CHAPEL HILL, N.C. – If you take a walk in downtown Chapel Hill, you might stumble upon a unique storefront named Quantum Soul. At the end of 2022, this “metaphysical” supply store opened its doors to the residents of Chapel Hill, selling healing crystals, sage, tarot cards, and other spiritual items.
The newly opened Quantum Soul is run by Lynn Magikcraft Swain, a psychic, medium, and healer. Swain’s clientele includes people from all walks of life including politicians, remote clients, and students both in the States and abroad.
According to Swain, the practice of magic has been making a comeback for a while now. “In the 70s, up to the early 80s, it was really trending spiritually to find yourself and to follow your soul, what I call your soul goal,” she says. “And just really people thinking outside of the box and not conforming. And then in the 90s, it kind of, like, switched. Everything kind of really died down. And then about, I’d say, ten years ago, it really started on the uprise. “
Swain considers herself a pagan, which she says means being void of the mainstream religion and taking things from many paths.
A study conducted by the Pew Research Center shows that by 2050, the number of Americans practicing “other religions” – faiths outside Judaism, Christianity, Islam, Hinduism, and Buddhism – will triple due largely to switching into other religions (such as Wicca and Pagan religions).
Swain however believes that mainstream religions and spirituality are not mutually exclusive. “I welcome all religions. I read for all religions. It’s funny how some religions secretly come to get their readings. I find that interesting, people practicing those religions. But one of the things I find is people really want to dabble and experience who they are and they are awakening. “
But why the sudden surge in spiritualism and witchcraft? Mary Hamner, a PhD student in the Religious Studies Department at UNC Chapel Hill, believes that for many people, the appeal of witchcraft is that it is often so different from what they have experienced in the past.
“It speaks to something that many folks feel is innate in them. Many people become Pagans or witches, and they describe it as coming home, she says. That is an expression you will hear. You will see folks really from all walks of life. But my experience has been that it tends to attract people who are either unaffiliated or leaving other traditions. “
According to Hamner, the phenomenon is also partly tied to consumerism and a need for change. “I think that right now we are living in a moment where witchcraft is very marketable for a lot of reasons. Part of that is it often speaks to people’s need for political change. People are becoming increasingly invested in social justice, and witchcraft often serves those kinds of interests directly. “
Hamner also notes that witchcraft throughout history has been attached to marginalized peoples. Now, it also appeals to a larger part of the population – partly due to the internet.
The internet is also filled with misconceptions about witches and witchcraft. According to Hamner these misconceptions have always existed but just taken different forms. “The biggest misconception is that it only appeals to teenage girls and young women. If you’d asked me 20 years ago, I might say that it’s satanic. Many also believe that witchcraft is only for young people or people who are just really invested in fantasy. I think that the wide appeal, the sorts of people who become practitioners, is the thing that most people get wrong. “
According to Hamner, modern witchcraft caters to people from all backgrounds. Some practitioners incorporate their practices into their existing religious traditions, while others come to witchcraft because they are seeking something different.
For many she says, witchcraft feels like coming home.
Quantum Soul is located at 104 N Graham Street and open seven days a week, with hours from 12pm-6pm on Sunday and Monday, 11am-7pm on Tuesday and Wednesday, and 11am-8pm from Thursday to Saturday.