Emma's story
I grew up surrounded by a name that already carried a story. AURA began with my need to create one of my own.
I was born into a family of visionary entrepreneurs and raised between different countries, cultures and languages. Travelling gave me a broad view of the world, but it also often left me wondering where I belonged within it.
My father, founder of the Zepter house, instilled in me the belief that true wealth begins with harmony between the body and mind. Yet while I inherited this philosophy, I still had to discover what it meant for me.
Where I belonged
For a long time, I felt that my identity had already been written around me. It was easier to fit within what was familiar than to express what made me different. Feeling like an outsider eventually became a source of curiosity, about identity, the human mind and how we learn to accept ourselves. That curiosity led me to pursue an MSc in Psychology and continues to shape the philosophy behind AURA today.
No two were ever entirely alike
My fascination with crystals began much earlier. As a child, I collected stones during travels from the Croatian coast to the Greek islands. No two were ever entirely alike. Their individual shapes, colours and natural imperfections taught me that singularity was not something to correct, but something to value.
An expression of me
Fragrance became another way for me to explore identity. I was always searching for a scent that felt unmistakably like mine, becoming attached to one signature before discovering another. Then, in 2022, I had the opportunity to develop a fragrance of my own.
What began as curiosity became a deeply personal creative process. With every sample, I moved closer to something I could not yet fully describe, but immediately recognised when I wore it. For nearly a year, people stopped me to ask which fragrance it was. It did not have a name or a bottle yet, but it already felt like an expression of me.
The beginning of AURA
During this period, I dreamt of a perfume bottle crowned with a natural crystal. The image brought together two worlds that had followed me since childhood: fragrance as an invisible expression of identity, and crystals as tangible symbols of individuality. That dream became the beginning of AURA by Emma Zepter.
"Aura reflects my life, my inspirations, and my desire to connect people to their most beautiful essence: their inner light."Emma Zepter
An invisible signature
Creating AURA did not give me a new identity. It gave me the confidence to express the one I had been hesitant to claim.
I founded AURA at 24 with the belief that fragrance can be more than an accessory. It can become an invisible signature: a way of expressing who we are and choosing how we present ourselves to the world.
To me, our aura is the presence we embody on the outside, shaped by the light we carry within. Fragrance becomes part of that expression, while the crystal acts as something tangible to return to, a reminder of the intention, quality or part of ourselves we choose to embrace.
Each AURA bottle is crowned with a genuine, naturally formed crystal. No two are precisely alike. Their differences are not imperfections to conceal, but what gives each one its identity, just as our individuality is not something to overcome, but something to embody.
RISE · Rose quartz
RISE was the first expression of this vision. Inspired by the sunrise and crowned with rose quartz, its solar floral scent represents self-acceptance, confidence and the choice to let our inner light become visible.
MUSE · Tiger's eye
MUSE is the second fragrance of AURA. Inspired by the strength of the midday sun and crowned with tiger's eye, its citrus solar scent represents confidence, sensuality and the choice to embody our inner power.
As AURA evolves, each new fragrance and crystal will embody a different intention, a distinct way of feeling, expressing ourselves or moving through a particular chapter of life.
AURA grew from my search for identity. Today, it is an invitation to recognise what already exists within you, embrace it, and choose the aura through which you bring it into the world.
Emma Zepter
