Willow is trying to make ends meet after her Da dies and keep his curiosities shop running. A chance encounter with an outlander stranger Bri, looking for a book leads to a twist in circumstance.

A trade for assistance leads to ending up as roommates and coworkers. An ocean traversing adventure with lies, schemes, and magic reveals secrets about Willow and Bri. As they learn about themselves, they also start to grow and evolve to finally find their place. I enjoyed the introspective for the characters as to where their choices lead them to where they are and how to get to where they want to be.

Absolutely delightful! I went in expecting a cozy fantasy, and it delivered that and so much more. The blend of humor, heart, and a touch of magic made it a truly enchanting read.

Willow Stokes, the teenage owner of a (mostly fake) magical curiosity shop, is a protagonist I instantly connected with. Her determination to keep her father's legacy alive, despite the town's skepticism, was both touching and inspiring. When Brianna Hargrave enters the scene, turning Willow's fakes into real magic, the story takes on an exciting twist. Their dynamic is filled with tension, growth, and a budding friendship that adds depth to the narrative.

The setting of Ardmuir is richly described, making me feel as though I was walking its cobblestone streets and browsing the curiosities in Willow's shop. The supporting characters, especially the charming printer's assistant, added layers of intrigue and warmth to the story.

What stood out to me was how the story balanced whimsical elements with genuine emotional stakes. Themes of grief, self-acceptance, and the power of belief are woven seamlessly into the plot, making it resonate on a deeper level.

If you're looking for a fantasy novel that combines adventure, heartfelt moments, and a dash of romance, this one's for you. I thoroughly enjoyed every page and can't wait to see what Mara Rutherford brings us next!

Huge thanks to NetGalley and the publisher for the early read — I had a great time with this one!

ˋ°•*⁀➷ 𝟜.𝟚𝟝 𝕤𝕥𝕒𝕣𝕤, 𝕣𝕠𝕦𝕟𝕕𝕖𝕕 𝕕𝕠𝕨𝕟 𝕥𝕠 𝟜

I wasn't sure what to expect, but this book did NOT disappoint! It was so cozy and cute and fun to read, and I really enjoyed it. It did feel a bit slow and had a few boring moments, but oterhwise it was really enjoyable. While reading, I felt like I was transported into this fantasy world that it takes place in, and the detail, characters and worldbuilding were all amazing. I gave it 4 stars because it wasn't quite as good as some books I've read, and some chapters were harder to get through, but I still liked it. I can definitely see it becoming a comfort book for me to reread over and over again at some point, and I'm considering buying a physical copy when it actually comes out because that cover is so pretty!

» [Willow- Taylor Swift] «
0:00 ─〇───── 4:12
⇄ ◃◃ ⅠⅠ ▹▹ ↻

𝑾𝒉𝒂𝒕 𝒕𝒐 𝒆𝒙𝒑𝒆𝒄𝒕
౨ৎ A fun, cozy fantasy
౨ৎ An enjoyable writing style
౨ৎ Great worldbuilding
౨ৎ A slower paced book, but not in a bad way

━•❃°•°❀°•°❃•━━•❃°•°❀°•°❃•━━•❃°•°❀°•°❃•━

𝓒𝓱𝓪𝓻𝓪𝓬𝓽𝓮𝓻𝓼

⤷ Willow- She;s a really good main character, I loved reading from her perspective and thought she was a really good character!

⤷ Bri- also a great character!

⤷ Finlay- Another really great character!

━•❃°•°❀°•°❃•━━•❃°•°❀°•°❃•━━•❃°•°❀°•°❃•━

𝓦𝓱𝓪𝓽 𝓘 𝓵𝓲𝓴𝓮𝓭

⤷ The writing style- Easy and fun to read, very enjoyable

⤷ The plot/concept-It was interesting and just really great

⤷ The romance- Even though it was a small subplot I really liked it and I think it was really well done!

