Bridget Ellis has long believed in the power of simple daily rituals to nurture both body and mind, and creating moments of calm has always started at home. Inspired by New Zealand’s natural beauty and a lifelong passion for natural wellbeing, mum and wellness advocate Bridget has built a brand that blends locally sourced botanicals with mindful self-care. In this interview, she shares the journey behind Luxworks, the realities of balancing business and family life, and why slowing down can be one of the most valuable gifts we give ourselves and our children.
The Passion: What inspired you to set up your business?
Growing up in New Plymouth, I was surrounded by the ocean, native bush and the beauty of New Zealand’s natural environment. There was always a sense of calm in nature that I didn’t fully appreciate at the time, but it has stayed with me throughout my life.
There was always a diffuser running somewhere in the house, a room mist nearby or a crystal sitting in a corner. Those small rituals became part of everyday life and a simple way to create moments of calm and connection. I’ve always been an affirmations kind of girl. I’ll often spray a mist, take a moment to reset and reconnect with an affirmation. Even now, I’ll still pull a card or share a quote before my children head out the door. They probably think I’m a little bit “woo-woo”, but they humour me.
I wanted to create products that felt gentle, honest, uncomplicated and deeply connected to New Zealand nature – products that harness the benefits of our unique botanicals while encouraging a greater appreciation for what our own backyard has to offer.
My skin has always been on the sensitive side, so choosing natural skincare was never a trend for me; it simply made sense. As a mother, I became even more conscious of the ingredients in the products we used and what I was exposing my family to. I also have a teenage daughter, and I’m mindful about encouraging her to choose natural products over mainstream alternatives and to be aware of ingredients that can act as hormone disruptors. Alongside this, I’ve always tried to bring in small, mindful self-care rituals at home.
I’ve always been fascinated by how scent can influence mood, create connection and transform a space. Alongside this, I’ve come to value simple self-care rituals. Not elaborate routines, but small everyday moments to reset: a scent, a breath, a pause.
Looking back, Luxworks feels like the natural outcome of years spent exploring natural wellness, creating rituals at home and seeking a gentler, more intentional way of living. My hope is that Luxworks encourages people to make conscious choices, support local growers and businesses and connect with the unique gifts New Zealand provides.
Before this chapter, I worked in recruitment, ran tween workshops and explored various paths in holistic wellness. I’ve always been curious and open to new opportunities, and every experience has shaped the journey that led me here.
The Launch: How did you start out in the beginning?
Like many small businesses, Luxworks began quite naturally at home – around the kitchen table over a cuppa or a glass of wine, where ideas slowly started to take shape.
Friends had been encouraging me for years to do something with my love of natural wellness. I was always the one they came to with questions about essential oils, scent and creating a calmer home environment. At the time, I didn’t see it as a business, just something I genuinely loved and lived.
I’ve always been drawn to the way scent can shift a moment – softening a stressful day, lifting your mood or bringing back memories you didn’t even realise you were holding onto. That, really, is where Luxworks began. Not from a formal business plan, but as a natural extension of how I was already living and what I was already sharing.
I later saw an opportunity to purchase Luxworks from its previous owner, who had built a beautiful foundation but had stepped away from the brand. It felt like a natural alignment, honouring what had been created while bringing my own energy, vision and direction into its next chapter.
Today, I’m a one-woman business, creating with intention and care. Every product is made in small batches to maintain a sense of uniqueness and integrity. Luxworks is more than skincare; it’s skin therapy for body and soul, grounded in ritual, scent and simplicity.
The Innovation: What was the biggest breakthrough for you?
My biggest breakthrough has been finding my place in a market already filled with beautiful, well-established natural skincare brands. Breaking into this space isn’t always easy and there have definitely been moments of doubt.
A big part of the journey has been discovering my niche – understanding what makes Luxworks different in a world where skincare and self-care are already so creatively expressed. For me, it’s not about competing. It’s about creating a space where skincare, scent and daily ritual come together in a simple, grounded way.
