Llewellyn's mission is to "serve the trade and consumers worldwide with options and tools for exploring new worlds of mind & spirit, thereby aiding in the quests of expanded human potential, spiritual consciousness, and planetary awareness."

Later, Llewellyn began to branch out into other New Age topics such as alternative healing, psychic development, and earth-centered religions, among others.

George died in 1954 and the company was bought by Carl L. Weschcke in 1961, who then moved the headquarters to St. Paul, Minnesota.

[3] During the 1960s and 1970s, Llewellyn published books from authors such as Dion Fortune and Aleister Crowley writing on occult and other topics.

President and publisher Weschcke founded a series of Gnostic Aquarian festivals to help create a broader audience.