Today we’d like to introduce you to Nicole Blackwater
Hi Nicole , so excited to have you with us today. What can you tell us about your story?
My journey with Blackwater Apothecary began long before the doors of our shop ever opened. From a young age, I was drawn to the unseen, the whispered histories of forgotten places, and the rich tapestry of folklore and mysticism that weaves through human existence. The occult has always called to me—not just as a practice, but as a way of understanding the world, of connecting with the liminal spaces between what is known and what is felt.
Blackwater Apothecary was born from that calling. What started as a small table at our city’s monthly 3rd Friday event, selling handmade incense and candles, soon evolved into something much larger. We realized that our community was yearning for a place where they could explore spiritual tools, metaphysical knowledge, and a sense of belonging. Slowly, we expanded—adding tarot decks, crystals, books, and ritual supplies—until it became clear that we needed a space of our own.
The name Blackwater Apothecary is deeply personal. It pays homage to the land that raised me—the Pocomoke Forest, a place of eerie beauty and ancient mystery. The word Pocomoke is believed to come from the Algonquin language, once translated by scholars as Blackwater in reference to the tannin-rich, dark waters of the Pocomoke River. Growing up in those shadowed woods, where folklore and ghost stories are as much a part of the landscape as the towering cypress trees, shaped me into the person I am today. Naming the shop Blackwater was a way to honor that history, that magic, and the power of the land itself.
Since opening our doors, Blackwater Apothecary has become more than just a shop—it’s a sanctuary. A place where people can step in from the ordinary world and feel seen, feel understood, and find the tools they need to empower themselves. Whether someone is seeking spiritual guidance, connection, or just a moment of wonder, we strive to create a space that welcomes all who walk through our doors.
At its heart, Blackwater Apothecary is a testament to the unseen threads that connect us—to each other, to history, to the mysteries that still linger just beyond our understanding. And that journey is still unfolding, one spell, one story, and one seeker at a time.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
Absolutely not! The road to building Blackwater Apothecary has been anything but smooth—it’s been winding, uphill, and at times, downright treacherous. But every challenge has shaped both the shop and me into what we are today.
One of the greatest struggles I’ve faced is living with a debilitating chronic illness. Running a business is demanding under the best of circumstances, but when you add in the unpredictability of chronic illness, it becomes a constant balancing act. There are days when my body simply refuses to cooperate, yet the work doesn’t stop. The shop still needs to open, the events still need to happen, and the community still needs the space we’ve created. Learning how to pace myself, delegate, and push forward despite the obstacles has been one of my biggest personal and professional challenges.
On top of that, Blackwater Apothecary is completely self-funded. We’ve never had the luxury of traditional lending, bank loans, or grant funding. Every candle poured, every tarot reading given, every product sold has gone directly back into growing and sustaining the shop. Small businesses, especially those that cater to niche spiritual communities, often struggle to get the same financial backing as more conventional stores. We built this place from the ground up with sheer determination, creativity, and the unwavering support of the people who believe in what we do.
Then there’s the battle of being a downtown business in a city that doesn’t always prioritize its local entrepreneurs. Salisbury has incredible potential, but the struggle between small business owners and local government has been a constant source of frustration. Policies shift, support wavers, and businesses are left trying to survive amidst changing regulations and a lack of clear direction. Seeing so many amazing small businesses struggle, I co-founded the Downtown Salisbury Business Alliance last year to push for better support, collaboration, and sustainable growth. If we want downtown to thrive, we can’t just sit back and hope for the best—we have to fight for it.
Beyond all of that, running a small business anywhere is hard work. There’s no safety net, no guarantee of success, and no off switch. You are your own marketer, accountant, manager, and customer service rep. You wear every hat, and if something goes wrong, it’s entirely on you to fix it. But despite the struggles, I wouldn’t trade it for anything. Blackwater Apothecary is more than a business—it’s a labor of love, a reflection of my passion, and a place where people find magic, connection, and community. And that makes every challenge worth it.
Thanks for sharing that. So, maybe next you can tell us a bit more about your business?
