Profile | Adelaide Awuku of Sincerely Lumière

If you’ve read my regular seasonal candle round-ups and my recent small business Christmas gift guide, you’ll have seen the name Sincerely Lumière pop up several times. And with good reason. Based in London, this independent studio handcrafts candles, wax melts and more, all designed to encourage self-care and nurture wellbeing. There’s something special about the scents, and I’ve loved them from the very first moment I tried them – they have a depth and sophistication that I’ve rarely found elsewhere and they’re wonderfully evocative, conjuring up coastal breezes, Sicilian summer nights and more. What’s more, they come in gorgeous minimalist packaging and are made using sustainable CocoSoy wax and natural essential oils, with no toxins, paraffin, palm oil or other harmful ingredients. 

Keen to find out more, I chatted to founder Adelaide Awuku about the story behind Sincerely Lumière, what inspires her, how she creates her scents, and the power of fragrance to alter our mood and mindset. Plus read to the end of the post for her top tips on using candles and scent to create a cosy and welcoming home over winter. 

Hi Adelaide! Please can you start by telling us a bit about yourself? 

“By day, I’m an educator in a primary school in London. While I’ve always loved shaping young minds, I’ve also been drawn to creative ventures. Over the years I explored business opportunities in the beauty industry, and while they found some success, something about them didn’t resonate deeply with me. I realised I was seeking a purpose beyond the surface – a way to inspire people to create a meaningful connection with their surroundings. 

“That desire to foster something deeper led me to step back and reflect on what truly mattered to me. I knew I wanted to build something impactful – something that would encourage people to slow down and savour the moment. From that clarity, Sincerely Lumière was born – a brand rooted in integrity, care and a genuine love for people. Each product is designed not just to bring light into a room, but to bring calm and balance into a busy life.”

Have you always been interested in scent? 

“I’ve always had an appreciation for scent, whether in the form of candles, home fragrances or perfumes. Over the years I’ve filled my own home with beautiful fragrances, used them to style and plan events, and gifted them to loved ones. For me, scent is a way to create an atmosphere, evoke emotions and establish a connection to the moment. 

“My fascination with scent deepened during a particularly challenging chapter in my life. While recovering from a series of surgeries, I found myself struggling with anxiety and sleeplessness. My Mum gave me a candle infused with natural oils to promote relaxation, and it sparked something within me. I became curious about the science and craftsmanship behind creating scents, and what started as a way to pass the time – reading blogs, watching tutorials and experimenting with a beginner’s kit – soon became a passion. I realised how scent has the unique ability to not only enhance a space but also provide a sense of peace and stillness. It’s not just about how something smells, but how it makes you feel.”

‘Revere’ is a blend of crushed tobacco leaves, sweet honey, spices, woods and golden amber – it’s mysterious yet intimate and comforting at the same time. Like all Sincerely Lumière scents, it’s available as a 400g luxury candle, a brushed gold travel tin or wax melts.

Why do you think scent has such an impact on our mood and wellbeing? 

“Scent has the power to reach us on an emotional and even a spiritual level. It’s fascinating how a single fragrance can call up a memory, calm a restless mind or inspire feelings of joy and hope. I believe this is because scent taps into parts of the brain that process emotion, offering a bridge between the physical and the intangible. 

“For me, scent is a tool for creating intentional moments. In today’s world, where life can feel overwhelming and chaotic, a carefully chosen fragrance can encourage us to pause, breathe and focus on what truly matters. It becomes an anchor – a gentle reminder to slow down and embrace the present. 

“I also see scent as a form of therapy. Whether it’s through the calming properties of natural oils or the nostalgic comfort of a familiar fragrance, it can soothe both the mind and the soul. I believe that when we take the time to surround ourselves with scents that resonate with us, we’re making an investment in our own wellbeing and creating a sanctuary, be that in our homes or within ourselves.”

How does this belief shape Sincerely Lumière’s ethos and products? 

“Sincerely Lumière was founded on this belief, and the ethos of the brand is deeply tied to my personal values of peace, love, integrity and elegance. These qualities are important to me in my everyday life and I wanted them to be at the heart of my business, too. 

“Sincerely Lumière isn’t just about fragrance – it’s about offering people a way to reconnect and be present. I hope to inspire others to embrace self-care and live with greater intentionality, all while adding a touch of beauty to their homes. I strive to design products that don’t just fill a room with scent but elevate the entire atmosphere, and that nurture the soul as much as the spaces they fill. 