⤷ The world building- I completely felt like I was in the world of this book, it was just so great and easy to get into, some fantasy books are kind of confusing but this one was not


𝓦𝓱𝓪𝓽 𝓘 𝓭𝓲𝓭𝓷'𝓽 𝓵𝓲𝓴𝓮

⤷ It got a bit boring at times- Since it is a slower paced book, at some moments I felt like I had to push through it a bit

━•❃°•°❀°•°❃•━━•❃°•°❀°•°❃•━━•❃°•°❀°•°❃•━

A Curious Kind of Magic is a wonderful novel. It was a relaxing read with well thought out characters, an intriguing plot, and a great deal of creativity.

Willow inherited her father's curiosity shop upon his passing. Her father kept telling her that their was magic in the shop but she never saw any indication of it. With the help of two other teenagers, her best friend and a girl with some secrets, Willow will learn a lot about herself, her shop, and her world.

My thanks to NetGalley for providing an ARC for me to preview.

This was a great book with a lot of heart. Willow was an entirely relatable character and my heart went out to her. Who in the same situation wouldn't make the same choices? Bri and Finlay rounded out thr friendship beautifully. I really enjoyed the story and it had a lovely twist in it that i didn't see coming! I definitely would want a copy of this on my shelves and wouldn't mind more in this universe.

I really enjoyed this whimsical YA Fantasy! It's atmospheric, cozy and would be a perfect companion to an Autumn evening.

I think what I liked most about this story is the character development and growth of the MCs. Throughout the story we get to see a strong found family/friendship form as they navigate their personal and collective journey.

This was a new to me author and I would definitely check out future work as well as recommend this one.

Also I think it's worth mentioning that the cover of this book is absolutely stunning and I can't wait to pick up a copy when it's released!

Thank you Mara Rutherford, Net Galley, and St. Martin's Press| Wednesday Books for providing me with an ARC of this book.

A Curious Kind of Magic is a cozy must-read for fans of T. Kingfisher’s Paladin series. Suitable for adults and younger readers.

This book was so wonderfully tender and charming. It was cozy and magical with writing that rooted me into the pages.
I loved how endearing and relatable the characters were. It has a beautiful story at its heart about finding peace in yourself and friendships, and of course a magical shop. Overall, a wonderful and heartfelt YA cozy fantasy with characters that will worm their way into your heart.

Thank you St. Martin’s Press and Netgalley for this arc💕

This book absolutely stole my heart. It’s one of those rare stories that feels like home from the very first page. The writing is tender and vibrant, with a kind of quiet, offbeat charm that never once feels try-hard. The magic is both whimsical and aching, and the way it’s woven into the world feels effortless and deeply rooted in emotion. I loved how this book explores connection, trust, and what it means to want something real when your world is built on pretending. It’s funny and cozy and a little bittersweet in all the right places. I genuinely didn’t want it to end. Every page made me feel something and I already know I’ll be returning to this one whenever I need to believe in a bit of magic again.

Thank you Netgalley, Wednesday Books, and Mara Rutherford's street team for allowing me to read and review A Curious Kind of Magic! All thoughts and opinions are my own.

Willow has been left to live alone when her father passes away a few years before. She inherited his not-so magical curiosities shop, notoriously known for his dealings and swindling. When a warning is made to avoid the girl in a red cloak by one of the shop's non-speaking oddities, Willow makes friends with the reluctant and independent Brianna. Brianna is searching for her family's grimoire to release her from a curse placed on her as a child. She can turn regular objects magical with a touch. Willow offers home and board to Brianna and to help find her family's grimoire if Brianna can make the curiosities in Willow's shop magical. Along Willow's side is her childhood friend Finlay, who she has a slightly secret and possibly unrequited crush on.

A Curious Kind of Magic is a cozy YA fantasy, perfect for autumn. It is an enchanting and whimsical read reminiscent of the wonderment of Harry Potter and the Sorcerer's Stone. Though, these characters are 17 and 18. The writing is youthful and the pacing is great. If you're looking for romance, it is not the main focus of the story. There is a friends to sweethearts build-up between Willow and Finlay, though a small part of me kind of wishes it was with Brianna instead of Finlay. Finlay is a good and caring guy, but there's just something about the close bond Willow and Brianna develop as the story progresses. I like the way their friendship is built as they search for Brianna's missing grimoire.

A Curious Kind of Magic is compared to Howl's Moving Castle and Little Thieves. I do see the comparison with Little Thieves, especially with Willow and her shop. She does remind me of Vanja. Maybe not so much with Howl's unless you are comparing the fantasy atmosphere they each have, then yes I can see it.

