Blue Angel Publishing

What Blue Angel Publishing does

Blue Angel Publishing is an Australian spiritual and metaphysical publishing company founded in 1997 and headquartered in Glen Waverley, operating as Blue Angel Gallery Pty Ltd. The company publishes and sells a diversified catalog of card decks (225 items spanning oracle, tarot, angel, and insight cards, including pocket editions), books (71 titles, including 15 coloring books), journals (58 titles), audio CDs (62 items split between guided meditations and music), DVDs, and digital apps (77 products covering card decks, guided meditations, and bundles). Product price points range from approximately $24.95 to $49.95 for card decks, with gift vouchers available from $25 to $100. The company is led by founder Martine Salerno and owner Toni Carmine Salerno, with no external funding, parent company, or institutional investment indicated in the source data.

The business operates a direct-to-consumer e-commerce model through its own website (blueangelonline.com), supplemented by digital app stores and a wholesale distributor network serving Australia, the United States, and the United Kingdom. It maintains ongoing collaborations with named spiritual artists and authors (Jasmine Becket-Griffith, Lucy Cavendish, Alana Fairchild, Josephine Wall, and others) who anchor its product development. The company markets through a twice-monthly email newsletter, content blog, and a multi-platform social presence (YouTube, TikTok, Facebook, Instagram). Customer acquisition is horizontal, targeting a single persona segment — spiritual seekers and metaphysical practitioners — with use cases spanning spiritual guidance, meditation, journaling, creative expression, and tarot/oracle reading. There is no evidence of B2B contracts, named enterprise customers, subscription models, or external investment.

The product pipeline is active, with multiple announced upcoming releases including the Dragonlings Oracle (staggered AU/USA/UK rollout Oct 2026–Feb 2027), The Cavendish-Novaes Tarot, the Sacred Spiral Journal (a hybrid oracle-card/journal), the Womb Rites oracle deck, and the Bewitch Coloring Book. The technology stack is traditional publishing; no AI/ML capabilities, APIs, or platform integrations are disclosed, and the digital apps are digital-format products rather than technology-platform products.

Name

Blue Angel Publishing

Legal name

Blue Angel Gallery Pty Ltd

Website

https://blueangelonline.com

Company type

Private

Founded year

1997

Operating status

Operating

Headcount range

1–10 employees

Short description

Blue Angel Publishing is an Australian spiritual and metaphysical publisher founded in 1997, selling oracle and tarot card decks, books, journals, audio, and digital apps directly to individual spiritual seekers and metaphysical practitioners in Australia, the USA, and the UK.

Ownership category

akta.pro rank

Product category

Spiritual & Metaphysical Publishing

NAICS

Office Supplies, Stationery, and Gift Retailers (4594), Sporting Goods, Hobby, Musical Instrument, Book, and Miscellaneous Retailers (459)

SIC

Books: Publishing Or Publishing & Printing (2731), Miscellaneous Publishing (2741)

akta.pro primary industry

Spirituality & Personal Growth Publishing (Mindfulness, Contemplative, New Age) (MPAJAHAH)

Keywords

• Spiritual publishing
• Oracle cards
• Tarot decks
• Metaphysical books
• Guided meditations

Headquarters

HQ city

Glen Waverley

HQ country

Australia

HQ region

Oceania

Markets served

GTM type

B2C

Offering type

Services

Cost components

Supply Chain, Personnel, Marketing or Sales, Operations

Revenue model

1. Product Sales: One-time purchase of physical products including oracle cards, tarot decks, books, journals, and CDs. Also offers digital app versions of card decks and guided meditations.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Blue Angel Publishing publishes and sells spiritual and metaphysical products including oracle cards, tarot decks, books, journals, CDs, DVDs, and digital apps. The company produces tools for spiritual guidance, meditation practice, and creative expression under its own imprint, working with renowned spiritual artists and authors. Catalog spans physical card decks (225+ items), books (71+ titles including coloring books), CDs (guided meditations and music), DVDs, journals, and companion mobile apps.

