unwanted energy entering.
• Use as a threshold marker. The bells will sound when energy moves in or out.
• Hang on your frontgate for the same purpose.
• Use during smoke cleansing or prayer to shift and seal the energy of a room.
• Hang in workspaces to maintain clarity and boundaries.

$35 each
PM To purchase.
Limited numbers and coloured cords.
1 x Black
1 x Dark Blue
1 x Light Blue
1 x Green

NEW!Looking for a book that blends magic, decolonization, and deep inner healing?I’m excited to share The Altar Within b...
18/02/2026

NEW!
Looking for a book that blends magic, decolonization, and deep inner healing?

I’m excited to share The Altar Within by Juliet Diaz. This publication is a powerful devotional guide for reclaiming your magic, and your sovereignty.

Juliet Diaz is a Cuban-American author of Indigenous Taino heritage who writes at the intersection of spirituality, ancestral wisdom, and social liberation. Her work invites us to reconnect with our roots while unlearning the systems and stories that have kept us small.

If this feels aligned, reach out or pop in to grab your copy. Your altar isn’t simply something you create in your home or temple… it begins within. 🌙✨

$35
Only one copy available.
PM To purchase.

Address

19 Robe Street, Central
New Plymouth
4310

Opening Hours

Tuesday 10am - 3pm
Wednesday 10am - 3pm
Thursday 10am - 3pm
Friday 10am - 3pm
Saturday 10am - 3pm

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