At Mash & Mint, we believe that beauty and well-being go hand in hand, and no one embodies that philosophy more than Sejal, the founder of Amaura London. Known for her stunning refillable candles in hand-spun metal vessels, Sejal has created a brand where luxury meets purpose. With a deep-rooted passion for wellness, sustainability, and timeless design, Amaura London transforms everyday rituals into mindful moments.
Now available at Mash & Mint, we're thrilled to introduce you to the inspiring story behind the brand, straight from Sejal herself.
Sejal, can you tell us the story behind Amaura London? What inspired you to start the brand?
Amaura London was born from a very personal journey. After experiencing burnout and anxiety while juggling work and family, I began paying closer attention to my wellness and the products I was using in my home. I was shocked to learn how many everyday candles contained toxins. That discovery, paired with my love for scent and interiors, led me to create my own clean-burning candles with a difference. I didn’t just want to create another glass candle. When my mum had a stroke, it deepened my commitment to creating a brand that promotes well-being, not just beautiful to look at, but also supportive of our mental and physical health.
The name “Amaura” is so evocative, what does it mean to you, and how did you choose it?
The name is a blend of “ambience” and “aura” - because that’s exactly what I wanted to create: a mood, a feeling, a space that uplifts. Amaura is about energy, elegance, and intention. Every scent is designed to enhance your environment and support your emotional state. The name reflects that sense of calm empowerment I wanted to bring into people’s homes.
Amaura candles are known for being luxurious yet sustainable. How important was it for you to blend eco-conscious values with a sense of indulgence?
It was non-negotiable for me. I didn’t want to compromise. I wanted products that were good for you and the planet, but still indulgent and design-led. True luxury, in my view, includes care for our well-being and the environment. Our refillable metal vessels, non-toxic wax blends, and responsibly sourced ingredients are all part of that bigger vision.
You use natural coconut and rapeseed wax in your candles, which sets them apart. Can you walk us through your product development journey and what makes your formulas unique?
I spent over a year testing blends to find the right one. I wanted something clean-burning, beautifully scented, and sustainable. Coconut and rapeseed wax offers a smooth slow, even burn without toxins, unlike paraffin-based candles. We also use essential oils and naturally derived fragrance oils to ensure a well-rounded scent throw that’s safe and therapeutic. Each candle is hand-poured in small batches here in the UK, with meticulous attention to quality. Of course our candles are hand-spun using brass, copper or stainless steel making them really unique.
We love that your candles are designed as re-usable pieces. How did that concept evolve, and do you have a favourite way to repurpose one once the candle is finished?
That idea came from my frustration with beautiful candles that turned into waste once they were finished. I wanted Amaura vessels to live on, to be refilled, reused, and repurposed. Many of our customers use them as vases, makeup brush holders, or even for storing jewellery. Personally, I love turning mine into a desk organiser - it’s a little touch of beauty in my workspace. Of course I will also refill them with our unique candle wax refills too.
How has your personal background influenced the scent profiles and aesthetic of Amaura London?
I’m South Asian, and scent is deeply woven into our culture, from essential oils and incense to Ayurvedic rituals. That grounding in sensory wellness definitely influences the blends I create. I also draw inspiration from my travels, my mindfulness practice, and even my own emotional shifts. Scent is such a powerful connector to memory and mood, and I always aim to craft something that feels both comforting and elevating.
Your packaging is stunning, what’s your process for curating the visual elements of your brand?
Thank you! I’m a very visual person and believe the way something looks should reflect how it makes you feel. I worked closely with designers to create packaging that felt modern, luxurious, and thoughtful. Our metal vessels in brass, copper, and stainless steel are inspired by both high-end interiors and traditional craft. Even the typography and colour palette are chosen to evoke calm sophistication.
Running a business comes with highs and challenges. What’s been your proudest moment so far on the Amaura journey?
There have been so many proud moments, but being featured in Marie Claire alongside legacy brands like Jo Malone and Diptyque really hit home. Also, seeing customers return time and time again, reading their heartfelt reviews reminds me why I started. One that sticks with me is a woman who said our Tranquillity scent helped her cope through a stressful time. That kind of impact means everything. Finally collaborating with big brands like Nike, L’Oreal and IWC Schaffhausen has been huge for my brand and credibility and I so proud of that.
What advice would you give to someone looking to create a brand that’s rooted in both purpose and luxury?
Start with your why and make sure every decision flows from that. Luxury isn’t just about price, it’s about thoughtfulness, quality, and the feeling your brand evokes. Purpose and beauty can co-exist powerfully if you stay authentic, focus on details, and hold your values at the core of every product and message.
How do you envision the ideal Amaura moment at home? Paint a picture for us, what does that look and feel like?
For me, it’s that quiet pocket in the evening, I’ve tidied away the day, and I light a candle while playing my favourite playlist. The scent wraps around the room, soft lighting fills the space, and there’s a cup of herbal tea (or a gin and tonic!) by my side. It’s not just about fragrance, it’s about creating a moment that feels like home, peace, and possibility.
What’s next for Amaura London? Are there any exciting new launches or directions you’re exploring?
We’ve just refreshed our website and are continuing to grow our refill offering, making it even easier to live sustainably without compromising on style. I’m also working on expanding our scent library, including a new blend called Harmony, which has been a customer favourite already. And behind the scenes, I’m exploring a few corporate collaborations that I’m really excited about, all rooted in the intersection of wellness, design, and modern living.
We’re so proud to welcome Amaura London to the Mash & Mint family, a brand that aligns beautifully with our own values of meaningful design, craftsmanship, and conscious living. Whether you're gifting or creating a sanctuary at home, Amaura’s elegant scents and refillable vessels offer something truly special.
Discover the collection here and begin creating your own wellness rituals, one luxurious light at a time. Collection includes Room diffusers, Gift sets, accessories and of course, the beautiful candles from Amaura London.
