We often hear about illness as a catalyst for seeking a better life, but it’s rare to come across someone passionate enough about their illness to make a business out of it.
She is the founder of Jhelum Loves, a beauty brand based on Bach flower remedies. Phoolproof: Indian Flowers, Their Myths, Traditions and Uses.
Jhelam’s encounter with Bach flower remedies began when a friend coincidentally prescribed him some flower remedies to help him overcome a lingering cold and breathing difficulties. “As I recovered, I started thinking about this mystery medicine that worked wonders for my symptoms,” says Jhelam. “After this incident, I started delving deeper into the world of alternative medicines,” says Bose, a former beauty editor at Harper’s Bazaar and former marketing head for French multinational chain Sephora in Delhi.
Jhelum Bose
“After taking a break for health reasons, I started creating content for brands and also launched Beautybeats.in, an interactive platform featuring wellness experts, dermatologists and nutritionists as contributors, to give my career a new focus,” says Jhelum.After that, at her family’s urging, Jhelum went to London to do a course on the fundamentals of make-up at the University of Arts London, but deep down she didn’t know it was her calling.
Where it all began
By chance, Jerram stumbled across a Bach Flower Remedies program being held by Ainsworth across the street, and she immediately signed up. The Bach Flower Remedies are a complete system of 38 flower essence-based remedies for specific human characteristics and emotional states. They were discovered in England in the 1930s by Dr. Edward Bach.
“That weekend course changed my life and the way I saw myself,” says Jellm, who has tried Bach flower remedies herself to cure several nagging health issues, including back pain, anger, chronic colds and breathing problems. “I used to get frequent cramps in my fingers, but on the first day of the course, my teacher suggested the Aspen remedy for unexplained fears. It may sound miraculous, but by the evening the cramps were gone,” she recounts one such incident.
Flowers are great for relieving stress
“I began to look within and observe all the emotions and events that affected my mood and health, and in the process, I also found my calling to study and practice Bach Flower Therapy,” adds Jerram, who turns to flowers as the perfect antidote to the stress and illness that comes with the rigors of daily life.
Therapy Certification
When she returned to Delhi, she searched for a fragrance-free moisturizer to try the Bach Flower products, but couldn’t find one.
“I decided to abandon my plan and try the Bach flower tincture on myself by adding it to a simple face mist along with some selected essential oils,” reveals Jerram, who went on to become certified in Bach flower therapy so she could work professionally and help those around her.
“My friends tried my products and were so happy with the results that they encouraged me to sell my beauty products,” Jellm said.
The Fable of the Five
She soon began selling them on her website, Jhelumloves.com, investing less than INR 10,000 in bottling, packaging and hand-writing labels.
Apart from the products listed on her website, she currently also offers counselling-based therapy to her patrons across Bangalore, Delhi and Kolkata.Her signature fragrance range is called ‘fable of five’ and is based on different periods of her life; Petrichor, Saudade, Flambé, Café and Fanaa.
Her favourite from the range is Saudade, a mellow blend of jasmine, sandalwood, neroli and a hint of myrrh. “It’s a scent I aspire to, and it reminds me of my neighbourhood city, Kolkata,” she says.
Book Deals
As a natural next step, she compiled her knowledge into a powerful book called Phoolproof: Indian Flowers, Their Myths, Traditions.
Published by Penguin India, this book talks about Indian flowers that have lost their luster due to the love for imported flowers, their myths, traditions and uses.
Now based in Bengaluru, Jhelum has also collaborated with city resident Sabrina Suhail to launch a lipstick line inspired by her favourite Indian flowers – gulab, genda, aparajita and kagaz phool.
Enjoy the flower power
A passionate advocate of flowers, Jhelum encourages people to use them in their daily lives. “I’m really happy when people realise they can use flowers for more than just decorative purposes. I brew jasmine petals in tea and marigold flowers in mulled wine. Growing up in a Bengali household, we have traditionally had fritters made with pumpkin, banana and other flowers,” she says.
The florist’s next goal is to set up a flagship store to sell her products and a place where like-minded people can come together to discuss, exchange ideas and host events.