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The Smudge founders were also the first customers. Lara and Luigi, long-time friends in San Francisco, bonded over their love for pop divas, a deep late night therapy sesh, and the healing powers of crystals. As they dove in deep together and started experiencing the positive impact of having a meaningful spiritual wellness practice, they started spreading the love to their friends and family through customized gifts that helped them find their own personal magic. Smudge Wellness, the company, was born in 2018 and the first holiday gift was sent that December. In addition to the power they get from their favorite stones (Lara is rarely without her malachite and Luigi has never met a labradorite he doesn’t like), what really gives Smudge an extra energy boost is hearing from a customer who is feeling more connected.

They named the company Smudge because they wanted to conjure the often messy, the always unique, and the forever beauty of creating a personal spiritual wellness practice — based on their own personal experiences of doing it themselves. As messy as a dirt smudge, as one-of-a-kind as the mark of a fingerprint, and as healing, cleansing, and special as the rituals that bring renewed connection.