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

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.

Lunatics and Tarot Enthusiasts,I was planning to host a Full Moon Open Late Night at The Apothecary in two weeks - but p...
18/02/2026

Lunatics and Tarot Enthusiasts,

I was planning to host a Full Moon Open Late Night at The Apothecary in two weeks - but plans have changed again.

It turns out the Virgo Full Moon falls on my daughter’s school camp, and the teachers need parent helpers. My kid tells me I’ve been assigned camp cook duty 🍲🔥
So instead of hosting tarot club, I’ll be stirring giant pots under an eclipse sky.

This Full Moon in Virgo is a Total Lunar Eclipse, and because it occurs before midnight, it should be visible from Aotearoa (weather permitting).
This means the dramatic total phase, when the Moon is deep in Earth’s shadow will happen after midnight here, giving most of us a great view if the skies are clear. The kids are camping outside on the Tuesday night - this is gonna be so much fun and probably a bit freaky for them!
Virgo energy is beautifully aligned with service, care, and showing up where we’re needed. So it feels fitting to honour this moon by being useful in a very real, very grounded way.
While the shop won’t be open late that evening, here are a few ways you might choose to work with the Virgo Eclipse energy at home:
🌿 Declutter or reorganise one small area. Practical magic counts.
🕯 Reflect on habits or routines that are ready to be refined.
🌑 Step outside and watch the eclipse, no elaborate ritual required!
🧂 Cleanse your space in a simple, intentional way.
📖 Write down what you’re ready to release and let the shadow take it.

Eclipses often mark turning points. Virgo reminds us that change begins in the details, in small acts of care, responsibility, and devotion.

We’ll gather again soon, promise.
Thank you, as always, for understanding that this magickal business moves with real life and real seasons.

18/02/2026

The New Moon is here.
The Moon has eclipsed the Sun.
A new cycle has begun.

No matter what calendar, belief system, or magickal practice you align with, this moment seems significant.
You don't need to read another post about the do's and don't for the fire horse year.... That's not what this is.

What I’m seeing across the internet today is people practicing their sovereign arts. Public sharing of:
🕯️ Candle ceremonies
🌅 Sunrise rituals
✨ Star photography and capturing the eclipse
🌿 Herbs bundled, altars rearranged.
📖 Journals open, intentions written.
🌙 Yes, there's also a lot of AI art woven into people's creative and informative offerings.

But what I’m loving most is the self-love. The self-care and self-awareness.
People setting goals in rhythm with nature.
Honouring ancient holy days and cosmic events in ways that feel intimate and true.
Connecting to the Divine in their own way.
Soul journeys without permission slips.

We don’t need a priest, a prophet, or an institution to be a link between us and Spirit.
We don't need another online expert informing us how to access what is already written in our bones.
We are ordained by breath itself.
We are sovereign in our own being.
We can kneel to the earth, lift our faces to the sky, light a candle in the dark, and that is enough.

This is a not-so-quiet rebellion.
A remembering.
A dissolving of the middlemen to soul medicine.
We are the medicine. 🌑✨

The New Moon delivered!Herb Cleansing Bundles are back in stock
17/02/2026

The New Moon delivered!
Herb Cleansing Bundles are back in stock




Friday the 13th wasn’t always unlucky.It was sacred.Before it was labelled “bad luck,” or "black friday" 🐈‍⬛Friday the 1...
11/02/2026

Friday the 13th wasn’t always unlucky.
It was sacred.

Before it was labelled “bad luck,” or "black friday" 🐈‍⬛
Friday the 13th was deeply connected to the Divine Feminine.
Here's why:
🌙 There are 13 lunar cycles in a year. The moon’s rhythm is intimately connected to women’s cycles.
⏰️ Women were the first time-keepers.
🧙‍♀️ Friday is named for Freyja, Norse goddess of love, magic, sovereignty, and fate.
♀️ In many languages, Friday is also the Day of Venus, goddess of beauty, desire, and pleasure.

As Christianity spread, older earth-based, goddess-honouring and indigenous traditions were deliberately reframed as sinful, unfortunate, chaotic, or even dangerous.
Symbols of feminine power; the moon, the planet Venus, anything to do with sexuality, blood mysteries, and the number 13, were all recoded as something to fear.
Over time, even our time keeping systems moved away from the cycles of nature, to the calender created by the Pope.

Other things often get folded into the story:
✝️ The Last Supper (13 at the table, Judas as the 13th)
⚔️ Much later events (like the Knights Templar arrests on a Friday the 13th in 1307)
These didnt create the superstition, just reinforced it.

🌸 Reclaiming Friday the 13th 🌸
If you feel the call, here are some ways to honour the day:

🌿 Light a candle for the feminine. Name Freyja, F***g, Venus, or the Goddess as you know her.
🌙 Spend time with the moon (shes in her waning crescent phase so look up and to the east before the sunrise)
💗 Do something purely pleasurable, without guilt or productivity.
💖 Make love.
💃 Wear something that makes you feel beautiful, powerful, or just because it feels nice.
📖 Journal. Ask yourself: Have I been taught to fear my own power?
🩸 Honour the wisdom of our bodies, women's rites and mysteries.
👭 Celebrate Galentines day and do something special with your coven, colleagues or girlfriends.

Friday the 13th isn’t a warning.
It’s an opportunity to remember.
Remember your potential, your sacred femininity and how hard the church tried to diminish it.
Reclaim your truth, own your creative power and celebrate your love for life.

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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