Sally is the responsible and cautious older sister who steps into a maternal role early in life. Traumatized by her family's social isolation and the dark side of magic she witnesses, she deeply craves a conventional existence. She measures her self-worth by her usefulness to her loved ones and seeks stability above all else.

Gillian is Sally's beautiful and fiercely independent younger sister. She relies on her charm and desirability to gain control over others, a defense mechanism developed after facing intense bullying in her youth. Her impulsive nature and string of unhealthy relationships frequently disrupt the quiet life her sister tries to build.

Antonia is Sally's confident and beautiful older daughter. Heavily favored by her great-aunts during her childhood, she shares many traits with her aunt Gillian, including a desire to exert power over others. She frequently uses her charm to intimidate her younger sister but faces challenges that force her to reevaluate her behavior.

Kylie is Sally's anxious younger daughter, living in the shadow of her confident older sister. She possesses a heightened sensitivity that makes her acutely aware of others' emotional and spiritual struggles. Her journey centers around finding comfort in her own identity as she approaches her teenage years.

Frances and Bridget Owens, collectively known as the aunts, are the eccentric, magic-practicing matriarchs of the family. Proud of their heritage and dismissive of conventional societal standards, they operate on the fringes of their Massachusetts town. They brew love spells for desperate neighbors while providing a chaotic but fiercely loyal home for their nieces.

Gary is an investigator raised by his grandfather after his parents' deaths. Accustomed to a life of law and order, his organized world turns upside down when his professional duties intersect with the Owens family. He experiences an immediate attraction to Sally that challenges his personal morality.

Michael is Sally's husband and the catalyst for her achieving the happy life she desires. His loving and grounding presence allows Sally to build a respected place in the community, free from the stigma of the Owens family legacy.

Jimmy is Gillian's dangerously abusive boyfriend. Known for his violent temper and criminal connections, his toxic influence over Gillian leaves a lasting, destructive impact on her life and introduces a malignant presence into the Owens household.

Ben is a local biology teacher and amateur stage magician. Grounded in science but appreciative of wonder, he provides a clear, positive contrast to the volatile men in Gillian's past by treating her with intellectual respect and genuine kindness.

Gideon is a deeply honest and perceptive boy who serves as Kylie's loyal friend. Unbothered by deception or social games, his straightforward nature anchors Kylie through her family tensions.

Scott is an old schoolmate of Antonia's who returns home from college. Practical and dismissive of the romanticized concept of love, he offers Antonia a grounded connection.

Maria is the matriarch and ancestor of the Owens family. As an unmarried mother in the late 1700s, she faced immediate suspicion from her village. Her experiences with destructive love established the lingering stigma that haunts her descendants.

Irene is a local drugstore employee desperately in love with a married man. She seeks out the aunts' magical assistance, serving as an early cautionary example to young Sally and Gillian about the dangerous nature of love.