A Retailer's Guide to the Chakras

Help your customers discover a rainbow of products for positive intention.
by : 

Margaret Ann Lembo

June 1, 2016
A Retailer's Guide to the Chakras

More and more consumers are becoming aware of the power of intention and positive thinking in creating the life they want, and as retailers, we have the opportunity to share products that help our customers maintain focus on positive thoughts and affirmations.

There are many tools to help your customers align their thoughts and intentions, but throughout the product mix in my store, The Crystal Garden, items associated with the chakras and their corresponding colors and meanings in particular have become bestsellers in all categories—from jewelry to clothing, from incense to candles, from books to meditation tools, and beyond.

Products in the rainbow of colors associated with the chakras increase sales and cross-selling in all types of retail settings, including general gift stores and bookstores, natural grocers, vitamin and herb shops, spas, beauty salons, yoga studios, and healing centers. But, what exactly are chakras and what products work best with each one?

Wheels of energy

We all have a field of energy surrounding our bodies, and, internally, energy flows through our bodies in a network of meridians, or pathways. Chinese medicine and acupuncture, which have been used for thousands of years, are based upon the balanced flow of energy through these meridians, which are directly related to the chakra system.

Written knowledge of the chakra system, which is rooted in yoga philosophy and derived from the Sanskrit word for “wheel” or “vortex,” dates back to 2000 B.C. and is found in ancient spiritual texts such as the Vedas (2000–600 B.C.) and The Yoga Sutras of Patanjali (200 A.D.).

In the chakra system, there are seven main chakras, or energy centers. These energy centers begin at the base of the spine with the root chakra and end at the head with the crown chakra. All the chakras are energetically interconnected, and when one or more of your chakras becomes blocked or out of alignment, it can affect your mental state, your emotional balance, and the health of your physical body.

Each chakra corresponds to a color of the rainbow (red, orange, yellow, green, blue, indigo, violet), so when stocking your store, stock a wide array of each of these colors in your product mix to satisfy the chakra-aware customer.

A rainbow of chakra merchandise

Chakra products are available in almost anything you can imagine, and it’s helpful to organize chakra product displays in chakra color order when possible. In my store we arrange our bracelets on one spinner rack in chakra color order: red (plus the associated colors of brown, black, and metallic), orange, yellow, green and pink, blue, indigo, and violet and white. Our jewelry display case is organized similarly, which makes it easier for staff to help customers find their perfect chakra piece. Not sure where to start? Here are a few merchandise categories that enhance and balance the chakras:

  • Gemstone jewelry (bracelets, earrings, pendants, rings)
  • Candles and candle accessories
  • Wind chimes and sun catchers
  • Essential oils and accessories
  • Incense and accessories
  • Gemstone kits
  • Crystal singing bowls
  • Tibetan metal singing bowls
  • Clothing and accessories
  • Wall hangings, flags, and banners
  • Statuary, including Buddhas and angels

Root chakra

The first chakra is the root chakra. The primary color is red, but it is associated with the colors brown, black, grey, and metallic as well. This energy center is located at the base of the spine, including the area from the hip bones all the way down to below the soles of our feet. The root chakra is responsible for our basic needs. This is where we store vital life force and the energy to provide food, shelter, and water. Feeling protected and safe and having plenty of money is strongly associated with this center. This is also the chakra associated with being able to stay grounded and focused, so if you hear your customer say she’s been scattered lately, then a red, brown, black, or grey product will fit the bill.

Root chakra gemstones for jewelry and intention:

  • Black tourmaline or any black stones
  • Ruby and garnet or any red stones
  • Brown agate and any brown or earth-colored stones
  • Hematite and pyrite

Root chakra essential oils:

  • Cedarwood
  • Patchouli
  • Pine
  • Sage

Other products for the root chakra:

  • Garden tools
  • Pottery
  • Books on money, finance, gardening, Earth-centered consciousness, and green thinking,/li>

A positive thought for the root chakra:

I live my life with passion. I am grounded and focused. Abundance and security is mine today and always. I am divinely protected.

Sacral chakra

The second chakra is the sacral, or navel, chakra. Its main color is orange. It is the center for reproduction and creativity, and the place where we store emotional memories. This chakra allows us to create and take action; it is the place of fertility and abundance. We can be fertile with thoughts and ideas just as we can be fertile to bring forth children into the world. Think of the sacral chakra as fertile energy coupled with the fiery passion to bring ideas and desires into fruition. The motivation to “just do it!” swirls within the orange color of this center. If a customer lets you know he has been procrastinating, orange-colored products will help him move into action.

Sacral chakra gemstones for jewelry and intention:

  • Carnelian
  • Amber
  • Orange calcite
  • Tiger’s eye

Sacral chakra essential oils:

  • Cinnamon
  • Ginger
  • Clove
  • Mandarin

Other products for the sacral chakra:

  • Motivational plaques
  • Arts and craft supplies
  • Coloring books
  • Books on fertility, motivation, emotional release, success stories, and parenting

A positive thought for the sacral chakra:

I am fertile in body, mind, and spirit. Creativity flows through me in myriad ways. I am courageous and bravely bring my ideas into actuality.

Solar plexus chakra

The third chakra is the solar plexus chakra, located, as the name implies, at the solar plexus. The main color associated with the chakra is yellow. This chakra is the place of joy, personal power, self confidence, mental clarity, and the ability to shine our light. Kudos and praise that raised our self-confidence—as well as experiences of verbal abuse that reduced our self-esteem—are stored at this chakra. This is also where energy associated with jealousy—our own or other’s jealousy—is connected. Any product that inspires confidence and courage will help customers find their light and shine it brightly.

