My Story
Hi, I’m Alina, the founder of Souleven.
This is the story of how I went searching for stillness...
What I found became Souleven, a brand that’s helped over 18,000 people feel more grounded in their homes.
Year 2021. Fall.
I came home from work one day, exhausted, overstimulated, and thinking,
“Why doesn’t this space feel like mine?”
It wasn’t that I needed more stuff.
I was craving calm.
Something to ground me.
That night, I lit an incense stick I had tucked away in a drawer.
Turned off my phone. Sat in silence.
And made a quiet promise to myself:
I’d find a way to make home feel like home again.
That’s how Souleven began, not as a business, but as a way to feel better at home.
Where the journey began
Where the journey began
I was born in California, USA, and Souleven began as a very personal idea.
But from the beginning, I knew I couldn't do it all alone.
My dad once told me:
“If you want your business to thrive, learn the craft deeply, but know when to pass the tools.”
So I did.
I used the $4,000 I’d saved over years to travel and study with artists whose hands knew more than mine.
England was the beginning
There, I met my first mentor, a ceramicist named João.
We worked in a studio tucked into the hills of Wiltshire.
He taught me the rhythm of clay. Of patience. Of craft.
He now makes many of our signature ceramic pieces in his studio, with the same care he taught me.
Then came Peru
I had always been drawn to the scent of Palo Santo, but I wanted to learn its roots, and meet the people behind it.
In Peru, I met Mateo, a kind soul whose family has worked with Bursera Graveolens, the sacred tree of Palo Santo, for three generations.
He only harvests from naturally fallen branches and dries each stick under the sun.
He’s become a dear friend, and he’s the reason our Palo Santo is what it is today.
And finally, Nepal
I arrived in Kathmandu with no real plan, just curiosity.
What I found was the heart of incense itself.
In a traditional studio, I learned the art of hand-rolled cones and sticks with natural resins and oils.
That same studio now crafts all of our incense by hand, just as they taught me.
The Story of Incense and Incense Holders
What is incense? What is incense used for?
The English word “incense” derives from the Latin word for “to burn”, incendēre. So in its most basic sense (no pun intended), incense is just different plant materials (or in a small number of instances, animal matter) that are burnt for their fragrant smells. This includes a variety of woods, resins, seeds, roots, leaves, flowers and some animal materials like musk (secretion of the musk deer) or amber gris (best explained as “whale vomit”). In ancient and medieval times, incense tended to be burnt in its raw form, eg, pieces of wood, or a mixture of wood, leaves, roots etc.
Incense today tends to be in the form of pastes or powders, made into shapes like sticks. The pastes or powders are made from a mixture of the types of ingredients mentioned above, ground into fine powder, and bound with a binding agent with water. The incense stick (or whatever other shape its in) can then be directly lit.
What is incense used for?
Incense was a huge part of life in the ancient and medieval world. In medieval China, incense accompanied every aspect of life for intellectuals, officials, and the imperial family. They would wear incense in pouches on their belts, fan themselves with incense fans, dry their clothes over large incense burners, bathe in incense-infused water and wear incense-infused make up… not to mention have a lit incense burner in every room. It was believed that incense not only made life more pleasant, but it had significant health benefits and helped with focus and relaxation.
Today, incense is making a “come back” into our daily lives for the same reasons. Many people light an incense to accompany meditation, yoga, reading, or some quiet work time. Incense has also retained its use in religious and ancestral ceremonies all around the world, and you might often see them in large temples, shrines, as well as homes of friends who retain a small shrine.
How do you light an incense?
Lighting an incense stick is not difficult even if you've never done it before. You light the tip of the incense with a flame until it catches fire, allow it to burn for a few seconds, then gently fan out the flame, ensuring that a glowing ember remains. This may need to be repeated several times if the first time doesn’t work.
Once properly lit, place the incense onto the incense holder. Keep the incense and burner on a surface away from wind or sudden air movements (windows, fans, AC, etc).
How do I know if my incense is good quality?
While most people on the internet would say good quality = 100% natural, we believe it should go beyond that. It is very simplistic to boil quality down to just this one thing – for example, if we randomly throw together a bunch of herbs and spices from the kitchen cabinet, and heat this mixture up with charcoal, would we consider this good quality incense? It’s certainly 100% natural.
All natural should absolutely be the foundations of a good quality incense, and you should check this carefully. However, there are other important elements to consider:
The aroma of the incense – this is the most important element (and somewhat subjective), an incense cannot be considered good quality unless it has a great smell
- How quickly the aroma spreads and how long it lasts for
- And the above two elements are influenced by the quality of each natural ingredient – for example, various grades of aloeswood can have a significant impact on the final quality of the scent, and therefore the quality of the incense
In order to determine whether an incense marked as all natural is good quality, we suggest you check some of the following:
- Whether it has a center stick, and what the stick is made of – all else being equal, I would consider an incense without a center bamboo stick to be higher quality, because the stick releases a smell that disrupts the blend of aromas from the other ingredients. On rare occasions, the center stick is made from sandalwood, in which case the incense is most probably a high quality one
- The burn time of the incense – incense with higher quality ingredients will burn longer than lower quality incense of the same length/size
- For Handmade incense, the smoothness of the stick – incense burns better and releases a better blend of aromas if all the ingredients are processed into a fine powder before blending. If the incense shows clumps, this is a sign that the scent will be uneven, and the incense may not even stay lit
What kind of incense burner is best?
The best incense burner is one that suits your home and your lifestyle best. And along these lines, we think the most important factors to consider are:
- The aesthetics of the piece and how it fits with the style of your home
- The types of incense the holder can accommodate, and whether this is suitable for your preferred incense
- How easy the incense burner is to care for and to clean
Our incense stick holders have a Artistic yet Practical style, and are easy to care for. They are made mostly to accommodate many types of incense sticks.
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