One of the small nitpicks I have is there is a twist to Willow's character toward the end of the book. A reveal that feels out of place and maybe an afterthought. And another is how quickly the story ends.

Overall, I enjoyed Mara Rutherford's storytelling. Her writing and ideas are better with each new release. I always look forward to reading her books. I can not wait for the adult fantasy she has planned for 2026!

A cute YA fantasy with low stakes, a Scottish-inspired setting, and a prickly main character. I was hoping it would have a bisexual love triangle, but I must have misinterpreted the description--no sapphics here, unfortunately. I don't see the Howl's Moving Castle comp, but ymmv.

Thank you to NetGalley and the publisher for the arc! Opinions are my own.

A shop with magical items? There is no way that this story could not be interesting and fun! The story is definitely written for teens, but it was right up my alley as an adult as well. I enjoyed the character development of the central characters (Willow, Bri and Finlay), where all three grew to better understand themselves and their potential. It was a great story about forging connections with others, finding contentedness within yourself, and always finding the magic in the moment. The true magical aspects added some levity and lightness to the dangers that the teens faced. The story closes with a rather bubble gum ending for me (there was no reason that everyone had to use their wishes on the same day!). Anyway, I really enjoyed the wolpertinger and the unknown magic contained in ordinary objects. I want to thank NetGalley for the complimentary copy of the book; it provided a magical adventure and escape! Although the story could continue for these teens, the book is concise and leaves no overt cliffhanger.

5/5 stars
Recommended if you like: cozy fantasy, curses, adventure, friends to lovers

This review has been posted to Goodreads as of 6/8 and will be posted to Instagram 7/6 and to my review blog 8/21.

So, I'll admit, I thought this was sapphic when I read the summary. I must've missed the 'frustratingly handsome printer's assistant' part, lol. It's fine though because I liked Finlay's character (though I still think there was potential for Willow + Brianna).

Willow is struggling to make ends meet and stay afloat after her father dies and leaves her his 'magical' curiosities shop. The whole town, Willow included, knows the merchandise is fake, meaning no on is interested in buying things from her. Willow has dealt with her father and his shop her entire life and it's left her somewhat cynical about things. She's often gruff and has a spiky personality, making it hard to get close to her or do nice things. But she's also got a soft spot, as is clear from her friendship with Finlay and her love for her cat Argyle. Willow's money problems also mean she has to take a sort of cutthroat (and often reckless) approach to getting money. I didn't mind that so much, but I did mind her seeming reticence to lean on her friends or share what was going on. Likewise, Willow insisted she was ruthless and a terrible person, but it kind of just felt hollow. I find a lot of authors go the route of telling readers that a character is morally gray in some way but never truly backing up that statement.

Brianna was also prickly in her own way. She's been cursed her entire life such that a lot of the things she touches become magical. There seems to be some effect on people too, resulting in her parents restricting her to staying in their manor with little contact with the outside world. Naturally, she doesn't always do well in social situations. She's also understandably wary of being used for her magic, and combined with her previous life as a shut-in, she and Willow sometimes compete for being the most prickly person in the room. That being said, Brianna is naturally a people person. She's a genuine person and easily makes friends, much to Willow's chagrin at times.

Despite some bumps and rough starts, Willow and Brianna do become friends, and quite close at that. I enjoyed reading as the girls became closer and developed a camaraderie. The two end up working together in Willow's shop, with Brianna helpfully providing some magic to the otherwise useless items, and there are some funny moments with them there.

Finlay, the printer's apprentice and Willow's best friend, rounds out their trio. Unlike the girls, Finlay doesn't have an inch of prickliness in his body. He's open and friendly with virtually everyone, and it's clear he genuinely cares. He's also quite persistent since he managed to become and remain friends with Willow despite her prickliness. Finlay does have a couple moments when I wanted to shake him, but honestly it's forgivable considering what they all go through in the book.

This is a cozy fantasy with a classic fantasy setting. Willow's hometown is a smallish town with inns and horses, and of course it's own resident villain. A good portion of the book takes place in the town, but the trio also travels some. I enjoyed the scenes when the trio go to visit Ana, a witch they're hoping can help Brianna. Ana's house is about what you'd expect from a witch, though the group also travels to the library at the university where Ana works, which was interesting.

