Rock on! Marketers cash in on crystal craze
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Four years ago, Adam Bienenfeld was broke, making ends meet through massage therapy and yoga instruction jobs. A fan of rocks and crystals since he was a kid, Bienenfeld started selling some of his prized collection in front of a health-food store in Northern California as a way to generate extra cash. Today, his Enchanted Crystal business has bloomed into a bona fide brand with 148,000 Instagram followers. He’s even launched a subscription service, for which consumers pay between $16 and $58 monthly to receive a box of crystals. Though he wouldn’t specify the total, he said his subscriber count for the boxes has doubled over the past 12 months.
Bienenfeld also plans to break into higher-end stones costing $1,000 and upfar exceeding his current price range of $5 to $400 for individual crystals.
“It was a nerdy thing when I was younger. I didn’t talk about it much,” says Bienenfeld. “But now I’m cool because of it and my business is cool.”
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