We’re excited to introduce you to the always interesting and insightful Asmi Shah. We hope you’ll enjoy our conversation with Asmi below.

Asmi, thanks for joining us, excited to have you contributing your stories and insights. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

I had been on an entire healing journey since 2009 when my parents unexpectedly passed away. Along that journey I did my yoga teacher training, traveled to Nepal for my first sound healing training, and took my Pranic Healing classes right before Covid started. During the pandemic I deepened my energy healing and spiritual practices while still managing my high-tech career at Google.

At the end of 2021 the world was slowly bouncing back from Covid. We could safely meet in person again and I was amazed at how quickly everything went back to the way it was. But I wasn’t ready to go back, I wanted to process what happened through the pandemic, set intentions, and create a plan for my energy. I was never a New Year’s Resolution person, so I started with a few simple questions that incorporated concepts from all my studies. I didn’t want to write down a goal on December 31st, think that I’ll magically be someone different on January 1st, and forget the whole thing in a few weeks. I wanted something more intentional, even if it was slower. I wanted sustained change in my life, not a high that would die down within a few days. That year my husband and I filled it out. And we did so the next few years. We made decisions based on the answers, re-assessing friendships, focusing on goals, letting go of past experiences that still had energetic residue. We could feel the impact of the practice of creating an end of year ritual and filling out these questions together. We shared our answers, deepening our relationship.

By the end of 2023, after seeing how these questions transformed my own year, I realized this shouldn’t just be a PDF on my laptop. I saw that even the most successful life coaches share their end-of-year questions, and while they were great I felt like they were missing some key concepts from energy healing that could be transformational. I knew there were many guided journals on the market, but there wasn’t anything that incorporated concepts from multiple wisdom traditions in one place. I realized there was a gap between ‘high-level spiritual concepts’ and ‘daily practical application.’ I saw a market of high-achievers who wanted depth without the fluff. I knew many of my co-workers could benefit from these concepts, but as busy professionals they needed an easy-to-use tool. With a guided journal I could breakdown esoteric wisdom into tangible frameworks. I began working on a prototype and gathering feedback from friends and co-workers. Once I iterated enough I put in the order for my first production run.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

I grew up in New Jersey in a Gujarati Jain household, the child of immigrants. I was surrounded by Indian rituals, they were always part of my life. I studied Electrical & Computer Engineering at Cornell and have a MBA from UCLA Anderson. My career took me through consulting, finance, and eventually big tech at Google. I was feeling disillusioned by corporate life, not sure of my next move when my parents unexpectedly passed away in 2009. My life turned upside down overnight. I turned to the wisdom of my ancestors to get through the grief and depression all while keeping my day job, going to therapy, and studying for the GMATs. Through my healing journey I did my yoga teacher training, multiple sound healing trainings, Pranic Healing training, along with reading many books and taking additional classes. While I had a great tragedy as the turning point in my life, I knew that many people could benefit from learning about energy healing. I realized that the tools I used to heal—Pranic Healing, sound therapy, and meditation—were often gatekept by high costs or huge time commitments. I founded Soul Tara to bridge that gap. We create practical, ritual-based products like our Cosmic Starlight guided journal and hand-crafted energy healing infused bath salts and aura sprays to go from area to calm in minutes, not hours.

What truly sets us apart is the combination of ancient lineage and modern lifestyle. My husband and co-founder, Amit, and I bring a combined 20+ years of wellness experience. We don’t just sell products; we foster a community through monthly virtual circles where we hold space for our ‘Soul Friends’ to reflect together. We are building an inclusive wellness brand that honors ancient lineages while making energy work feel like a practical, essential part of a modern lifestyle.

Do you manufacture your product(s)? Tell us the story of how you got started – did you already know how to manufacture the product? Did you have to find a vendor who could manufacture for you and if so, how did you find the right one? What lessons have you learned along the way about manufacturing a product?

I had no prior experience in manufacturing physical products, so my journey began with deep research. Initially, I looked into low-cost options like Amazon KDP, but I quickly realized those wouldn’t allow for the premium quality and specific energetic ‘feel’ I wanted for Soul Tara.

To bridge my knowledge gap, I invested in a specialized printing and manufacturing course. This was a turning point—it taught me the nuances of design, branding, and, most importantly, connected me with a network of vetted, high-quality printers. This structured approach allowed me to move from a raw concept to having a physical shipment in hand in just eight months.

Through this process, I’ve learned that overseas manufacturing is as much about relationship management as it is about production. Communication is key; since my vendors are working while I’m sleeping, I’ve learned to be incredibly precise in my specifications to avoid things getting ‘lost in translation.’ I’ve also learned to build in significant ‘buffer time’ to account for international holiday schedules, shifting tariff landscapes, and fluctuating shipping rates.

I also learned that even with a vetted printer, the sampling phase is the most critical step. Once you receive a physical sample, you invariably find small adjustments to make. I’ve realized it is vital to be perfectly clear during this phase because once the bulk print order begins, there is no turning back. Overall, I’ve had a wonderful experience working with overseas partners; I’ve found them to be incredibly helpful, knowledgeable, and resourceful. The biggest lesson I’ve learned is that in manufacturing, patience is a strategy—the more lead time you have, the more control you have over your costs and quality.

How do you keep in touch with clients and foster brand loyalty?

These sessions are open to anyone who has purchased a guided journal, and they serve three critical purposes:

• Accountability: We help our community actually engage with the tool they bought, ensuring they get the transformational results they were looking for.

• Connection: We create a safe, curated space for members to share insights and foster deep connections with like-minded people.

• The ‘Pause’: In a world that is constantly in motion, these gatherings provide a rare opportunity to slow down and prioritize energetic maintenance.

By providing this ongoing support, we turn a physical product into a living practice. This fosters deep brand loyalty because our customers know we are invested in their healing journey long after the checkout process is complete.

Contact Info:

• Website: https://soultara.co/
• Instagram: https://www.instagram.com/_soultara_/
• Facebook: https://www.facebook.com/soultara.co
• Linkedin: https://www.linkedin.com/company/soul-tara/?viewAsMember=true
• Youtube: https://www.youtube.com/@_soultara_