My journey with East Healing (Acu Seeds upon launching) started back in 2015 when I contracted a virus. Three years later, I was hit with a wave of debilitating symptoms: fatigue, muscle aches, joint pain – the whole works. I could barely walk for five minutes without needing to crawl back into bed. Doctors eventually diagnosed me with Chronic Fatigue Syndrome/M.E. in 2019 and told me I'd never truly recover. It was a crushing blow.
Refusing to accept that fate, I embarked on a mission to heal myself. I dove headfirst into researching everything I could about CFS/ME and exploring alternative therapies. I overhauled my diet, tried countless supplements and homeopathic remedies, and forced myself to take short walks, even when my body screamed in protest.
Slowly but surely, I started to see improvements. It was a rollercoaster, with good days followed by crashes, but the crashes became less frequent and easier to handle. My real breakthrough came when I found an incredible Traditional Chinese Medicine doctor in Sheffield. Her acupuncture treatments, combined with ear seeds and herbal remedies, were life-changing.
Within a year, my symptoms had vanished. I was running again, something I never thought possible. This incredible turnaround convinced me of the power of TCM, especially ear seeds.
That's when the seed for East Healing was planted. I knew I had to share this amazing tool with others who were struggling. My own experience had shown me that healing was possible, and I wanted to empower others to find their own path to wellness. East Healing was my way of paying it forward and sharing the benefits of ear seeds with the world.
Tell us about the business – what it is, what it aims to achieve, who you work with, how you reach customers and so on?
At East Healing, we're passionate about bringing the ancient wisdom of Chinese medicine into the modern world, and we do that through the power of acupressure ear seeds. Imagine these tiny beads as a mini-acupuncture treatment you can wear anytime, anywhere! They stimulate specific points in your ear, helping to calm your nervous system, release those feel-good endorphins, and naturally ease pain.
Our goal? To help people find balance and tranquillity in their busy lives. We believe that true wellness encompasses mind, body, and spirit, and our products are designed to support that holistic approach.
We offer a range of premium products, from our signature ear seed kits in a variety of styles to acupressure rings and combs that you can easily incorporate into your daily routine. It's all about creating a luxurious and accessible pathway to self-care.
We're proud to have the backing and trust of holistic health enthusiasts across the UK and beyond, with even Steven Bartlett from Dragons' Den singing our praises!
To reach our customers, we focus on building a strong online presence through our website and social media channels. We have an engaged community on Instagram of over 200k, as well as 85k on TikTok and over 100k on email. We love connecting with our community, sharing educational content, and inspiring people to prioritise their well-being.
How has the business evolved since its launch?
I launched East Healing in 2021, and I can safely say the business has boomed massively since our early days. Things really took off when we appeared on Dragons' Den in 2024. We made history by becoming the first business ever to receive investment offers from all six Dragons! Ultimately, we decided to partner with the amazing Steven Bartlett.
The response after the episode aired was phenomenal. We were absolutely blown away. Within just three days, we sold out of every single product. It was a whirlwind! We ended up achieving the highest number of sales ever recorded on the show, with a staggering 30,000 units flying off the shelves within four weeks.
That incredible surge in demand really propelled us forward. We had to quickly scale up our operations to keep up, which was both exciting and challenging, as at the time it was just myself on the team.
Since then, it’s been amazing to see so many people embracing the power of ear seeds and experiencing the benefits for themselves. We've also expanded our product range since the show aired, introducing new ear seed designs and other Chinese medicine tools like acupressure rings and combs.
Tell us about the working culture at East Healing?
I am the only employee at East Healing, however, I outsource operations, fulfilment, logistics, marketing and PR to agencies around the world.
For me, having a good work-life balance is key. I’m a mum to a 4-year-old and a 9-month-old, and I don’t work daily. As this business was founded off the back of my own health journey, I prioritise incorporating self-care practices into my working day, like applying ear seeds, using the acupressure ring, breathwork or meditation.
How are you funded?
I started the business with just £5000 of my own personal savings.
We received £50K for 12.5% equity from entrepreneur Steven Bartlett, following my appearance on Dragons’ Den.
What has been your biggest challenge so far and how have you overcome this?
