The Witch Behind the Apothecary
Your Craft, Your Power
Empower Apothecary was built from practice, not from a marketing brief. I'm Jessica, an eclectic witch and devotee of Freya and Cernunnos, and I created this space because I wanted what didn't quite exist yet: a shop with genuinely high-quality, ethically sourced tools, a blog that takes practitioners seriously regardless of where they are in their path, and a brand that feels like it was made by someone who actually does the work. Because it was.
Our Story
Empower Apothecary grew out of a simple frustration. I kept finding shops that were either too beginner-focused, too aesthetic without substance, or built around someone else's idea of what witchcraft should look like. I wanted ethically sourced products I could actually trust, educational content that respected my existing knowledge while expanding it, and a brand that felt grounded in real practice.
So I built it.
What started as a passion project has grown into a shop and knowledge space rooted in folk magic, herbalism, kitchen and hedge witchcraft, and the belief that your practice belongs to you. Every product is sourced with intention. Every piece of blog content is written to add something real to your craft. And every reading is given the time and energy it deserves.
This is a one-woman operation, run with care and a deep commitment to doing this right.
Meet The Founder
Jessica Tracy, aka Amaris
Founder & CEO
Eclectic witch. Devotee of Freya and Cernunnos. Maker of spell jars and reader of cards. I've been practicing for years and I'm still learning, which is exactly why I built a space that supports practitioners at every stage of the path. When I'm not crafting new products or writing for The Mystic Moon, you'll find me deepening my own practice and probably arguing with my cat about altar space.