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Black Owned Hoodoo Shops for Assorted Spiritual Needs and Tools

Today I gave an elevator pitch to a prominent women’s entrepreneurship program about why my product, a deck of cards that align specifically with the spiritual practices of Black American folks, is something we all need. It had to be a 1-minute pitch, but I had several pages of notes and, honestly, I could have given them hours.

The basic version: Inclusivity and representation are nowhere near enough; we must be centered in our own spiritual and mindfulness practices. The radical version: I want to make spiritual tools that help us to remember where we come from, and how divinity is inherent to Black people.

Always was and always will be. And I say “remember” because our Indigenous traditions haven’t actually been lost, and that’s more than evidenced by how often they reappear uncredited and whitewashed in the witchy and wellness industries, sold back to us by non-Black folks at slap-your-mama prices.

I wanted to show them the road I took to get here. How I’ve been digging backwards for my roots to better inform the shape in which I’ll grow forward. About all the hits and misses, the spiritual and emotional revelations, and the community I’ve found while navigating my journey home to myself.

Somewhere in my early twenties, I began doing research on folks still practicing African American Indigenous religions here in the States. I remember how much began to resonate with me immediately about these old spiritual systems, which are so deeply ingrained in Black culture that many of us miss them hiding in plain sight.

Hoppin’ John and cabbage to ring in the new year, the stories of conjure doctors and trickster spirits told to me as a child that in turn enchanted me and frightened me into behaving. Through uncovering the evidence of a resilient ancestral connection, I began seeing myself more clearly.

But with each step forward I would also find myself jerked another ten steps back. I remember someone in a spiritual Facebook group recommending the products of a Black-owned Hoodoo shop online. There I found a listing for a “La Madama” statue.

The item’s description was actually a story of enslaved mothers assembling La Madama dolls from fabric scraps created in their own likeness so that if their children were separated from them the doll functioned as a conduit to remember them by, to watch over and guard these children from harm.

I had grown up with a little cloth doll I’d instinctively gone looking for again as an adult during some of the most troubled years of my life. I connected to this story immediately and purchased the statue without any hesitation. But before it could arrive I found myself doing a double-take at the image of the woman who owned the shop. I knew her appearance didn’t invalidate her Blackness or Black ancestors, but I couldn’t shake this itch…

Some internet digging revealed she wasn’t Black at all. A white woman was waxing poetic on the forced separation of Black families and trafficked children conducted by her own ancestors. She was benefiting from a craft that had been beaten out of and stolen from my people by hers. Selling a statue that, as she wrote, contained the spirit of Black mothers.

A white woman selling Black maternal spirits back to their stolen Black descendants? The mechanisms of that racial power dynamic hit me squarely in the lungs. The pain was incredibly deep. It wasn’t just my pain. When the package arrived I walked it from my doorstep to the trash bins behind my building, unopened and unclaimed. It was actually my Korean roommate who casually mentioned she’d been using a Black-made Cleo May oil, and put me on to Memphis Conjure, my first ever real Hoodoo purchase.

It shouldn’t be this hard for us to access what our ancestors created for us –– for our protection in chaotic and dangerous times where our spiritual tools and spirits are essential for our continued survival. We shouldn’t be paying for ancestral healing from the same folks who instigated (and often still perpetuate) so much of the harm.

From Black bodies to box braids, our legacy ripped from our ancestors’ hands and replanted into non-Black wallets. As JuJu Bae, a well known Black spiritual practitioner demanded at the start of the summer: Give. Us. Our. Things. And as Hoodoo Queen Co. Meadows demanded at the start of October, Hoodoo Heritage month: It’s time for Black Americans to reclaim our things. For anyone looking for authentic Black sources for roots, history and workings––here’s a start.

– Tea, Co-Owner, Grandma Baby Apothecary

1. The Hoodoo Society –– A collection of resources thoughtfully and lovingly curated for and by Black American descendants of enslaved Africans, including the actual definition of Hoodoo.

Black Owned Hoodoo Shops

2. Memphis Conjure Supply –– African American Southern Hoodoo Shop for over 30+yrs, family practiced for 110 years, with known lineage of Delta Hoodoo. Their family has even earned a mention in Tony Kail’s latest book “Stories of Rootworkers & Hoodoo in the Mid-South” (pg 101).

