'A little bit of Salem to the South Coast': New crystal shop opens at the Dartmouth Mall

DARTMOUTH — Excitement is brewing in the Dartmouth Mall as a new shop Midnight Moonlight and Magick, opens its doors to the public.

With a wide array of crystals, stones and other metaphysical items, this shop is a haven for those interested in exploring the depths of spirituality.

"I've been selling online for six years now, mainly through Facebook. But it was only when Florrie [Steele] came along, about two years ago, that I was truly pushed into the public eye," said co-owner Maximus Diamond about his co-owner Steele.

"We started doing in-person events, and slowly but surely, the business grew until we needed a storefront."

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Diamond said the recent surge in interest in metaphysical items, especially crystals, is partially due to the COVID-19 pandemic. "I think COVID had a lot to do with the growing interest in crystals. People were searching for alternative ways to cope with stress and anxiety, and crystals offer a sense of peace and healing," he said.

What people can find inside the store

At Midnight Moonlight and Magick, customers can expect to find a diverse selection of crystals, from amethyst to rose quartz, as well as other unique items such as incense, tarot cards and essential oils. But it's not just about the products; the store also offers workshops and events for those looking to deepen their understanding of metaphysics and spirituality.

"We're excited to create a space where everyone can feel welcome and explore their spiritual sides," he said.

Co-owner Steele said the place is meant to be a safe haven for all, regardless of faith or belief, where customers can come and explore the metaphysical world without fear of judgment.

“We are a non-denominational shop, which means we accept all faiths,” added Diamond. “We are a judgment-free zone, and you can come in and talk about whatever you want without being judged.”

Growing up around the world of crystals

Steele has been practicing the craft since childhood. Her mom was also a practitioner. “Magic, to me, is more about a sense of wholeness in a chaotic world," she said.

Steele said there has been a need for a large metaphysical shop in the SouthCoast area.

“We’re bringing a little bit of Salem to the SouthCoast," she said. “Whether you are Wiccan, Pagan, Buddhist or any other belief, everyone is welcome here. We embrace everybody because, at the end of the day, religion is all about the same fundamental principles.”

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However, with the unique merchandise and taxidermy on display, Steele said she has faced some close-minded individuals who assume the shop is promoting Satanism or devil worship.

"I think some people are just stuck in one way of life that has been drilled into their heads and are not open to exploring anything else," she said, adding that 95% of the time its a positive experience with customers.

One of the most common questions Steele receives is about the taxidermy on display, which is all ethically sourced and CDC certified by the U.S. government.

“The person we get them from actually puts them in museums, and we get the pieces that the museum doesn’t want,” she said. “And it’s not just about the taxidermy, we also sell herbs that can be used for teas, topical balms, or whatever your heart desires. We want our customers to know that, above all, we are a crystal shop.”

Future goals for the store, beyond selling crystals

Next, the two hope to expand their business in wholesale, traveling cross country and sourcing their products directly from miners to sellers.

On weekends they also want to offer classes as well as offer tarot readers for customers.

“We will be doing circles, classes on tarot reading, psychic divination and even creating intention candles during the full moon with one of our vendors,” said Steele. “We want to support small businesses as well, and we are always on the lookout for unique and authentic products to bring to our customers.”

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For Steele, the most rewarding part of her job is when customers come in with a heavy heart and leave feeling better and more at peace. “It’s not all about the money for us,” she added. “We genuinely care about our customers and being able to help them in any way we can.”

As Midnight Moonlight and Magick continues to grow, Steele and Diamond are excited for the future.

“There is no end game for us. We’re building an empire, and as long as things continue to go well, we are here to stay," Steele said.

Standard-Times staff writer Seth Chitwood can be reached at schitwood@s-t.com. Follow him on twitter:@ChitwoodReports. Support local journalism by purchasing a digital or print subscription to The Standard-Times today.

This article originally appeared on Standard-Times: Midnight Moonlight and Magick, a crystal shop, opens at Dartmouth Mall