Blackwater Apothecary is more than a retail shop—it’s a hub for spiritual exploration, education, and community. We offer a carefully curated selection of metaphysical goods, immersive workshops and classes, a thriving membership program, a monthly subscription box, a podcast, and even wholesale offerings for other businesses. Everything we create is infused with intention, authenticity, and a deep respect for the mystical traditions we honor.
One of our most sought-after offerings is our Introduction to Tarot 1 course, a truly immersive experience designed to help students develop a deep, intuitive connection with the cards. The class includes a 67-page workbook, personally designed and printed by me, to guide students through the history, symbolism, and interpretation of tarot in a structured and approachable way. We also offer additional tarot workshops, spiritual development classes, and hands-on ritual crafting sessions throughout the year, ensuring that there’s always something new to explore.
For those who want to engage with our work on a deeper level, our Blackwater Inner Circle Membership offers exclusive access to a private community, monthly tarot insights, early access to new products and events, discounts, and even free tarot readings at higher tiers. This membership allows our supporters to stay connected, expand their spiritual knowledge, and be part of something truly special.
Our monthly subscription box is another way we bring magic into people’s lives. Each month, we curate a themed collection of spiritual tools, handcrafted products, and exclusive items not available in the shop. From ritual candles and incense to unique crystals and divination tools, our subscription box is a way for people to experience a little bit of Blackwater magic wherever they are.
To further enrich our community, we launched The Inner Circle Podcast, where we dive into the questions we’re asked most in the shop. Each episode explores tarot, witchcraft, folklore, and spiritual practices in an engaging and approachable way. Whether you’re a seasoned practitioner or brand new to the metaphysical world, the podcast offers deep insights with a touch of humor and real-world experience.
Beyond our retail space, we also offer wholesale on select handmade products, including our signature spell candles, handcrafted incense blends, and ritual oils. Other shops and practitioners looking to stock high-quality, intentionally crafted spiritual goods can partner with us to bring Blackwater’s magic into their own spaces.
Of course, at the heart of Blackwater Apothecary is our retail shop, a carefully curated space filled with ethically sourced crystals, tarot and oracle decks, handcrafted spell candles, ritual tools, books, and other spiritual essentials. Every item we carry is chosen with intention, ensuring that our customers have access to tools that truly support their practice. We also provide tarot readings, helping people navigate their spiritual journeys with insight, clarity, and empowerment.
At Blackwater Apothecary, we’re not just selling products—we’re creating experiences, fostering community, and making spiritual growth accessible. Whether you visit us for a class, subscribe to our box, join our membership, or simply step into the shop to browse, you’ll find a space where magic is real and where you are always welcome.
What makes you happy?
I find happiness in connection & community—whether it’s with people, with stories, or with something greater than myself.
I love those moments when someone walks into Blackwater Apothecary feeling lost or uncertain and leaves with a sense of clarity, empowerment, or even just a little spark of wonder. Seeing people light up when they discover something that resonates deeply with them—whether it’s a tarot reading that speaks to their soul, a book that shifts their perspective, or a ritual tool that helps them reclaim their own power—makes everything I do worthwhile.
Teaching also brings me immense joy. Whether it’s leading my Introduction to Tarot course or hosting a workshop, I love watching people step into their own intuition, gain confidence in their abilities, and embrace their spiritual paths. There’s something magical about being part of someone’s journey as they uncover layers of meaning and self-awareness they didn’t know they had.
Beyond that, I’m happiest when I’m creating—whether it’s designing a new subscription box, crafting a spell candle, or developing content for The Inner Circle Podcast. I thrive in those moments where ideas take shape and something meaningful is brought into existence.
And, of course, there’s joy in the simple things—late-night conversations with friends, the hum of a vibrant downtown community, the sound of rain in the Pocomoke Forest, and quiet moments spent with my husband and our three cats.
Ultimately, what makes me happiest is knowing that I’ve built something that not only sustains me but also serves others. Blackwater Apothecary isn’t just a shop—it’s a community where people find belonging, insight, and a little bit of magic. And being the creator of that makes my heart full.
Contact Info:
- Website: https://www.blackwaterapothecary.com
- Instagram: https://instagram.com/blackwaterapothecarysbymd
- Facebook: https://www.facebook.com/BlackwaterApothecary
- Other: https://www.patreon.com/NicoleBlackwater
