Business Is Still Strong at the Psychic Eye

At a time when bookstores are closing all over town, business is booming at the Psychic Eye Book Shop in Sherman Oaks.

On a weekday afternoon, the place was full of people who were browsing, talking with sales clerks and actually spending money.

How come this place is crowded when so many bookstores have been shuttered?

"Well, we're more than just a bookstore," said Cerina Kaye, who was working behind the counter, holding up a candle that a customer had just purchased.

"We have many different kinds of products here, things like statues, incense, oils, lamps, jewelry. We offer a full range of psychic services," Kaye said.

A couple who came into the store said they wanted to consult with someone about their marriage plans.

"We're getting married next year," said Rebecca Whitman, 34, who was examining a large statue.

"We wanted to talk to someone about the date," said Whitman's finance, Tony Boldi.

That was fine with Kaye, who said she was a psychic who charges $20 for a 15-minute consultation.

The couple didn't book a consultation, but continued to look around the store.

In fact, on the wall next to the door there was a large display listing the names and photos of psychics in the area who were available for consultations.

Getting back to the books: They are stacked on shelves next to a side wall. The most popular books are the works of Kenny Kingston, an alleged psychic medium who is sometimes referred to as a "psychic to the stars."

More obscure books such as Witch Circle are on sale. A young couple who came in looking for jewelry spent about 20 minutes examining a variety of items inside a glass-topped counter.

The Psychic Eye has been open since 1985, and there are now three stores in Southern California and four in Las Vegas.

What's the secret to their survival?

"We're a niche market," said co-owner Mary Kara, in a telephone interview.

"We offer metaphysical, self-help and related products, not just books," Kara said. "At one point we had 13 stores, so we've cut back. But the stores we have are still doing well."

"Many of my customers are professional people, doctors, lawyers, teachers, and, of course, just ordinary folks who are interested in this kind of thing,"  Kara said.

The most popular items are candles and incense.

"Books are not the main part of our business," Kara said. "It broke my heart when I saw all the bookstores closing. I could see it coming, the big corporate stores were selling books at prices that were lower than my cost.

"Pretty soon the bookstores were selling things like tarot cards and other items that we sell. Then the book wars started, and it all came crashing down," she said.

Borders closed its bookstore in Sherman Oaks five months ago, but the Psychic Eye Book Shop is still doing well, Kara said. It's open seven days a week. In fact, they are looking to hire someone. There's actually a sign in the front window that says, "NOW FIRING, apply within, positions available."

That's just a joke," Kara said. "But this is a special kind of business. It's not easy to find someone to work at our store."

Psychic Eye Book Shop, 13435 Ventura Blvd., Sherman Oaks.