Solar plexus chakra gemstones for jewelry and intention:

  • Citrine
  • Golden topaz
  • Golden calcite
  • Peridot

Solar plexus chakra essential oils:

  • Bergamot
  • Grapefruit
  • Lemon
  • Lemongrass

Other products for the solar plexus chakra:

  • Inspirational quotes
  • Stickers, bookmarks, and banners with positive thoughts
  • Suncatchers
  • Books to increase a strong sense of self, improve self-esteem, or elicit laughter

A positive thought for the solar plexus:

I am confident and courageous. I honor and respect myself. I allow others to see my magnificence. I am authentically happy for the good fortune of others.
The fourth chakra is the heart chakra. The primary color of this chakra is green, but it is also associated with the color pink. Located at the center of our chest, this chakra is the bridge between the lower three chakras, which are directed at the physical, mundane world, and the upper chakras of the spiritual world. This chakra is where our true self resides—the love that we are. It is here that we integrate ourselves as spiritual beings having a physical experience. This energy center is the place of kindness, compassion, love, tolerance, and acceptance for ourselves and others.

Heart chakra

The fourth chakra is the heart chakra. The primary color of this chakra is green, but it is also associated with the color pink. Located at the center of our chest, this chakra is the bridge between the lower three chakras, which are directed at the physical, mundane world, and the upper chakras of the spiritual world. This chakra is where our true self resides—the love that we are. It is here that we integrate ourselves as spiritual beings having a physical experience. This energy center is the place of kindness, compassion, love, tolerance, and acceptance for ourselves and others.

Heart chakra gem-stones for jewelry and intention:

  • Rose quartz
  • Pink calcite
  • Green aventurine
  • Green jade
  • Any and all green and pink gemstones

Heart chakra essential oils:

  • Chamomile
  • Lavender
  • Petitgrain
  • Rosewood

Other products for the heart chakra:

  • Heart-shaped merchandise
  • Body-care products (soaps, lotions, bath salts, etc.)
  • Calm, peaceful music
  • Books focused on love and relationships

A positive thought for the heart chakra:

I am compassionate and kind. I give love to others and readily accept theirs in return. I am tolerant and have acceptance of the differences between my beliefs and the beliefs of others.

Throat chakra

The fifth chakra is the throat chakra. This chakra is pastel blue/turquoise blue. Located at the throat, this chakra provides the ability to communicate and express ourselves. It includes writing, speaking, singing, cooking, and the many ways we express who and what we are. Lighter shades of blue help us connect with the angelic realm, so if your customers love angels like mine do, recommend the colors, gemstones, and essential oils for this energy center to amplify their angel connection.

Throat chakra gemstones for jewelry and intention:

  • Aquamarine
  • Blue topaz
  • Turquoise
  • Larimar

Throat chakra essential oils:

  • Eucalyptus
  • Oregano
  • Sweet marjoram
  • Tea tree

Other products for the throat chakra:

  • Angel statues and angel oracle cards
  • Scarves
  • Journals, writing paper, and pens
  • Books on improving communication, books about angels, and cookbooks

A positive thought for the throat chakra:

I communicate with ease and grace. It is easy for me to listen well and to be heard. I feel the entourage of angels. orchestrating coincidence in my life. I feel calm and at peace.

Third-eye chakra

The sixth chakra is the third-eye chakra. This chakra is indigo blue. It is located in the center of our forehead. This chakra is the location of our ability to see the unseen, know the unknown, and hear what is not being said. It is the place of intuition, knowing, and dreaming.

Third-eye chakra gemstones for jewelry and intention:

  • Apophyllite
  • Lapis lazuli
  • Sodalite
  • Moonstone

Third-eye chakra essential oils:

  • Lime
  • Peppermint
  • Rosemary
  • Spruce

Other products for the third-eye chakra:

  • Meditation cushions
  • Singing bowls—both
    crystal and metal
  • Meditation music
    and spoken audio
  • Books on developing intuition, meditation, and dream interpretation

A positive thought for the third-eye chakra:

I am extremely intuitive. It is easy for me to maintain a regular meditation practice. I remember my dreams and interpret them with ease.

Crown chakra

The seventh chakra is the crown chakra. The color associated with the crown chakra ranges from a golden-white light to a violet flame. This chakra is the place of higher intuition, channeling, and the connection with Divine Consciousness. It is the place where our connection to miracles resides. Focus on the crown chakra to activate joyous associations with the higher realms and other dimensions of consciousness, thereby improving the ability to see life from a greater perspective.

Crown chakra gemstones for jewelry and intention:

  • Clear quartz
  • Diamond
  • Selenite
  • Seraphanite

Crown chakra essential oils:

  • Black pepper
  • Frankincense
  • Myrrh
  • Orange

Other products for the crown chakra:

  • Books and audio CDs
    on meditation

A positive thought for the crown chakra:

Guidance from my higher self lights my path. I see life clearly now. I create miracles in my life.


Margaret Ann Lembo is the author of Chakra Awakening: Transform Your Reality Using Crystals, Color, Aromatherapy and the Power of Positive Thought, and a number of other books, spoken audio, and angel card decks—all focused on positive thought, aromatherapy, and gemstones. Her store, The Crystal Garden, is celebrating 28 years serving the community.