About Mystifying

Mystifying is a hidden gem nestled in the heart of San Francisco. Our shop is a haven for those that seek the extraordianry. Through years of careful curating, we have filled our shelves with both the mystical and practical to unlock the many secrets to living a more magical existence. We are dedicated to helping our customers find their balance and discover their full potential.

Thank you for visiting my store! My name is Ana, and Mystifying has been my safe haven since I first moved to San Francisco almost twenty years ago, and I am so proud of what we have built here. The shop’s original owners, Bob and Sandy, took me under their wings and taught me the ins and outs of city life when I was struggling with culture shock after leaving a much quieter way of life. They passed the store on to me when they retired, and now I have the gift of being able to share the knowledge they gave me with anyone who comes through our doors eager to learn. Research is my passion, so if I don’t have an answer that a customer needs, I will search until I find it - and through meticulous curating over the years, most of those answers can be found right here at the store.

Erin here! I guess you could say that destiny brought me to Mystifying, whether I wanted it to or not. From day one, though, Ana and Mel have accepted me with open arms, and always work to create an environment that empowers women to be the greatest versions of themselves. I live for photography, and I am absolutely fascinated by the power within stones and crystals. I can help you pick out the right piece for your circumstance and teach you how to best use it.

Hi! I’m Melody. Want to learn about all things witchy or need help to find spells or ingredients? I’m your girl. I love practicing my skills and helping others navigate and cultivate their own. If I’m not at the store, I’m probably studying to finish up my Holistic Health certificate and Biology bachelors degree. Ana took me in when I was a kid, and introduced me to a world of magic and empowerment that I just couldn’t walk away from. Through Mystifying, I have been able to connect with an incredible support system, and would be happy to help you do the same!

Our principles

Discover the power that lies dormant within you and learn how to use it to foster peace in your life.

Embrace the Unfamiliar

Unite for a Greater Purpose

Embrace the Power Within

We strive to use our resources to help our local community and uplift the vulnerable

Learn to identify the natural magic around you and embrace ways to coexist and gain strength from that which is different.