“Each product also reflects my commitment to sustainability, minimalism and quality. Everything is made with care, not just for the end user but for the world we all share. I want people to feel good about what they’re bringing into their homes, knowing that every element has been chosen to support both their wellbeing and the environment.” 

‘Plum Noir’ is a fruity yet sophisticated mix of juicy plum, fresh rhubarb, ripe pear and sweet peach, with a hint of blackberry for depth. Adelaide describes it as “the perfect candle for a romantic dinner by the fire or a cosy night in with friends”.

What lies behind the name Sincerely Lumière? 

“I chose Sincerely Lumière because it encapsulates everything I hold dear: sincerity, light and the beauty of stillness. My love for all things Parisian also played a big part. Since my first visit to Paris over a decade ago, I’ve been enamoured with the city’s elegance and style. Although I don’t speak much French beyond the basics I learned at school, I knew I wanted my business name to carry the same chic, timeless essence that I associate with Paris. 

“The word lumière, which means ‘light’ in French, resonates deeply with me – not just as a symbol of hope and clarity but as a reflection of my faith. Light is calming and uplifting, and for me as a Christian it also represents God’s truth and presence, bringing guidance even in the darkest of times. I paired it with ‘sincerely’ to reflect the integrity of my business: its commitment to sustainability and quality, and the love and intentionality that go into each product. My hope is that Sincerely Lumière is more than just a fragrance brand. I want it to be chosen for the sense of peace and balance it brings into people’s lives— much like how God’s light brings peace and balance into mine.”

How has the journey been so far? 

“It’s been rewarding but also challenging. Juggling a demanding job with running a business is no small task, and there are days when I feel stretched. I often find myself full of ideas for how to grow Sincerely Lumière, but I’m still learning how to bring them to life while staying grounded. It’s also taught me that creating is very different from consuming, and I’ve had to be intentional about finding balance to ensure I continue to love the art of scent-making. 

“Despite the challenges, the journey has been a blessing. Building Sincerely Lumière has strengthened my faith, given me the opportunity to share my values and allowed me to create something that resonates with others. I’m grateful for how far I’ve come and excited for what lies ahead.” 

‘Eden Jardin’ is one of my personal favourites, and I can see why it sold out when Sincerely Lumière first launched! The blend of damask rose, smoky oud and indulgent praline is floral yet mysterious, and to me it speaks of fairytale gardens on moonlit summer nights.

What inspires your scents? 

“My inspirations are varied, but travel has always been a major source of creativity for me. Experiencing new places, cultures and environments opens my mind to different fragrances and the emotions they evoke. Whether it’s the serene warmth of a Mediterranean coastline, the vibrant energy of a bustling city or the quiet elegance of a Parisian evening, these moments translate into the scents I create. 

“I’m also deeply inspired by architecture, especially clean lines and minimalism. There’s a harmony in the simplicity of well-thought-out spaces, and I aim to capture that same balance in my fragrances. Each scent is carefully designed to be timeless yet distinctive, mirroring the elegance of understated beauty. 

“Luxury plays a significant role, too. I love exploring how scent can create an elevated experience, turning an ordinary moment into something special, and I want each fragrance to embody the perfect combination of refinement and comfort.

“Ultimately, though, my inspiration comes from living intentionally and finding beauty in the details. I aim to create scents that resonate not just with the senses but with the soul.”

Adelaide’s scents evoke particular moments, memories and emotions. ‘Sicily’, for example, takes its cue from the white flowers, sparkling seas and verdant citrus groves of its namesake island, while ‘Aura’ captures the salt-encrusted driftwood, rock pools and coastal breezes of warm, sun-kissed shores.

How do you go about creating your scents? Is there are a particular starting point or a process that you follow?

“I always start by thinking about a scent’s purpose – the story I want to tell and the emotion I want to evoke. That’s why, on my website, you’ll find each scent has its own unique story as part of its description. I begin by asking myself questions. What do I want this scent to communicate? Should it be warm and comforting, like a hug in winter? Or light and invigorating, like a fresh breeze on a summer morning? I also consider the room it might live in – will it be a soothing aroma for the bedroom, an uplifting scent for the living room or a calming fragrance for the bathroom?

