When we’re asked about the inspiration behind Sift, we like to ground ourselves in the story behind it all.
We picture our aunties sifting through ingredients and explaining the purpose behind every ingredient in their personal care routines. We hear their patient words, and feel the care and clarity with which they explain the 'why' behind everything they make. This is what inspires us to pass along a tradition of intentional personal care.
To us, the heritage behind Sift's personal story makes the colors of this image particularly vivid. Sift’s story is rooted in South Asia, and more specifically in Southern India. Spending summer after summer in Karnataka and Telangana, our founder learned Ayurvedic traditions from generations of her family as they took care of her and of each other. Returning to her home in the United States each fall, she’d celebrate the continued tradition of intentional care, even thousands of miles away.
Sift has such a deeply personal, lived experience behind it. And what we think is particularly special? As we share Sift's story, we love learning both how our roots intertwine with others' AND how each person's roots are beautifully unique.
The terms “South Asian,” “Indian” and “Ayurvedic” are multidimensional. Being South Asian, for example, could mean being from Afghanistan, Bangladesh, Bhutan, India, the Maldives, Nepal, Pakistan, or Sri Lanka. Being Indian takes on many meanings, influenced by factors like language, religion, socioeconomic backgrounds, immigration histories, and so much more. Ayurveda is a field with accredited practitioners and physicians of a multitude of backgrounds. The experience of being South Asian, Indian or Ayurvedic-inspired is far beyond a monolithic one.
What we mean to say is that there is so much that is wonderfully complex and expansive about our roots. We share common threads with those who experience their heritage in a similar way, AND we also learn so much from the diversity of each of our experiences. We hope that Sift is a place where you can enjoy what we have loved about our family traditions, while connecting with your own histories of self care, too.
Sift is a story. It’s a story of family, heritage and intentionality. We’re thrilled to share that story with you.
