The lore

Coven was founded by Sara Steinberg, and is made up of a curated crew of writers, designers, and other creative pros.

In October of 1998, the first episode of Charmed aired. Magic, witches, San Francisco! A young Sara was enchanted. She got super into it, and even wrote several fan fiction Charmed episodes (available upon request).

When she moved to SF in 2011, she got more into the mystic, as well as the wild nature of Northern California. Working in advertising and tech, she started assembling a coven of talented creatives. Together, they opened shop in 2026 to fill a niche need for well-designed spells and unbundled, affordable, copy-led creative.