Why spiritual shopping is the new wellness trend you didn't see coming

Business Insider

2 days ago

It's 2025, and wellness isn't just about green smoothies and fitness trackers anymore. Americans are reaching for something deeper—something that touches the soul. And in this quiet cultural shift, spiritual shopping is becoming the unexpected bridge between modern self-care and ancient tradition.
The Quiet Rise of Sacred Objects
For many, surrounding themselves with meaningful symbols like rosaries, saint medals, and devotional candles is no longer solely a matter of religion. It has become a way to express identity, to create a sense of grounding, and to live with greater intention. These objects offer a form of presence in spaces often dominated by screens and noise.
As spiritual curiosity grows—particularly among Millennials and Gen Z—religious items are appearing in unexpected places. No longer limited to churches or family altars, they're now found on nightstands, tucked into bags, or featured in TikTok videos that explore faith and spirituality. A cross necklace might be worn as a symbol of protection, while a small statue of St. Joseph could take on new meaning as part of a personal ritual in a first apartment. These items are resonating in ways that go beyond aesthetic or trend. They speak directly to the human need for connection, stability, and purpose.
The Vatican's Lasting Cultural Footprint
At the heart of this movement is the enduring presence of the Vatican, which for centuries has shaped the aesthetic and devotional traditions of Catholicism worldwide. From the grandeur of Michelangelo's frescoes to the simplicity of a hand-carved crucifix, the Vatican has long influenced how faith is expressed visually and spiritually. But its influence isn't just historical—it's deeply relevant today, especially in a time when many are searching for meaning, rootedness, and continuity.
The recent election of Pope Leo XIV, the first American pontiff in Church history, has further energized interest in Catholic identity across the United States. Charismatic, intellectually grounded, and pastorally engaged, his leadership has brought a renewed sense of global unity to the Church. For American Catholics, in particular, the connection feels more personal than ever—bridging continents and generations, and awakening a new wave of interest in the symbols, rituals, and heritage of the faith.
From the stunning art of the Vatican Museums to the sacred rituals that continue to draw thousands to St. Peter's Square each week, the Holy See remains a central source of spiritual inspiration. Its influence reaches far beyond theology, extending into the realms of craftsmanship, culture, and everyday devotion. Religious artisans—many of whom work in small, family-run workshops in and around Vatican City—still create devotional objects using time-honored techniques passed down through generations, preserving a legacy that spans centuries.
Many religious items available today—such as rosaries, crucifixes, saint medals, and icons—are made just steps away from the Vatican. But their significance goes beyond geography. These objects carry with them the legacy of centuries of faith and tradition. For many believers, they're not just keepsakes or souvenirs, they represent a real connection to the Church's spiritual and cultural heritage. In a time when much of life feels disposable or digital, these pieces offer something lasting: a sense of meaning, beauty, and belonging.
Influencers Bringing Faith Into the Feed
A major driver of this trend? Catholic content creators who are reimagining how faith is expressed online. Take Leah Darrow, a former fashion model who now shares her journey of spiritual transformation with hundreds of thousands of followers. Her blend of authenticity and devotion has inspired many to explore their own faith—starting with a single rosary or saint medal.
Then there's Fr. Mike Schmitz, whose 'Bible in a Year' podcast has ranked #1 on Apple Podcasts, proving that deep faith content can thrive in digital spaces. Other figures like Emily Wilson and Jackie Francois Angel have turned platforms like YouTube and Instagram into communities where Catholicism meets everyday life—joyfully, honestly, and often with a devotional in hand.
Where Meaning Meets Craft
Retailers rooted in religious tradition are seeing renewed interest—not because they've changed, but because the world has. As modern life grows more chaotic and digital, people are seeking something tangible, timeless, and intentional. There's a desire to reconnect with slower values—heritage, faith, and craftsmanship—and this is where spiritual artisanship thrives.
One example is Savelli Religious, a family-run company based in Vatican City since 1898 that offers handcrafted religious items deeply rooted in Catholic tradition. With over a century of experience, the company has become a trusted name for those seeking objects that combine spiritual meaning with artistic craftsmanship. Their catalog ranges from classic rosaries and saint medals to intricate crucifixes and devotional gifts, each one reflecting the care of skilled Italian artisans and the spiritual heritage of its surroundings. What sets Savelli apart is not only its longevity, but its location—just steps from St. Peter's Basilica—where faith and history converge. For many who shop there, especially American Catholics discovering or rediscovering their roots, owning a rosary or sacred item crafted so close to the heart of the Church isn't simply a transaction. It becomes a way to stay connected to something timeless, to carry a piece of the Vatican's legacy into everyday life, and to find meaning in objects that are made to last.
Finding Stillness in a Tangible Way
You don't have to be particularly devout to feel a connection to symbols of peace, protection, or meaning. Increasingly, people of all backgrounds are incorporating items like crucifixes, saint pendants, and devotional candles into their homes—not necessarily as expressions of religious practice, but as quiet reminders of something greater than themselves. For some, it's about starting a personal ritual; for others, it's simply a way to bring intention or calm into their space.
This trend reflects a broader cultural shift. As modern life becomes faster and more fragmented, there's a growing interest in objects and habits that offer a sense of permanence. Spiritual symbols—regardless of religious affiliation—can provide that. They represent continuity, identity, and values that transcend the present moment. In that sense, reaching for something timeless isn't about nostalgia or dogma; it's about finding balance in a world that rarely slows down.