We’re excited to introduce you to the always interesting and insightful Marina Jiang. We hope you’ll enjoy our conversation with Marina below.
Marina, 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.
My journey with INCENZO began in the midst of a life brimming with ceaseless activities and the pursuit of grand achievements. I was always on the move, chasing a better life, yet I found myself struggling to carve out even 30 minutes of solitude. My days were a whirlwind of social media buzz, work tasks, family commitments, and a relentless drive to make my life meaningful. I was lost in a sea of fragmented messages and unending to-dos, searching for a way to ground myself.
The turning point came unexpectedly during a brief return to my hometown in China. It was there, in the familiar surroundings, that a familiar scent whisked me back to cherished moments with my grandpa. I remembered our mornings together, marked by the simple ritual of lighting an incense stick and quietly observing the world outside our window over a cup of tea. My grandpa, wise in his ways, always took time for himself before the day began. The scent of the incense, a subtle yet powerful presence, had been etched deep in my mind, lying dormant yet ever-present.
In my family, we lived by a simple motto: when in doubt about your next step, pause, observe the present, breathe, and just let things be. Sometimes, the best action was inaction. This philosophy, deeply rooted in the Taoist principle of Wuwei, had been a part of me all along, shaping my approach to life without me even realizing it.
This profound realization led me to start INCENZO. Our incense sticks, each burning for about 30 minutes, are more than just a product. They are a tangible embodiment of a ritual, a sacred time set aside for oneself, away from the chaos of the world. Each stick is an invitation to pause, reflect, and embrace the simplicity and tranquility of the moment – a practice of Wuwei that had unknowingly guided me since childhood.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
The idea for INCENZO was sparked during an ordinary shopping trip to local farmers’ markets, boutique stores, and organic grocery stores like Whole Foods and Sprouts. As someone who has always been conscious about what I bring into my home, I was on the lookout for natural incense to complement my lifestyle. To my surprise, the majority of incense available was either artificially fragranced, chemical-heavy, or mass-produced, often catering to a Western preference for strong, overpowering scents—much like scented candles.
What truly struck me was the absence of traditional, all-natural incense from China. Historically, incense has been a deeply ingrained part of Chinese culture, with roots dating back to the Shang Dynasty more than 4,000 years ago. It is not just a fragrance but a ritual, a tool for mindfulness, and a bridge between people and nature. Yet, in North America, this ancient tradition seemed to be missing. I realized there was an opportunity to bring something authentic, meaningful, and natural to the market.
At INCENZO, our mission is to reintroduce incense as it was meant to be: pure, natural, and rooted in tradition. We work exclusively with small craftsmen and studios who share our vision, developing proprietary recipes that blend ancient Chinese formulas with modern preferences. Our floral incense line, for example, is particularly special. It features rare and delicate scents like Osmanthus and pear blossom—notes that hold deep cultural significance in Asia but are virtually unheard of in North America. These fragrances have become some of our bestsellers, beloved for their subtlety and elegance.
What sets INCENZO apart is our unwavering commitment to quality and sustainability. Every incense stick we produce is made with all natural ingredients, free of artificial additives or toxins, and cruelty-free. This dedication has resonated strongly with holistic health studios, acupuncturists, meditation teachers, and yoga practitioners, who use our incense to create calming, toxin-free environments for their clients.
It brings me immense pride to know that INCENZO is not only reviving an ancient tradition but also offering people a way to reconnect with themselves and the natural world. Our incense doesn’t just fill a room with fragrance—it creates a space for mindfulness, relaxation, and balance. For anyone seeking a natural, non-irritating alternative to conventional incense, INCENZO offers a thoughtful solution crafted with care, intention, and respect for tradition.
We’d really appreciate if you could talk to us about how you figured out the manufacturing process.
At INCENZO, manufacturing is at the heart of what we do. When I first started, I didn’t know how to make incense myself, but I had a clear vision: to create incense that stays true to ancient Chinese traditions, using only natural, cruelty-free ingredients. To bring this to life, I partnered with small, skilled craftsmen who understood the artistry and heritage of incense-making. At the same time, we set up a studio here in Los Angeles, where INCENZO is based, to test ingredients and hand-make incense. This ensures we stay 100% involved in every step of the process, from sourcing to blending and crafting.
Building these partnerships and setting up our own studio taught me invaluable lessons about patience, collaboration, and staying true to my vision. For example, creating our signature floral incense, featuring rare scents like Osmanthus and pear blossom, required months of trial and error to balance tradition with modern preferences. Along the way, we’ve focused on transparency and quality, ensuring that every stick of incense reflects our commitment to sustainability, authenticity, and craftsmanship.
If you’re starting out in manufacturing, I’d say it’s essential to understand your product inside and out and to work with people who share your values. At INCENZO, every decision we make—whether it’s refining a recipe or choosing a partner—is guided by the goal of creating something meaningful. For us, incense isn’t just a product; it’s a way to help people reconnect with themselves and the natural world.
Can you tell us the story behind how you met your business partner?
I met my business partner, Gabriella, through a mutual friend, and we instantly clicked during our first conversation. Gabriella was working as an investment analyst at a venture capital firm, focusing on e-commerce brands and high-tech products, with a portfolio of impressive startups. She shared my passion for wellness and strongly believed in the growth potential of the industry, particularly in contributing to women-led entrepreneurship. What truly brought us together was our shared love for incense, which we both regularly use in our daily lives. We saw incense as the perfect starting point to enter the wellness space, especially given America’s rich history of holistic health practices.
Gabriella brings incredible strengths to INCENZO. She’s logical, data-driven, and financially oriented, with a sharp eye for market trends and analytics. Her expertise complements my focus on crafting and tradition, allowing us to balance creativity with strategy. Together, we’ve built a brand that not only celebrates ancient practices but also aligns with the evolving wellness market. We hope to attract investors who are as passionate as we are about holistic health and traditional Chinese medicine (TCM), and when that day comes, Gabriella will be the ideal person to lead those conversations—her insights and vision are unmatched.
Partnering with Gabriella has been one of the best decisions I’ve made for INCENZO. Her belief in our mission and her dedication to helping women entrepreneurs thrive has only strengthened our commitment to growing INCENZO as a wellness brand rooted in mindfulness and natural living.
Contact Info:
- Website: https://incenzo.co/
- Instagram: https://www.instagram.com/incenzolife/
Image Credits
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