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.
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"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."
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