Esoteric shops boom with fortune-telling, mental maps
Over the past year, the market for esoteric services has seen a surge in activity that continues to this day. People are flocking to fortune-tellers and psychics. Special paraphernalia — candles, Tarot cards, talismans, and amulets — are also in high demand.
In April 2025, a bill was introduced in the State Duma (the lower house of the Russian parliament) to ban 38 types of magical services, including witchcraft, alchemy, and astrology. However, the government did not support the initiative due to a lack of evidence of harm and possible violation of constitutional rights to information, beliefs, and freedom of expression.
Our colleagues from Perm at 59.RU visited esoteric shops to find out what lies behind the «magic» candles and fortune-telling.
«Two Brooms»
The magic and esoteric shop «Two Brooms» on Petropavlovsk Street has been operating for about seven years. It is known for its abundance of goods and a cozy, friendly atmosphere. The shop employs two Tarot consultant-counselors, an SMM specialist, and the owner herself.
The shop«s attendance is good: from passers-by who simply see the sign to regular customers of all ages and genders. On significant days for esoteric practices — new moon, full moon, winter and summer solstices, Walpurgis Night — the number of visitors increases greatly. Sometimes practitioners come to buy items needed for magical rituals: sickles, chalices, herbs, etc.
Inside, we were met by Tarot consultant Liza. The girl has been working in the shop for about a year; before that, she provided similar services online. According to Liza, fortune-telling and magical practices have become very popular in the last few years, unlike in 2019 when she first started doing this.
«Now it has become something ordinary. You«re walking with friends: »Oh, let«s go get our fortunes told by Vasya?» Half treat it as entertainment,» says Liza. «They just ask a question, for example: «How will my trip go?» And the other half come with problems. But we do not take on the responsibility of psychologists or doctors. We refuse questions about health or pregnancy. We consider it ethically wrong.»
If some masters or shops engage in love spells or hexes, «Two Brooms» completely rejects such practices and sells candles and tools for removing curses. Special runes are also placed on goods to prevent them from being used for harm.
But there are cases when clients come for «dark» rituals, including children. Then the consultants of «Two Brooms» simply refuse to provide services. For example, Liza refused a girl of about 13 who asked for a love spell. The girl had previously ordered three love spells from some practitioner for 5,000 rubles each ($55 at current rates), but had not achieved any success in love affairs.
The shop also offers various sessions: Tarot readings, coffee ground fortune-telling, creating a mental map and a destiny matrix, training, and master classes. Previously, they held festivals where masters and Tarologists gathered. They are currently on hold due to the search for new premises.
«The most popular sessions are Tarot readings. People come every day — flow after flow,» Liza recounts. «We have two options: an express reading for a small question, lasting 5–10 minutes, and full Tarot consultations for an in-depth analysis of a question. All employees, regardless of experience, take courses conducted by the owner. I came here with five years of experience, but I still took them.»
The girl herself, despite her work as a Tarot consultant, considers herself a skeptic in some sense and is thinking about quitting fortune-telling.
«Our skepticism borders on belief in esotericism. You constantly ask yourself: have I gone crazy? — the girl shares. — It«s also psychologically difficult. Our work is somewhat similar to the work of a psychologist. You pass the feelings and emotions of others through yourself. When a person comes with a problem, you not only listen to them but also try to give some advice, help them sort it out. It»s hard.»
«Chasha»
The magic and esoteric shop «Chasha» on Komsomolsky Prospekt has a rich assortment of books, candles, stones, figurines, and feng shui items. The saleswoman there is a middle-aged woman. She has worked in the shop for 13 years. She does not believe in esotericism.
«I just like the books, the pleasant smell, and the music,» the saleswoman comments.
The shop«s attendance is cyclical: sometimes an influx of customers, sometimes an outflow. When asked what this is connected with, the saleswoman gives a rather interesting answer: «It»s not bread and potatoes that people will constantly buy. Those who are interested, who are in the know, come.»
Most often in «Chasha», people buy essential oils, candles, and figurines. The candles are the most ordinary — aromatic. No practices are conducted in the shop. In fact, this is an ordinary store with various fast-moving goods. Nothing related to esotericism and magic, except for Tarot cards and a Ouija board, is here.
«Maalis»
The esoteric shop «Maalis» on Lunacharskogo Street has been open for two years. We managed to talk to one of the shop«s owners — Amina. In summer, due to the dacha season, she says, few people go to the shop, mostly only regular customers.
Goods are updated according to customer requests — the owner constantly asks what they want and what should be added. Most orders are made to order. They ask to bring something to Perm, as some goods are hard to find in the city.
The shop also offers various sessions and master classes. Fortune-telling is the most popular, especially Tarot and coffee ground fortune-telling — you brew coffee, drink it, then flip the cup — the master examines it and tells you what awaits you depending on the question or topic. There are also palmistry services and wish boards.
There are also «psychological» games, for example, «The Swamp.» During the game, a person confused in themselves tries to climb out of their «swamp» and sort out their feelings.
Amina warns visitors in advance that all practices and goods are not a fairy tale, not a magic wand. If you buy and burn a candle, a miracle will not happen. It is a kind of helper. A person, after buying a candle, begins to act, to do something. Ordinary psychosomatics — you set yourself up and take things into your own hands, rather than lying on the couch.