I will say, part of the plot felt a little contrived and would've easily been circumvented if Willow had just...shared her intentions. Or her location. It does add some tension to the book, and I enjoyed the change of scenery we got as a result of it, but I don't know, it just felt a little off compared to the rest.

Thanks to NetGalley and the publisher for this ARC! The howls moving castle vibes are truly pristine! I love this so much

"A Curious Kind of Magic" by Mara Rutherford is one of the sweetest cozy fantasies I’ve read recently—and I read a lot! Told from the heroine’s first-person perspective, it blends cozy fantasy with a heartfelt exploration of what it means to align with one’s true self.

Seventeen-year-old Willow Stokes is drowning in grief and debt after the death of her father, a man the townspeople of Ardmuir dismissed as a charlatan. His magical curiosity shoppe hasn’t sold anything magical in years and now teeters on bankruptcy. Lonely and struggling, Willow is determined to keep it going. The arrival of the outlander Brianna Hargrave, a girl cursed to turn everything she touches into magic, turns her life around.

Ignoring the shop’s Wolpertinger’s warning to avoid Brianna, Willow strikes a deal with her: she’ll help find a grimoire to break Brianna’s curse in return for Brianna’s help in reactivating the magical items in the shop. With the help of Finlay, a kind printer’s apprentice, the two embark on a dangerous quest involving a collector’s hunt for the rarest magical object.

What follows is a whimsical adventure about unexpected friendship, quests, and the kind of magic that teaches you about yourself. Themes of grief, self-worth, found family, love in all its forms, and the power of friendship are beautifully woven throughout.

Whimsical, heartfelt, and full of found family, A Curious Kind of Magic is a charming cozy fantasy with depth, humor, and just the right touch of romance. The pacing is solid, keeping the story moving without feeling rushed, and the world-building is immersive and charming. While the magic system isn’t overly detailed and leans more toward the whimsical, it fits the cozy tone of the story and complements its emotional core.

The author created characters readers can grow to respect and relate to. I loved the bond between the three main characters. Willow is stubborn and guarded, struggling with self-pity and isolation after her father’s death. The entrance of Brianna and Finlay changes everything—I especially loved the development of Willow’s character.

Though she prides herself on being practical, Willow grows to appreciate Finlay’s sentimentality and steady support, as well as Brianna’s friendship. Finlay makes her want to be a better person. Brianna, also prickly and isolated by her curse, is Willow’s opposite, and their strengths complement each other’s weaknesses. Willow learns that everyone has the potential to become more than they seem, that believing in magic means believing in yourself, and that life is made up of choices—sometimes the smallest ones can have a profound impact.

In sum, the author has crafted a wonderful story with dynamic characters and a complex plot full of surprises—which I loved. Some fantastical elements may be a bit over the top, even for fantasy, but that didn’t diminish my enjoyment. I especially appreciated that the romance didn’t take over the story. The writing is terrific, bringing every character to life.

The combination of unexpected plot twists, likable characters, and a happy ending made this a truly enjoyable and compelling read. This is exactly the kind of book I love. Even though it’s geared toward YA readers, as an adult, I was fully immersed in the tale. Fans of cozy fantasy with strong characters, found family, and quests will love this.

Thank you Netgalley and Wednesday Books for the ARC in exchange for an honest review!

Mara Rutherford’s “A Curious Kind of Magic” is a cozy, whimsical fantasy about grief, friendship, and self-acceptance. This story is all wrapped up in the delightful setting of a magical curiosity shop. This story is charming, warm, and filled with the quiet magic of everyday life.

At the heart of the story is Willow Stokes, a grief-stricken teenager trying to keep her late father’s struggling curiosity shop alive. The shop is known around town for selling fakes, which are basically just mundane jewelry sold as talismans, creatively taxidermied "mythical creatures.” Willow herself has grown bitter and self-protective in the wake of her father’s death. Enter Brianna Hargrave, a girl cursed to turn everything she touches into real magic. Their unlikely partnership sets the story in motion: Brianna will help Willow reinvigorate the shop, while Willow will help Brianna search for a grimoire that might break her curse.

