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.
🇳🇬 Nigeria and 3 moreOshunỌ̀ṣun
A Yoruba water spirit linked to love, wealth, and the Osun River in Nigeria.Being · Love and attraction · Luck and prosperity Living
🇲🇽 Mexico and 5 moreWitchcraft in Latin AmericaBrujería
A syncretic blend of Indigenous, African, and European magical practices across Latin AmericaTradition · Protection · Healing Living
🇧🇴 BoliviaThe Witches' MarketMercado de las Brujas
A La Paz market where Aymara women and yatiri sell ritual items for Pachamama offeringsTradition · Luck and prosperity · Protection Living
🇩🇴 Dominican RepublicAnaisa Pye
A Dominican loa of love and wealth, linked to Saint Anne.Being · Love and attraction · Luck and prosperity Living
🇮🇳 IndiaEpic cycles of incarnations in MoirangMoirang Shayon
A Meitei mythic cycle tracing the repeated lives and deaths of divine lovers across generations.Figure · Love and attraction Historical
🇮🇳 India and 5 moreLock of hair
A piece of human hair kept for symbolic, sentimental, or superstitious reasons.Substance · Protection · Luck and prosperity Living
🇨🇳 China and 1 moreLegend of the White Snake白蛇傳
A Chinese folktale about a snake spirit who becomes human to love a mortal manFigure · Love and attraction · Cursing and harm Historical
🇵🇬 Papua New GuineaBaloma
Spirits of departed kin who, Trobrianders hold, place each new child in the wombBeing · Love and attraction Living
🇭🇹 HaitiMarassa Jumeaux
The divine twins of Haitian Vodou, representing love, truth, and justice.Being · Love and attraction · Cursing and harm Living
Photo credits on this page
The small pictures above come from Wikimedia Commons under free licences. Some are cropped to fit.
- European witchcraft: Unknown author, CC BY 4.0, source
- Oshun: Wikipedia Loves Art participant " Department_of_Trife ", CC BY-SA 2.5, source
- Legend of the White Snake: Unknown author, CC BY-SA 3.0, source
- Epic cycles of incarnations in Moirang: Bhudro Singh (AKA. Ningthoujam Bhadra), Public domain, source
- Lock of hair: Unknown author, CC0, source
- The Witches' Market: Dan Lundberg, CC BY-SA 2.0, source