The Good Witch of Salem

The Good Witch of Salem is a Salem shop and brand created by author and former teacher Ashley Tina around a cheerful, pink-clad witch who serves as a positive role model. It began as a children’s shop, and the brand’s products include storybooks, educational workbooks, coloring books, alphabet affirmation cards, potion kits, plush dolls and pink witch hats. The space has since shifted toward adults and teens, with crystals, jewelry and treasures meant to inspire self-expression and inner child magic.

Ashley Tina spent more than ten years teaching before creating The Good Witch of Salem to share her talents with a wider audience, and she wrote the book “The Good Witch of Salem.” Visitors can decorate a hat, create a broom or mix a potion during a visit, and the shop has hosted tea parties, character breakfasts and special events. Workshops, storytelling and educational resources carry the brand beyond the store.

What to Know

• Drop-in activities have been available every day.
• The brand’s Spell Studio, a family activity space, is on Essex Street.
• A free affirmation calendar is offered to customers.
• Products are also sold online.