Awe Inspired has partnered with Practical Magic 2 on a new capsule line inspired by the power of heirlooms and family ties — a 10-piece collection filled with symbols from the bewitching film. Belladonna blooms, deathwatch beetles, ravens, spellbooks, and poison vials: every symbol the Owens family has carried for generations, now something you can hold, wear, and one day pass on. The film premieres September 10. The collection is available now. And yes, you can get 15% off everything with code SASHAZ15.
Practical Magic 2 — Everything You Need to Know Before You Shop
Fans of the 1998 cult classic have a lot to celebrate with the hotly anticipated, long-awaited sequel finally hitting theaters September 10 — and for those who want to wear their own piece of magic to the movie, Awe Inspired has launched the most perfect collection. Sandra Bullock and Nicole Kidman return as Sally and Gillian Owens, the witching sisters whose story of female power, generational magic, and botanical spellwork made the original one of the most loved films of the 1990s.
Every symbol chosen by Awe Inspired was inspired by the films' botanical aesthetics, plus themes of female power and generational connections. The belladonna flower Sally and Gillian grow in the garden. The deathwatch beetle that foretells death — and now, reframed, protects against it. The raven who serves as messenger between worlds. The Book of the Raven that holds the Owens family's collected knowledge. These are not random witchy motifs: they are the specific iconography of thirty years of Owens mythology, translated into wearable silver and gold.
"Practical Magic has stayed with women for thirty years because it told the truth about how power moves between us, mother to daughter, sister to sister. Every family carries its own mythology — the objects and stories we hand down without ever explaining why. That's what drew us to this collaboration: the chance to turn that inheritance into something a woman can hold and one day pass to someone she loves."— Jill Johnson, Co-Founder, Awe Inspired
"Practical Magic was one of the first films to treat feminine intuition as power rather than ornament. Translating that mythology into pieces women actually wear was the most natural collaboration we've stepped into. Every charm in this collection has a story the Owens women would recognize."— Max Johnson, Co-Founder & CEO, Awe Inspired
Shop the collection — use code SASHAZ15 for 15% off
Belladonna — deadly nightshade — has been the Owens family's signature botanical since the original film. Fans of the original 1998 Practical Magic will be quick to spot the belladonna flower in a crystal charm necklace. Awe Inspired renders it across five pieces: a collector necklace with a crystal vial, a bloom necklace and bracelet, a potion vial pendant, and a carved gemstone pendant. The belladonna is the most personal symbol in the collection — the flower the Owens women have grown, used, and been defined by across generations.
Stack the belladonna set: The Bloom Necklace at collarbone length + the Vial Pendant on a longer chain + the Bloom Bracelet is the complete Owens garden look. All three together tell the whole botanical story — the flower, the potion, the daily reminder of what you carry.
Something of a memento mori, the Deathwatch Beetle Collector Necklace flips the script on the beetle's role as the harbinger of untimely death in the original film and becomes instead a protective talisman for its wearer. In *Practical Magic*, the beetle's appearance signals doom. Awe Inspired's reframing — turning the omen into a piece of armour — is the most conceptually interesting decision in the whole collection. You're not wearing a bad sign. You're wearing its opposite.
The raven is described by Awe Inspired as "a messenger of prophecy and omens" — the bird that carries knowledge between worlds and carries the Owens women's warnings when they arrive. Three pieces channel the raven: a talon ring, a prism amulet, and the Book of the Raven locket.
Wear the raven set together: The Raven Talon Ring on your right hand with the Book of the Raven Locket at chest length is the Owens-coded look that will have other fans asking immediately. Add the Prism Amulet on a longer chain for the layered, talisman effect the Owens women wear throughout both films.
15% Off Every Piece
Use the exclusive code at checkout on aweinspired.com — works on the entire Practical Magic 2 collection and sitewide.
