The season of mists and mellow fruitfulness is upon us, and there’s nothing better at this time of year than coming home to a cosy living space. If you have a love for the spooky and the scented, then here’s three exciting words for you: Wolf Wytch Apothecary. An independent business that has been alive in the heart of Sneinton Market for almost three years, Wolf Wytch is run by its wickedly talented head alchemist Lauren Wolf. It’s home to an enchanting combination of scents – from candles to skin care – and plenty of gothic vibes…
You make many of your products in-house and have a vivid and unique aesthetic. What inspires your work?
I take inspiration from all kinds of things but I think the most obvious would be mythology and folklore. I’m fascinated by the weird and wonderful tales this little island holds and its history and mythology. Music has always influenced me, specifically 70s, 80s, punk, heavy metal… you might spot a few references in the products name and descriptions. Religious monuments, unexplained stones in the middle of a field… anything can pique my interest - as long as it’s a bit unusual.
What made you leave the corporate world and start Wolf Wytch? Did your background in any way contribute towards what you create now?
Before Wolf Wytch I worked as a makeup artist and managed some of the biggest global beauty brands. After twelve years in the industry I wasn’t feeling fulfilled anymore from a creative sense and I got quite tired of the way social media was pushing unrealistic results and beauty standards.
When I had my son I knew it was time to move on and trust my instincts that I could perhaps try and create something of my own, which allowed us to spend his early years together. I had always tinkered on the side, creating skincare, balms and cold process soap-making, so I resigned and then got stuck into what would become my future business.
I do think my years working in makeup were similar to what I do now - it’s alchemy with colour but mixing and blending different mediums and the added bonus facet of scent. It’s been an ongoing joke for years within my circle that my olfactory sense is through the roof because my eyesight is so poor! I’m like a bloodhound… which sometimes isn’t always a good thing.
I think what makes Wolf Wytch so special is the fact everything in the shop is truly handmade, small batch and not mass produced. We also have a marvellous fanzine library for lovers of weird walks, horror films, mythology and the unusual
You write that your scents are inspired by the Wheel of the Year - the Pagan cycle of festivals. Is this something you yourself follow, and if so - do you have a favourite? How does what you do connect to your beliefs?
I don’t really subscribe to any one belief, religion or definition and tend to draw on many different paths and my own personal experiences. For instance, I’m just as drawn to the teachings of Taoism and the concept of natural order, light, dark, and the need for balance, as I am hunting down beautiful Christian churches every time I visit a new city. I love the peace and quiet of a church.
I do, however, follow the Wheel of the Year and the fact we must always respect nature and honour the changing seasons. I think most people follow the Wheel without recognising they do. We’re coming up to the peak of harvest season and a tradition I remember from primary school is to donate food you won’t eat - an ancient pagan tradition.
Samhain is my ‘favourite’ festival. I love the ‘ber months and tend to have the opposite of winter blues once the nights start drawing in!
Do you have a favourite item you sell?
That would have to be the ‘Noble Requiem’ candle. Not only is the scent absolutely beautiful but I created it to serve as a memorial candle to honour those we have lost, after losing my own mum last year.
How have you found life in Sneinton market since setting up shop?
The Sneinton Market tenants have to be the most welcoming bunch of people ever. The community down here is fantastic and we all look out for one another, whether you need advice or a drill-bit.
It can be quiet footfall wise during the week but to be honest it gives me a breather to get creative - and get covered with wax. It’s quite the opposite during event days, however. I have to stand as a ‘bouncer’ on the door because my current shop is tiny and you get a little stuck if we have too many people in!
What kind of responses do you get from people entering the shop?
My customers are fantastic! I haven’t really ever traditionally marketed the shop so the people that come to Wolf Wytch know what to expect. I’ve always held the thought that the people who are meant to find us on ‘Spooky Avenue C’ will. Our customers aren’t who you think they will be and it’s a great lesson in never judging a book by its cover. I am just as likely to have a guy in business attire and briefcase walk in as I am to welcome a fifteen-year-old Cradle of Filth fan. I love that my shop attracts all types of people.
I have had people come from as far away as Germany to specifically visit Wolf Wytch in the flesh and it astounds me! When we first opened we had an influx of visits and a never-ending stream of pamphlets from local religious groups but I guess they gave up.
What does the future hold for Wolf Wytch? Any exciting plans on the horizon?
I always have a trick up my sleeve... after a long wait we are soon to be moving into a bigger space that will be open all week round! I am so excited to have more space for more delicious products and for customers to have a bit more room to move about. I’m hoping to be open by Halloween this year - which will also coincidentally mark my three years at Sneinton Market!
Is there anything you yourself would like readers to know about?
Over the last few years I’ve been carefully curating artists and makers from around the UK (and sometimes the USA) to stock in the shop.
I think what makes Wolf Wytch so special is the fact everything in the shop is truly handmade, small batch and not mass produced. We also have a marvellous fanzine library for lovers of weird walks, horror films, mythology and the unusual.
I think the word ‘witchy’ can give some people the willies and they think the shop is a dark, macabre place but two minutes with either myself or Monika (my right hand lady) and you will find us the most welcoming pair… and I double promise you won’t get turned into a pumpkin!
Wolf Wytch Apothecary is expanding to a larger store, but don’t worry - they will still be located on Avenue C in Sneinton Market Avenues. Check them out on Instagram or TikTok to see the magic of Lauren’s handmade treasures for your own eyes.
We have a favour to ask
LeftLion is Nottingham’s meeting point for information about what’s going on in our city, from the established organisations to the grassroots. We want to keep what we do free to all to access, but increasingly we are relying on revenue from our readers to continue. Can you spare a few quid each month to support us?
