The lore

Coven was founded by Sara Steinberg, a writer and creative director, and features a curated circle of other creatives.

Every time you buy a spellbook, the witch who wrote it gets paid. And for certain spells, we send a cut to Planned Parenthood, ACLU, Muttville, and other places we believe in.

Origin story

In October 1998, the first episode of Charmed aired. Magic, witches, San Francisco! A tween me was obsessed, and even wrote several episodes of fan fiction (available upon request).

When I moved to SF in 2011, I got more into the mystic, as well as the wild nature of Northern California. Working in advertising, I started honing my craft and opened Coven in 2026 to put that craft to better use. Am I a witch? I recently realized I always have been. But she's just getting started.

The fine print

We're not classically-trained witches. No grimoire or sorcery schooling. Our lineage is literary. We're intuitive feminists, fluent in the art of enchantment, who offer words, intention, and the belief that those two things together do something real. Light a candle, cast a spell, mean it. That's it.