It all started in Italy. A couple of years ago our family was living in a small medieval mountain village in Tuscany, in the middle of Nature - flowers, trees, plants, dogs, cats, goats, horses, even porcupines. Every morning I would wake up to hear the cock crow and had the privilege to walk through Nature and its amazing scents to my office.

I felt GREAT, physically, mentally, and spiritually, and started to wonder how I could bring even a small piece of this wellbeing to the context of busy urban life far from Nature and the stillness.

I’ve always had a strong interest in comprehensive wellbeing which I’ve also studied from different viewpoints. At the same time, I have dreamt of creating a product that would support holistic wellbeing, remind people to slow down, and that could bring a piece of healing nature in busy everyday life.

I think that everyone can benefit from aromatherapy. So I decided to create a ready-to-use aromatherapeutic product that anyone could use easily even though she/he/they wouldn’t have any knowledge of different essential oils. The oil blends were to be designed for the main themes many people are challenged by daily: energy, focus, sleep, feeling safe, and self-confidence.

I wanted that the product would remind its owner to take small mindful moments during the day, helping to relax, renew, and recharge.

And what a journey this business has been! I got to dive even more deeply into aromatherapy, the chemistry of essential oils, product and packaging design, product development, and graphic design to name a few fields... Being an entrepreneur in digital marketing I wasn’t an expert on everything, to begin with. But the beauty of being an entrepreneur is that there is no one to tell you what you can or can’t do. And you know — you can learn and do anything if you have the will and the passion.

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The brand itself represents a modern-day person in an empowering way. Idun is the goddess of spring and rejuvenation in Norse mythology. She is the keeper-guardian of the fruits of immortality, vitality, and joy.

I think we all have a powerful source of vitality inside us — we just have to find the right ways to protect it, like Idun protected the fruits.

I see Idun as a goddess but also as a warrior, just as I see you. You are doing your best every single day to manage in between all the demands modern life throws at you at the same time trying to protect and take care of your loved ones.

Sometimes we just forget that to protect others, first we have to protect ourselves.

That is why I want to welcome all modern-day goddess-warriors to the House of IDUN — to have those precious moments for oneself. To protect the source of your wellbeing and energy.

Hope you enjoy your visit.


5.12.2020 With Love,

Jutta Lehtinen,

Founder and CEO of The House of IDUN

Jutta Lehtinen is the CEO and Founder of The House of IDUN