For Sejal Assi, founder of Amaura London, a perfect day is a harmonious blend of mindfulness, movement, and meaningful work. She starts with meditation, savours her morning coffee, and energises with a gym session before dedicating a few focused hours to her thriving candle business.
Sejal envisions a flexible lifestyle that balances productivity with self-care, a philosophy reflected in the ethos of Amaura London. Amaura London is not just a luxury candle brand; it represents Sejal’s journey and her commitment to wellness. Finding mental peace is so important, and meditation helps with so many forms of anxiety. “The approach to the fragrances was really all about mindfulness, “Sejal tells us. So it comes from creating a tranquil space, hence tranquility.
It comes from creating a calming space, hence calming. Ignite was really more about creating a scent that sparked inner transformation – whether that’s motivation, creativity or to ignite a small spark to fuel big changes.” Her path toward mindfulness began after a profoundly personal turning point—her mother’s stroke—which highlighted the toll of stress and the importance of self-care.
Determined to prioritise holistic health, Sejal left her career in marketing to embrace a toxin-free lifestyle and explore meditation. Encouraged by her father to create something meaningful, she channelled her learnings into Amaura London, a brand that embodies wellbeing, sustainability, and conscious living.
Sejal’s story is a testament to the power of passion and purpose. By turning personal challenges into opportunities for growth, her mission through her brand is to inspire others to prioritise their own wellness and mindfulness. Having worked with major luxury brands such as Nike, IWC Schaffhausen, and L’Oréal, Amaura London is a shining example of how a meaningful mission can transform into a thriving luxury business.
