What makes a house a home? As Nadia Roberts, founder of luxury home fragrance brand TIAWO LONDON, says, “I believe a home should bring a sense of peace and belonging, which drives my passion for creating fragrances”. The right scent can elevate cosy winter evenings, making ‘staying in’ that little bit more satisfying – and the fragrances from TIAWO LONDON are designed to do just that.
The brand currently offers two stunning collections: Mindful Moments – a selection of candles with scents that evoke tranquility – and their room diffusers, which come in thoughtfully designed bottles which add to your decor, rather than detract from it.
Here, Nadia talks about the brand’s links with Sierra Leonean culture, sustainability, and her tips for creating a perfectly peaceful home.
What’s the meaning behind the name TIAWO LONDON and its significance in Sierra Leonean culture?
Tiawo, traditionally spelt Taiwo, is a name that holds special significance in the Creole tribe of Sierra Leone, where it refers to the firstborn of twins. When I moved to the UK, I discovered that in the Yoruba language, which is widely spoken in Nigeria, Taiwo also refers to the firstborn twin. This connection resonated deeply with me, as Taiwo was also my mother’s name—a name that carries both personal and cultural meaning.
I chose to name my home fragrance company TIAWO LONDON not only because of my love for the name but also for its symbolic significance. Just as the firstborn of twins is cherished and seen as a leader in Sierra Leonean culture, our brand aspires to lead in creating spaces that are filled with comfort, warmth, and meaning.
As a creator of products designed to enhance the home, what does ‘home’ mean to you personally?
As someone who creates home fragrance products, I believe that “home” is so much more than just a place to live. It’s a sanctuary—a space where every scent, sound, and texture reflects who you are. It’s where memories are made, where you find comfort after a long day, and where you connect with the people and things that matter most.
I believe a home should bring a sense of peace and belonging, which drives my passion for creating fragrances. I don’t just want to fill a room with a nice scent; I want to create an atmosphere that adds warmth, comfort, and personality to every space. My goal is to help people turn their houses into homes—places that feel alive, welcoming, and truly their own.
What elements do you incorporate into your own home to create a space that brings you peace and contentment?
In my home, I focus on creating a space that feels calming and nurturing by thoughtfully choosing elements that appeal to all the senses. Fragrance plays a big role for me—I love using scents that evoke tranquillity and comfort, like the soothing aroma of lavender in the evening or the refreshing burst of citrus in the morning.
Beyond fragrance, I bring in natural materials and textures, like soft linens, warm wood tones, and plenty of greenery, to create a sense of the outdoors inside. Lighting is also key—I use a mix of soft, ambient lighting and candles to make the space feel warm and inviting. Altogether, these elements—whether it’s the scent, the textures, or the lighting—come together to create a space that’s not just beautiful but also deeply comforting. It’s my sanctuary, where I can truly unwind and find peace.
Many candles on the market contain fillers that dilute quality. How does TIAWO LONDON ensure the purity of its candles?
At TIAWO LONDON, we’re all about making sure our candles are pure and of the highest quality. We’re committed to using only the best natural ingredients, with no fillers or harmful additives that could affect our products. Each candle is made with 100% coconut and rapeseed wax, which not only burns clean but also holds fragrance really well.
We carefully select phthalate-free fragrance oils and essential oils to create scents that are both pure and luxurious. Our wicks are made from cotton and linen, so you get a clean, even burn every time. By sticking to strict quality control throughout our process, we ensure that every TIAWO LONDON candle gives you a rich, authentic fragrance experience—so you can enjoy a truly pure and indulgent aroma in your home.
Living in a bustling city can be overwhelming at times. What are your top tips for maintaining a mindful and balanced life amidst the noise?
Having lived in London, I know first-hand how the fast pace of city life can feel overwhelming. To maintain a mindful and balanced life in such a busy environment, it’s important to have intentional practices that keep you grounded. Here are a few tips that work for me:
- Create a Personal Sanctuary: No matter how hectic life gets, having a space at home where you can retreat and unwind is essential. Whether it’s a cosy corner for reading, a fragrant bath, or a meditation area, having a dedicated space to relax can help you recharge. Whatever it is, make sure it’s a place where you can recharge.
- Disconnect Regularly: With the constant demands of city life and technology, it’s important to step away from screens and social media regularly. Set aside time each day to engage in activities that nourish your mind and spirit, like taking a walk in the park, doing some stretches, or simply sitting in silence.
