Some of the best businesses start as happy accidents—a creative hobby that unexpectedly transforms into something magical. That’s precisely how Witch City Wicks came to be, and thirteen years later, this gothic candle company has become an essential part of Salem’s downtown charm and a driving force behind the city’s holiday celebrations.
As a Premium Partner in this year’s Holiday Happenings initiative, Witch City Wicks isn’t just participating in Salem’s holiday season—they’re actively creating it. From hosting the Grave Tidings haunted holiday market to filling their Essex Street boutique with atmospheric fragrances that capture Salem’s mystical spirit, founder Liz Frazier and her team embody the collaborative, community-focused approach that makes Salem’s holidays memorable.
The Origin Story: A Candle Company Born from Creativity
In 2011, Liz Frazier was working from home as a graphic designer, spending long hours in front of her laptop creating online advertisements for clients. Her workspace was filled with cheap candles—a small attempt to make those computer-bound days more pleasant. One afternoon, seeking a creative outlet away from the screen, she decided to try making her own candles.
“After my first batch of candles, I was hooked!” Liz recalls. “My kitchen became my workspace and I started making so many that I was giving them away to anyone and everyone.”
What began as a simple creative break evolved naturally. Friends and family loved the candles. Local shops asked to carry them. The nascent Etsy platform was exploding as a marketplace for artisan creators. Before she knew it, Liz had accidentally launched a business—one that would eventually become Salem’s premier destination for gothic-inspired home fragrances.
The name was perfect: Witch City Wicks. It captured both Salem’s legendary identity (the city has been nicknamed “Witch City” since the 1800s) and the product itself. The branding practically wrote itself.
Salem Roots Run Deep
Liz’s connection to Salem wasn’t new. By 2011, she’d already been living in the Witch City for a decade, drawn by its unique character and creative community.
“Salem just has a charm that you don’t find anywhere else,” she explains. “I love all of the hidden (and not so hidden) gems that we have access to at any time. Salem has a long and fascinating history that is fun to dive into (besides, you know, witches). Having access to so many historical locations—Ropes Mansion, Witch House, House of the Seven Gables—and also being a coastal town is just an amazing thing.”
But it wasn’t just the historic architecture that captivated her. It was the people.
“We have an incredibly welcoming and creative community that you just won’t find anywhere else. Plus… Halloween in Salem really lives up to the hype! No one does it quite like we do.”
That community connection would prove essential as Witch City Wicks grew from a kitchen operation to a recognized brand. Liz’s background added unexpected advantages: her 1990s bartending experience working goth and 80s nights in Boston nightclubs gave her an authentic understanding of alternative aesthetics. Her graphic design training meant she could create visually compelling branding that resonated with customers seeking something darker than mainstream home fragrance offerings.
From Etsy to Essex Street: Building a Brick-and-Mortar Dream
What started as a solo endeavor and Etsy shop in 2011 evolved into something bigger. As demand grew, Liz expanded from her kitchen to a dedicated production space in Salem’s Witchcraft Heights neighborhood (yes, that’s the actual name of the area—even Salem’s public school is called Witchcraft Heights Elementary). She brought on a small team to help with the increasingly complex work of hand-pouring, labeling, and packaging each candle with meticulous attention.
Then came the big leap: in 2017, Witch City Wicks opened a retail location at 302A Essex Street in downtown Salem, right next door to Moonbaby Hair Salon and just steps from the famous Witch House.
The brick-and-mortar shop wasn’t just a place to sell candles—it was an immersive experience. Dark displays, mystical ambiance, and that distinctive gothic aesthetic created an atmosphere that embodied Salem’s character. Visitors could smell the fragrances, talk to knowledgeable staff, and discover the curated selection of books, bath products, jewelry, art prints, and home décor that complemented the candle line.
The shop became a destination. Locals brought visiting friends and family. Tourists added it to their Salem itineraries. The Instagram following grew to over 81,000 people who appreciated the brand’s unique approach to home fragrance.
