Crafted in Australia with organic oils, Aiya is a hair oil brand founded by Claire (@claire___claire__ on Instagram) with an aim to promote hair growth and rejuvenation. Having admired Claire's incredible style for some time, I was honoured to have the opportunity to interview her and her story behind her brand and the inspiration driving the journey.

Connecting from across the globe, I spoke with Claire about her path to the creation of Aiya, and her experiences as a young business owner.

So tell me a little about yourself and your brand, what made you want to start Aiya?

Hi! I’m Claire, a small business owner and content creator in my early 20s, based on the lovely east coast of Australia, where I grew up. I recently transitioned from studying nursing full-time and working a part-time job at a fashion label to running my own business and growing my social media presence, especially on TikTok. While I enjoyed parts of nursing, I realized during my studies that I wasn’t fulfilling my creative potential. I had been drawn to nursing for years, partly because it felt like the "safe" financial choice, but when I finished studying, deep down, I knew I craved something different. The idea for Aiya actually came from my own needs. I couldn’t find hair products I loved, so I decided to make my own! My partner also owns his own business, and I just saw how good
that lifestyle is- it really motivated me to create that for myself. Starting Aiya has been incredibly rewarding, bringing me closer to the lifestyle I’ve always wanted—one that aligns with my values and gives me the freedom to create and do things at my own pace!

What do you feel is the best aspect of your brand? What about Aiya feels special to you?

To be honest, the most special thing about Aiya is that it’s entirely me. Every single aspect of the brand- design, social media, and the website—has been created by me. Although it’s still early days, and there are definitely areas in the business to improve, I’m happy to take my time and make sure I’m putting my time and money into the right places. I wanted to make sure I was truly happy with how everything looked and felt rather than rushing the process. Having an all natural product and simplicity were my goals, and I’m so proud of how it turned out—especially the packaging, I love it so much! I feel very connected to the brand, especially in the fact that it’s not mass-produced or
impersonal; it’s small-batch, thoughtfully made, mixed, and bottled all by me, and rooted in a genuine desire to make something nice for others to have. Honestly, everytime someone makes a purchase I want to cry!

Did you encounter any challenges when starting up your business? What was the hardest part?

The hardest part of starting my business was realizing who my true supporters were among my friends and family. When you step into something a bit different or outside the norm (like starting a business or sharing yourself online), it becomes clear who’s genuinely in your corner. It was a bit of a shock to see that some people I thought would support me didn’t. That said, this experience has been a blessing in disguise. I’ve formed so many new connections with wonderful, supportive people who are genuinely happy for me and want to see me succeed. It’s shown me where to focus my energy and who truly deserves it. Some people are so beautifully kind and encouraging, and I’m endlessly grateful for them- they know who they are!

What is the most valuable lesson you have learned when starting up your brand?

To trust myself and my vision!! It’s easy to feel pressured by others’ opinions or trends, but
staying true to what feels authentic has made Aiya special.

I’ve also learned the importance of patience. Building something meaningful takes time, and rushing rarely leads to something you’re 100% happy with. I’ve realized how powerful community and connection are. The love and support from people who truly believe in me and my brand have been such a gift. It’s a reminder to surround yourself with people who uplift you and let go of those who don’t. This has been the most liberating thing! I’ve honestly never felt more at peace.

If someone’s out there dreaming of starting their own business, what would you tell them?

I’d tell them to focus on building a brand that’s wholeheartedly YOU. My personal goal is to keep Aiya small and manageable, a brand I can cherish forever without letting it become something overwhelming. I want to create products I genuinely love, and if that resonates with others, that’s amazing!

So, my advice would be to find something you’re passionate about, trust your own vision, and don’t worry about what anyone else thinks. I didn’t tell anyone about my brand (except my partner) until the product was finished. It might sound a bit extreme (and some people definitely didn't like that I did that), but it allowed me to create something I was proud of, free from outside opinions.

At the end of the day, this is your life, and you deserve to live it the way you want. I find it so much easier to put everything I have into a brand that I’m truly passionate about. Trusting myself throughout the entire process has been incredibly empowering, and I think others would benefit from doing the same. My advice is to go for it! Don’t rush and trust yourself xx