When I first came upon them, they seemed exotic and different. They always smelt alluring because they sold joss sticks, incense and oils. Occultique in Northampton had a signboard that promised ‘Oils, Resins and Rare Gums’, which suggested an Alexandrian bazaar rather than a shop in a South Midlands shoemaking town. Patchouli, Sandalwood, Cedar or Old Rose often waft around you as you enter such shops.
They also sounded pleasing because there was usually drifting, dreamy New Age or ambient music, fostering a wistful, contemplative mood. Sometimes the recordings were enhanced by the sound of waves, or rippling streams, or the wind in the trees. There was also the gentle tinkling of the wind chimes invariably sold in the shop. And New Age shops sold strange and wonderful things you couldn’t then get elsewhere, especially tarot cards, amulets and minerals: moonstone, agate, onyx. What with the exotica, the aromas and the music, they felt like a completely different sort of space to the everyday world of the Eighties.
Such shops were also often fulcrums for groups and individuals interested in Pagan, Esoteric, Magical and Ancient Mysteries ideas, when these were very much minority interests: through notice boards, newsletters and chats with the proprietors you could find your way to like-minded souls. It may seem incongruous now, but in the early days they were often regarded with a certain wariness by the more conventional, as if they harboured sinister occult conspiracies out of a Dennis Wheatley thriller rather than pictures of unicorns and earrings of owls. Admittedly, this gave them a frisson of defiant difference too.
As I have recounted elsewhere, it was a notable New Age shop, Gothic Image in Glastonbury, that introduced me to a sheaf of pagan, Celtic, antiquarian and alternative magazines: Pendragon, Caerdroia, Wood & Water, Sangraal and so on, opening up a world which reminded me of the fiction of Machen and Blackwood and Fortune. This shop had opened, I now learn, in 1979, and I must have visited soon after, when it certainly seemed to me marvellously unusual.
It closed, alas, in 2019, when in an interview with The Bookseller, it was described as “[T]he UK’s first ‘alternative bookseller’” (‘Glastonbury’s Gothic Image shuts up shop after 40 years’, The Bookseller, Jan 14, 2019). By “alternative” the writer probably had in mind the broader Sixties counter-culture. There were certainly earlier occult and esoteric bookshops such as Watkins in London, founded in 1897, Atlantis in Museum Street, opened in 1922, and indeed Occultique in Northampton, opened in 1973.
After discovering Gothic Image, I began to look out for similar shops wherever I went on my book-collecting or ancient monument excursions. I never quite had the same wildly enriching set of finds in a New Age shop again, but there was usually something unusual, independent and eccentric. At first, there were not all that many: there was one at Avebury for a while, and something of the sort in Penzance.
I always thought of Malvern as a sort of second to Glastonbury as a mystic citadel in Britain, and have a fondness for it precisely because of this (my story ‘Armed for a Day of Glory’ is set there). I was an early member of the Green Party when it was called the Ecology Party (I still have the badges somewhere) and Malvern was one of its seed-beds, as it was also for several New Age healing, holistic and psychic groups.
Not surprisingly, therefore, Malvern had a New Age shop too. Aquarius opened in 1989, and the owner, Valerie de Heer, said that she then knew of only two others in the country: Arcania in Bath and Arcturus in Totnes. The Aquarius website notes: “Our aim was, and still is, to provide a shop that could offer spiritual teachings and guidance (which was hard to come by then) in the form of esoteric books, card sets, anything in fact that could help people in their spiritual search.”
Valerie de Heer said in a 2019 interview: “Malvern has a lot of healers, a lot of creative people and, of course, a lot of musicians, so the town really has a special atmosphere and it is a joy to be here . . . when we started out, these sort of things were considered a bit marginal, but aspects of this type of thinking are more or less mainstream these days . . . People tell us that they like to come to the shop because it has a very calming, relaxing atmosphere.” (‘New Age shop Aquarius is now old favourite’, Malvern Gazette, 21 February, 2019).
One such shop that I didn’t discover then but is still thriving now was opened slightly earlier than Aquarius. Inanna's Festival at 2, St Andrew’s Hill, Norwich, has been open since 1988, and their stock list is a useful epitome of what New Age shops sell: “silver, bronze & gemstone jewellery; statuary in resin, ceramics and pewter; hand-blended fragrant incenses (powders, granules and sticks) and magical oils; crystals, fossils, shells, mineral specimens; relaxation, healing and world-music albums; books, including blank Books of Shadows/Journals; tarot cards and oracle sets, runes, pendulums, I Ching, Crystal Balls, dowsing rods and scrying mirrors; greetings cards, posters and prints, calendars and diaries; special pieces such as Tibetan Bowls, Native American ceremonial pipes, dreamcatchers and smudge sticks.”
There are now many more such emporia and now some proudly call themselves “witchy” shops, often with a cross-over into Hallowe’en, Goth and Steampunk culture. In fairly recent excursions I’ve encountered one in a small Westmorland town of fewer than two thousand souls, another in a Shropshire spa town of five thousand, and a third in a market hall in a mid-Wales town of six thousand: and these are by no means exceptions. It’s interesting to see that such shops are supported even in fairly small communities. And they are still worth visiting, quite apart from their other qualities, just in case a few fantastical volumes might be found.
(Mark Valentine)
Image: Aquarius, Malvern (aquariusmalvern.co.uk)