Tiffany Leung Nørbygaard has spent her career collaborating with some of the leading creative and technical agencies worldwide, crafting marketing strategies for esteemed brands such as Coca-Cola, LEGO, Volvo, and Johnson & Johnson. Reflecting on her journey, Tiffany shares, “It was an incredible experience building for others, and it ultimately provided me with the tools and confidence to create something of my own.” Enter AETHER., her personal brand—a Danish incense and fragrance company that beckons individuals to carve out time for themselves. Born from her quest for personal sanctuary, AETHER. strives to transform the mundane into the extraordinary, inspiring mindful rituals in everyday life.
Discover how Tiffany transitioned from global agency work to founding her own company, devoted to cultivating calming sensory experiences.
What inspired you to venture into creating your own brand after working for large companies?
A pivotal personal shift prompted me to reevaluate the relentless pace and noise of my career. While I excelled in crafting narratives and experiences for others, I found myself longing to create something genuinely reflective of who I am. AETHER. emerged as that story—a way to channel my strategic expertise into a venture that resonates with authenticity, grounded in my lifestyle and travels.
If someone is considering launching their own business, what advice would you offer? How can they determine the “right time”?
Begin before you feel entirely prepared.
The perfect moment will never present itself. Pursue your idea with intention, driven by passion rather than trends—let it tug at you until it becomes impossible to ignore. The universe has a way of nudging you at just the right time.
For me, it was more than a gentle nudge; it was a radical shift. At 28, I faced a breast cancer diagnosis followed by a recurrence. Such experiences offer a stark reminder of life’s brevity and the futility of waiting for the “right time.” My advice? Understand your ‘why’ so profoundly that it serves as your anchor amid doubt. And there will be doubts! It’s a beautiful yet daunting leap into trusting your own instincts.
So, listen closely to that inner voice. If you neglect it, the universe has an uncanny way of pushing you into action. The right time is when you choose to begin.
Tell us more about AETHER. and its product offerings.
AETHER. embodies a harmonious blend of tranquility and artistry, featuring a curated collection of incense and objects designed for contemporary rituals.
Handcrafted in Japan and assembled in Copenhagen, our debut collection includes Incense No. 1—a delicate fusion of Hinoki Cypress, sandalwood, and osmanthus—crafted to fill your space with a soothing aroma without overwhelming the senses.
Accompanying this is the “O” Incense Burner, a two-piece sphere sculpted from natural solid travertine. Serving not only as a functional holder but also as a sculptural centerpiece, it reflects a minimalist Scandinavian aesthetic, creating a harmonious pairing.
Your time in Japan has clearly influenced your products. Can you explain how you blend Japanese and Scandinavian sensibilities in AETHER.?
At its essence, AETHER. draws inspiration from the Japanese art of Kōdō (香道), or the “Way of Fragrance,” a ritual centered on the quiet appreciation of scents. This philosophy resonates deeply with the Scandinavian ethos, where we cherish the creation of atmosphere—lighting candles to cultivate moments of warmth and coziness, whether alone or with others.
AETHER. caters to those who seek that same ritual without the overpowering nature of scented candles. It offers a gentle, natural whisper of fragrance that purifies the air rather than saturating it.
This mindful practice of Kōdō shines through AETHER.’s clean, modern design, seamlessly adapted for contemporary lifestyles and surroundings.
What is your process for creating these unique scents?
The journey began from a deeply personal space. I sought to encapsulate the emotions tied to my experiences in Japan—the serenity of ryokan stays, hinoki wood tubs, and leisurely strolls in serene parks. These memories became the heart and soul of AETHER.
I also weave in elements of my life in Denmark—the grounding softness of sandalwood and the sensations of earth and sea reminiscent of summers spent at our house on Samsø. It’s a meeting of Japanese tranquility and Scandinavian warmth, translated into scent. Knowing when a scent feels “right” is an intuitive and sometimes vulnerable process, developed in close collaboration with master artisans on Awaji Island.
Do you think people in the Nordics have a clear understanding of incense? How does its usage differ here compared to Japan?
While incense once carried heavy ceremonial associations, perceptions are evolving. There’s a growing appreciation for refined, subtle scents—a truly global movement. In design-driven cities like Mexico City, Sydney, or Los Angeles, I observe high-quality incense being employed with intention, akin to practices in Tokyo.
Brands like Aesop and Byredo now feature Japanese incense, signaling a shift as Scandinavia slowly embraces this trend. I believe this intersection of Japanese ritual and Scandinavian aesthetics presents a perfect opportunity for our Danish incense. My aspiration for AETHER. is to facilitate this introduction, framing incense not merely as a fragrance but as an aesthetic and natural tool for creating atmosphere.
What feelings do you hope your customers experience when using your products?
I want individuals to feel like architects of their own ambiance—able to craft the energy of their space for different moments. Whether starting their day with clarity, winding down in the evening, or setting the tone for a gathering, I hope they feel centered, present, and intentionally connected to their experiences. AETHER. should serve as a simple tool for cultivating pockets of peace whenever and wherever needed.
Imagine using it to create a warm, inviting atmosphere for guests or enhancing focus during a yoga or meditation session. Even the act of returning home after a long day can be transformed into a moment of release as the soft scent envelops them in their own personal sanctuary—a true modern ritual.
Learn more about the innovative Japanese-Danish brand, AETHER., and its unique rituals.