- Prioritise Self-Care: Make self-care a non-negotiable part of your routine. Whether it’s through regular exercise, healthy eating, or indulging in hobbies you love, taking care of your physical and mental well-being is key to staying balanced.
- Embrace Nature: Even in a city, finding ways to connect with nature is important. Spend time in green spaces, visit botanical gardens, or bring a bit of the outdoors in with plants and natural elements.
- Incorporate Daily Rituals: Establish small daily rituals that bring you peace, like enjoying a quiet morning cup of tea, practising deep breathing, or lighting a calming candle at the end of the day. These simple moments of mindfulness can help you stay centred.
As TIAWO LONDON continues to grow, how important is it to you to remain a sustainable brand?
Sustainability is at the heart of everything we do at TIAWO LONDON. As we grow, it’s essential for us to stay true to our commitment to being a sustainable brand because we believe that the beauty and comfort our products bring to homes shouldn’t come at the expense of the environment.
From the start, we’ve focused on using eco-friendly materials like plant-based waxes, sustainable packaging, and responsibly sourced ingredients. As we expand, we’re dedicated to sticking to and even improving these practices, making sure that our growth always aligns with our values of environmental responsibility.
For us, sustainability isn’t just a buzzword or a trend—it’s a long-term commitment. We’re always looking for new ways to reduce our environmental footprint, whether that’s by cutting down on waste, using more renewable resources, or supporting ethical supply chains. By staying committed to sustainability, we aim to make a positive impact on the planet while continuing to offer our customers high-quality, mindful products that they can feel good about using in their homes.
How do you balance the desire to grow with the need to maintain sustainable practices?
Balancing growth with maintaining sustainable practices can be challenging, but at TIAWO LONDON, it’s something we’re deeply committed to. We know that growth is important, but it should never come at the expense of our values. For us, sustainability isn’t a limitation—it’s a guiding principle that shapes every decision we make and how we plan our growth.
To keep this balance, we focus on growing thoughtfully and deliberately. We expand at a pace that allows us to uphold the high standards we’ve set for sustainability. We choose to work with partners and suppliers who share our commitment to ethical and environmentally friendly practices, and we’re always looking for new ways to reduce our environmental impact as we grow.
Our ultimate goal is to grow in a way that strengthens our brand while also making a positive contribution to the planet. This balanced approach ensures that we can expand while staying true to our commitment to sustainability.
You recently partnered with Somerset House for a pop-up. What kind of impact has it had on TIAWO LONDON’s visibility?
Partnering with Somerset House x My Runway Group for a pop-up has had a significant and positive impact on TIAWO LONDON’s visibility. Being featured in such a prestigious and culturally rich venue has allowed us to reach a broader and more diverse audience than ever before. The pop-up provided us with the opportunity to showcase our products in a vibrant, creative environment, attracting both locals and international visitors who might not have otherwise discovered TIAWO LONDON.
This collaboration not only increased our brand’s exposure but also positioned us alongside other innovative and respected brands, further enhancing our reputation in the market.
Looking forward, what is your vision for TIAWO LONDON, and how do you see the brand evolving while staying true to its core values?
Looking ahead, my vision for TIAWO LONDON is to keep growing as a brand that brings warmth, comfort, and a true sense of home to people around the world, all while staying true to our core values of quality, sustainability, and cultural authenticity.
As we evolve, I see TIAWO LONDON expanding into a wider range of home fragrance and lifestyle products, each crafted with the same attention to detail and commitment to sustainability that has been with us from the beginning. We want to create experiences that deeply resonate with our customers, offering products that not only enhance their spaces but also reflect their personal values and lifestyles.
Innovation will play a big role in our growth, but we’ll always balance it with our commitment to ethical practices. We’ll keep finding new ways to reduce our environmental impact, whether through sustainable sourcing, eco-friendly packaging, or supporting causes that protect the planet.
At the core of it all, TIAWO LONDON will remain true to its roots—celebrating the rich cultural heritage that inspires our brand and fostering connections through the power of scent. My goal is for TIAWO LONDON to become a global name that stands for quality, authenticity, and sustainability, while always staying connected to the values that sparked its creation.
Shop TIAWO LONDON at tiawolondon.com
