With its magic candles, tarot cards and healing crystals, House of Intuition has the tools for your spiritual healing needs.
But this isn’t your grandma’s New Age supply shop. In a bright, minimalist design, Second Street’s newest retailer looks more like an upscale beauty store.
That’s the goal for owners Alex Narajano and Marlene Vargas, who have amassed a growing celebrity and millennial following since opening their first shop in Echo Park in 2010.
The chain now has six stores throughout Los Angeles County with a seventh set to open in Pasadena on Thursday. The Belmont Shore location opened Oct. 3 in the former Rubber Tree space at 5018 E. Second St.
Vargas said the design is light and airy, in contrast to the dark and “witchy” feel of more traditional metaphysical shops.
“We want the energy to feel lifted so people won’t be intimidated,” she said. “We want them to feel welcome no mater their level of spiritual healing.”
House of Intuition’s “magical” items are focused on self-empowerment, with candles to attract love or clarity, incense and essential oils for protection, sage to clear negative energy and bubble bath for prosperity.
While it might seem like hooey to some, Vargas said her business has exploded largely due to younger generations who no longer identify with traditional church. House of Intuition has more than 56,000 followers on Instagram.
“The younger generations are so empowered and so in tune with nature,” she said. “They’re eating better, they’re recycling, they’re taking better care of the Earth. They know that these things hold a certain vibration and they connect to them.”
Vargas started House of Intuition with Narajano, her life partner, after she lost her medical billing business in the Great Recession.
“We used all the money we had left, even my son’s college education money,” she said. “It was a total leap of faith.”
A former Long Beach resident, Vargas said she’s happy to be back in the city. Belmont Shore has an especially positive energy, she added.
“There’s definitely an uplifted vibration and the community is very tight,” she said. “It’s just a loving area.”
House of Intuition will host a grand opening party on Thursday, Nov. 1, in honor of Dia de los Muertos from noon to 7 p.m. The event will feature giveaways, face painting and tarot readings. Everything in the store will be 20 percent off.