Jewellery brand Awe Inspired has partnered with Warner Bros Pictures to launch a "Practical Magic"-themed fine jewellery collection, timed to build anticipation for "Practical Magic 2", the sequel to the beloved 1998 witch film. The collection went on sale on 20 August, three weeks before the sequel's cinema release on 11 September, and reflects a growing trend of brands using nostalgia-driven film tie-ins to court fans ahead of major releases.

The Los Angeles-based label has drawn on the franchise's witchy imagery, turning symbols such as ravens, spell books, belladonna and dandelions into necklaces, rings, earrings and charms. Highlights include a Belladonna Potion Vial Pendant and matching charm necklace, Deathwatch Beetle pieces set with lapis, tiger's eye and lab-grown purple stones, and botanical-inspired items such as Verbena necklaces and Dandelion Dangle Earrings. Awe Inspired's co-founder Max Johnson said the collaboration aimed to translate the film's mythology into wearable pieces, while the sequel—based on Alice Hoffman's novel "The Book of Magic"—sees Sandra Bullock, Nicole Kidman, Stockard Channing and Dianne Wiest reprise their roles alongside newcomers Joey King and Maisie Williams.