Our Mission
Magic is Key helps you discover and awaken the magic within, so together we may transform ourselves, our world, and the future we are co-creating.
Magic lives inside each of us. It is the key that makes life make sense.
We understand magic as that which evokes wonder and purpose in a vast universe continually revealing new mysteries.
As adults, one of the main ways to rediscover magic is through spiritual practice. Built into these practices are pathways to self-knowledge, truth, and wisdom. We begin to ask deeper questions, feel the full spectrum of emotion, and face initiation. Who we once were transforms, giving birth to someone new, able to meet ourselves and the world with fresh eyes.
We need this continual rebirth to meet a world changing at an ever-faster pace. We need practices that not only awaken connection and love for all of life, but also help us recognize the divine in everything. We are co-creators of a vast universe, and our planet stands at a crossroads. Life tomorrow will be different than it is today. How do we meet it? How do we meet ourselves?
The questions we ask are:
How can I fall in love with life and living?
What future am I creating?
How can I care for and tend to this planet?
Our mission is to offer the studies and practices through which each of us can find our own answers.
We do this in cooperation with spirits and guardians, gods and angels, ancestors, and the divine.
Meet Pipaluk
Â
Pipaluk’s purpose is to walk as a light in the dark and help others discover the magic within themselves — with the ultimate goal of creating paradise on Earth. She is currently founding a physical Temple & Lighthouse in her homelands north of the European Alps, which will house the Mystery School for a blossoming lineage of the Oracle Fire Clan in the Western European lands.
Pipaluk’s story with magic is as old as her memory. Vivid dreams, visions, and a deep curiosity about magic, faith, and what lies beyond life shaped her early years.
After many years of dedicated self-study, she began formal training in Shamanic Witchcraft with award-winning author and international teacher Fio Gede Parma in 2012. That summer she received her Aspirant Blessing, and in 2013 her Dedication Rite into the WildWood Tradition took place on a hill in San Francisco’s Golden Gate Park.
In 2015, Pipaluk traveled to Bali, where she received her Shamanic Craft Initiation by a sacred river. That same year, she began mentoring her first student within the WildWood Tradition. In September 2016, she journeyed to the Hocking Hills in Ohio to receive her Firebrand Initiation, becoming a Firebrand Priestess within the WildWood.
Returning to Amsterdam, she began teaching publicly that same year. Quickly realizing that teaching magic, mystery, and witchcraft carries deep responsibility, she continued her studies. Witnessing her students go through profound transformation, she sought to better support them and, by 2018, completed a 600-hour certification as a trauma-informed coach.
That same year, Pipaluk opened her first office on Amsterdam’s most beautiful historic canal — the Bloemgracht. There, she guided entrepreneurs in creating thriving spiritual practices and supported countless clients in rediscovering their inner magic on the path to truth, wisdom, and joy. She has since hosted many group rituals, workshops, and classes on tarot, witchcraft, breathwork, trance journeying, and more.
Experience, Studies, and Certifications
-
Over a decade of teaching magical arts, sacred mysteries, and witchcraft; hosting rituals and workshops; and guiding private clients.
-
Oracle Arts Apprenticeship and tending the first Foundation Stone, passed to her in ritual by Isis Indriya in August 2021 in Nevada City, for the founding of a Lighthouse and Temple north of the European Alps.
-
Nearly a decade apprenticing in Feri Anderson Witchcraft and the Reclaiming Witchcraft Tradition.
-
Extensive training in Trance Work, Witchcraft, and Ritual.
-
Ongoing studies in Seidr, Shamanic Healing, Runes and Rune Magic, Gong Fu Sword, Astrology, Oracle Divination, Ancient Egyptian Magic, and Kabbalah.
-
Certified Crystal Healer.
-
Extensive training in Tarot and Divination, with years of professional practice.
The work continues to deepen, and Pipaluk humbly remains a lifelong student.
It is her honor to walk this path with you.
Meet Our Team
Serafina Weinhold Andersen
MANAGING DIRECTOR
Jan Roelfs
ADVISOR
Isis Indriya
ADVISOR
Sweet Medicine Nation
COUNCIL OF ELDERS
Our ADVISORS and COUNCIL OF ELDERS are made up of people who actively support Magic is Key. Our regular meetings help ensure that our work continues to meet our high standards, is in right relationship with all beings, and in support of our collective dream of Paradise on Earth.
Our Founding Story
We had all put on crisp, clean shirts with buttons down the front. Jeannette, our mother, sat at the table with Serafina, while Pipaluk stood at the edge of the room, swaying and breastfeeding her first child, just five months old. Elegant stationery and a contract lay on the table as the notary read aloud. A few signatures later, Magic is Key GmbH became a legal entity.
Turn back a few months, and you would have found Serafina and Pipaluk navigating some of the most challenging times of their lives. For both sisters, nothing would ever be the same.
Serafina was at the height of her career in startups, yet her health and well-being were crumbling. Something had to change. Meanwhile, Pipaluk was nearing the end of her first pregnancy, facing the leap into motherhood.
In the dark winter nights, close to the Winter Solstice, they decided it was time to work together. Pipaluk had already begun transforming her work into an online format to continue her sacred calling while raising children. All that was missing was Serafina’s practical, focused mind and startup experience. With the support of their mother Jeannette, Magic is Key became a women-owned, family-run business, guided by love and dedication.
We are devoted to helping people discover the magic within themselves. We know this is key to facing the global challenges of our time. What we offer strengthens and fortifies during difficult moments, while instilling love, connection, and the courage to care for the world — for the good of all.
