Crystals are perhaps the most accessible gateway to mystical enlightenment, something to physically cling on to when times get tough. Psychic Sisters saw a 50 per cent increase in sales of crystals during the pandemic at its Selfridges outpost. We’re wearing rocks, too: Net-a-Porter reports that in addition to chunks of celestine, amethyst and smoky quartz geode crystals from New York-based brand JiaJia selling out (at about £200 a pop), its sapphire necklaces (about £500) have seen surging sales. Meanwhile, TBalance’s crystal bracelets, which come in sets with energising beaded slogans, have repeatedly sold out since its October launch with the retailer.
A healing crystal hut is among the star attractions at Bamford’s revamped spa in the Cotswolds. This September also saw the launch of a new wellness facial that utilises a crystal gua sha tool to support lymphatic flow and reduce puffiness, alongside sound baths and massages that employ jade and amethyst. Bamford’s septuagenarian founder Carole Bamford has been using crystals for decades, having first learnt about their healing properties on a trip to India aged 20. “I originally went for three months to study meditation,” she recalls. “It wasn’t for spiritual reasons – it was The Beatles that made me go.” She sleeps with a rose quartz on her bedside table to promote love. “I don’t want people to think I’m woo-woo, because I’m not. But I really believe in instinct, gut feeling. Lots of people can understand that. The pandemic has made many people realise that we do need to take a different approach.”
Yasmin Sewell, a former fashion buyer, has placed energy amplification at the heart of her new business. Australia-born, London-based Sewell has practised yoga, reiki and integrative quantum medicine, a form of energy healing, since her early twenties, and says her career in fashion was guided by intuition. Still, she had always felt obliged to keep her spiritual side under wraps. “I was born pretty woo-woo, but I’ve always been hyper-aware that some people are not into it,” she smiles. Sewell launched Vyrao, a wellness brand, in May, with five fragrances created by British perfumer Lyn Harris using plant and flower remedies. Each bottle comes with its own supercharged Herkimer diamond crystal. “I think fragrance is a potent tool for wellbeing, it can really shift the way you feel,” she explains. Customers have been receptive – the gift set of mini bottles sold out straightaway at the Selfridges launch pop-up, and Free and Witchy Woo are the current bestselling scents.
Can clutching a stick of quartz or partaking in a weekly sound bath change your life? Obviously not. But ritualising your daily routine can prove a coping mechanism in times of uncertainty. “All of this is just us finding tools to feel better. Simple as that,” says Sewell. “Whatever works for you.” Next on my to-do list: researching French doors.