Coming Of Age

It is a wonderful market, to be sure. It's also one that defies easy description. Within the New Age category, a mind-blowing array of products, literature and activities seem to fit. Aside from those previously mentioned, there are Chinese therapy balls, reflexology charts, numerology-themed jewelry, herbal remedies, psychic hotlines, spiritual retreats, self-help books with a spiritual slant and, of course, all things angelic. Some items-such as lava lamps and peace-sign pendants-are throwbacks to a not-too-distant past. Others-such as incense-go back a whole lot further.

"Incense has been with mankind forever," says Biales. "It's not really new; it's just popular again."

Of course, everything old is not New Age-just as the term "New Age" might be considered something of a misnomer. Perhaps the best way to put it is to say that enlightenment is in the eye of the beholder and, as mainstream America continues to popularize the quest for spiritual meaning, there will be an even more impressive array of merchandise to behold. Ultimately, this makes it all the more critical to stay one step ahead of the market.

"We try to keep our minds and eyes open," says Rowland. "As far as product categories are concerned, you're going to have tarot cards, you're going to have incense, you're going to have candles-but we're always looking for new products within those categories."

"We're constantly trying to come out with new products," agrees Bonk. "[We want] to captivate a whole new audience and keep the audience we already have."

This article was originally published in the July 1996 print edition of Entrepreneur with the headline: Coming Of Age.