Black Owned Hoodoo Shops

3. Conjure South –– Founded by Queen Co. Meadows, Spiritual Royalty and Reigning Queen of the Milner-Meadows Des La Pound lineage of traditional spiritual workers that date back for over two centuries in the United States. Based in Mobile, AL, Queen Co. Meadows is a traditional spiritual worker providing a line of traditional Hoodoo, Obeah and Gris-gris products including Conjure South Publications, which is the world’s first African American Traditional Spiritual and Metaphysical Publication company. You’ll find all things Conjure South and The Hoodoo Queen™ by visiting or follow Queen Co. on Instagram or her Youtube Channel where you will find free weekly readings and spell work.

4. The AfroMystic –– N’ganga Makhosi Chimurenga ChaNjuzu aka The AfroMystic is a traditional Black Belt Rootworker, Astrologer, Diviner and Certified Clinical Hypnotherapist out of Los Angeles, CA. Born into a family of Mississippi and South Carolina Natives, she received the underground teachings of what we now call Hoodoo, an Afro-diasporic spiritual system created, cultivated, and maintained by kidnapped African people during the transatlantic slave trade. Through her work at The AfroMystic, she utilizes the African practices of ritual work, Ancestor veneration, divination, astrology, hypnotherapy and herbal medicine to help Black people reclaim our rightful roles, destinies, and spaces under the sun.

Black Owned Hoodoo Shops

5. Big Liz Conjure/Erzulie’s Conjure Garden –– Our goal is to give back to members of the community by creating programs to educate our customers about the magical practices and religions of the African Diaspora, and other occult traditions, by selling high-quality spiritual supplies, and hosting community events that foster understanding of our complex spiritual beliefs.

Black Owned Hoodoo Shops

6. The Conjure Cleaner –– James E. Stewart was born and raised in Durham, North Carolina. He is a Hoodoo practitioner and Rootworker with 10+ years experience. He is the owner and operator of Conjure Cleaning: a spiritual home cleansing company that also sells spiritual products via his Etsy store. You can find more about him at and his Instagram.

Black Owned Hoodoo Shops

7. Coil and Bloom Conjure –– Coil and bloom conjure is a Black LGBTQ owned conjure shop, dedicated to serving and healing our communities. They offer a range of services and products from readings, consultations, condition oils, and etc.

8. Gold Water Alchemy –– Gold Water Alchemy is a multilayered, multidimensional catalog of work created and carried forth by Elsie Lopez –– a rootworker, educator, and artist. Through it, they have created Gold Water Educational Center to help educate people on holistic living, wilderness skills, and ancestral practices, amongst other things. Currently, the focus is on expanding a project called “The Indigo Keys and the Spiral Portal” — a body of work which includes plant medicine potions, visual works, and conjure tools inspired by the original  people, geometry, science, divination methods, herbal knowledge, and spiritual wisdom.

Hoodoo Heritage Month

9. The Hoodoo & Good Juju Botanica –– The Hoodoo & Good Juju Botanica serves to return the Authority, Heritage, Culture, Wealth, Wisdom & Knowledge of the Hoodoo [Rootwork & Conjure] Tradition back to its rightful owners: The Black Community. They are pleased to provide Our Community with organic roots, herbs & raw materials, as well as a variety of spiritual medicines & metaphysical tools specific to Hoodoo & African Traditional Religions.

Black Owned Hoodoo Shops


10. Ancestral Herbiary –– Ifayomi is an Onisegun, herbalist, and Iyanifa who brings traditional healing and education on herbalism to the Black community. Her goal is to not only equip us with the tools to heal the whole person emotionally, spiritually, and mentally, but to also pour into others who desire to become an herbalist. She mixes family history of rootwork, numerology, traditional herbalism, and experience from a clinical approach in her method. Ancestral Herbiary is here for the community.

11. Hoodoo Hussy –– Hoodoo Hussy Conjure Enterprises provides spiritual care using plant medicine and African/African American traditional religious practices. We sell spiritual products such as condition oils, cleansing spray, incense and spiritual bath teas. These products can be used to improve and support your spiritual health and hygiene as well as address your very earthly ailments and life conditions.

Black Owned Hoodoo Shops

12. SaTarRa –– SaTarRa is a CONJURE WOMAN(IST)* who offers Ancestral Divinations, Personal Coaching, Divination Classes, Homemade Florida Water, Conjure Oils, & other Spiritual Necessities. 

13. Elevated Conjure –– Elevated Conjure is the healing space and botanica crafted for those at the intersections of Black, Queer, and spiritual! They prioritize queer spirituality with roots in ancestral veneration, rootwork, and Hoodoo WITHOUT the church hurt. They offer education, readings, divination, rituals, and conjure supplies to bolster and foster growth along your spiritual journey. Follow them today––they have so much in store for you and your energetic health! Asé, sibling! Welcome home!