What Makes Witch City Wicks Different
In an era of mass-produced home goods, Witch City Wicks stands out through its commitment to quality craftsmanship and distinctive aesthetic.
The Products
Every candle is made with:
- 100% natural soy wax (petroleum-free, vegan, cruelty-free, phthalate-free)
- Premium fragrance oils carefully blended to create unique scents
- Lead-free cotton wicks for clean, even burning
- Hand-poured small batches ensuring freshness and quality control
- Recyclable packaging and reusable glass jars for sustainability
The scents themselves tell stories. “Holy Ground,” one of Liz’s personal favorites, was among the first fragrances she blended herself—a scent she describes as “truly unique, and truly Salem!” Other signature offerings like “Salem,” “Midnight Amber,” and “Seawitch” capture different facets of the city’s mystical character.
The Aesthetic
Witch City Wicks embraces what Liz calls “a darker aesthetic and eccentric style.” This isn’t Halloween kitsch—it’s sophisticated gothic design influenced by alternative subcultures, movies, music, and Salem’s layered history. The fragrances and packaging appeal to customers who want their homes to reflect a more mysterious, atmospheric sensibility.
The Community Commitment
As the business grew, so did its role in Salem’s creative community. Witch City Wicks became more than a candle company—it evolved into an event producer through its Midnight Moon Market brand, curating dark arts and crafts markets that bring together dozens of gothic and alternative artists.
This community focus made Witch City Wicks a natural partner for Holiday Happenings.
A Premium Partner in Holiday Happenings
When Creative Collective and Salem Main Streets launched Holiday Happenings to create the cohesive holiday marketing platform that Salem’s business community had been requesting, Witch City Wicks stepped up as a Premium Partner—one of the key sponsors making this initiative possible.
“We believe in supporting our local business community and helping residents and visitors discover the magic of downtown Salem during the holiday season,” Liz explains.
As a Premium Partner, Witch City Wicks provides crucial support for Holiday Happenings’ comprehensive approach to holiday promotion, which includes:
- Professional website and directory listing all participating businesses
- Coordinated social media campaigns
- Unified event marketing
- Visitor resources and itineraries
- Downtown beautification efforts
But Witch City Wicks’ contribution goes beyond financial sponsorship. They’re actively creating holiday experiences that draw people to downtown Salem.
Grave Tidings: Salem’s Dark Holiday Market
This December 6-7, Witch City Wicks is hosting Grave Tidings, a haunted holiday market at the historic Old Town Hall in Derby Square. This carefully curated event brings together 47 dark artists and creators offering one-of-a-kind gothic, witchy, and macabre gifts—the perfect alternative for holiday shoppers seeking something beyond traditional fare.
Grave Tidings exemplifies the Holiday Happenings philosophy: create quality events that drive foot traffic to downtown Salem, support local artists and businesses, and give back to the community. A portion of proceeds from Grave Tidings benefits The Salem Pantry, addressing food insecurity on the North Shore during the holidays.
The market offers both VIP early shopping (with exclusive tote bags and swag) and general admission, making it accessible while providing enhanced experiences for those who want them. It’s the kind of thoughtfully produced event that Salem has come to expect from Witch City Wicks.
Visit Witch City Wicks This Holiday Season
The Shop Experience
Step into Witch City Wicks at 302A Essex Street and you’ll understand why it’s become a Salem destination. The gothic ambiance, friendly staff, and distinctive product selection create a shopping experience that’s both atmospheric and welcoming.
