Good Witch of Salem LLC

The Good Witch of Salem is a children’s brand and shop in Salem built around a friendly witch character, dressed in signature pink, who serves as a positive role model. Its products include potion kits for big feelings, hat-decorating spell kits, alphabet affirmation cards, a learning letters workbook, a coloring book, plush dolls, toddler tutu dresses, pink witch hats and aura quartz crystals, all aimed at imaginative play and learning.

Owner and author Ashley Tina created the brand after more than ten years of teaching, wanting to share her talents with a wider audience. Her first published book, The Good Witch of Salem, tells of the character’s magical gifts. In person, kids can decorate a hat, create a broom or mix a potion, and the shop hosts tea parties, character breakfasts, workshops, storytelling and other special events.

What to Know

• Drop-in activities are available every day.
• A year-long magical practice program is offered for families who want to continue.
• The shop has announced a move to a Spell Studio location on Essex Street.
• Visitors can sign up online for a free affirmation calendar.