Benny Jones opened Aura & Essence in Cambridge to give people a reason to pause – and built a business around scent, ritual and personalised gifting in the process.
What inspired you to create Aura & Essence?
I started Aura & Essence from a simple but important belief: people need a space where they can pause, reconnect with their inner selves and prioritise their wellbeing. As a lawyer, mother, entrepreneur and community leader, I understand how easily personal wellbeing can be pushed aside while we meet the demands of work, family and service to others.
I wanted Aura & Essence to be more than a retail store – a sanctuary where people can step away from life’s stresses and intentionally care for themselves. Whether someone visits the store or receives one of our gifts, I want the experience to remind them that wellbeing is not an indulgence; it is something they deserve to prioritise.
Aromatherapy is a big part of the collection. What makes scent such a powerful part of our daily rituals?
Scent reaches us before words do. A fragrance can shift the atmosphere of a room, bring back a memory, lift our mood or signal to the body that it is time to slow down. That is why I see scent as more than decoration – it can become an anchor in a daily ritual. Our Tranquillity blend, for example, brings together rose geranium, lavender, ylang ylang and bergamot. The ritual itself matters: it is a small but powerful way of saying, “This moment is mine.”
What are some of your biggest sellers?
Fragrance is one of the strongest attractions in the store, particularly the Valeur Absolue perfumes and sample collections, because customers enjoy discovering a scent that reflects how they want to feel. But the experience people remember most is the personal curation. They can tell us about the recipient, the occasion and their budget, and we help them build something thoughtful rather than generic. Often, that conversation is the most valuable part of the purchase.
For someone wanting to create a simple wellbeing ritual at home, what would you suggest starting with?
Start small and make it repeatable. Choose one moment in the day – perhaps the first quiet 10 minutes in the morning or the point at which you finish work and protect it. A simple starting trio would be a calming scent, a beautiful tea and one body-care product that feels pleasurable to use. The aim is not to create another task on the to-do list. It is to create a gentle signal that you are allowed to pause.
What are people looking for from wellbeing products now that they weren’t necessarily looking for a few years ago?
People are far more discerning now. They are not only asking, “Is this beautiful?” They’re also asking, “Does it fit my life, reflect my values and make me feel better?” In a pressured economic climate, value also means longevity and usefulness – not simply the lowest price. A considered product that is used and loved is more meaningful than a trend-driven purchase that is quickly forgotten.
What’s your favourite Aura & Essence ritual?
The evening transition from work to home. I light a Valeur Absolue Harmonie or Sérénitude candle – or use the Tranquillity essential-oil blend – then make a beautiful cup of tea and give myself a few quiet minutes before returning to everything that still needs my attention. The ritual does not need to be long. What matters is that it restores a sense of self.
Shop online at auraandessence.co.nz
