Colin Cater of Hedingham Fair, one of our main stockists for greeting cards and T-shirts, said that most New Age stuff is airy, whereas Hedingham Fair's products are earthy. (un)Familiar aims for the same effect.

In particular, (un)Familiar is a fairy-free zone - and I'm not referring to anyone's sexuality here. We are prepared to carry anything involving genuine, folkloric fairies - which is to say sinister, dangerously skittish ones - but there will be no twee Victorian flower-fairies; or things encrusted with badly-made wizards carrying bits of coloured glass pretending to be crystals; or cute cartoon dragons unless they are exceptionally well-drawn.

Of course, we would probably make more money if we sold flower fairies and tin wizards, but the shop exists first and foremost as a ritual/religious exercize, honouring the gods and powers by serving the pagan community; secondly as a living work of art (usually performance art, to judge from the crowd it attracts); and only thirdly as a commercial enterprize: though it does need to make a certain amount of money in order to survive!

Unlike many New Age shops, we are even-handed about gender, and try to carry as much stuff on gods and male mysteries as on goddesses and female ones.

We are also quite eclectic about religion. Although the shop caters mainly for pagans (including Wiccans), we also carry books, jewellery etc. suitable for Celtic Christians, and a certain amount for other faiths such as Buddhism. We are planning to branch out into Jewish greeting-cards, menorahs etc., since no-one else is doing them in Edinburgh at present. Following the recent closure of Harkins, Edinburgh's dedicated Catholic supplier, we are even considering carrying rosaries and Holy Water stoups!