CeCe Rose got pulled aside at airport security because a crystal in her bag looked suspicious on the scanner.
She was not surprised. She was probably carrying several.
The 26-year-old content creator from Toronto has spent six figures on crystals and keeps them everywhere.
Her home, her car, scattered between handbags. She cleanses them under full moons.
She believes they tune her energy. She does not feel guilty about any of it.
“I invest in quality pieces instead of just small stones because they’re not just tools, they’re also beautiful to have around me,” she told CreatorZine.
From kitchen jobs to a digital career
Rose left school at 15 after being bullied and started working in kitchens, living independently and juggling multiple jobs to cover basics.
Her mindset at the time was simple.
“If I’m awake, I could be working to earn money,” she said. “It was survival mode at times, but I felt more fulfilled working than being in school.”
She eventually moved into online content creation and modelling.
Within weeks she was earning more than a full month in hospitality had paid her.
Within a month, she had surpassed her previous yearly income.
She now runs her platform solo, has 2.1 million Instagram followers and describes the work as relentless, with no full days off.
Obsidian in every handbag
The crystal habit started young. Rose used to dig up rocks in the garden as a child.
During lockdown, she went deeper into spirituality and the stones became part of her daily routine.
“I was always drawn to them because they’re so intricate and beautiful,” she said.
“But once I learned about the energy side of things, it completely changed everything for me. We’re all made of energy, and each crystal can tune different frequencies.”
Her collection now includes rare pieces like Moldavite, which enthusiasts believe has transformative properties, alongside large statement crystals that fill her home.
Smaller stones like obsidian and rose quartz travel with her.
“I’ll always have one with me,” she said.
Her friends are less convinced. “I have friends who just look at them and say, ‘It’s a rock,'” she laughed.
“But for me, they’re so much more than that.”
Crystals as a business tool
Rose treats her crystal-filled home as a sanctuary from the pressure of running a constant online business.
She also meditates, though she admits she has fallen out of the daily habit.
“At the beginning, it’s hard because your mind is so busy,” she said.
“But it’s about sitting there, observing your thoughts instead of becoming them. That helps you reset and come back with a clearer head.”
The crystals, she says, serve a similar function. “The energy from the crystals helps create that environment where I can reset. They help me push through busy days, even if it’s just mentally.”
Why it matters
Rose is far from the only creator weaving spirituality into her personal brand, but dropping six figures on crystals puts her at the expensive end of a growing trend.
Wellness content, manifestation culture and spiritual aesthetics have become reliable engagement drivers across platforms.
For creators managing the isolation and pressure of solo businesses, these practices also double as content.
The ritual becomes the product.
Crystal culture, astrology and energy work have moved from niche interests to mainstream content categories over the past few years, particularly among young female creators building lifestyle brands.
Rose says she has no plans to slow down on either front.
The collection keeps growing, the work keeps coming, and there is probably an obsidian in whatever bag she is carrying right now.