Customers of the shops — who are they?
If you look at the reviews of Perm residents on the shops« websites, opinions vary greatly. Some consider it quackery, others speak warmly and believe that life improved after visiting.
We spoke to customers of two shops on the topic of esotericism.
Liza and Anastasia came to «Two Brooms» out of curiosity. About 3–4 years ago they had a friend interested in this topic — she did Tarot readings herself. But after she moved to another country, the girls stopped visiting esoteric shops so often.
Liza sometimes buys jewelry or interior items here, but does not indulge in rituals, does not believe in astrology. Anastasia uses fortune-telling as a kind of help in difficult situations. Just to talk and find a solution, to calm down.
«I had a difficult period in my life. To some extent, the readings probably helped me,» shares Anastasia. «I didn«t know what to do, and here there was a kind of therapeutic effect. You come for a reading, they show you something on the cards, and you sort of believe the cards, but on the other hand, you talk to a person who unconsciously gives you hints. Now I have relationship problems, I thought about buying candles. Well, that»s probably when I completely despair. Who knows, maybe something somewhere will help. My personal belief is that fate leads us anyway to what we need. So such shops have a right to exist.»
Schoolgirls also visit the shops. Kristina is interested in esotericism. She was influenced by her mom and internet posts. The girl often drops into «Two Brooms» to look at Tarot cards, figurines, incense, and stones. She herself is learning to read cards and performs rituals to cleanse negativity.
In «Chasha», we met a young man. He bought candles.
«Just because the smell is pleasant, without any special things, like for love, for money,» says the guy. «We all perfectly understand that you won«t attract it that way. Nothing happens that way. You sit at home, do nothing, burn some incense, burn some candles, and everything works out. That»s nonsense, right? Actually, I«m a psychologist and more of an agnostic. I understand how the nervous system works. And some people just believe. As they say, opium of the people. A person always needs to believe in something. Some believe in esotericism, some in religion, some in themselves. It»s hard without faith.»
What do psychologists say?
Psychologist and Deputy Director of the Perm State National Research University (PGNIU) Center for Psychological and Pedagogical Assistance, Anastasia Kandalina, has a neutral attitude towards esotericism. She believes it is a personal choice. The person bears responsibility for their actions.
«If we look at esotericism from the perspective of psychology, it is a set of practices that people use to touch the inner part of themselves, their hidden experiences and thoughts. It is a quasi-scientific practice and satisfies more of an immediate need,» believes Anastasia Kandalina. «Esotericism has its pros and cons: it can partially improve a person«s condition. But to a greater extent, it can cause harm.»
For a person with any psychotic condition or diagnosis, phrases spoken by an esoteric practitioner can have a negative impact — aggravate the condition of a person with schizophrenia or psychosis, or develop severe anxiety.
And for a person with a stable psychological and emotional state, esotericism is unlikely to have any effect. But it is important to understand that when using esoteric practices, one should treat them as a game. It«s like a projective method — to look at oneself.
Anastasia Kandalina does not support the idea «esotericism is first psychological aid,» because psychology has clear distinctions and rules for providing help.
«We have a set of rules for interacting with a client. We cannot deviate from them. There is a clear limitation on how we enter a conversation and how we construct it,» Anastasia comments. «This is very important for a trusting relationship so that a person can open up. First psychological aid is emotional support, some recommendations on what can be done here and now. An esoteric method, on the other hand, is an imposition of one«s truth on a person. Psychologists at the end of a conversation summarize — what the person came to and what condition they are in. They analyze and close that state so that the person can continue to exist in the world and go about their business. Esoteric practice is more about saying »how it is« and then not worrying about how the client will be. Most often, vulnerable people come to esotericists. They look at the client»s condition and guide them through it, intensifying it. It is a kind of manipulation.»
To a large extent, a person«s environment influences the decision to turn to an esotericist rather than a psychologist. It all starts in childhood.
«A child is born. They are like a blank slate. Their environment grows over time: coaches, teachers, parents, relatives, friends. They all tell the child how they live, what they know. The child begins to try this in their own life. To see how it is and understand how the world works,» says the psychologist. «It«s roughly the same here. If the environment includes people who believe that esotericism is unacceptable, that it is bad, and so on, especially significant relatives or trusted people, then naturally the person will not get into esotericism at all. But if they themselves engage in it and speak positively, saying that everything came true, then the person will want to try. There is nothing to do here. You are in a passive position. They just told you that everything will be fine, you don»t need to take responsibility, you don«t need to do anything, go anywhere, worry.»
According to Anastasia Kandalina, if a person wants to turn to esotericism, they need to ask themselves: «What is happening to me right now? What period of my life am I in? What am I missing? What need do I have? Why did I suddenly decide to turn to esotericism?»
One should approach esotericism critically, according to the psychologist, because it is just another form of obtaining information. It is not truthful. Anastasia Kandalina says that esotericism is not a scientific method, and if it is not scientific, then it has not been proven.
Earlier, a Perm resident told 59.RU what happens behind the scenes of the show «Psychics. Revenge» with Alexander Sheps.
