When I started The Serenity Shoppe, I researched so many questions on google like "how to start a crystal shop" & "my experience starting a crystal store" & "how to source & sell crystals online". I don't know everything, but I put together a 6-step list of things you will need to get up and running with your crystal or metaphysical store.
How I got Started
When I started my business, I researched a bit on google, but I was mainly following what I saw other people do which was selling crystals on instagram and etsy. I basically found a supplier through instagram, created my own logo, started an instagram account, and then started posting uplifting content and the crystals that I wanted to share with others. Since then, the shoppe has morphed into so many things. I have had an etsy store, done live sales, story sales, feed sale accounts, and finally stuck to my own website using Shopify. When I first started, I always knew I liked crystals for more than just thier pretty looks, and have been very interested in using them for healing and magic. I knew one day I wanted to expand my store's collection and eventually, that came to fruition. Like any business, seasons go up and down. But I do believe that finding new ways to reach my audience and building a community around spiritual healing will lead me towards a part of my purpose in life. If it is your intention to start a spiritual based business or crystal business, keep reading below.
1. Set Positive Intentions and Protect your Business
If there is one thing that I wish I would have done more of before I started my business, it is set some spiritual protections out over it. As I have grown spiritually, I have learned the importance of protection. In my business I am not here to push any type of spiritual practice on anyone, but rather to educate. Use whichever methods are important to you to protect yourself such as prayer, ritual protection, using crystals, salt, or other physical items, visualization techniques, or whatever you find fit. You want to always protect the things you deem valuable. During this stage, you should also set intentions with your business, what you want to get from it, and how you want it to interact with your lifestyle. How many hours a week do you want to spend with your business? How much money do you want to make? Do you want to specialize in a certain type of healing or spirituality? Are you open to collaboration to others? Do you want to sell in person? These are just some example questions and intentions can look like anything.
2. Decide who your Crystals are for
Crystal businesses have themes. This is something I learned after I started. The types of crystals or products you offer, who are they for? Are you focusing on super-rare and high end cabochon or statement pieces, aimed at matured buyers for display or are you offering possibly smaller, carvings, towers, and tumbles for people exploring their spirituality or using items for practice? Does your spiritual shop specialize in herbs and oils for apothecary needs? What kind of business are you? What kind of person do you want to appeal to?
The theme of the type of items you offer and the type of person your target audience most likely is go hand and hand. One should inform the other. When you decide what types of crystals and items you are selling, it should lead you in your market research to find out what type of person is buying this item. Check out this Gemstone Market Overview by AskWonder about what types of people buy what types of crystals. This article talks a little bit about what some of these people's spiritual interests are as well. I would also take a look at this Brand Archetypes study if you are struggling to find a brand voice. This page talks about different types of brand personalities and how they are described.
Step 3. Find your Crystal Source
In order to sell crystals, you gotta find em! I am going to be brutally and quickly honest about crystal sourcing these days.
When I first started this in 2020, things were different. There have been longstanding online businesses selling crystals and metaphysical products, but during that time, selling crystals on instagram was a bit of an obsessive trend. This is not to say that people do not still do this. Before long, if you were interested enough in this topic you would find wholesalers marketing themselves online on instagram and it was confusing because you weren't familiar with someone from Asia selling rocks from a warehouse on instagram live.
These days, that market has become oversaturated. It is to the point where wholesalers on tiktok have millions of followers and it really waters down the American market.
I say all this to say, that yes - some of these wholesalers are legit if that's what you have been wondering. BUT, that does not mean you should shop with them. What you should know is that Donghai, China is a huge center for carved and polished stones from all over the world, and people do sell wholesale to Americans over instagram. It is important that you do your research though, as this is not the only place to buy crystals and you want to make sure that your sourcing is coming from an ETHICAL place. You are allowed to ask for proof of workers rights before buying from someone.
Also, now that we have cleared a hot topic, a much better place to buy crystals is (1) straight from the mines or (2) from gem shows or American wholesalers. Most of these places will require that you have a sales tax ID, but this is not always the case. In some instances, you can also find wholesalers on places like Ebay or Etsy. Search through google, facebook, and other resources to find a wholesaler or wholesalers who have items that match your brand identity, quality, and ethical standards.
As far as metaphysical items, there are many US suppliers that can be found with a google search as well as thier reviews.
4. Create your Brand Identity
As I have been mentioning, getting a solid idea of your brand is key to any business success. After you decide what kinds of crystals and items you are going to sell and who you are going to appeal to, you want to choose a branding look that will match that style and that you love. You'll need a logo, possibly some header images, some thank-you cards with your themed branding is also nice. Think about how you will represent your theme and yourself visually and what you need to accomplish it.
5. Decide your Selling/Marketing Platform + Strategy
Once you have your crystals and metaphysical products, your target audience, and your branding, it's time to decide on what platform you will sell on and how you will market to your audience!
There are a few popular options that I have mentioned like Instagram sales, Etsy, or your own independent website. People also like other options like the PopShop Live app. It is best to think about what capacity you are able to show up here, and how you would like to market your business. Do you want to have a website that people find organically through google search? Do you want to keep a social media account to sell through? Do you want to have a marketplace facilitate your marketing at a higher cost? All of these options have pros and cons. You have to decide which is best for your lifestyle and the work you are willing to put in.
Step 6. Create a Business Plan!
The last thing I would suggest to you before getting started is to have a business plan! Although us spiritual people mostly just want to help people and may not be the most business savvy, every business needs a business plan. Don't be afraid to research examples. It is a bit different being a spiritually led business, marketing and connecting people happens on a much more genuine level. Figure out the way that helps you show up as your most authentic self. Don't forget about the in-person opportunities too like partnering with a storefront or a flea market!
I truthfully hope you all have enjoyed this short guide on the things I would suggest are most important for getting started with your spiritual business. I am not perfect nor do I have it all figured out yet! But with faith all things are possible. One thing you can not do is give up if you really want it!
If you have any questions or things you would add to this list, please leave a comment under this article! I would love to talk about it.