Holiday Hours:
- Monday-Friday: 11:00 AM – 5:00 PM
- Saturday: 11:00 AM – 6:00 PM
- Sunday: 11:00 AM – 5:00 PM
- Extended December hours (check website for updates)
Holiday Gift Ideas
Signature Salem Scents:
- “Salem” – Capturing the essence of the Witch City
- “Midnight Amber” – Dark, sophisticated, mysterious
- “Seawitch” – Oceanic notes meet mystical vibes
- “Holy Ground” – Liz’s personal favorite, truly unique
Sizes for Every Need:
- Travel tins (perfect stocking stuffers)
- Standard jar candles (classic gifts)
- Large jar candles (impressive presentations)
Beyond Candles:
- Perfume oils and room sprays
- Bath bombs and body products
- Crystals and mystical home accessories
- Books, jewelry, and art prints
- Salem-themed gifts and décor
Gift Services:
- Customizable gift sets
- Monthly candle subscription (year-round Salem magic)
- Gift wrapping available
- Nationwide shipping for remote shoppers
Getting There
Address: 302A Essex Street, Salem, MA 01970
Phone:
(978) 224-2988
Email:witchcitywicks@gmail.com
Website: witchcitywicks.com
Parking: Essex Street meters; Museum Place Mall garage (3-minute walk)
Landmarks: Next door to Moonbaby Hair Salon, one block from the Witch House
Follow the Magic:
- Instagram: @witchcitywicks (81K+ followers)
- Facebook: facebook.com/witchcitywicks
The Bigger Picture: Why Community Partnerships Matter
Liz Frazier has always been mindful of work-life balance—a challenge for any small business owner, especially one who’s also raising two children. As Witch City Wicks grew, she learned that success isn’t just about business metrics. It’s about creating something sustainable that enriches the community while maintaining personal well-being.
“When you work for yourself, it’s very easy to get lost in work and all the facets of running a business,” she reflects. “You don’t mind putting that much time and effort in when you’re working for yourself. But you do have to pull away and enjoy some downtime and time with your family.”
This philosophy extends to how Witch City Wicks engages with Salem. Rather than viewing other businesses as competition, Liz sees them as collaborators in creating the vibrant downtown that benefits everyone. Holiday Happenings embodies this collaborative spirit—bringing together businesses, nonprofits, and municipal partners to create something greater than any single entity could achieve alone.
When Creative Collective approached local businesses about supporting Holiday Happenings, Witch City Wicks’ response was immediate. This was precisely the kind of initiative Salem needed: professional, comprehensive holiday marketing that would drive foot traffic to all downtown businesses while keeping core community events free and accessible.
What’s Next for Witch City Wicks
Thirteen years after that first batch of candles in a home kitchen, Witch City Wicks continues to evolve. The brand maintains its artisan roots while expanding its reach through wholesale partnerships, a robust online presence, and those carefully curated events that bring the dark arts community together.
The Holiday Happenings partnership represents a new chapter—one where established Salem businesses actively shape the city’s future by investing in collaborative marketing and community-focused initiatives. It’s not just about selling candles or driving holiday traffic. It’s about ensuring that Salem’s unique character—that blend of historic charm, creative energy, and welcoming spirit that first attracted Liz twenty years ago—remains vibrant for generations to come.
This holiday season, when you light a Witch City Wicks candle or browse their atmospheric shop, you’re not just buying a product. You’re supporting a woman-owned small business that grew from a happy accident into a Salem institution. You’re participating in a community that values creativity, authenticity, and collaboration. You’re helping ensure that downtown Salem remains the magical destination that draws locals and visitors alike.
Plan Your Visit
Make Witch City Wicks part of your Holiday Happenings experience:
1. Shop the Store
Visit 302A Essex Street for holiday candles, unique gifts, and that unmistakable Salem atmosphere.
2. Attend Grave Tidings
December 6-7 at Old Town Hall. Shop 47 dark artists, support The Salem Pantry, and find one-of-a-kind gothic gifts.
3. Explore Downtown Salem
Combine your Witch City Wicks visit with other Holiday Happenings events:
- Santa’s Arrival & Tree Lighting (November 29)
- Small Business Saturday (November 30)
- Wassail Weekend (December 14-15)
- Holiday Window Decorating Contest (ongoing)
4. Connect Online
Follow @witchcitywicks on Instagram for new releases, event updates, and behind-the-scenes glimpses of the candle-making process.
5. Support the Mission
Every purchase supports a woman-owned, independent business that’s actively investing in Salem’s community and future.