Product overview

Blue Angel Publishing is a spiritual and metaphysical publishing company established in 1997, publishing products for personal growth, spiritual development, and metaphysical exploration. The company operates primarily as a physical product publisher with a diversified portfolio organized into major categories: Card Decks (the largest category with 225 items including Oracle Cards, Tarot Cards, Angel Cards, and Insight Cards), Books (71 titles including Coloring Books), CDs (62 items split between Guided Meditations and Music), DVDs, Journals (58 titles including Writing & Creativity Journals featuring art reproductions), Apps (77 digital products including card deck apps and meditation apps), and Gift Vouchers. The company also has a publishing app division offering digital versions of their card decks and guided meditations. Their catalog focuses on oracle and tarot divination, meditation and spiritual practice, fantasy and spiritual art, and journaling for creativity and self-discovery.

Differentiator

Problem solved

Functional benefit

Brands

• Blue Angel Publishing: Primary publishing imprint for oracle cards, tarot cards, books, journals, CDs, and DVDs focused on spiritual and esoteric content.

Products and services

• Card Decks Physical card decks including Oracle Cards, Tarot Cards, Angel Cards, and Insight Cards. Designed for spiritual guidance, divination, and self-discovery. The largest product category with 225 items.
• Books Physical books including spiritual, metaphysical, and self-help titles. Includes 15 coloring books featuring fantasy art, mandalas, and spiritual imagery.
• CDs Audio products including guided meditations and music. 62 items including 37 guided meditations and 29 music titles.
• DVDs Video products on spiritual and metaphysical topics.
• Journals Writing and creativity journals, often featuring art reproductions from oracle deck artists. 58 titles including Writing & Creativity Journal series.
• Apps Digital applications including 51 card deck apps and 24 guided meditation apps, with 2 bundle options. Available through app stores.
• Gift Vouchers Digital gift vouchers available in denominations from $25 to $100.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• Toni Carmine SalernominorOthersAuthor associated with Blue Angel Publishing who has a personal website linked from the Blue Angel site. Products include Sacred Space: Writing & Creativity Journal and various meditation products.
• Blue Angel Reiki CentreminorOthersRelated entity offering Reiki training in Melbourne, Australia. Linked as a related resource from the Blue Angel Publishing website.
• Starlight EditionsminorOthersRelated publishing entity linked from Blue Angel Publishing website footer.
• Blue Gaia World PublishersminorOthersRelated publishing entity in the Blue Angel network, linked as a partner resource.

Scale indicators1 record

Recent moves5 records

Expansion highlights5 records

Broad incumbents

• Insight Editions: Publisher of illustrated gift books, journals, and specialty decks. Comparable on the gift-oracle intersection with high-quality art-driven products.
• Sterling Publishing: Publisher of illustrated and special-interest books including metaphysical and occult categories. Overlaps with Blue Angel's spiritual nonfiction line.
• Chronicle Books: Independent publisher of illustrated books, gift products, and stationery including art-driven titles. Comparable on gift-format products and design-forward books.
• Running Press: Publisher of gift, novelty, and specialty titles including tarot and oracle-adjacent formats. Comparable on gift-driven product extensions of card decks.

Direct peers

• Hay House: Major spiritual/self-help publisher producing books, oracle and angel card decks, and digital content. Overlaps directly with Blue Angel's publishing categories and target audience.
• Llewellyn Worldwide: Long-established US publisher of tarot, oracle, and metaphysical books, decks, and calendars. Most direct comparable in product mix, customer base, and channel (DTC + wholesale).
• U.S. Games Systems: Specialist publisher and printer of tarot and oracle cards. Highly comparable on the card-deck-focused core of Blue Angel's catalog.
• Lo Scarabeo: Italian publisher specializing in tarot and oracle decks sold globally. Comparable product mix and artist-driven design approach.
• Red Wheel / Weiser: Publisher of occult, metaphysical, and spiritual titles including tarot and witchcraft. Comparable on book publishing and adjacent card products.
• Inner Traditions / Bear & Company: Publisher of spiritual, metaphysical, and esoteric books. Direct overlap with Blue Angel's book publishing line and shared customer segment.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat2 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCtJZGPpVfFM0hn8y_sc33rQ
• Facebookfacebook.com/PublishingBlueAngel
• Instagraminstagram.com/blueangelpublishing
• TikToktiktok.com/@blue.angel.publishing
• Xx.com/blueangelonline

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Blue Angel Publishing