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Rooted in Ritual,

Growing Through Action

I'm The Beautiful Change or ITBC is more than a brand — it’s a living practice. Founded by The Garden Variety Witch, we exist to help Practitioners of Life reconnect with their inner magic and put that magic into motion — for self, community, and planet.

How ITBC Took Root

I’m the Beautiful Change or ITBC began as a simple act of compassion — saving a fellow practitioner’s socially-focused shop from closing its doors. That spark grew into a movement built on empathy, sustainability, and everyday magic.

Since 2022, our founder has cultivated ITBC as a space for renewal — blending practical tools with intuitive guidance, mindful commerce, and a deep love for the Earth and her creatures.

Every reading, product, and post reflects that same intention: helping you nurture your own transformation while contributing to a world that thrives on compassion.

Magic In Action:
The Philosophy We Live By

We believe magic is empathy in motion — the quiet, daily choices that ripple outward.

From sourcing pre-loved treasures and partnering with ethical makers, to donating time and funds through our Forever Familiars Project, every action is a spell for a better future.

Read About Our ImpactRead About Our Impact

Our Commitments

1% For The Planet

Certified since 2023

Forever Familiars Project

Supporting animal rescue and welfare.

Magic In Action

Volunteering, donating, and amplifying marginalized voices.

Sustainable Packaging

We reuse, reclaim, and repurpose with care.
Heidy

Meet The Garden Variety Witch

A lifelong student of compassion, animals, and the arts of self-transformation, The Garden Variety Witch channels her fiery Aries sun and curious Gemini moon into everything she creates.

Through tarot, storytelling, and conscious commerce, she helps others rediscover their inner landscapes — and reminds us all that magic isn’t fantasy, it’s responsibility.

Your magic matters.

Every purchase, post, and shared moment helps fund ITBC’s ongoing impact projects.

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