“Welcome to Witch Slapped, LLC., where community, compassion, and commerce converge to create a haven for all. Our unique establishment encompasses a retail store that not only serves your needs but also fuels our unwavering commitment to social impact. Here’s why Witch Slapped, LLC. is not just a business but a movement.”
—Witch Slapped website
One of the more unique businesses in downtown Pittsfield is Witch Slapped LLC., located in a storefront at 78 North St. At first glance, it is a diverse, lively gift shop with an eclectic mix of clothing, books, art, jewelry, crystals, candles, and other items. Its role, however, extends beyond that, serving as a gathering place and a center for classes, workshops, and other events.
Witch Slapped is also a focal point for anyone interested in the metaphysical and mystical. Owner Danielle Munn said she launched the business in 2022 to unite people whose beliefs include paganism and witchcraft. “I wanted to create a place where pagans can come together to share space, knowledge, and community,” she explained. “After considering the alternatives, I decided the best structure was to start a store that would cover the costs and provide the space.”
A native of Boston, Munn moved to Pittsfield in 2018 after meeting her husband, Gary Munn, a technology officer with the Pittsfield Police Department. The couple have a blended family of eight children. The venture combines her interests and hands-on experience. “I’ve always been an entrepreneur and have run several businesses, including an online clothing boutique,” she said. “Establishing a place like this has been a lifelong dream.”
In addition to connecting like-minded people who share her beliefs, one of Munn’s goals has been to introduce the reality of those movements to the broader community. “People often have misconceptions about witches and pagans,” she said. “We want to educate them that it is not strange or scary. “
According to Munn, witchcraft and paganism have taken many forms throughout history, depending on the culture and geographic location. The unifying belief is in the fundamental natural world and elements such as earth, air, fire, and water. Apart from that, there is no required theology. Nor are there any large, centralized organizations. “Paganism is basically a large umbrella for free thinkers who do not follow mainstream organized religion,” she said.
She added that while it has no proscribed practices, pagan communities typically participate in rituals, celebrations, and other activities. The store serves as a source of items for these practices, though Munn said much of the merchandise—such as crystals, botanical oils, incense, and candles—can be used for other (non-pagan) purposes. “We also have the largest supply of dried herbs in Berkshire County,” she noted.
Munn emphasized that while it is an alternative to structured religious organizations, “It’s very inclusive. Some pagans are also Christian, Buddhist, Jewish, or Wiccan, among other religious beliefs. The common thread is a worship of nature.” She also dispelled the common notion that paganism and witchcraft are associated with Satanic beliefs or other dark forces. “It’s not devil worship,” Munn said. “What we do acknowledge is the overall balance and cycles of the natural world such as day and night and light and darkness.”
Growing primarily by word of mouth, Witch Slapped has attracted an informal community of people with common interests in the metaphysical. Munn credits a group of about 45 volunteers who help operate the store and participate in other activities. She also makes the space available to outside instructors (free of charge) who want to hold classes and workshops on everything from Reiki, Rune Readings, and intention oils to assorted crafts, including making terrariums, kindle cones (wax-dipped pine cones), and dried eucalyptus and flower bundles. (A schedule is available at witch-slapped.com/events.)
In addition, Witch Slapped provides services to the larger public, such as sponsoring or participating in clothing drives and food collection and distribution, sometimes in collaboration with other organizations. It also serves as a respite for people who are unhoused or in other difficult situations, whether they need shelter from the weather, a hot meal, or companionship. “Our restroom is open for public use. Personal supplies are available to anyone who needs them. And we help connect them with other resources.”
Ultimately, Munn “wants people to be comfortable just coming in and hanging out and relaxing or meeting others.” Equally important is for it to be a long-term, sustainable resource.
As for the future? Munn said one goal is for the enterprise to be operated by the community, perhaps eventually as a formalized organization. “While it made the most sense to set it up as a business, it’s not about making a profit,” she said. “Our mission is to provide affordable access to services and faith.”
