Our Story

Śuci Wellbeing began with a desire to bring nature closer to city life.

For Gioia, the love for aromatherapy began in childhood. Her best friend’s mother was an aromatherapist, and the scents that filled her home reminded Gioia of her early childhood, spending much of her time with her godmother, who lived by the water beside a forest, a place that shaped her upbringing.

Years later, that memory guided her back to aromatherapy. She came to understand that the craft is not about talent but about knowledge, study, and a deep personal connection to nature. And so, she began her formal training. Today Gioia is a certified aromatherapist. She trained in French aromatherapy and works with the knowledge of English aromatherapy as well.

During her pregnancy, Gioia searched for skincare that was genuinely natural, not only in name but in quality and formulation integrity. She could not find what she was looking for, so she began to make it herself. Soon, people around her started asking for the same products. From this need, and from her determination, the foundation for Śuci Wellbeing was set.

As she continued to formulate, her attention turned not only to the skin but also to the atmosphere around her. She wanted her home to smell like the forest of her childhood, crisp, grounding, and alive. Working with essential oils, she began to recreate that feeling through scent. What started as a few bottles on her kitchen table slowly became the beginnings of a sensory world, one that blended care for the body with the power of nature.

Still, something was missing. She felt a distance between the purity of what she made and the way most natural brands presented themselves. Many claimed naturalness, yet few carried a sense of true luxury. For Gioia, luxury was not about appearance but about being able to access pure ingredients of such quality, especially in the world as it is today. That purity felt precious, something to be shared with integrity. She wanted to build a brand that could embody that authentically.

When she thought about who could bring that vision to life, she immediately thought of Jamal, someone she had long felt connected to through her godmother, who was also his stepmother. Jamal had grown up in that same place by the water and forest, and bringing Śuci Wellbeing to life together felt like a circle closing.

In a small café in Amsterdam, they began shaping the idea until they found Śuci, a Sanskrit philosophy that expresses purity of mind, body, and being. When they came across it in the Sanskrit dictionary, they both paused. There was an instant sense of recognition, as if something greater had aligned. Neither of them had any doubt; the name carried everything they wanted the brand to represent.

When Gioia reached out to Jamal, it was less about design skill and more about shared vision. Though he hadn’t worked as a designer for nearly a decade, creativity had never left his life. It had simply taken other forms through spaces, people, and ideas. With a natural appreciation for art, design, and interiors, the idea of shaping something meaningful through visual expression immediately resonated. From a spiritual perspective, he saw design as an act of contribution, a way to translate the energy of Śuci into the physical world. Returning to design felt intuitive, a practice of turning philosophy and care into form.

Through his spiritual path in Buddhism, Jamal had come to see his purpose as contributing to people, places, and ideas that foster a more conscious and connected world. Śuci Wellbeing became part of that expression, a space where creativity, beauty, and awareness could meet. His lifelong fascination with nature and plant wisdom also shaped his connection to Śuci Wellbeing.

Together, Gioia and Jamal brought these threads of knowledge, reverence, and creativity into form, crafting a brand that reflects not only purity of ingredients but also purity of intention.

Their shared love for India became a natural part of Śuci Wellbeing’s foundation, not as aesthetic inspiration but as a place of deep learning and respect drawn from their spiritual traditions.

It began with curiosity and care, grew from trust and connection, and continues with the same purpose, to bring nature closer, through scent, through touch, through presence.

Because for us, there is nothing quite like it.

With love,
Gioia & Jamal