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Le Mélange Magique: Returning to its witchcraft roots
By Amanda
Over its 15-year history Le Mélange Magique has seen a lot of changes: changes in its own physical location and space; the increasing acceptance of Neo-Paganism and Wicca by mainstream culture; and the rise of the Internet age.
Fifteen years is a long time in the occult store world. Debra Aubin, the owner of Le Mélange Magique, reckons that 80% of occult and esoteric stores close their doors within two years of opening. It's a tough and competitive business, especially with large national retailers like Chapters and Wal-Mart diversifying into the lucrative New Age market and continuing to open more stores across Canada.
Debra credits the survival of Mélange to several factors. One was the decision to go online as early as 1994. Now with over ten years of presence on the World Wide Web, Le Mélange Magique - The Magical Blend, is a thriving on-line retailer with clients across North America and even some orders coming from Europe. It is also a well-known wholesale distributor within the esoteric supply industry. They have their own line of magical supplies, which are made in-house. They also have exclusive Canadian distribution agreements with some suppliers. In fact, Internet and wholesale sales make up the bulk of business for Mélange, and Debra credits these behind-the-scenes aspects with helping see the business through periods of lean storefront sales.
Another aspect that Debra credits to the 15-year success of Mélange, is her decision early on to keep a low personal profile and stay out of the politics inherent in most Pagan communities. This has given her a bit of a reputation as a mystery woman or phantom. " Some people think I don't exist," she says with a laugh.
The approach, however, has not kept Mélange completely free of criticism. "McMagic" says Debra. It's how some people refer to the store, which has been criticised as selling spells without spirituality, or worse, as simply selling spirituality. The criticisms are painful she says, but she tries not to take them personally.
The final key to the success of Mélange, explains Debra, are the staff. " It feels like a family." Mélange employs ten full- and part-timers, as well as a handful of freelancers. " We have a very good staff dynamic & we like to have fun in the store." She adds that most people who are employed by Mélange actually do not work on the sales floor with customers. Many are involved in support roles such as accounting and administration, or on the production, distribution and Internet side of the business. Also, not all of the store employees consider themselves Pagan. Like the customers Mélange serves, they come from a variety of spiritual paths.
Earlier this year, Mélange renewed its lease at the current location, but with a twist. Instead of occupying the top three floors of the building, now Mélange occupies only one - the second. This meant combining their storefront operation with their manufacturing and distribution operations together on one floor. Not a small task. So early in April, Mélange closed its doors for a few days and renovated.
The result is a new look for the store, but perhaps one that some customers will find reminiscent of the younger days of Mélange at this its second location. Like almost a decade ago, the front of the store is filled with books and merchandise, and sunlight dances off colourful witch balls that hang in the windows.
The Montreal Pagan Resource Centre (MPRC), that until recently occupied this window-front section, has now been relocated to a smaller space at the rear of the store, where the book section used to be. Next to it is a small classroom space. The MPRC and Crescent Moon School, who will use the classroom space, are happy that there is still space for them at Mélange, although losing the third floor ritual room is a loss for them as well as other groups.
The renovations also gave Mélange a chance to renew its focus. "We're returning to our witchcraft roots," explained Debra, "expect fewer new age books and supplies, and more of a focus on Neo-Paganism, the occult, witchcraft and magic." Consequently, in the middle of the store lies a small "apothecary" and spellcraft section, well stocked with various magical supplies.
The decision to downsize the physical location was primarily an economic one, explained Debra. Quite simply put, three floors of prime Ste-Catherine street retail space is expensive. Like many small and independently owned stores, Mélange has seen their storefront sales decline in recent years as large national retailers take an ever increasing slice of the retail pie, and as much as she might have liked to, continuing to rent more than one floor just was no longer possible.
Amanda is a freelance writer and the Managing Editor of WynterGreene. She also works part-time at Le Mélange Magique.
© 2005. This article appeared in the Imbolc 2005 issue of WynterGreene. Permission to reprint, with full credit, must be granted by the author. If you would like to reprint this article, please email Wyntergreene.
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