tarot grove

To begin, I want to acknowledge that I look at all of the structures and systems discussed below through a western lens, which ultimately limits my perspective. I am always open to re-visioning my understanding and am in an active process of unlearning and re-learning what it means to live well with each other on this planet. A work I hope will be life-long. With that said, here’s where I’m at to date.

Supporting Independence

For many reasons, I believe in supporting small-scale, independent businesses and creators, rather than big companies and platforms. As such, I exclusively stock decks created and produced and published independently. And where possible, I source other business services and materials from small businesses also.

Caring for the planet

Our current capitalist mode of production and consumption is very damaging to our home (Earth), and more directly to the ecosystems on which many people around the world directly depend for ecosystem services like clean water, food, fuel and medicines.

To minimise my part in this damage, I opt for more sustainable options wherever possible and avoid large companies with poor environmental records. If you order from us, everything in your box should be either upcycled, recycled, recyclable, biodegradable or compostable. See the FAQ page for more info.

I also uplift sustainable deck production practices, highlighting where creators have used FSC certified paper or plant-based inks, or donated to ecological conservation efforts.

Representing Richness

I primarily stock decks from queer creators, Indigenous creators, creators of the global majority and creators living with disability. See the Meet the Creators page for more.

Imagining Radical Futures

I look for decks that help us to envision, explore and actively create radical visions of the future society we want to live in. You can find these decks on our Shop page.

Prioritising People Not Profit

I have only just launched Tarot Grove (September 2025), so I am not yet making any profit, but if and when I do, I will explore either a coopreative model (where the profits are redstributed among the artists I buy from), or a donation model, where profits are distributed to causes that are aligned with Tarot Grove values. Watch this space for more info, as and when that becomes possible…

Through and Through

I try to incorporate these values not only in the decks I choose to stock, but throughout every aspect of the business.

• I bank with Starling as they rank highly on the ethical consumer index and are not supporting the financing of arms in Israel.

• I have chosen to build my website with WordPress, and to boycott Wix (and all other Israeli companies on the BDS list). Boycotts, strikes and economic sanctions are valid and important tools of resistance against oppressive regimes.

My Limitations

I do my best to reduce the environmental footprint of Tarot Grove by using as little new, single-use, or toxic materials as I can, and choosing eco-friendly alternatives wherever possible. I also try to ensure I am buying from companies that treat their workers and the planet well.

However, it is not possible to live in a perfectly sustainable and harm-free way within the current global economy, which is organised around worker exploitation, colonial relationships with other countries, single-use plastics, buy-and-trash products, planned obsolescence, and competitive consumption.

We set ourselves an impossible task if we punish ourselves for every ‘mistake’ or ‘failure’. We are, after all, as individual artists, business owners and consumers, not the ones making the policies or producing damaging products, on-the-cheap, in order to preserve a wide profit margin for shareholders.

Instead, I practice for an approach rooted in the ethics of rupture and repair, with an emphasis on solidarity, network building and information-sharing about best business practice (e.g., ethical suppliers, who to bank with, etc). This is part of a strategy of building the new in the cracks of the old. Of creating the economy I want to see away from big business, platforms and structures.

And I know I am not doing that perfectly – I still use Instagram and Youtube, etc, afterall! But I believe with my whole heart that doing this as best I can is the only way for me to run this business, and I commit to continually re-evaluating the suppliers and platforms I use through this lens. Part of this approach means being open to feedback, so please do get in touch if you have any thoughts, reflections or concerns about anything I’ve written. I will do my best to listen carefully and address any issues.

Of course there is a place for many kinds of activism to dethrone the toxic corporations and behaviours that are causing so much damage to our world – check out resources on the Social Change Wheel 2.0 for more on that – but this is where I see my part, for now.

Lastly, a (long) note on deck pricing

We live in an economy where it is both easy, and common practice, to exploit people for their labour (and the planet for its resources), in pursuit of cheap, disposable products. These practices are wholly misaligned with my values.

As such I am choosing to buy decks from independent artists. Each of whom have poured much care and intention (and many hours!) into their decks. And many of whom have a particular eye on eco-friendly production and packaging, and just and fair working conditions among their suppliers. This means that the decks are not cheap to create, produce and ship, and that is fair and right in my view.

I therefore set my prices based on what is a fair price for the artist (set by them), shipping costs to get the decks to me, imports/ customs charges, plus a mark up to cover my time and effort in sourcing, stocking, packaging and posting the decks, and maintaining the website and business as a whole.

Thankfully, this usually still works out cheaper than ordering directly from overseas, but sometimes not by a large margin. As a thank you to you for choosing to buy with a small-scale, values-driven business, I put a lot of care into preparing and packaging your decks, including hand-made thank you cards and sachets full of hand-picked herbs that can be left in your deck drawer or on your alter. Everything about this business has been done with intention and a close eye on my core values of caring for people and planet.

My hope for the future is to build a low-cost tarot rental library that lives alongside Tarot Grove, where folks for whom independent decks are not financially accessible can borrow second-hand decks for a few months at a time… but we aren’t there yet… I am aiming to launch a Kickstarter for this sometime in 2026 (fingers crossed).

All in all…

I hope to offer a space for slow, intentional, value-oriented consumption. That means no mass-produced decks, no flash sales, no ultra-fast shipping times, no bargaining with artists or competing with them on pricing, and no cutting corners.

My hope is that this collection of decks reflects the rich, radical and diverse range of creators who are out there making beautiful, kick-ass tarot and oracle decks.

And that’s all folks! If you’re still here, thank you for reading this far and for being part of this small community.