Running a business as a mother is one of the most rewarding yet challenging things I’ve ever done. It’s not just about managing my time—it’s about managing my energy, emotions, and focus across two full-time roles. Some days, it feels like I’m being pulled in opposite directions, trying to be fully present for my children while also giving my business the attention it deserves.
There’s always a balancing act. I’m scheduling meetings around school drop-offs, replying to emails during nap times, or catching up on work late at night when the house is finally quiet. And while I love what I do, there’s this constant tug-of-war—guilt for missing moments with my kids because I’m focused on work, or guilt for putting business tasks aside to prioritise family.
What makes it harder is the unpredictability of both worlds. A child’s sudden illness or a last-minute work deadline can throw everything off. It requires so much flexibility and patience, which I don’t always get right. But at the same time, being a mother has made me more resilient, empathetic, and efficient—it’s taught me how to prioritise what truly matters.
Ultimately, what keeps me going is my “why.” I want to show my children what’s possible—to teach them about hard work, passion, and pursuing your dreams. And on the tough days, I remind myself that I’m building something not just for me but for them, too.
How does East Healing answer an unmet need?
East Healing addresses an unmet need by bridging the gap between ancient wisdom and modern life. We bring the power of Traditional Chinese Medicine to a wider audience in a way that's accessible, convenient and fits seamlessly into today's busy lifestyles.
What’s in store for the future?
The future of East Healing is filled with exciting possibilities. I'm incredibly passionate about sharing even more of the incredible products and practices that have transformed my own life. Just like Traditional Chinese Medicine helped me find balance and healing, I want to build a luxury wellness brand that empowers others to do the same.
I envision East Healing becoming a go-to destination for those seeking to enhance their mental and physical well-being. We'll continue to expand TCM products, bringing customers carefully curated tools and resources to support their holistic health journey.
Stay tuned for exciting updates and new offerings! I can't wait to share what the future holds for East Healing as we embark on this next chapter of healing, balance, and vitality.
What one piece of advice would you give other founders or future founders?
The advice I’d give other founders comes from lessons I’ve learned through experience—the highs, the lows, and everything in between.
- Know Your "Why": Build your business around a purpose that genuinely resonates with you. There will be tough days, and having a strong “why” will keep you going when challenges arise. For me, it’s knowing I’m creating something meaningful that improves lives while setting an example for my children.
- Prioritise Your Energy: As founders, there’s always something to do, but you can’t pour from an empty cup. Whether it’s taking a moment to reset, leaning on rituals like my morning cacao, or simply being okay with saying “no,” protecting your energy is key to sustaining your passion.
- Don’t Be Afraid to Delegate: You can’t do it all. Find the right people or tools to help lighten the load—whether it’s hiring experts for specific tasks, automating processes, or outsourcing things you’re not an expert in. Focus on what you’re best at and let others help with the rest.
- Celebrate the Wins—Big and Small: It’s easy to focus on the next milestone, but take time to acknowledge your progress, even the little victories. Every step forward is worth celebrating.
And finally, a more personal question! What’s your daily routine and the rules you’re living by at the moment?
My daily routine is a blend of motherhood and running a business, and while it’s full-on, I’ve created a rhythm that works for me. My day starts with a quiet moment to set my intentions. I make myself a cup of cacao—it’s become a ritual that fuels my creativity and gives me a gentle energy boost to take on the day.
Once I’ve had that grounding moment, it’s time to get the kids ready and off to nursery. Mornings with them are always a bit of a whirlwind, but I cherish the little moments we share before I switch gears into work mode.
If my littlest is home with me, I work during their nap times, making every minute count. I use those windows of calm to catch up with agencies, review and sign off email marketing campaigns, check on our Meta ads, and ensure social media content is aligned with our goals.
The afternoons are often dedicated to bigger-picture tasks. I spend time speaking with potential retailers and exploring brand collaborations, which is always exciting. Building partnerships and expanding the reach of the business is one of my favourite parts of what I do—it’s where the vision for the brand really comes to life.
By the time nursery pick-ups roll around, I shift back into mum mode. Evenings are about family—dinner, bedtime routines, and reconnecting with the kids. Once they’re asleep, I take some time for myself to unwind in the bath, on my acupressure mat or doing somatic exercises.
