A New Cycle of Seven
We're celebrating a special birthday this January, as this year marks seven years since our business began life as The Clean Beauty Edit, in 2019. It feels like deeply symbolic and relevant timing. Seven years of learning, refining, listening and building a truly wonderful community. Seven years of weaving what seems like a very slow path in a fast-moving world.
Ancient thinkers and civilisations observed that the body, mind, and soul renew roughly every seven years. I first came across this concept via the work of Rudolf Steiner, who taught that human development unfolds in distinct seven-year phases.
Seven marks the point at which something becomes whole, ripens, and then prepares to change form. Seven is also a natural marker of time - seven days of the week, and the lunar cycle unfolding in 7 day phases (New Moon to the first quarter, and then to full and on to the last quarter). In antiquity, there were seven visible celestial bodies that moved against the fixed stars in our skies. Seven is about divine order. Sacred rhythm. When you reach seven, there is a closing of one cycle, and the gentle opening of another. It felt important for me, and our growing team, to pause here at the turning of seven years, and then step forward with intention into our new cycle, as we embrace Luia and leave The Clean Beauty Edit behind.
Somehow it feels like this is where LUIA really begins.
From an Edit to Way of Living
The Clean Beauty Edit was our starting point. Launched in January 2019 it felt like opening the door to a new world. It was focused on clean beauty and wellness, and we introduced many exceptional brands to the Irish market - Innersense, Juice Beauty, Ilia, Sun Potion and many more.
What started as a destination for natural skincare has organically evolved into a lifestyle store rooted in well-being, beauty, and intentional living. It is not a departure from our roots, but further alignment with our heart's purpose. A wider lens that still honours the same values — beauty, health, craftsmanship, restraint — now applied not just to skincare, but to daily living as a whole.
A Small Gesture, With Meaning
We spent some time contemplating how to mark the completion of our first cycle of seven, and celebrate our entry into a second. Now at this time in January, with the new moon, it feels like the true start of a new cycle. Like the moon, LUIA has this beautiful, mystical rhythm to it. It waxes, wanes, and marks phases of our lives.
While we pondered on what this new cycle means, and the links to the moon and its own cycles, what naturally came to mind is Silver. In scripture, Silver appears multiple times, as a working currency - God's money - refined through fire, tested, purified, and trusted. Its value lies in integrity and service. Something really resonates here, especially as Silver is about to have it's moment in 2026. Always lingering in the background, quieter and more humble than gold, it is now about to take off.
As a business, we haven’t arrived to a new cycle of seven untouched. We’ve been shaped by pressure, by challenges, by seasons that demanded patience and courage more than growth. What remains has been refined, pared back to what is honest, ethical, and true. Just like silver.
As we enter this new cycle of seven, these symbols feel very aligned with where are just now - more certain in our values, steadier in our path, guided less by urgency and more by intuition. Less interested in following the crowd. More committed to service, stewardship, and things that endure.
It came to us how to celebrate and mark this time. We decided that over the coming weeks, a one-ounce piece of silver will find its way into seven LUIA orders. Seven in total. Tokens of shared abundance that we are gifting to our greatest supporters.
It’s a thank you for those who have stayed close - for those who might be reading this right now. We will be choosing seven Clean Team members and newsletter subscribers at random, and placing the gift in their orders. A gift for those who see something special in our path. Those who’ve supported this business not just through purchases, but through trust. Through patience. Through alignment.
Maybe one of these pieces will find its way to you over the next few months, and it will be a treasure held dearly for years to come. Now that brings us joy.
Into the Next Seven
As we step into this new cycle as LUIA, our intention is to continue to grow without losing our soul. To remain dedicated to natural, joyful and organic living. Guided by our intuition as well as a desire to meet the growing needs of our customers. Unearthing fine products and making them accessible across Europe - rallying a community of people who are dedicated to a certain lifestyle. For those who love craftsmanship, and beautifully made things that nourish body, mind and spirit.
Thank you for being part of this story.
And for walking with us into a new cycle of seven.
Dawn Mayne
Founder of LUIA