“Once I have a clear vision, I delve into the creative process, selecting and blending notes that align with the mood and story I’ve envisioned. I then refine the balance and strength, ensuring it captures the intended feeling. It’s a thoughtful, intentional process and I never rush it. Testing is key, as I want to ensure the fragrance not only smells beautiful but also burns cleanly and performs exceptionally in any space.

“Creating a scent is truly an art, and it’s a process that fills me with so much joy (and frustration, at times!). Each one is a labour of love, designed to connect with people on a personal level and bring a little more beauty and intentionality into their lives.”

Do you have any personal favourites from the scents you’ve created so far? 

“That’s such a difficult question because I truly love them all – they’re each meaningful to me in their own way. It depends on my mood and the time of day, and I find myself reaching for different ones depending on how I’m feeling. That said, ‘Cashmere Crème’ is a standout, not just for me but also for my customers. Luxurious and inviting, it combines creamy and buttery notes with a touch of Himalayan pink salt that gives it an unexpected edge. It’s the perfect balance of sweet and sophisticated, and a true departure from your typical vanilla scent. 

“Another favourite of mine is ‘Eden Jardin’. It tells a story of romance and allure, blending floral elegance with the warmth of praline and the depth of oud for an air of mystery. It’s feminine yet balanced, and interestingly I’ve found it resonates strongly with my male clients too. There’s something timeless and captivating about it that makes it one of my most treasured creations.” 

Sweet but far from cloying, ‘Cashmere Crème’ balances caramel, vanilla, coconut and tonka bean with intriguing notes of Himalayan pink salt.

What’s next for Sincerely Lumière? Any new launches or exciting plans on the horizon? 

“There’s so much I’m excited about! One of the things I’ve been working on is expanding the range to include reed diffusers. It’s something my customers have been requesting for a while, but I want to ensure they’re thoughtfully designed and in line with my brand’s ethos. I’ve been testing blends and exploring how to best translate my existing scents into a diffuser format that can bring the same sense of balance and elegance. 

“Beyond that, I’m also exploring ways to connect more deeply with my audience, whether through pop-up events, collaborations or creating more behind-the-scenes content. It’s all about continuing to grow while staying true to the heart of Sincerely Lumière. I’m so grateful for the support I’ve received so far, and I can’t wait to share these new additions and experiences with my customers.” 

Adelaide’s top tips for using scent to create a cosy home over winter

Layer your scents

“Start by thinking about how you want your home to feel and layer scents accordingly. For a warm and inviting atmosphere, opt for fragrances with rich, comforting notes like vanilla, amber or spiced woods. If you’re hosting, consider lighter, festive scents with hints of citrus or fir to create a welcoming vibe.” 

Designate scents for different spaces

“Think about the purpose of each room. For the living room, choose something warm and luxurious to enhance relaxation. In the kitchen, go for fresher scents that won’t compete with cooking aromas, like herbal or subtly fruity blends. For bedrooms, calming fragrances with lavender or sandalwood create the perfect retreat for unwinding after a busy day.” 

Play with candlelight

“The flicker of candlelight instantly adds a sense of cosiness. Use clusters of candles at varying heights to create visual interest and a warm glow. Double-wick candles like those in the Sincerely Lumière range are perfect for adding extra radiance to your space.” 

Embrace rituals

“Lighting a candle can become part of a daily ritual. Take a moment to pause, breathe and set an intention for the day or evening. This simple act can help you slow down and truly enjoy the season.” 

Create seasonal transitions

“Swap lighter, summery fragrances for richer, more decadent scents as the weather cools. Incorporating seasonal notes like cinnamon, clove or pine can evoke the spirit of Christmas and make your home feel truly festive.” 

Incorporate fragrance into décor

“Candles and reed diffusers aren’t just functional – they’re decorative elements. Choose pieces that complement your interior style, whether that’s minimalist, rustic or luxurious. A well-placed candle or diffuser can enhance not just the scent but also the visual cosiness of a space.” 

Remember that scent is deeply personal

“Choose fragrances that resonate with you, and don’t be afraid to experiment. Winter is the perfect time to create a sanctuary filled with warmth, stillness and joy, and candles are a wonderful way to achieve that.” 

Thanks to Adelaide for sharing her tips and an insight into her journey and inspirations. Browse the full Sincerely Lumière range here, and find Adelaide on Instagram here.

All photography by Abi Dare