How Did The Brand Come To Life?
The brand is a manifestation of a life-long affair with beautiful objects and the differences small objects make to our everyday lives. After many years of travelling and working with international brands, the time spent learning about business was beneficial and I was looking for a new challenge. I decided to pursue my dream of creating products that allow me to indulge my love of scent, design and travel; and so, in September 2013 Lumira was born.
Lumira's Candles Are *Almost* Too Pretty To Use – How Do You Tell People To Care For Their Candles?
Prior to lighting your Lumira candle, spray some room spray in your space until the candle’s scent begins to throw. To keep the candle looking beautiful from beginning to end, I recommend trimming the wick prior to each burn. That includes upon first light. By trimming the wick, you allow for a clean burn. To repurpose your vessel; once there is 10mm of wax in the vessel, place in the freezer for 15-20 minutes and the wax will pop up out its own. Wipe the inside of the vessel and repurpose with beauty brushes, pens and more.
What Has Been The Most Challenging Career Moment For You So Far?
Over the years, the importance of making decisions that not only solve the challenges I face today, but also those I am likely to face in 6-or 12-months’ time. As manufacturers of luxury goods, the challenge of scaling the business to support growth, whilst maintaining strict quality standards and attention to detail is never-ending!
And The Most Rewarding?
When you’re starting your own business, each step forward can be rewarding. Whether it be creating a new fragrance, working with a new retailer or receiving packaging samples; each moment is a constant reminder that Lumira is a business I started out of passion and it keeps growing. To me, that is very exhilarating.
How Has The Pandemic Affected Lumira?
When retailers were forced to close, we were affected on a wholesale level immediately. This required us to analyse the business and make some tough decisions. However, with more and more people working from home, we were able to harness the opportunity with our end consumer and speak directly with them. We introduced ‘A Life With Scent’ on our Journal which provided customers a way to connect with the brand and also offer a sense of escape during this time.
How Do You Hope The Brand Grows From This Experience?
I think it's all about understanding, and reacting to, the emotional and functional needs of our customers. There's no doubt people will have a different mindset in a post-COVID world - I think there'll be a lot more self-care, and care for others - and we need to understand what that means to people, by asking, listening and responding.
Our community and our empathy for those around us, has always been important. We'll have a stronger bond of care for each other, not just those close to us but to everyone we live with, locally, nationally and globally. How our customers use Lumira products, and what they're using them for, will be different and the business needs to respond to that.
The simple, special joys of taking a moment to look after yourself, others around you, and the mind, body and soul, are more important than ever.
What's Next For Lumira?
We recently launched our Parfum Collection with a selection of five fragrances, including the much-loved Arabian Oud, Cuban Tobacco and La Primavera, alongside two entirely new scents, Soleil du Maroc and Desert Nights. By September this year, a new fragrance will be introduced, and Balinese Ylang Ylang will be joining the Perfume Oils. I am also working on a few new collaborations which I can’t wait to talk about!
It’s Probably Like Picking A Favourite Child, But Do You Have A Favourite Fragrance?
Yes, Tuscan Fig. Whenever I wear this scent or light the candle, I am immediately transported to those Summer holidays spent in Italy with my family.