From arias to exfoliators
A life performing on prestigious stages around the world has set up Kawiti Waetford and wife Jesse for their own selfcare business. Anuja Nadkarni reports.
Covid-19 has taken such a huge toll on people. There is such a need to feel loved and heard. Jesse Waetford
Kawiti and Jesse Waetford once earned plaudits for a stirring high school performance of Othello at Northland’s Kamo High School.
Kawiti’s career as a baritone opera singer later took him all around the world, singing on some of the most prestigious stages under the tutelage of his mentor, Dame Kiri Te Kanawa.
Since returning to New Zealand in 2018, Kawiti (Nga¯ti Hine, Nga¯ti Wai) and Jesse found health and wellbeing became a priority, especially after the birth of their daughter Rehutai.
It led the couple to set up a natural skincare business based around self-care, launching Modern Rituals last month after going through a business training course with the Prince’s Trust New Zealand in February and an e-commerce business programme run by Ma¯ori social entrepreneurs Te Whare Hukahuka.
Jesse Waetford said the couple made all their products themselves with natural ingredients – including flowers, essential oils and herbs – in small batches from their friends workshop, while they build their tiny home in Kerikeri, Northland.
She said essential oils and natural remedies were part of her life growing up, as her mother studied aromatherapy.
‘‘The main point of difference was to create a skincare brand that was built around self- care and incorporated, something I thought was missing in the skincare market, rituals. A special, sacred practice you’re doing every day with your products,’’ she said.
Self-care can be described as taking an active role in protecting one’s own wellbeing and happiness, especially during periods of stress.
Being an environmentconscious brand was also important to her, she said.
Kawiti worked on the backend of the business, helping out with orders.
Jesse studied archaeology and anthropology, which she said sparked her interest in living with the land and understanding our relationship with nature.
‘‘My husband is Ma¯ori and for the last 13 years I have witnessed his culture and how connected they are to nature and the land. Modern Rituals is a place to connect with their higher selves and build a community.’’
Jesse said hosting women’s circle events – gatherings where women could share wisdom, meditate and ‘‘empower each other’’ – in Matapouri after living in the UK, inspired her to set up Modern Rituals.
‘‘It’s actually really beautiful because a lot of time women don’t have that space to share.’’
After having her daughter last year, Jesse said managing the women’s circle gatherings became harder, but she wanted to create Modern Rituals as a brand that embodied the concept of rituals and self-care.
My Food Bag co-founders Cecilia and James Robinson were the Waetfords’ business mentors.
Cecilia Robinson was also on the board of the Prince’s Trust and said the business’ vision built around self-care resonated with
her. ‘‘Sometimes we can get so caught up in how busy life can feel that we forget to put time aside for ourselves. It is so easy for an entire week, even month, to slip by before we even notice how burnt out we are starting to feel,’’ Robinson said.
‘‘Jesse is completely committed to the environment and what is safe for our people. She obsesses over every little detail, from the ingredients to the packaging and the shipping to make sure that we make a conscious effort to minimise the impact on the earth.
‘‘The products are packaged in easily recyclable glass, and they use biodegradable and 100 per cent recyclable materials for shipping – all of this is a reflection of Jesse and her philosophies,’’ Robinson said.
Along with completing their tiny home, the Waetfords were hoping to grow their business by exporting to Australia next year.
‘‘Covid-19 has taken such a huge toll on people. There is such a need to feel loved and heard,’’ says Jesse. ‘‘Our aspiration is to grow our brand online and through stockists and move into exporting. We want to also build on our product range with gift sets, and ritual cards to help people find their own rituals.’’
During a stellar career in opera and theatre, Kawiti performed for the Prince of Wales and Camilla, Duchess of Cornwall, gained a Masters Degree in Advanced Vocal Studies from the Wales International Academy of Voice, and appeared at The Globe Theatre, London, in Shakespeare’s