Selen

>Owns something like a horror themed mail order fanshop
>Sells all kinds of merchandise but not a single useful item
>Also sells tacky 'Coven' merchandise
>His shop actually makes the most money and although it's offending to some clan members nobody stops him as he's the #1 financial source of the lair
>Financially the only supporter of the small local magic academy
>Maybe saw one of the local spirits once... or maybe not. Maybe it was just a dream
>He always tells a different story about the inspiration for his outfit but the customers like it so nobody is complaining

More lore notes:
It's unclear why Selen is so invested in the small magic school and their research but he apparently donates his whole profit to them.
Rinzler is not amused by his apparent disrespect for his own real magic based shop but let's him do his thing as he also got a lot more popular due to Selens marketing.
Selens character type resembles that of a sleazy salesman (think Grunkle Stan from Gravity Falls) trying to make a quick buck. However he is very hardworking, especially when selling the story of this mysterious place as digestable as possible to the common folk. Yes there are actual supernatural things happening here but he tries to simplify everything as much as possible by creating his own fake attractions that are easier to understand.