Aneesha Jethwani — By Aneesha

Could you tell us how By Aneesha began, and what first inspired you to turn your love for candles into a brand?

By Aneesha began during a chapter of my life when I had to pause my marketing career to focus on family planning. While it was a conscious decision, I quickly realised I needed a creative outlet. I've always been someone who loves building brands and creating experiences, so sitting still was never an option.

I've always loved candles. Every time I visited a home store, I would naturally gravitate towards the candle section. I was fascinated by how fragrance could instantly transform a space and how candles played such an important role in creating mood, emotion, and beautiful visual merchandising.

What started as curiosity soon became a passion. I immersed myself in learning the craft, experimenting with fragrances, waxes, and designs, until I created candles that reflected not just beautiful scents, but stories and emotions. I also became more conscious of the products we bring into our homes, which inspired me to use cleaner ingredients that create a better indoor environment and offer a more mindful way to enjoy fragrance every day.

That's how By Aneesha was born. It is more than a candle brand. It is a reflection of my journey and my belief that fragrance has the power to create memories, spark emotions, and make everyday moments feel a little more special.

You come from a marketing background. How has that experience shaped the way you build, position, and communicate By Aneesha?

Coming from a marketing background has shaped every aspect of By Aneesha. I don't just think about creating a candle, I think about the story it tells, the emotion it evokes, and the experience it creates for the customer.

My experience has taught me that a successful brand is much more than a beautiful product. It is about understanding your audience, building a strong identity, and creating meaningful connections. Every fragrance, collection, and market is designed with that mindset.

Marketing has also influenced how I position By Aneesha. Rather than simply selling candles, I want to create moments and memories. Whether it is a seasonal collection like Light of Dubai or a fragrance inspired by cherry blossoms, every product begins with a story.

At the same time, building my own brand has reminded me that authenticity is the most powerful form of marketing. People connect with genuine stories, thoughtful craftsmanship, and products created with intention. That balance between strategy and creativity is what defines By Aneesha for me.

You describe fragrance as a way to tell stories and evoke emotions. What role does storytelling play in your creative process?

Storytelling is at the heart of everything I create. I never begin with a fragrance, I begin with a feeling or a moment I want someone to experience.

Every candle starts with a story. It could be inspired by a season, a place, a memory, or even a dream. For example, my Sakura candle was inspired by the idea that so many of us dream of experiencing cherry blossom season at least once in our lives. Light of Dubai was created to capture the spirit of the city, from its vibrant café culture to golden summer evenings, while also becoming a meaningful gift that people can take home as a piece of Dubai.

Once I have the story, I carefully layer the fragrance notes so they unfold in a way that reflects that journey. For me, fragrance is emotional. It has the power to transport you to a memory, create a mood, or simply make a space feel more comforting.

I want every By Aneesha candle to feel like more than a home fragrance. I want it to become part of someone's story, creating moments they'll remember long after the candle has burned.

Your candles are often inspired by feelings, seasons, and memories. How do you usually begin developing a new scent or collection?

For me, every new candle begins with a story, a feeling, or a memory I want to bring to life. I don’t start with fragrance notes; I start with the emotion behind the experience. It could be the freshness of a spring garden, the warmth of a winter evening, the comfort of a family gathering, or the beauty of a Dubai sunset.

My background in marketing has shaped the way I approach By Aneesha. I believe brands are built around communities, not just products. I wanted to create a candle community where people can share their love for fragrances, their home rituals, and the little moments that make a house feel special.

As I developed the brand, I also became very mindful of the different lifestyles of my customers. Many families consider their pets an important part of their home, their routines, and their memories. I love the idea that when a candle is lit, it becomes part of that shared ambience, creating a warm and comforting environment where every member of the family, including pets, feels included.

Once I have the story and feeling clear, I explore fragrance combinations and carefully balance the top, middle, and base notes to create a scent journey. Each By Aneesha candle is designed to be more than a fragrance; it is about creating a feeling, a connection, and a moment that people can bring into their everyday lives.

The "Light of Dubai" collection is inspired by the city where your brand is based. How does Dubai influence your aesthetic, fragrances, and brand identity?

Dubai has a very special influence on By Aneesha because it is not just where the brand is based; it is part of the brand’s story and identity. When I was thinking about creating the “Light of Dubai” collection, I looked at a very familiar moment in Dubai life, the summer break. During this season, many people travel back to their home countries to visit family and loved ones, and they often take a piece of Dubai with them through gifts like dates, chocolates, perfumes, and other local experiences. I wanted By Aneesha to become part of that gifting tradition by creating something that carries the feeling of Dubai.

The collection was designed to capture Dubai through emotions rather than simply naming the city. The two fragrances were inspired by everyday experiences that feel deeply connected to Dubai. The coffee scent comes from the beautiful café culture here, the countless cafés, conversations, and moments of connection over a cup of coffee. The Honey Peach fragrance was inspired by Dubai’s golden hour, the warm summer evenings, and the beautiful golden tones of the sky as the sun sets over the desert.

Even the jar designs were created to tell that story. The elements of palm trees, camels, and desert dunes bring the essence of Dubai into the home. It is a design that instantly feels like Dubai without having to mention the name itself.

For me, “Light of Dubai” is not just a candle collection; it is a memory of a place. It allows people to gift a feeling, carry a piece of Dubai with them, and bring that warmth and beauty into their homes wherever they are in the world.

What do you want people to feel when they light one of your candles at home?

When someone lights a By Aneesha candle, I want them to feel a sense of comfort, connection, and calm. I want the candle to become part of their personal moments, whether it is a quiet evening after a busy day, a family gathering, a self-care ritual, or simply creating a warm atmosphere at home.

For me, fragrance has the ability to transport us. A scent can bring back a memory, change the mood of a room, or create a feeling of belonging. That emotional connection is what I want every By Aneesha candle to create.

I also believe a home is not just a space; it is where memories are created. As I build the By Aneesha community, I want to celebrate those everyday moments, families spending time together, friends gathering, and even our pets being part of those beautiful home rituals. A candle should not just make a room smell good; it should make the space feel more meaningful.

Sustainability is also an important part of our journey. We have designed our jars to be reusable, so the relationship with the candle does not end when the wax runs out. After enjoying the fragrance, the jar can become part of everyday life as a décor piece, a planter, or a storage container. This allows By Aneesha to continue being a part of people’s homes beyond the candle itself.

What advice would you give to someone who is standing at the beginning of an unexpected new path and considering turning a passion into a business?

My advice would be to start with curiosity, but build with purpose. Sometimes the most unexpected paths lead us to discover a side of ourselves that we never knew existed. When I started By Aneesha, it came from a genuine love for candles and creativity, but I quickly learned that turning a passion into a business requires more than loving the product. It requires understanding your customer, building a story, creating consistency, and being willing to learn every step of the way.

My marketing background helped me understand that every brand needs a strong emotional connection. People don’t just buy products; they connect with the story, the values, and the feeling behind them. That is what inspired me to build By Aneesha as a community, not just a candle brand.

I would also say do not wait for everything to be perfect before you begin. Start small, experiment, listen to your customers, and keep improving. Every challenge teaches you something valuable and helps shape your brand.

Most importantly, stay connected to your original passion. The reason you started is what will keep you going when building a business becomes challenging. A passion can become a business when you combine creativity with patience, learning, and the courage to take that first step.