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.

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!)

I loved this! There's a sweet, slow burn romance that was so adorable, but that's not the center of the story. Willow Stokes is prickly. She holds everyone at arms length after her father's death. She relies on herself to get by, and that's the way she likes it. Or is it? I love how this story focuses as much on how important platonic friendship is as it does on romance. On how Willow doesn't need to be by herself, she can open herself to others, and though at times that might hurt, the hurt is worth it.

Working in a magical curiosity shop is actually my dream job, thank you for asking. Well ok, it might not be half as magical as expected. At least it's not for protagonist and curiosity shoppe owner Willow Stokes. Everyone knows that she only sells fake magic and useless trinkets, like the talismans that are really just normal jewelry or the mythical creatures that are nothing more than creative taxidermy jobs. Her business is not flourishing to say the least, but she is determined to keep her late father's shop alive. Luck might be on her side when Willow crosses paths with Brianna, a girl who is cursed to turn everything she touches into magic. The two of them don't have the best start, but they eventually strike a deal that will safe Willow's shop and break Brianna's curse.

This book was really everything I want from a cozy fantasy novel. It's pitched as "Howl's Moving Castle" meets "Little Thieves", and these are two of my favorite things so no wonder I was smitten by "A Curious Kind of Magic" too. I don't really see the "Howl" comparison, safe for the curse-breaking in general and that one movie scene that shows Howl's cluttered bedroom full of talismans and magical objects. The "Little Thieves" comp makes a lot of sense to me though, because Willow is very similar to Vanya. She's direct and sarcastic, a bit shady, a bit terrible. Her personality may be a deal breaker for other readers, but I found her to be pretty relatable. I think that this book did a great job with showing how inner problems can shape the outward personality of a person. I liked not only Willow, but also Brianna who lives an isolated life due to her curse, and Finlay, the softest and most caring boy who deals with his mother's sickness. The romance was cute too, even if Willow was in denial for a big part of the book, but I understand that she had the mindset of not deserving any love. This book just checked a lot of my boxes and worked perfectly for me. I only have very little criticism and it doesn't lessen my overall enjoyment of this book at all. It was a little strange that the characters were teenagers, because everyone seemed so self-sufficient and adults were mostly out of the picture. It's a YA novel, but it would have worked fine as an adult cozy fantasy with only a few adjustments. What's really weird to me is that the synopsis mentions a plot line that doesn't start until the 60% mark of the book. I didn't mind too much, because I was already in love and because I honestly only read like one sentence of the summary, but I can imagine that this will bring up the wrong expectations for this book. Just know that a lot of time is spent on re-inventing the magic shop and on the chaotic search for a grimoire, and that this book is mostly not the adventurous quest that is kinda implied in the synopsis. Anyway, that was not a problem for me and I was very much enchanted by this little (magic) shop. I'm off to check out Mara Rutherford's backlist now. Let me know if you have any recommendations in this regard.

Huge thanks to NetGalley and Wednesday Books for providing a digital arc in exchange for an honest review.

This is the kind of story that reminds you how wonder and love are often found in the unlikeliest places. I adored every page of it.

This book has such a great set up with a struggling shoppe proprietor Willow Stokes, trying to hold her father’s legacy together as she sells ‘magical’ items which aren’t quite legit. But when Brianna Hargrove appears with the ability to make items actually magical, Willow’s destiny is altered and the twisty slide to a bigger quest begins.

A Curious Kind of Magic has a cozy sweetness to it which makes it hard to put down. It’s hard not to like a book with a shop full of magic items and a mystery unraveling. The friendships at the heart are endearing, giving a sort of found family element to the story.

For a fall read to curl up with, this is not to miss.

This is the first book I have ever read by Mara Rutherford but I will say that I was quite impressed with this story. The plot and characters were all very intriguing and I was begging for more when I reached the end. I'm sure that is a tell tale sign that I will read more of her books in the future.
Our story focuses on a young lady Willow who wants to keep the legacy of her fathers magic shop alive even though he was a fraud. One day a girl named Brianna comes wandering into the story claiming she has a curse on herself that she wants to break. Willow agrees to help her out and the two embark on the journey of a new friendship.
I received an arc copy from Netgalley and all opinions are of my own.

