Starting with a clear ‘why’ is fundamental. Business is hard — if you don’t have a strong reason behind what you’re doing, it’s easy to burn out when things get tough.
Nina Morgan, Founder of Nurtur Tea, shared that the idea for her business was born out of a deeply personal experience. During her pregnancy, she found herself searching for cleaner, more natural products, especially when it came to something as seemingly simple as herbal tea.
“When I was pregnant, I became really conscious of what I was putting into my body,” she said, recalling how surprised she was to find that even teas marketed as natural often contained pesticides, artificial flavours, and other unwanted additives. “Something as simple and natural as tea shouldn’t have to come with a list of questionable ingredients. That’s what sparked the idea for Nurtur Tea, to create a product that was genuinely clean, functional, and crafted with intention.”
For Nina, tea had always been a grounding ritual. But as she began exploring the industry more deeply, she noticed a clear gap in the market, a lack of herbal teas that were not only pure but also supported wellbeing in a more intentional way. “I wanted to create teas that were naturopathically guided, plastic-free, and rooted in traditional practices, something that would genuinely nourish both body and mind,” she said.
Matcha, too, played a crucial role in shaping her brand. Nina admitted that finding the right matcha was a challenge. “I quickly realised that most matcha on the market was low quality, filled with sugar and artificial flavours to cover up bitterness,” she explained. Determined to offer something better, she spent months researching and testing before finally sourcing ceremonial-grade matcha from Uji, Japan. “But once I found it, I knew it was something special,” she said. “Offering a matcha that was pure, smooth, and genuinely high quality became a cornerstone of Nurtur Tea.”
Steeped in purpose
“Packaging needs to reflect the brand’s values while being functional and visually appealing. It helps bring the brand to life and creates that emotional connection with the customer before they’ve even opened the product.
Nina said that the brand’s growth has been rooted in a steadfast commitment to quality and authenticity. From the beginning, she believed that staying true to their core values would set them apart in a crowded market. “A major turning point was moving into our own warehouse,” Nina explained. The shift gave them more control over day-to-day operations and created opportunities to host wellness events that resonated with the company’s broader mission. These gatherings not only reinforced their purpose but also helped strengthen ties with the surrounding community.
Delegating responsibilities was another key step in the brand’s evolution.
“It has allowed me to focus on product development and strategy,” she said, reflecting on how learning to trust others with important aspects of the business helped the team grow more efficiently. “But above all, staying true to our principles has been the foundation of our success,” she added. Whether it was sourcing herbal ingredients without hidden additives or sourcing ceremonial-grade matcha directly from Uji, Japan, Nina emphasized that their refusal to compromise had built a deep sense of trust with customers. “We’ve never compromised on quality… Customers trust us because they know we’re obsessive about quality and transparency.”
Reflecting on the journey, Nina admitted that breaking into the tea and matcha industry came with more than a few obstacles. One of the most persistent challenges, she said, was sourcing ingredients that met her high standards.
“Sourcing quality ingredients was one of the hardest challenges,” Nina shared. She recalled the painstaking process of finding herbal teas that were free from pesticides and artificial additives. Matcha, she added, proved to be even more difficult. “There’s so much poor-quality matcha out there, and I was determined to find something pure and smooth without additives. It took months of research and testing before we found the right supplier in Uji, Japan.”
There were operational hurdles too. In the early stages, Nina tried to juggle multiple business models at once, selling at markets, running an e-commerce store, and managing wholesale. “I quickly realised it was impossible to succeed in all three at once without stretching the business too thin,” she admitted. That realisation led her to make a conscious decision to refine their strategy and channel energy into what mattered most.
Even something as seemingly straightforward as packaging brought its own complexities. Nina explained that the packaging not only had to look beautiful but also embody the brand’s values and be functional. “We’ve faced challenges with quality and materials along the way, for example, we switched our matcha from cardboard to tin packaging as we strictly have to have it air tight,” she said.
When asked about the biggest takeaway from her experience so far, Nina didn’t hesitate: “Don’t compromise on quality.” She acknowledged how tempting it can be to cut corners when things get tough, but emphasised that staying true to one’s values is what builds trust, and ultimately, long-term success.
Brew what you believe
Nina believes that what truly sets the brand apart is its unwavering commitment to harmony, not just in flavour, but across every sensory touchpoint. For her, success lies in the careful balance of quality, taste, and aesthetics, something she feels is often missing in the wider tea market.
“We never compromise on quality, but it’s not just about the ingredients. Taste and aesthetics are equally important,” Nina said. She pointed out that many tea brands fall short in at least one area, some offer great flavour but rely on additives, while others are clean but lack taste or visual appeal. “You might find a tea that tastes good but is full of additives, or one with clean ingredients that doesn’t taste great, and often the packaging is overlooked entirely.”
For Nina, packaging plays a critical role in delivering the brand’s message. It’s not only about function, but also about emotion and experience.
“Packaging needs to reflect the brand’s values while being functional and visually appealing,” she explained. Collaborating with a designer has helped elevate the look and feel of the product, creating an emotional connection with customers from the very first glance. “We’ve also focused on making the packaging more giftable, it’s perfect for Secret Santas, corporate gifts, or new parent gifts.”
To build on that gifting experience, the brand often curates themed bundles around moments like Mother’s Day or Sleep Week, pairing teas with complementary products for a more thoughtful and elevated offering.
“The packaging is designed to look beautiful on your kitchen bench, creating a sense of ritual and calm every time you reach for it,” she added.
That dedication to detail doesn’t stop at the product. Nina noted that staying relevant in the market means constantly evolving, whether through better blends, new product launches, refreshed packaging, or immersive experiences like tea ceremonies and Yin & Pins events. As she put it, it’s about more than just selling tea, “It’s about creating a full sensory experience.”
When it comes to advice for aspiring entrepreneurs, Nina doesn’t hold back on honesty or insight. Drawing from her own experience, she emphasised the importance of clarity, patience, and connection in building something sustainable. “Starting with a clear ‘why’ is fundamental,” Nina said, stressing that a strong sense of purpose is what carries you through the inevitable challenges. “Business is hard, if you don’t have a strong reason behind what you’re doing, it’s easy to burn out when things get tough.”
For her, quality is non-negotiable. She encouraged new founders to take the time to get their product right before launching. “Take your time to source the best ingredients or materials, and don’t rush to market with something you’re not proud of. Your customers will notice the difference.”
She also spoke about the power of building meaningful relationships beyond transactions. “Build a community, not just a customer base,” she advised. Nina believes in engaging directly with people, listening to their feedback, and fostering connection, whether through events, collaborations, or simply thoughtful interactions online.
Adaptability, she said, is another essential trait.
“Be prepared to pivot,” Nina noted, reflecting on her own business journey. What works in the early days, she explained, often needs to evolve as the business grows. Sometimes, that means simplifying. “Don’t be afraid to adjust your strategy or simplify your product line to stay aligned with your vision.”
But above all, she urged others to tune into their instincts. “Trust yourself,” she said. “It’s easy to second-guess your decisions, but no one knows your business better than you. Stay grounded in your values and trust the process.”
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