Elegant Infusions is an independent, veteran-owned holistic and giftware shop in Aberdare, South Wales. We sell hand-poured coconut wax candles, flower reed diffusers, natural soaps, incense and skincare, all chosen to be kind to your home, your skin and the planet. Every candle we stock is made with coconut, soy or natural mineral wax, and never paraffin.
We're based in the Cynon Valley, about 15 miles from Brecon and the Bannau Brycheiniog (Brecon Beacons) National Park. Our soaps and creams are made by a small maker in Pembrokeshire, and we work with UK producers who share our values wherever we can.
An award-winning Welsh small business
In July 2024 Elegant Infusions was named a Small Business Sunday (#SBS) winner by Theo Paphitis, the retail entrepreneur and former Dragons' Den investor. Of the thousands of businesses that enter each week, only a handful are chosen.
We're also registered with the Defence Discount Service, the official MOD discount scheme, so serving personnel, veterans and their families can shop with us at a saving.
Paul's story: from the Royal Navy to Reiki
Elegant Infusions was founded by Paul Gower, who served in the Royal Navy. In 2007, between long working hours and organising a reunion for his last ship, Paul set out to find an old shipmate, John, the ship's medic. When he finally tracked him down and suggested a drink, John declined. Instead, they met at his clinic.
John had moved into alternative therapies, Reiki in particular, and offered Paul a session. Paul was curious but sceptical. The session proved transformative: John could see the signs of a breakdown building and told him to go straight home and rest.
That meeting sparked a lasting interest in holistic wellbeing. Paul has never been one for conventional medication, and over the following years he earned his Reiki Level 1 certificate. Family life then took him back into the corporate world.
In 2019 his marriage ended and he found himself struggling with serious mental health problems. It was clear he couldn't carry on down the same career path. In July 2021 he completed his Reiki Level 2 training and became a qualified Reiki practitioner. During the same difficult period he also found comfort in Buddhism, which is why we stock a considered range of Buddha ornaments, incense and burners.
From eBay seller to Elegant Infusions
Paul started selling online in December 2020, listing incense sticks and bath bombs on eBay. "Paul's Holistic and Giftware" followed in 2021. Marketplace fees soon proved too high for a business of that size, so he moved to a shop of his own. It wasn't straightforward, but it became Elegant Infusions.
In 2022 the range grew to include candles. Paul lives with asthma and COPD, and many mass-market candles left him short of breath, so he set out to find products that were gentle on him and on the environment. That's why our candles use coconut wax and soy wax rather than paraffin, scented with essential and fragrance oils. You can read more in our guide to why paraffin-free candles are better.
What we make and stock
- Coconut and soy wax candles and wax melts, hand-poured and paraffin free
- Flower reed diffusers, incense and burners for natural home fragrance
- Flower soaps, shower gels, natural deodorant and skincare, made in Wales and the UK
- Gift sets and hampers for birthdays, Mother's Day, Christmas and corporate giving
Our products are vegan friendly and never tested on animals, and our containers are reusable or recyclable.
Weddings, events and corporate gifts
Beyond the online shop, we put together wedding packages with candle favours, flower diffuser centrepieces and bridal pampering, and you'll find us at wedding fayres across South Wales. We also supply corporate gifts and office fragrance, and we're proud partners of Neath RFC, the oldest rugby club in Wales.
Thank you for supporting a small Welsh business
"Thank you for joining me on this journey of self-discovery and holistic wellbeing."
Paul, founder of Elegant Infusions