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Coming Of Age

Entrepreneurs get in the spirit as New Age products gain a mainstream following.

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This story appears in the July 1996 issue of Entrepreneur. Subscribe »

Something funny has happened to the New Age movement-it's gone mainstream. Whether it's due to spiritual longing, environmental concerns, changing attitudes, impending millennial fever-or, more likely, a combination of all of the above-a surprising number of consumers are embracing products previously thought of as, well, weird. And, as incense burners, love beads and Gregorian chants captivate the masses, it's clear New Age entrepreneurs are tapping into a force perhaps even more powerful than they ever envisioned.

"People are searching for other ideas because the old ideas aren't working," says Eric Sherman, owner of Central Casting, a Berkeley, California, company that sells an extensive line of

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