Witchcraft! And Magic and "all disheveled wandering stars." These religions fascinate me, inside and out. Inside: that would be the style and culture of the religion, spirituality or cultural practice. Outside: that would be, among other things, the connection of the practice, book or community with money or making a living. When I ask myself what is attractive to women about, e.g., Wicca, there is (for me) the spiritual and the material answer. The spiritual answer is many, and I breathe easier in that community. The material answer seems to be "power." When I ask myself what the books are peddling, what is the hook they hope will take the shopper from looking into the book to buying it, it really seems to be the promise of power. If that is so, interesting that power (on their own terms) should be so attractive to women. But that is as far as I plan to go in this review with the Woman Question.
If you plan to live on your spiritual craft and open a store, you probably will compromise and stock some stuff that appeals to Hallowe'en tourists. Salem practically rolls up the sidewalks at 5pm because that's when the tourists retire. I have heard a lot of new age stores in Salem make 90% of their sales in October. Psychic practitioners may do an October marathon to support them for the rest of the year, as they may not make very much on their classes. Given the realities of the high cost of living, marketing is a serious part of the spiritual life. If you are a publisher (like Llewellyn), the same concerns apply: you have got to sell books. The hype is critical, as is knowing your market.
Cultural appropriation related to Voodoo is mercantilism at its worst. Most of the print material I've read about Voodoo was written by white women who went to Haiti to get their Bonafides and came back to the US to write a book and make money by spilling all the secrets they somehow obtained in Haiti. Did they pass around a few benjamins in the poorest country in the Western Hemisphere? And then publish information that is considered private in Haiti? And then tailor the book to American individualism ("choose the god/dess in the Voodoo pantheon that speaks to you and establish a relationship with him/her...")?
That said, there are cultures where the hawking of advice on love and luck is normal. And protection. I bought Miss Aida's book because I was interested in her recipe for "Chinese Floor Wash" which called for "respectfully" spitting in the bottle and reciting the 23rd Psalm. Miss Aida freely supplies the powers of many semiprecious stones, herbs, gems, etc. She says she has at least 5 pounds of rue in the house at all times. She relates the magic she uses to counter negative energy in various situations, and her successes. The view of her character I get from her practice is positive. (When I got to her book Crossing and Cursing, I was put off.) She seems strong, confident and talented. In addition to her Hoodoo, she trains German Shepards as show dogs. She had a career in the Air Force. Those things made her seem level-headed to me. As far as her ability to banish negative energy, I keep an open mind. If I were a negative energy, I would not want to meet her in a dark alley.