Love and attraction
Charms and rites for love, marriage, fertility and desire.
Love magic covers attraction, courtship, marriage and fertility. It includes the Hoodoo and folk charms of the American South, the love spells of the Greek Magical Papyri, the Italian and Spanish traditions of amulets and saints, the Indian use of mantras and charms for a wedding, and the Afro-Caribbean rites for Erzulie and Oshun. This page covers what people ask for, the consent problem, and the stories told about it.
What people ask for
Requests are varied: to find a partner, to keep one, to mend a quarrel, to conceive, to have a safe birth. Many customs are playful, such as young women in Europe watching for omens on certain nights to see a future husband. Others are weighty, such as rites to protect a marriage from a rival or to cool a husband's anger. The practices often mirror a society's anxieties about marriage and family.
Consent and coercion
Magic aimed at making a particular person love someone raises questions of consent, and many practitioners and traditions regard it as wrong or dangerous. Historical records show people accused of using love potions, and some trials of women in Europe included such claims. Today, many practitioners say they only work to attract love in general or to improve their own confidence. Examples include a Hoodoo sachet, an Italian saint's novena, a Greek papyrus recipe and a Hindu mantra, all of which are recorded as customs and none of which are recommended here.
Gender, religion and law
Women have often been the customers and the specialists, and also the ones blamed. Medieval clergy lists included love magic among sins, and the Inquisition tried people for it. In some Muslim societies, charms for love and marriage are sold at shrines, while scholars object to them. In Hindu and other weddings, protective rites are woven into the ceremony. In most of these places the stories are cautionary: the charm works too well, or goes wrong, and love obtained by trickery is shown as empty.
Commercial love
Love spells are a major online product. The market is full of promises, and some sellers ask clients to pay again and again as the spell is said to need more work. Scholars read love charms as a way to speak of desire and risk. For real distress in a relationship, counselling and support are the reliable routes. Rites for fertility and a safe pregnancy are also grouped here, and for these, couples should of course seek medical advice and not rely on a ritual.
Love and attraction on EveryJaadu
The entries written up so far, best known first.
🇦🇷 Argentina and 5 moreGauchito Gil
A folk saint from Argentina who protects the poor and outcastsBeing · Protection · Healing Living
🇪🇪 Estonia and 5 moreFern flower
A mythical bloom said to bring fortune and unlock secrets, found only on midsummer night.Belief · Luck and prosperity · Love and attraction Living
🇪🇬 Egypt and 5 moreTalisman
An object believed to channel specific forces for protection, healing, or influence.Charm · Protection · Healing Historical
🇲🇽 Mexico and 5 moreWitchcraft in Latin AmericaBrujería
A syncretic blend of Indigenous, African, and European magical practices across Latin AmericaTradition · Protection · Healing Living
🇺🇸 United States and 5 moreMojo bag
A cloth pouch holding charms for protection, luck, or love in the Hoodoo tradition.Charm · Protection · Healing Living
🇮🇶 Iraq and 5 moreLove magic
Rituals and spells used to attract, preserve, or end romantic relationships across many cultures.Tradition · Love and attraction · Cursing and harm Historical
🇦🇷 Argentina and 2 moreSan La Muerte
A skeletal folk saint venerated in South America for protection and favorsTradition · Protection · Healing Living
🇵🇭 Philippines and 1 moreAgimatAnting-anting
A Filipino amulet or charm believed to grant protection, power, and supernatural abilities.Charm · Protection · Love and attraction Living
🇩🇪 Germany and 5 moreMaypoleMaibaum
A tall wooden pole raised for European spring festivals, accompanied by dance and celebration.Tradition · Luck and prosperity · Love and attraction Living
🇧🇷 Brazil and 1 moreQuimbanda
An Afro-Brazilian religion focused on male and female street spirits for worldly mattersTradition · Protection · Luck and prosperity Living
🇨🇳 China and 1 moreYue Lao月下老人
The Chinese deity of marriage who binds destined couples with red cordsBeing · Love and attraction · Binding and oaths Legendary
🇮🇪 Ireland and 1 moreBrigid's crossCros Bhríde
A woven straw charm hung for protection, named after Ireland's patron saintCharm · Protection · Luck and prosperity Living
🇸🇪 Sweden and 2 moreFreyja
Norse goddess of love, war, and seiðr magic who rides a chariot pulled by catsBeing · Love and attraction · Seeing and foretelling Legendary
🇹🇭 Thailand and 1 morePalad khikปลัดขิก
A Thai phallic amulet believed to bring luck and protectionCharm · Protection · Luck and prosperity Living
🇯🇵 JapanAkisutozenekoあきすとぜねこ
A Shōwa-era Japanese game that turns lovers' names into a predicted relationship outcomeBelief · Love and attraction Historical
🇮🇪 IrelandStatue rubbing
