This isn’t a retrospective. It’s a real-time glimpse into what it means to create something personal—before the world sees it.
In this episode, I sit down with Apneet Sandhu, the founder of AURRA London—a fragrance line rooted in tradition, designed like art, and released just days before this conversation aired.
We recorded this weeks before launch, when the vision was fully formed but the outcome still lived in the unknown.
What unfolds is a raw, powerful reflection on creativity, identity, and the quiet conviction it takes to follow something meaningful all the way through.
AURRA is more than perfume.
It’s memory. Heritage. Design. Scent as storytelling. Rooted in centuries-old Indian rituals. Reimagined through Apneet’s modern lens.
We talk about leaving behind corporate certainty. Honoring your lineage. And trusting the subtle, sacred pulse that says: “This is what I came here to build.”
If you’re at the edge of your own creative beginning—this is for you.
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