It’s more than skincare; it’s skin therapy that supports how you feel, not just how your skin looks. The aromas are intentionally gentle, uplifting and grounding, designed to enhance rather than overwhelm.
When uncertainty creeps in, I always come back to why I started. Luxury, to me, has never been about excess. It’s found in the small, simple things: a beautiful oil on your skin, the calming scent of botanicals in a room or taking a few quiet moments to slow down and reconnect.
Yin and Yang: How do you balance work and family?
Balance is one of those words that sounds simple but constantly shifts in real life. I’m always working on it, not just as a business owner, but as a mum and as a person trying to hold all the different parts of life together.
The truth is, Luxworks isn’t separate from my home life. It flows through it. The same values we live by at home – natural ingredients, slowing down, self-care rituals and the power of scent – are also what shape the brand.
I’m very much a list person. There is always something to do, create or refine. I love the satisfaction of ticking things off and seeing progress at the end of the day. I’ve also learned (and I’m still learning) the importance of boundaries, because running a business can easily spill into evenings and weekends.
What keeps me grounded is remembering what matters most. Time with family and friends, being outdoors and creating moments of connection help me reset. Balance isn’t about perfection; it’s about presence and making space for what fills your cup.
The Drive: What challenges have you overcome?
Like most small business journeys, challenges are part of the process. Building something people trust takes time, consistency and resilience, especially during quieter or uncertain periods.
One of the biggest challenges has been navigating social media – stepping outside my comfort zone, sharing more of myself and my story and building a genuine community around Luxworks.
What has helped is staying anchored in the heart of the brand. Not chasing trends, but focusing on natural wellbeing, simple rituals, quality New Zealand ingredients and supporting local wherever possible.
There are definitely moments of doubt. When something is close to your heart, the ups and downs can feel very personal. But I’ve learned that growth isn’t linear. It comes in waves. Success is rarely one big moment; it’s the quiet persistence of continuing to show up.
Every challenge becomes part of the learning. And often, the bravest thing you can do is keep moving forward, even in small steps, trusting that the right people will connect with what you’re creating.
For Better or Worse: What are the pros and cons of running your own business?
The biggest gift is the freedom to create something that aligns with my values. I love taking an idea – often something small and intuitive – and slowly bringing it to life in a way that feels authentic.
One of my favourite parts of the journey is meeting people at markets. I love connecting with customers, sharing knowledge about natural ingredients and essential oils and talking about the things I’m most passionate about. Hearing how a product has supported someone in their daily life is incredibly rewarding.
I’m also grateful for the flexibility it gives me as a mum, being able to shape my work around family life and other commitments.
The harder side is that it can feel quite solitary. As a one-woman business, there isn’t always someone to bounce ideas off or share the weight of decisions. That responsibility can feel heavy at times. But even with that, I wouldn’t change it. There’s deep fulfilment in creating something from the heart and watching it grow slowly, one connection at a time.
Hopes and Dreams: What next?
There are always ideas in motion – new products, deeper rituals and more education around natural wellbeing.
One area I feel especially drawn to is working with teens. Before Luxworks, I ran tween confidence and self-esteem workshops, and I’d love to bring those two worlds together. Supporting young people to build confidence from within, alongside simple self-care rituals and mindfulness, feels like a natural extension of the brand.
More than anything, I hope Luxworks continues to grow in a way that stays true to its heart – blending nature, wellbeing and the power of scent to create products that feel nurturing, therapeutic and luxurious in everyday life.
I’d love to see Luxworks become more present in New Zealand homes, boutique stores, wellness spaces, retreats and beauty environments, not just for the products themselves, but for the rituals and moments of calm they help create.
There’s plenty still to come – more ideas, more ritual-based offerings and more ways to connect people back to themselves.
And if there happens to be a social media strategist, growth expert or marketing wizard reading this who feels aligned with the world of Luxworks… my inbox is always open.
Visit the Luxworks website to find out more, and connect with them on Instagram and Facebook.