A tourist custom of touching statues to attract luck, love, or a return visit.Belief · Luck and prosperity · Love and attraction Living
🇰🇷 South Korea and 3 moreKorean numismatic charm열쇠패
Coin-shaped objects used as protective and decorative charms in Korean cultureCharm · Protection · Luck and prosperity Historical
🇨🇳 China and 1 moreZhengde Tongbao正德通寶
A fantasy cash coin used as a Chinese and Vietnamese amulet for luck and protection.Charm · Luck and prosperity · Protection Living
🇬🇷 GreeceWitchcraft in ancient Greece and Rome
Ancient beliefs and practices of magic, curses, and love charms in the Mediterranean worldTradition · Cursing and harm · Love and attraction Historical
🇨🇳 China and 3 moreMarriage coin charm夫婦和合花錢
Coin-shaped amulets from East Asia that celebrate marriage, fertility, and conjugal harmonyCharm · Protection · Luck and prosperity Historical
🇷🇴 Romania and 2 moreZmeu
A humanoid dragon from Romanian folklore that kidnaps maidens and steals treasures.Being · Cursing and harm · Love and attraction Legendary
🇷🇺 Russia and 4 moreFiery serpentsогненный змей
A pan-Slavic spirit of fire and wind, seen as a demon or a household helperBeing · Cursing and harm · Luck and prosperity Historical
🇮🇹 ItalyAnguane
Cloven-footed water nymphs from Northern Italian folklore who nurse infants with their backs.Being · Love and attraction · Healing Legendary
🇷🇴 Romania and 1 moreSânziană
Romanian fairies and a summer solstice festival of flowers and magicBeing · Protection · Love and attraction Living
🇫🇷 FrancePetit AlbertSecrets merveilleux de la magie naturelle et cabalistique du petit Albert
An 18th-century French grimoire of natural and cabalistic magic sold to rural householdsText · Protection · Luck and prosperity Historical
🇬🇧 United KingdomTam Lin
A Scottish ballad about a fairy knight rescued by his mortal lover on Hallowe'enFigure · Love and attraction · Cursing and harm Historical
🇮🇩 IndonesiaKeong Emas
A Javanese legend about a princess turned into a golden snailFigure · Love and attraction Legendary
🇮🇩 IndonesiaNini Pelet
A West Javanese sorceress legend linked to Mount Ciremai and the origin of the word for love charmsFigure · Love and attraction · Power and authority Legendary
🇨🇳 ChinaFish in Chinese mythology鱼 (yú)
A cultural symbol of wealth and abundance in Chinese traditionBelief · Luck and prosperity · Love and attraction Living
🇸🇪 SwedenVittra
A forest spirit from northern Sweden linked to livestock and seductionBeing · Cursing and harm · Love and attraction Legendary
🇹🇭 Thailand and 2 moreSang Thongสังข์ทอง
A Southeast Asian folktale about a prince born in a shell who gains golden skin and magical powers.Figure · Luck and prosperity · Love and attraction Historical
🇨🇳 China and 3 moreSwan maiden
A folk motif where a man steals a bird-woman's feather cloak to force marriage.Figure · Love and attraction · Cursing and harm Legendary
🇳🇴 NorwayBergen rune charm
A four-sided wooden stick with runic verses for love and protection from medieval Norway.Charm · Love and attraction · Protection Historical
🇬🇧 United Kingdom and 5 moreWedding superstitions
Folk beliefs and omens tied to marriage customs across many culturesBelief · Protection · Luck and prosperity Living
🇬🇹 Guatemala and 1 moreEl Sombrerón
A tall, hat-wearing figure from Guatemalan legend who courts young women and haunts neighborhoods at dusk.Figure · Love and attraction · Cursing and harm Legendary
🇮🇳 India and 5 moreLock of hair
A piece of human hair kept for symbolic, sentimental, or superstitious reasons.Substance · Protection · Luck and prosperity Living
Photo credits on this page
The small pictures above come from Wikimedia Commons under free licences. Some are cropped to fit.
- Swan maiden: Walter Crane, Public domain, source
- Sang Thong: Narisara Nuwattiwong, Public domain, source
- European witchcraft: Unknown author, CC BY 4.0, source
- Palad khik: deror_avi, CC BY-SA 3.0, source
- Folk saint: Sergio Serrano, CC BY-SA 2.0, source
- Imbolc: Culnacreann, CC BY 3.0, source
- Statue rubbing: Matthias Rosenkranz, CC BY-SA 2.0, source
- Freyja: John Bauer, Public domain, source
- Fern flower: Antoni Piotrowski, Public domain, source
- Marriage coin charm: Scott Semans, CC BY 3.0, source
- Sânziană: Saturnian, CC BY-SA 3.0, source
- Fish in Chinese mythology: Daderot, Public domain, source
- Witchcraft in ancient Greece and Rome: Wilhelm Tischbein, Public domain, source
- Agimat: FroyAgta, CC BY-SA 4.0, source
- Keong Emas: Post of Indonesia, Public domain, source
- Tam Lin: Richard Webb, CC BY-SA 2.0, source
- Wedding superstitions: Anonymous Unknown author, Public domain, source
- Lock of hair: Unknown author, CC0, source
- Petit Albert: Albertus Parvus Lucius, CC BY-SA 4.0, source
- Korean numismatic charm: Unknown author(s)., Public domain, source
- Love magic: Kölner Meister [ 1 ] The artist is an unknown lower Rhenish artist. [, Public domain, source
- Mojo bag: Liza Khomenko, CC BY-SA 4.0, source
- Yue Lao: 仔仔好帥, CC BY-SA 4.0, source
- Maypole: Uploaded by Mikael Häggström, CC0, source
- Anguane: Elena Alexandrina Bednarik, Public domain, source
- Talisman: Sasha India, CC BY 2.0, source
- Bergen rune charm: Bengt A. Lundberg, CC BY 2.5, source