My thanks to Netgalley, Wednesday Books and Mara Rutherford for the eARC in exchange for a review.

My first thought when I finished reading this around 4 in the morning was this: Aww, that was so sweet!

Charming. Poignant, even. I have not had the chance to read many books by Rutherford yet, (by my count, I have at least 4 of them, unread), so I was pleasantly surprised by how much I enjoyed this book. When I saw Howl mentioned in the synopsis, I thought, okay, I'll bite, and I was not disappointed by the comparison at all.

The book follows Willow Stokes, a seventeen-year-old determined to keep her father's shop going, despite the fact that the entire town knows that her father was a fraud and she is following in his footsteps. Willow is desperate to make a sale, so when Brianna Hargrave shows up in her shop, Willow thinks Brianna is the answer she's been looking for. With a touch from Brianna, the items in the shop become magic again, and Willow sees so many possibilities ahead of them, all of it dependent on if she can just get Brianna to stay and help her. Except Brianna does not want to help, she wants to find a book of spells tied to her "curse", and get rid of it once and for all. The two make a bargain, Brianna will help with the shop while Willow helps to find the spell Brianna needs to get rid of her curse so she can go back home. As the girls work together and learn more about each other, they start to discover that the things they knew to be true aren't what they thought, and that what they saw in their futures is different than what any them would have believed could be possible.

The writing is concise, the pace a little more of a walk than a sprint, with quiet moments to sit and reflect which helped develop the cozy feeling needed for the narrative. The point of the story is the growth of the characters, which does not mean racing through character interactions, or quick banter. The development takes its time, allowing room to expand in a way that feels natural to the storytelling. Everything feels earned with the story and characters, even that what-just-happened moment near the end where I thought, okay, just go with it, and I laughed right along with Willow and Brianna when all was said and done.

With talking about the characters, yes, Willow bugged me at the start. She was selfish and stubborn, and kept putting her wants first instead of considering what was best for other people, Brianna and Finlay mainly, her new friend and the young man who has been her best friend since her father passed away two years before the start of the book. I wanted to shake her every time she did something without thinking first, so when Willow finally starts to consider her actions and their consequences, I thought FINALLY, she's getting her head on straight. I understood how she'd become that way and I appreciated how her journey was able to make her into a better version of herself and that Willow knew that as well. I liked her dynamic with Brianna, and how the two of them made each other think of things differently. Brianna was stubborn as well, and the two of them were two halves of the same whole. They challenged each other and supported each other and I thought they were wonderful together. Finlay was a sweet addition to their group, helping Willow to understand that having more friends to care about only made her stronger.

I loved how the book turned into a story about acceptance. Each character, Willow, Brianna and Finlay, had to accept each other and themselves, flaws and all, and once the ending hits, I wanted to gather them all into a hug and squeeze so tight. That's why I thought this book was so sweet. Some books can come off too strong with driving home a theme like that, but this book shows how Rutherford put in the work that makes the ending feel like the payoff readers need. I'll be reading the other Rutherford books I currently own, and be looking forward to future releases as well. Job well done indeed and I tip my hat to this book and to Mara Rutherford.

Rating on my scale: After sitting with this overnight, I've decided 10 stars. It gave all the right feelings, reminded me of all the best cozy fantasy books of my youth, and has made me determined to read more of Mara Rutherford's books. If a book manages to do ALL of that, doesn't it deserve all the stars?

I wasn't sure I would like this book as I did not particularly like the main character for the first half of the book. The supporting characters did a great job of carrying the main character through her growth curve as she grew, matured, and learned to appreciate the friends she has around her. The world was interesting, though not well developed. The plot was interesting, and I appreciated how it unfolded.

This story completely stole my heart. It’s a beautiful tale about trust, courage, and discovering that sometimes the most powerful magic is in the unexpected friendships and daring choices we make. I loved how it made me believe in magic again while keeping everything wonderfully grounded and human. This is a book I wish I could live in forever.

Absolutely loved this one! The themes of found family, ride-or-die friendship, and a con-artist trying to go straight were just fantastic. Would recommend to anyone who loves cottage-core with a side of banter and deep themes.