14. Juju Bae –– Juju is a spiritual advisor, medium, cunty-conjurer, hoodoo practitioner, artist, and BAE. She believes liberation is attainable with the support of our ancestors leading the way. Juju Bae is an advocate for Black (brown and indigenous) folks returning to our ancestral ways of living, thriving and being in community — through herbs, with Spirit and gathered together. Juju is the host of A Little Juju Podcast and founder of Juju Bae—your favorite internet resource for all things Black Ass Spirituality. It is in her destiny to support and love on Black people to help us all tap into our own innate powers to successfully manifest our own realities.

Black Owned Hoodoo Shops

15. Mama Rue’s Head & Hand + Quoia’s Roots –– Mama Rue is an Afrikan-descended seer and diviner born of Black American and South Asian parents, and currently based in the city of Chicago, Illinois. A G.R.I.T.S. (girl raised in the South, Mississippi and Alabama), she has been involved in spirituality, magic, rootwork and divination for over thirty years. Sequoia is daughter & apprentice of Mama Rue, an intuitive reader currently working on providing tools such as condition oils to bring healing and abundance to our community. You can book her through her mother’s website or her personal Instagram page.

16. Southern Roots Wombman –– Southern Roots Wombman is owned and operated by Karinka, a Root Doctor specializing in laying of hands. The Southern Roots Shoppe provides items that culturally connect both the spiritual and physical in order to maintain a supreme balance with both.

17. Ageno’s Sweet Things –– Sharifa is a Spiritualist/Medium, Priestess in the Palo Mayombe tradition, an herbalist, and a Women’s Health Advocate. She is a wife, a mother of 5 children, a teacher, and resides in Pennsylvania where she grows her own herbs/plants/flowers for making traditional/ancestral medicines.

Black Owned Hoodoo Shops

18. Cognac & Conjure –– Founded by Myesha, Two-Headed Doctor and Yayi Nkisi Malongo. Set your alarms to catch these conjure oils, which routinely sell out within an hour of re-stock as a testament to their popularity and effectiveness. Fiery Wall of Protection, O.G. Van Van, Deebo Domination and 24k Money Drawing Oils are all staples for a serious spiritual toolbox.

*A spiritualist or medium in the Hoodoo tradition, focused on traditional medicine and spirit work, ancestral connection, and art and creativity as tools for internal healing and social change through a womanist lens. See “conjure woman”.


How Hoodoo Saved This Woman’s Life: The Black Gold Lenormand Deck

There’s no denying that African Tradition Religions and African Diasporic Spiritual practices are experiencing a reawakening as more people, particularly Black millennials, become disillusioned by Judeo-Christian institutions and dogma. Within that framework, Black Americans are also increasingly finding their way back to Hoodoo, which has finally been afforded the same status as a formal African Diasporic religious system alongside more well-known systems such as Candomble, Haitian Vodou, Santeria, and Lukumi. Within that framework, a variety of traditional European divination tools have also been reworked and reimagined by Black creatives. The Black Gold Lenormand created by Tea is one of them.

My first experience working with a Lenormand deck was several months ago while my family and I were staying at the home of some close friends during our home renovation. I was in a difficult place personally, stressed beyond imagination, and facing tough decisions. My acupuncturist asked if she could pull a card for me after one of my sessions and she used a Lenormand deck. It was my first time even hearing about it. My traditional tarot deck was useful (along with of course more formalized support from my godparents and Orisa, I am a Sango priest and Lukumi practitioner after all).

But as it relates to some of my day to day communicating with Spirit, I was looking for some direct answers to a particular situation. In my own practice, some things are so trivial that I wouldn’t even think to go to Orisa with them. Also, I think there’s something to be said about discerning when it’s time to go to Orisa and when it’s time to go to Egun for those of us who are both spiritualists and Lukumi priests. Needless to say, the Lenormand deck was so direct that I was blown.

Many of you like me when my acupuncturist brought it up, are probably wondering what the hell is a Lenormand deck? Similar to tarot, it’s a system of divination that originated in Europe a couple centuries ago. Based on 36 cards with simple imagery, the cards address more tangible issues in a questioner’s life. Named for a French woman, Madame Marie Anne Lenormand, the cards became more famous upon her death.

