Growing up exploring her family’s Indian sandalwood farms, Alex Wilson was immersed in the quiet magic of this ancient tree – its grounding scent and sacred history. That early connection would one day blossom into Heartwood, a wellness brand rooted in ritual and calm, based in Western Australia.
As Alex was bringing Heartwood to life, a cancer diagnosis quietly reshaped the path ahead. In this conversation, she reflects on the memories that shaped her, the unexpected grace found in illness, and the quiet rituals that continue to guide her as Heartwood gently evolves.
Growing up amidst your family’s Indian sandalwood farms must have given you a profound connection to the land and the trees. Can you share a particular memory from your childhood that still influences the way you work with sandalwood today?
As a child the scent of sandalwood filled our home, a backdrop to evenings spent with remarkable guests from around the world, each connected by this rare and ancient tree.
My fondest memories of sandalwood as a child are of meeting people from exotic and faraway places who each had a unique contribution to the legacy of sandalwood, from perfumers, traditional medicine practitioners, to aromatherapists and spiritual leaders.
You embarked on creating Heartwood just before facing a life-changing cancer diagnosis. How did your healing journey reshape your vision for Heartwood and deepen its purpose beyond what you initially imagined?
Heartwood was meant to open in February 2019. I’m not sure how long you’re allowed to say “coming soon’ for, but I think the coming soon sticker on the window was looking a bit tired by the time we opened nearly a year later!
But if my experience of being unwell taught me anything it’s to be patient, because nothing ever goes to plan so you might as well enjoy the process.
Getting sick was easily the best thing that has ever happened to me because I realised when I was in the thick of it that life offers moments of joy despite everything.
Just when I was on the brink of giving up, little joys would get me through. Mum would hold my hand, a friend would sit with me and make me laugh about how I’d seen better days, or my favourite nurse would appear, and it filled me with enough joy that I found hope and resilience.
I wanted to emulate that feeling at Heartwood, and I am proud to say that I know we offer joy on a daily basis. Whether it’s a big smile from one of the girls, a whiff of calming incense, or an hour of bliss on one of the treatment beds, joy is what we sell.
When I first sampled your Heartwood King of Woods Hand + Body Lotion, I inhaled deeply to ‘elevate mind and mood’ as instructed, and the result was not only a sense of calm, but a strong emotion that brought me close to tears. Truly, there is magic in that scent. Was creating this kind of deeply spiritual experience part of your original intention when formulating Heartwood products?
The beauty of sandalwood is that its scent is just as powerful as its impact on the skin. When you inhale the scent of Indian sandalwood the bio-active compounds in the oil enter the blood stream and have the ability to deeply calm the nervous system, helping our clients to feel a deep sense of groundedness, focus and calm. That emotional release and return to calm that you experienced is part of what makes Heartwood products so unique.
How do you balance honouring sandalwood’s ancient, sacred traditions with introducing it to a modern, often trend-driven audience?
When developing products and new spa treatments, we remain authentic to our brand – never deviating from our mission to bring the benefits of Indian sandalwood to life.
I think the balance between honouring an ancient legacy whilst delivering a contemporary product lies in education, storytelling, and remaining high quality and authentic.
Whether we are developing a skincare, fragrance or jewellery product, our hero is always sustainable Indian sandalwood – we never look to other brands or trends as a compass.
As Heartwood is rooted in the philosophy of delivering ‘transformative calm,’ I’d love to know what daily rituals or personal practices you turn to in your own life to stay grounded and connected to a sense of inner peace.
The scent of sandalwood is my anchor whether I’m at home or at work. I weave small moments of scent and ritual into my day. In the morning I pair our Royal Oil with facial massage and after a shower I layer our Royal Oil for Body and Hair and King of Woods Indian Sandalwood Hand & Body Lotion all over my body, which acts as an all-day fragrance. I am currently burning sandalwood incense to help me focus as I write this.
Can you share any glimpses into what’s next for Heartwood as the brand and offerings continue to expand?
We’re working on several new sensory products to enrich the entire wellbeing ritual for skin, mind and hair – including a deeply restorative face cream, shampoo and conditioner!
Heartwood is located at 35a Napoleon Street Cottesloe in Perth, Western Australia. The brand offers a range of holistic wellness services, including spa treatments, facials, massage, and body rituals, all centred around the therapeutic properties of Indian sandalwood.
In addition to its treatment offerings, Heartwood also produces a curated range of sandalwood-based skincare, body care, and incense products available in-store and online. I can’t recommend the King of Woods Hand + Body Lotion highly enough – try it for yourself and let me know what you think!
For more information or to book a treatment, visit www.heartwoodco.com.au
