About Us

Folkloric witchery at the crossroads of America

At Blade and Broom, we believe that magic is the work of the Witch -- the wise or "cunning" wo/man who acts as healer, psychic, teacher, and guide to the community. The worlds of the Seen and Unseen touch and blend in ways that the Witch understands and can help her family, friends, and clients navigate.

Our products and services are all aimed at helping you claim the life you desire.


Blade & Broom Botanica is owned and operated by Laurelei Black who has been practicing witchcraft for twenty years. She is the co-founder of the American Folkloric Witchcraft Tradition with her ex-wife, Natalie.

Laurelei first created Blade & Broom's Etsy shop in 2008 as a fundraising opportunity for her coven, Dragon's Eye Coven (which disbanded shortly thereafter without a single item being listed in the shop). The Etsy storefront sat empty until 2011, when Laurelei was inspired to share her Craeft creations with the world. Blade & Broom's sales and global reach have doubled every year since then. 

Laurelei has always been the primary proprietress behind the botanica -- formulating the incenses and potions, sewing robes and poppets, maintaining the website and Etsy shop, and filling orders as they come in. Laurelei is the author of 13 books and is currently persuing certification as a Master Herbalist. 

These days, Laurelei's children sometimes help her with label design, product packaging, and even making some of the items for sale. Witchcraft is a family business!