While the book’s official synopsis suggests a more adventure-driven plot, much of the story is spent exploring relationships, reimagining the shop, and building an unconventional found family. The pacing is gentle, with reflective moments that suit the novel’s cozy atmosphere.

The characters are the true stars here. Willow’s stubbornness and self-sabotaging tendencies make her frustrating at times, but her growth is deeply satisfying and earned. Brianna, meanwhile, is prickly and isolated due to her curse, and her friendship with Willow evolves in a refreshingly realistic way as it’s full of missteps, hard truths, and gradual trust. Finlay, Willow’s long-time friend and a quietly supportive presence, rounds out the trio with warmth and heart.

Themes of self-worth, found family, and acceptance are found throughout the story with subtlety and care. The book never hits these points too hard; instead, it lets the characters' journeys speak for themselves. The friendship between Willow and Brianna is especially well done as it’s fragile, sometimes frustrating, but ultimately uplifting.

There are some minor quibbles: the characters’ ages (teenagers) occasionally feel mismatched with their independence and life experience, making the story feel almost more suited to an adult cozy fantasy. The plot also takes a while to introduce certain elements teased in the synopsis, which could set up misleading expectations for those hoping for a more adventure-focused tale.

But these are small issues in what is otherwise a thoroughly enjoyable read. “A Curious Kind of Magic” is not the flashiest fantasy, nor the most intricately plotted, but it is a heartfelt, comforting story that invites you to believe in both magic and the power of human connection. It’s perfect for fans of character-driven cozy fantasy who love a dash of whimsy with their emotional growth arcs.

I, for one, will be diving into Mara Rutherford’s backlist next, and I wouldn’t mind spending more time in this enchanting little shop.

My rating: 4.25 stars!

Wow, what a wonderful and sweet tale. I thoroughly enjoyed this book. It's the kind of book that keeps you warm on a cold night, like a well-worn security blanket. It's not the flashiest, it's not the most intricate, but it is tried and true and speaks directly to your heart.

This story is about Willow, an orphan who inherits (or is burdened with) her late father's shop of "magical" curiosities. Now, most of the town believes that the shop just sells fraudulent items, even Willow herself. But Willow's dad believed fiercely in magic, and his hope lives on within his daughter who is desperately trying to survive without her father. In an auspicious meeting, Briana walks into the shop, on a mission of her own. As Willow and Briana learn more about magic and how magic is entangled with their history, they also learn about friendship, kindness, and trust. Oh, also there's Finley who Willow is attracted to but is pretending she isn't. He's a fun little sunshine addition.

The best bits:
Briana and Willow and their friendship. I like how fragile it is. It feels genuine. Friendships are not easy, and require both people to put in their best effort. I think Willow is genuinely frustrating, and I love how Briana calls her out for it. Briana is also caught up in her own insecurities and trauma, and Willow's straightforward attempts to draw her out are also heartwarming.
The other witches. Yes, they all seem a little TOO knowledgeable, a little too perfect, but who doesn't dream of having someone to show you the way when you're lost?

The OK parts:
The magic. Not unique or imaginative, but it's fine. Just fine. It's magic, what else you gotta know?
The villain. Very villain-y villain.
Finley. Just a real nice dude. Kind, supportive, and pretty vanilla. But hey, Willow is spicy enough on her own, and I think she needs the simplicity that is Finley.

Overall, a great easy fuzzy read. I had a good time and would visit the shop again, thank you very much. Thanks to NetGalley for the advanced copy - all opinions expressed are mundanely mine.

I got an ARC through netgalley. I really loved the first 50% of this book- its a cute premise and the characters are mostly likeable. The second half kind of fell apart for me though- it got more outlandish and the resolution of conflict was too quick/convenient. The use of scottish interjections felt really random too and kept taking me out of the moment. 4 stars for the first half, 2 stars for the second half.

