The world of Tarot, the set of cards used as a divination tool, has made the transition from taboo to trendy in the mainstream. While hobbyists and professionals still practice within their homes and private spaces, tarot readings have also moved into public-facing retail businesses.
Tarot comes with many variations and uses, from different styles of readings to custom decks of cards. The simplest reading is the three-card spread; it’s a concise way to answer questions, explore themes or seek insight. However, there are many different card layouts and methods suited to various topics that can offer a glimpse into your path, help examine hidden aspects of a situation or support thinking outside of the box. The decks themselves are designed with different art styles and may specialize in certain areas.
In Athens, several retail businesses focus on the metaphysical, holistic healing and divination tools. Indie South, located on Hawthorne Avenue, sells traditional and modern tarot decks, crystals, gems, candles and the like, but it also has a strong focus on home goods and handmade items. The store placed in more than one Flagpole Favorites category this year, which can be found here. Owner Serra Jaggar offers appointments for tarot readings of different lengths, and she sees them more as consultations that open a dialogue.
“When I first started out, I approached Tarot as more of a psychological exercise to tap into the subconscious and create a dialogue around whatever the client wants to discuss. That’s all some readings are, and I think that’s fine because there’s definitely value there regardless,” says Jaggar. “After my first year of doing readings and having a couple of experiences that left me shaken, I stopped taking walk-in clients and became much more conscious about preparing myself and my space as a safe container for whatever might come through… I no longer believe that Tarot is simply a projection, and I take it seriously and approach all my readings with respect for both the client and the practice itself.”
Nestled downtown on Clayton Street, Margo Metaphysical has a stronger focus on healing stones and crystals, including individual rocks, jewelry and spiritual tools. However, it also carries tarot decks, herbs and aromatherapy items. Walk-in tarot readings are available, or appointments can be booked with the house tarot reader Veronica Naylor. Adjacent to downtown on Prince Avenue is Sisters of the Moon in the Bottleworks, a newer establishment that recently celebrated its first year of business. This space is dominated by art and handcrafted items made by small businesses, similarly housing a collection of crystals, candles and home goods. It hosts community events open to all, including gatherings with tarot readings, journaling and ritual ceremonies.
Jaggar and Naylor say that their respective locations draw a diverse clientele both in the type of people who browse and those interested in readings. Some are simply curious, but many come seeking advice in different areas of life, wanting dream interpretations or even hoping for medium services.
“We always have a lot of new people coming in who have never had a reading before and just want to see what the cards would say, or if it even seems real. If they don’t have any particular question in mind, I like to read about what they need to hear in that moment and some advice for the near future. These are always fun, because it could bring up almost anything under the sun, and it reads past, present and future energies. It’s a great way to introduce people to Tarot,” says Naylor.
Tarot readers are as unique as the decks and readings, drawing from different backgrounds, perspectives of the craft and natural spiritual abilities. Naylor, who began getting in touch with her spirituality and practicing reading tarot cards during COVID, has found new skills through the cards. Her first experience as a medium was surprising and unintentional.
“The client didn’t even ask about the person that came through, but it turns out it was someone they needed to hear from. I was reading the cards, and then all of a sudden I had full body chills and took a deep breath, and I felt another presence in the vicinity, and without giving any personal details, I asked about the possible relation to this person I felt, and they knew who it was, and we both began to tear up,” says Naylor. “That reading impacted me a lot and showed me another part of my spiritual journey and my purpose as a reader. It really was touching, and I don’t think I’ll ever forget it.”
One of the major misconceptions around Tarot is that it is “fortune telling” in the sense that the cards depict an unwavering truth. Jaggar describes Tarot as an “energetic snapshot” of conditions that exist and actions that may lean toward certain outcomes, but it is always possible to switch course. Readings can provide insights, warnings or a different way of thinking about things, but they cannot define the future.
For those interested in learning how to read tarot cards, the amount of cards and meanings can be intimidating, and Jaggar was one of those people at first. She says that she grew up in a house with paranormal activity and was drawn to all things mystical at a young age, and she began exploring spiritual practices and Tarot as a teenager. But it was a starting and stopping process before she truly learned Tarot.
“What really got me hooked on it is that the learning is endless, you can never know all there is to know about it, and in doing so you are absorbing so many stories, ideas and archetypes that are woven into humanity,” says Jaggar.
Each of these three locally owned businesses have held Tarot-centric gatherings and workshops, and the store offerings include resources and supplies needed for those interested in learning how to read the cards.
Like what you just read? Support Flagpole by making a donation today. Every dollar you give helps fund our ongoing mission to provide Athens with quality, independent journalism.
