Why Witch City Broom Company Belongs on Your Salem Itinerary

SPONSORED CONTENT | Photographed by Jess Shada, Destination Salem

Salem has always had a way of turning everyday objects into something a little more magical. Candles become spellwork, books become portals to history, and brooms become works of art. At Witch City Broom Company, one of downtown Salem’s newest small businesses, visitors can browse handcrafted brooms, discover locally made treasures, and take home a keepsake that’s rooted in the city’s creativity, craftsmanship, and enduring connection to magic.

Located on Essex Street, Witch City Broom Company is the kind of place you’ll want to wander. Every broom is handcrafted locally by skilled artisans, with some created by practicing witches who bring care and intention to every piece. No two are exactly alike, from the wrapped handles and colorful ribbons to the tiny charms tucked into the bristles — you might even spot miniature jars of salt tied onto a broom for a little extra protection.

Harrison of Witch City Broom Co. says, “Every broom in our shop is handcrafted right here in Salem. No two are exactly alike. From the ribbons and charms to the broomcorn and the intentions behind each design, every broom has its own personality. While we created a Broom Personality Quiz to help guide guests toward a broom that might fit them, we always encourage people to trust their instincts. More often than not, the right broom seems to choose its person.”

Just in time for fall, the shop has unveiled its newest creation: the Practically Majik Broom, inspired by the upcoming Practical Magic 2, arriving in theaters this September. The launch is especially fitting, as September also marks Witch City Broom Company’s first anniversary. In just one year, the shop has become a favorite stop for visitors looking for something that’s unmistakably Salem.

Not sure which broom belongs with you? That’s part of the fun. Before you browse, stop by the interactive quiz kiosk (or take the quiz online before your visit) to discover your perfect match. You’ll answer delightful questions like “Pick your ideal haunted house location” and “What’s your favorite spooky sound?” before being paired with the broom that best matches your magical personality.

While the brooms are the heart of the shop, they’re only the beginning. Every shelf offers another reason to linger, with books, tarot decks, candles, room sprays, custom glassware, kitchen witches, decorative nautical ornaments, stationery, and thoughtfully curated gifts from local makers. It’s the kind of shop where you’ll inevitably find something you weren’t looking for, but most certainly belongs in your home.

If you’re looking for an experience to go along with your souvenir, reserve a spot in the Witch City Broom Workshop. Hosted in a beautiful Victorian classroom just steps from the shop, the workshop invites visitors to create their own handcrafted broom to take home. Whether you’re traveling with friends, family, your partner, or exploring Salem on your own, it’s one of those experiences you’ll be talking about long after your trip.

Witch City Broom Company is also the sister business to the award-winning Witch City Walking Tours, sharing the same love of storytelling, history, and Salem traditions. Together, they celebrate the city not just as a destination to visit, but as a place where creativity and community continue to thrive.

Whether you’re visiting during the excitement of October or planning a quieter getaway any other time of year, make time for Witch City Broom Company. It’s more than a place to shop: it’s a chance to slow down, explore, and discover a little of the magic that makes Salem unlike anywhere else.