Taking Off Your Layers

What's excruciating about developing a brand, is that you end up putting a lot of yourself into it. And every decision ends up translating a little piece of your life and story into the final outcome. I am relatively shy about showing AEQUILL to strangers because their questions can be so probing and answering them can often feel like I am telling them a story of my life. But if its a story worth telling then tell it I will!

Right now I am working on a diffuser range for Mum's Aromatherapy Shop. And keeping some of that truth, and revealing more of yourself is something that’s really important to me. The question is how do you keep true to what you do. The secret in fact isn’t that complicated but it does however take a lot of discipline. For me it would be too easy just to create a product that would fit within the market. So the discipline is to hold out. Hold out until it feels perfect. Hold out until you feel that the product can’t go any further – until it’s exhausted itself. And actually in turn it exhausts you. But you hold out, until you feel like it’s finally hit on what you set out to do.

So here I am, 6 months later since setting out to create a matching diffuser set – a seemingly uncomplicated task has taken half a whole year to get it just right – because I started developing them the same time as the candles. The candles were launched in November.


So I am celebrating by writing this blog. First to celebrate this milestone. But to also note, that sometimes the simplest things are the hardest to achieve and this diffuser range is no different. I cannot wait to share with you once I have some pictures of the final product.

Until next month, keep up with us on facebook, twitter and instagram.

Jintana Khieochaum