In 2020, the onset of the coronavirus pandemic changed the way many Americans worked, as companies closed their doors to limit workplace contamination. The uncertainty around Covid-19 caused people to seek hope in religion and spirituality, resulting in an industry boom. For many Black women, like Shontel Anastasia, the current spiritual boom is not only a way to connect to one’s higher self, but also a means of making money.
Anastasia, owner of the Urban Gurvi Mama shop, founded her business in 2017 to cultivate a safe space for women on their spiritual journey. She says she witnessed people seeking to “go back to their roots” at the start of the pandemic.
“For the last two years, there has been a surge of people wanting to go back to their roots. Last year, I did just as well being self-employed at my shop as I did working in corporate America,” she says.
The billion-dollar business
From candles and crystals to metaphysical practices…