Founded in 2016 by Emelda Houghton and Ruby Gough, Houghton & Gough Lifestyles Pte Ltd has become a distinguished name in the luxury scented candle industry in Singapore. The company is celebrated for its commitment to sustainability, design innovation, and sensory wellness. Houghton & Gough Lifestyles Pte Ltd delivers a range of bespoke, eco-friendly products—from soy wax candles and aromatherapy oils to room sprays and hand-crafted decorative items. The brand has become synonymous with elegance and conscious living, recently earning the Luxury Lifestyle Awards 2025 for Best Luxury Scented Candles in Singapore.

At the heart of the brand’s vision is Emelda E. Houghton, a passionate advocate for green living and holistic wellness. As the Founder and Director, Emelda brings her deep expertise in aromatherapy and sustainable product design to everything Houghton & Gough Lifestyles Pte Ltd creates. Her mission extends beyond luxury; she aims to elevate daily living through ethically sourced, plant-based scents that nurture the mind and body. With a growing presence in both the lifestyle and corporate gifting sectors, Emelda continues to redefine what it means to live—and gift—well.

Alexander Chetchikov, President of the World Luxury Chamber of Commerce, leads our exclusive interview with Emelda. Drawing on more than 17 years of experience recognizing the globe’s most distinguished luxury brands through the Luxury Lifestyle Awards, he offers rich expertise and discerning insight into the dynamic landscape of luxury.

Questions:

Alexander Chetchikov:   What inspired you and Ruby Gough to launch Houghton & Gough Lifestyles, and how has the vision evolved since 2016?

EEH:  Our story is Healing to Purpose. Our journey began from a deeply personal place. Over 15 years ago, I faced a major health scare that led to a significant surgery. During recovery, I became extremely sensitive to medications and everyday products, which made me very ill and led to dramatic weight gain. I found myself battling depression and searching for alternatives to regain control over my life.

That’s when I discovered aromatherapy.

Through extensive research and trial, aromatherapy became my path to wellness. The calming power of natural essential oils helped me manage my health, reduce dependency on medication, and live a more balanced, mindful life. I am living proof that aromatherapy can truly transform lives.

With unwavering support from my dearest friend of over 26 years, Ruby Gough, we turned our shared passion into a purpose. We began creating hand-poured aromatherapy candles from home, initially selling to friends and family. The love and support we received led to more orders, and within just a year, we proudly secured our first major corporate deal.

But it wasn’t all smooth sailing…

We faced our share of trials and errors. We survived the challenges of COVID-19, pivoted with digital tools, and expanded our marketing reach. From our humble home setup, we transitioned to a small retail space, then to a cozy studio, and today, we proudly operate out of a larger production house complete with a workshop studio. We currently supply to major hotels like Pan Pacific Singapore, PARKROYAL COLLECTION Marina Bay, Singapore, PARKROYAL COLLECTION Pickering, Singapore, to name a few, who have been so supportive and share the same purpose of advocating sustainability with us.

Our product line has grown, too, from candles to aromatherapy sprays, diffusers, blended oils, and bespoke services. Every item we create is rooted in intention, healing, and care. Our mission is simple: to share the power of aromatherapy and inspire others to live well, naturally.

AC: Sustainability is clearly a core pillar of your business. How do you maintain luxury standards while staying eco-conscious?

EEH: At H&G, we believe that true luxury doesn’t come at the cost of the planet. Maintaining high standards while staying eco-conscious is a delicate balance, but one we are deeply committed to since day one.

Every product we create is made with high-quality, non-toxic, and natural ingredients, carefully selected for their purity and effectiveness. For us, sustainability isn’t an afterthought, it’s woven into every stage of our process.

All corporate orders are made fresh upon request and delivered in reusable containers, which we collect during our weekly delivery rounds to reduce single-use waste. Our packaging is always recyclable and refill-friendly, whether it’s for our candles, sprays, or blended oils.

We actively encourage our clients to reuse and refill, and we’re proud to see our community grow more conscious with us.

At H&G, sustainability is not just a practice, it’s a value. And we’ve learned that when you stay true to your beliefs, even small steps can create meaningful change. With perseverance and purpose, we continue to prove that you can have both luxury and responsibility. 

AC: You’ve recently won the Luxury Lifestyle Award 2025—congratulations! What does this recognition mean to you and your team?

EEH: Your Support Means Everything! It means the world to us that our hard work, passion, and determination are being recognised. Every kind word, recommendation, and order reminds us why we started this journey. This achievement & support motivate us to keep pushing forward, stay true to our values, and continue creating with purpose.

From the bottom of our hearts, thank you for believing in us.

AC: H&G Lifestyles offers everything from customizable candles to corporate gifting solutions. How do you tailor products to such a wide range of clients and occasions?

EEH: We take the time to work closely with our clients to create the perfect gift, starting with personalized scenting sessions to craft a custom blend, whether it’s for candles, sprays, or diffusers. We thoughtfully recommend product options that align with their preferences, always keeping sustainability in mind. And we love a good challenge, especially when our clients come to us with bold, over-the-top requests.

AC: Your workshops and customer engagement initiatives are quite popular. How important is direct community interaction to your brand’s growth?

EEH: Engaging with our community is at the heart of what we do. We believe in sharing knowledge through our workshops in a way that’s detailed, patient, and, most importantly, a therapeutic, fun experience for everyone. Our growth has been fueled by the positive feedback and recommendations from past participants, whose support has encouraged us to expand and offer even more enriching workshop experiences.

AC: What trends are currently shaping the luxury scented candle market, and how is H&G Lifestyles responding to them?

EEH: There are many creative candle makers out there, each using unique ingredients and styles. At H&G, our consistency comes from staying true to our brand’s core values, tone, and mission. We strive to stand out by prioritizing sustainability and remaining authentic in everything we do. We are truly grateful for the strong trust and loyal relationships we’ve built with our clients over the years. Trends come and go, relationships last a lifetime.

AC: Many consumers are becoming more ingredient-conscious. What do you think sets plant-based aromatherapy products apart in today’s market?

EEH: Plant-based products often promote sustainable sourcing and environmentally friendly practices, appealing to eco-conscious consumers. Packaging, sourcing, and production methods are also important differentiators. It’s important to be transparent for consumers to know what ingredients go into making the product. It is heartwarming to see consumers being more health-conscious.

AC: How do you balance creativity and consistency when developing new fragrances or limited-edition collections in such a competitive industry?

EEH:  Our Limited editions are explored by seasonal shifts, cultural inspirations, or emotional narratives. We like to be creative, at the same time being consistent in maintaining our brand’s familiarity. We use customer feedback, reviews, social media reactions, and sales metrics to learn consumers’ demands and what core elements matter most to our consumers. This helps evolve us while staying grounded.

Thank you, Emelda, for sharing your inspiring journey and insights—your dedication to sustainable luxury and holistic well-being continues to set a remarkable standard in the industry.

Learn more about the award-winning company by visiting https://www.hglifestyles.com/