Also like Tarot, given its origins, most Lenormand decks are Eurocentric which is why I wasn’t surprised when I only found one deck to include in my list of Black created tarot and oracle decks. However, after posting and launching beaucoup hoodoo,  I learned about one more. Someone (who I oddly can’t recall now) suggested that I check out the Kickstarter Campaign for the Black Gold Lenormand Deck. The deck seemed right on time! Spirit also led me to reach out to its creator, Tea, to learn more about the inspiration behind the project, her foray into Hoodoo and ultimately how Hoodoo saved her life.

You can check out Tea’s Kickstarter Campaign and purchase a deck (or a bundle wholesale for your shop or to gift to family and friends HERE.

– Shantrelle P. Lewis, retired curator, Sango Lukumi priest and Hoodooist. You can catch me at @beaucouphoodoo.

What was your entry point into oracle decks and tarot?

My entry point was being a sex worker and an activist living in New York City. Being a part of a marginalized and criminalized community, where I met others who were committed to using every tool we have available to us. There are a lot of Black healers and mediums living and working in the margins. Where folks need the medicine the most, there’s Black spiritual workers, trust.

These were my first encounters with folks who saw not only me but the ancestors around me. Specifically my paternal grandmother. And cards were a way for me to receive these communications, so I could hear their messages more clearly. I didn’t just want to listen to folks relaying messages from my grandmother. I knew I needed to be able to speak directly with her, too.


On IG, you’ve mentioned that the concept behind your brand was inspired by your grandparents. How have your elders and ancestors inspired your work?

At the time my maternal grandmother was transitioning, I had begun working in a Black-owned apothecary in my hometown. I used my employee discount to buy her plant medicine to help ease her aches and pains. And the last photo I took of her was her hands cupped around a balm lovingly prepared by the woman who owned the apothecary, another sort of grandmother in my community. I turned up at her shop door without a real resume, and after one conversation she hired me in the shop.

The role of these Black matriarchs in my life––from my paternal Granny’s spirit coming to me when I was at my most vulnerable and frightened, to my maternal grandmother who loved me loudly and unconditionally, to this woman running an apothecary who saw me and said I had a gift I needed to share––these women saved my life. Any work I do I owe to them. I am honoring them. And of course, there’s Grandma Baby Suggs of Toni Morrison’s ‘Beloved’. I read that book after I reached Australia when I was wondering what the hell I was going to do with my life. That novel, too, was a balm. The Grannies I know by blood, the community Granny who adopted me, and even the fictional one in Morrison’s novel. Have 100% inspired me to be where I am today, doing what I’m doing.

Why did you choose to create the Black Gold Lenormand as opposed to any other oracle or tarot deck?

I’m not gonna lie, tarot isn’t exactly my jam. Not by itself. It’s taken me a long time to pick up the language of tarot. There’s hella cards, and some of them are a little redundant. I’m someone for whom less is more. Simple spreads, basic symbols––or my thoughts get disorganized and messy and my mind wanders all over the place. When I discovered Lenormand it just felt so intuitive for me. The symbols, their accessibility, the way my folks speak through them…it clicked. I structure my readings like a highschool essay. I have Lenormand at the top, bringing the main argument, and Akamara tarot on the bottom row, rounding out the argument with some nice details and supportive evidence.

What’s your relationship to Hoodoo?

When I was in college a very traumatic thing happened to me, and I was far away from my family and that support system. That was just how it was. And it was too much to handle on my own. But it became clear to me the people who were around me at that time couldn’t save me and didn’t really see me, so I intuitively began crafting a way to cope. I bought wax for candles, I bought Black dolls and covered my dorm walls with pictures of beautiful Black people. I built a shrine with fairy lights and Black sculptures. I was never someone who smoked or was attracted to smoking but I was absolutely chain-smoking American Spirits.

Up to then, I’d lived about half my life in the church and half resenting any kind of religious institution for the blatant hypocrisy and corruption they facilitated. I didn’t know who the hell I was calling on in my dorm with that altar, or what I was doing. And it probably could have been dangerous, from what I know now about conjuring without discernment. But I remember I made a wax figure I put in an old glass bottle, and on the face of the bottle I put a photo of my paternal grandmother. And I kept that in my room. I kept the names and faces of people who loved me. And years later, when I no longer had that room or those photos or bottles, when I was in New York and sleeping on a mattress on the floor and too depressed to leave my room––she came for me.

So loudly folks could see and hear her around me. My guy at the botanica was handing me my purchases and said, “That’s your grandmother!” My relationship to Hoodoo is by blood and by spirit. I had Hoodoo before I knew Hoodoo had a name. I had it coded into my blood and my spirit, for me to use when I needed it.

How did you find your way to African Traditional Spirituality?

