Incantation offers charming alternative

Incantation is a shop dedicated to the Wicca religion.
Shayla Robinson looks up as she fills orders at her shop, Incantation, at 1418 Tower Ave., Suite 6, in the Horizon Travel Building, on Tuesday afternoon, Dec. 14, 2021, in Superior. Jed Carlson / Superior Telegram

A Superior business is bringing a dose of positive energy to Tower Avenue.

Incantation opened its doors Oct. 11 at 1418 Tower Ave., Suite 6, the same building that houses Twisted Pastries. Owner Shayla Robinson said the cozy, intimate space was the perfect spot to launch the shop, which carries crystals, herbs, candles, tarot cards, pendulum boards and other items that are used in the Wicca religion.

“My main goal is to try as best as I can to provide all of these in the different areas that people might practice,” Robinson said.

The business caters to those who practice the faith, and those who don’t. It also provides a Superior option for Twin Ports shoppers.

"A lot of people just don't want to drive to Duluth. I'm one of those people, too," Robinson said. "So this is a great alternative, which was the whole point of making sure it was in Superior."



Kelcee McCampbell of Superior said Incantation is closer to home than similar businesses in Duluth. She browsed through the suite Dec. 7, collecting items in her arms, including a brand of incense she’d been searching for.
“I’ve been hoping something like this would pop up in Superior,” McCampbell said, and she appreciated the shop’s good energy. “A lot of people need this to not feel so alone in their beliefs.”

Wicca, sometimes called witchcraft, hinges on intentions and manifestation and is often very personal. Robinson said Wicca brought her through the grief when the aunt who raised her died.
Clouds glow above the table in the Tarot Card Reading room at Incantation, at 1418 Tower Ave., Suite 6, in the Horizon Travel Building, on Tuesday, Dec. 14, 2021, in Superior. Jed Carlson / Superior Telegram

“The spirituality of it really got me through — it was probably one of the worst things I could ever have experienced,” Robinson said. “This was a very, just, relaxing thing for me to do.”

The idea to open the business was prompted by that renewal of faith and Robinson’s realization that she wanted to become an entrepreneur.

“I knew that I didn’t necessarily want to spend all my time working for somebody else,” Robinson said.


Instead of waiting for someday, she launched the business after a few months of preparation. Setting up shop in Superior was intentional.

“I wanted it to be in Superior. I’m from Superior, I grew up in Superior,” Robinson said.

The feedback from customers has been overwhelmingly positive. Robinson has already hired one part-time employee.

“It’s been great and people love it,” she said.

The biggest sellers have been crystals, but the owner’s favorite items are candles. Incantation carries ritual candles in varying colors for different intentions, as well as fun scents and designs that sparked Robinson’s sense of humor.

“I love candles. I love the use of candles, and you can do a lot with candles,” she said.


Opening a shop during at a time when the country is experiencing some supply chain issues has brought challenges.

“Shipping times, turnaround times seem to be a bit longer than they were before,” Robinson said, but the shop’s shelves remain well stocked.
Incantation can be found at 1418 Tower Ave., Suite 6, in the Horizon Travel Building, in Superior. Jed Carlson / Superior Telegram

Celebrate the Winter Solstice

Incantation will host a Winter Solstice Celebration from 10:30 a.m. to 4:30 p.m. Tuesday, Dec. 21, complete with tarot readings by Lady Angel, snacks and a sale on candles and altar supplies. Winter Solstice, which takes place on the shortest day of the year, celebrates rebirth and awakening.

Visit the Incantation Facebook page to learn more about the shop and the upcoming event.

Maria Lockwood covers news in Douglas County, Wisconsin, for the Superior Telegram.
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