According to the US Census, Black Americans own approximately 124,551 businesses. Of those businesses, 40% are predicted not to survive the effects of the pandemic. However, despite the odds, The Conjure, a black woman-owned business founded by Lala Inuti Ahari, has garnered significant growth in a turbulent economy.
Her company, which sells conjure and spelled candles, now boasts the title of the world’s largest spiritual candle company. Since its inception in 2019, the Black woman-owned brand has seen exponential growth, even at the height of the pandemic.
This significant growth reflects the growing trend of niche spiritualities like Hoodoo and conjuring becoming increasingly mainstream. Their roots in both the natural and the supernatural attract people from all walks of life, especially those searching for comfort and positive change during unprecedented times.