I found my way into this formally by stumbling across an article interviewing real witches for their thoughts on Netflix’s Sabrina series. A Blitch (Black + Witch) called Daizy of ‘The AfroMystic’ mentioned she had a group for Black folks to learn about and discuss our indigenous traditions. So I found that group of Black folks, found valuable resources and community support. A lot of things began to resonate with me. I realized African Traditional Spirituality was something I needed to commit to practicing. Not just dabble in or stumble my way through blindly.


What struck me most about your deck is the fact that not only did you conceive of the cards, but you are also the artist behind them. Are you a trained artist? What was this process like?

I’m an artist, and I typically work with found objects/materials. When my mom was hyping up Little Fires Everywhere to me, she was like “Kerry Washington is playing YOU!” If you watch her creative process on the show, it’s me but without the weed, haha. I went to art college, and that taught me I was expecting way too much from formal art institutions. I was in an on campus group called B.A.A.D. (Black Artists And Designers) and we were a bunch of kids who became increasingly more disillusioned with the state of the art world. Spoiler: there’s hella racism and theft there.

A non-Black student in my class hanged a dummy from a tree in a Black neighborhood and got the cops called on him. He said the piece had nothing to do with racism. That’s a small taste of the environment a Black artist has to navigate. I didn’t make art for four years after I graduated. I did little graphic design jobs for nonprofits but nothing for myself. I think rekindling my creativity went hand in hand with kindling my spirit. I began this project as one of a few I had finally begun doing for myself. I wanted some cards I could better connect to when communicating with my spirits.

When I started I just couldn’t stop. It became its own thing, and it kind of demanded to be shared. Which is frightening when you’re someone who doesn’t really have a social media presence, who is used to hiding in the margins and making myself invisible in order to survive, and I’m especially private about and protective of my spiritual life. But my spirits were adamant. So after I had tweaked and retooled the deck so many times, and then this pandemic hit, ancestors said, “What do you have to lose? Why continue to wait?”

There was also a great deal of research that give life to the Black Gold Lenormand. Was this research that you were already engaged with prior to conceiving the deck or is something that came after?

It’s probably a mix of both. There’s the Hoodoo history I learned through community with folks who’ve collected the documents, stories and experiences of our people. And then there’s what I learned from the photos I sourced, from the archival notes and the old-timey captions. There’s what I learned from setting the intention to read only Black writers for going on two years now.

If you choose to look at our history, at our stories, and also look back at your own experiences with family and culture––you can see it all coming together to weave a rich tapestry of our beautiful indigenous magic. Our legacy, our history has heavily featured our magic hiding in plain sight. And to be honest, that’s not something you can put into a deck, even though I tried my best.

What advice would you give to someone who has never worked with a tarot or oracle deck about why this form of divination and discernment is so useful as a tool?

When I talk to my ancestors, when I sit at my altar and throw my coins and pull my cards, I’m in a space where I feel so much love and support. I get loving messages from my folks. I know they’ve seen my at every stage of development and every moment of weakness, and I’m given unconditional love by folks who endured centuries of torture and dehumanization for me.

Who else am I gonna talk to? Who else am I gonna call on? Who would you ask for advice? Politicians, celebrities? Why not ask the people who love you and are standing by to work for you? Card divination is the language I knew I needed to learn to speak to my folks directly. If you want to experiment with communicating with ancestors, I recommend giving cards, cartomancy, a shot!

For people who are experienced readers, why should they add your deck to their collection?

I took a photography course, and was blessed to have a professor who set aside an entire lesson about how photography has a built in racial bias and in order to capture Black folks on film you have to be intentional about the way you use light. It’s like code switching but with a camera. Think of these cards like your code switching cards. If you’re going to speak with Black ancestors, wouldn’t you want to use a tool that’s crafted intentionally for it?


What are some of the spiritual practices, beliefs and rituals that keep you grounded, especially in times like these?

Spiritual hygiene! A spiritual bath, smoke cleansing my space, covering my head, placing protection on all entrances to my home, praying over those same entrances, keeping my altar spaces tidy (okay, I’m not really the best at that part because my altar room is also my studio). Having coffee and breaking fast at the start of the day with my folks. And recently I’ve taken to just spending time in my altar room whenever I feel raggedy and anxious.

Lastly, what are the names of some of your ancestors?

I’ve always heard that altars and whoever you keep on them is private. I could just be a paranoid Scorpio, but just in case…

LOL. Definitely Scorpio-ish sentiments. I respect that response. In keeping with how I’ve been taught, Peace, Light and Progress to their Spirits all the same.

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