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Behind The Brand: Devaiya Oils

After experiencing the benefits of essential oils for herself, Ruby Sagu knew she needed to share her blends with the world, and Devaiya Oils was born. Following successful pop-ups in John Lewis and features in Vogue, we caught up with Ruby to learn more about this exciting wellbeing brand. 

Hi Ruby, tell us about yourself and Devaiya Oils…
My name is Ruby Sagu and my brand is Devaiya Oils. The word 'Devaiya' is a combination of my children's names and means 'medicine' in Punjabi. 

My brand started in Sept 2015. I feel it is unique because it is a brand that has grown and been driven through the power of people, their feedback and their requests for new products. My aim is to continue to make a difference to others’ health and wellbeing and my customers are at the forefront of the growth of my business through their recommendations and word of mouth.

How did you start your brand? What was the inspiration?
My brand started literally by accident! I was involved in a car accident in October 2014 and suffered a serious whiplash injury. I was reluctant to take medication and discovered the healing power of essential oils. I created my own aromatherapy blend for my painful symptoms and stiffness and was astonished by the results. It was only when this oil was shared with others I realised the true healing potential of oils. I was inspired to launch and continue this business after the feedback I received from the people trying my products. After hearing about people’s results and knowing I could make a difference through natural products, I was motivated to continue developing products based around people's requirements. 

What’s been the biggest highlight so far in your journey?
There have been two! Having my very own pop up shop in John Lewis (Leeds and Sheffield) and being featured in Vogue this year!
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What do you love most about what you do?
Having the opportunity to share my range with others at events, in store etc. and receiving positive feedback about the difference that the products have made.

Knowing what you do now, what advice would you give to yourself when you were first starting out?
Do not underestimate the potential of your business and be brave!

We are obviously in very unprecedented times at the moment. What has been keeping you positive and able to keep looking ahead?
During this difficult time I felt strongly that my products could bring many people comfort and healing, I have therefore accepted nominations of NHS and keyworkers and donated my products to individuals across the UK . Devaiya products have also been donated to a COVID ward at Leeds General Infirmary as well as a mindfulness room for hospital staff at St James Hospital, Leeds. It has been wonderful to surprise keyworkers and receive lots if positive feedback.

During this time, my products have also been featured in the Sunday Mirror under the heading 'Give Yourself the Gift of Self Care'. They are also being featured being Vogue magazine in their June-August editions. 
Later this year I am hoping to be running another pop up shop in John Lewis York and will be back in John Lewis Leeds at Christmas time at the end of the year.
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