A sweet YA cozy fantasy! It was nice to see a YA take on cozy fantasy. (A subgenre that we don’t see a lot of titles from for the age demographic) I found it refreshing that the characters in this book actually acted their age. They have normal 17 year old feelings, thoughts and struggles. They make mistakes that can be frustrating. Their age is believable as opposed to some YA books where the main characters are 17 but act like they are in their mid 20s. I LOVED seeing a female friendship so well developed. It is something that is often lacking in both YA and adult stories. Willow’s friendship with Bri starts off rocky. It was beautiful to watch them open up to each other, even if they were both stubborn and reluctant. I loved Willow’s friendship with Finlay. He was so sweet and patient with both the girls, but especially Willow. The trio felt well balanced. They were all genuine friends with one another. They had a strong friendship as a trio but also with each other individually. The story has a sweet found family that is sure to warm many reader’s hearts. There is a sweet hint of a friends to lovers romance. I loved the descriptions of the setting with the moors and the curiosity shop. This story deals with the conflict of trusting people in your life and struggling to truly open up and let people in. It is done wonderfully. The book tied up nicely in the end. It felt a little convenient but also appropriate for the genre. The comp. titles include Little Thieves and Howl’s Moving Castle. I can see some of Vanja in Willow. The struggle of being a swindler but also having a good heart is present in our FMC. I don’t really see the comparison to Howl’s Moving Castle though.
Overall a cute, sweet, and quick read!

★★★★★ A SPELLBINDING TALE OF FAKE MAGIC & REAL HEART

Move over, ordinary fantasies—A Curious Kind of Magic isn’t just a story; it’s a glittering, whimsical experience. Mara Rutherford crafts a world where deception dances with enchantment, and the most extraordinary magic often hides in the unlikeliest places. If you’ve ever wished to stumble into a shop brimming with peculiar wonders (even if they’re fakes), this book is your golden ticket.

A SHOP OF LIES—AND ONE LIFE-CHANGING TRUTH
Willow Stokes is Ardmuir’s most notorious fraud, peddling bogus charms and fabricated relics to keep her father’s failing curiosity shop afloat. Her “enchanted” wares are as real as a unicorn in a petting zoo—until Brianna Hargrave walks in. With a single touch, Brianna transforms Willow’s shams into genuine marvels. But she’s no savior; she’s a fugitive from her own curse, one that turns everything she touches into magic—whether she wants it to or not.

Their reluctant alliance is pure alchemy: Willow’s desperate cunning clashes with Brianna’s wary resilience, sparking a partnership that’s equal parts friction and fire. Add Finlay, the achingly kind printer’s assistant with a heart of solid gold, and you’ve got a trio so dynamic, they’ll steal your affection faster than a pickpocket in a marketplace.

WHY THIS BOOK IS PURE MAGIC

A Heroine You’ll Cheer For (And Occasionally Want to Shake)
Willow is a glorious mess—sharp-tongued, stubborn, and fiercely loyal, even when she’s making terrible decisions. Her growth from a girl clinging to lies to someone brave enough to face hard truths is nothing short of spellbinding.

A Curse That’s Both Gift and Prison
Brianna’s magic isn’t just a plot device; it’s a poignant metaphor for the burdens we carry. Her journey from isolation to belonging is woven with such tenderness, you’ll feel every flicker of her hope and fear.

Cozy Vibes with a Dash of Danger
Picture cobblestone streets, cluttered shelves of oddities, and the warm hum of a found family coming together—then toss in a high-stakes quest that’ll leave you breathless. The balance between quiet, heartfelt moments and pulse-pounding twists is flawless.

A LOVE LETTER TO SECOND CHANCES
At its core, this is a story about rewriting your destiny. Willow, Brianna, and Finlay each grapple with legacy, loss, and the courage to choose their own paths. The emotional payoff is so satisfying, I hugged my Kindle when I finished. (And yes, I cried. No shame.)

FINAL VERDICT:
A Curious Kind of Magic is a masterpiece of charm and depth, blending wit, warmth, and a touch of whimsy into a narrative that feels like coming home. Whether you’re a fan of The House in the Cerulean Sea’s coziness or Sorcery of Thorns’ adventurous spirit, Rutherford’s latest will leave you utterly bewitched.

HUGE THANKS to NetGalley and St. Martin’s Press | Wednesday Books for granting me this dazzling digital ARC in exchange for my honest review. This book is a treasure—and I’ll be shouting about it from the rooftops!

★★★★★ (Infinity stars, if I could!)