Welcome to Sparkle & Spell Co.

I'm Emma Bramwell, the founder and creative behind this enchanting brand. As a creative spirit with a Bachelor's degree in Art and Design, my journey in design and marketing has always been fueled by imagination and magic.

My inspiration for Sparkle & Spell Co. came to life in early 2024. With my youngest daughter's 5th birthday approaching and her fairy fascination in full swing, I transformed her grandparents' rumpus room into an enchanting fairy palace. Complete with giant flowers, toadstool cushions, and twinkling lights, it was pure magic. I crafted whimsical wands from foraged totara branches and curated potion kits for her little guests. The wands and potions were such a hit and with the wave of my wand, Sparkle & Spell Co. was born.

The following year, I went into full witch mode and created the most wonderful Witches Den with magic potions galore. Our resident witch, the magical Glenda Goodspell, hosted the magical event and it was so popular that we hosted an array of magical witches parties over the last year. It was such a treat to see all the children get such enjoyment from our magical events. 

My vision for Sparkle & Spell Co. has always been to spread the magic and make children happy and excited about life and the wonders of magic. From offering beautifully crafted magic potion kits and handmade magical wands, to sourcing beautiful crystals and hosting the most amazing magic potion parties - I can hand on heart say, that igniting that magical creative spark in a child's head, has been the most rewarding job I've ever had. I truly believe where curiosity grows, magic flows and that is why I do what I do!

What truly sets us apart is our commitment to safety, craftsmanship, creativity, and sustainability. We take pride in handcrafting our products with eco-friendly materials where possible and ensuring each piece passes the test of my very own little witches. Our packaging is all home compostable (including the potion 'plastic' wrapper and the potion equipment we provide) and our potions are made from food-grade ingredients 

All potions are hand-brewed at Glenda Goodspell's witches kitchen, right here in Auckland, New Zealand. Because Glenda does not have a certified kitchen, we cannot say the potions are 'edible or taste safe', but we can say that Glenda only uses certified food-grade ingredients. To let our young ones play and explore safely, we decided we would only use items that were designed to be consumed, so fear not... our potions are food-grade only (yes, that includes the glitter too) and cosmetics and chemical free!

As Sparkle & Spell Co. continues to grow, our mission remains steadfast: to infuse children's lives with a touch of magic and whimsy, creating unforgettable experiences that inspire and ignite imagination. 

Thank you for embarking on this magical journey with us

Let the magic begin, come and stir up the magic!

Wishing something magical happens for you today, 

Emma Bramwell

Introducing Glenda Goodspell the Good Witch

High Priestess and Educator of Magic 

I’m Glenda Goodspell (The Good Witch—of course!)—High Priestess of Sparkle & Spell Co. and the officially appointed Educator of Magic for Children of the Magical Realm. Yes, that’s a real title… and yes, it absolutely sparkles!

I don’t arrive with a script or perform the same spell every time. Oh no—I’m as free as the wind, and I follow the magic wherever it flows. Every party is a one-of-a-kind experience, shaped by the energy, curiosity, and imagination of all those who gather in my circle. 

Whether your child is a fairy believer, witch crafter, a curious wizard, a quiet watcher, or an excited alchemist, there’s a place for them in my whimsical world. Even the most skeptical little minds often leave with fairy wishes in their hair and stardust in their hearts, whispering... was that real magic?

And if your little one is shy, sensitive, or slow to warm—fear not. I’m a proud mama of two beautifully neuro-spicy little witches, so I know just how to gently guide participation without pressure. I create safe, joyful spaces where children are free to join the magic at their own pace.

Because real magic isn’t just in the potions. It’s in the connection. It’s in the moments of awe. It’s in the core memories we create together—the ones that linger long after the sparkle settles.

So, if you’re ready to host a celebration they’ll remember forever...

Let’s make magick together! I’ll bring the potions—you bring the cake.