A Chat with Giselle Boxer, Founder & CEO at Wellbeing Company: East Healing

Tell us about East Healing.

 

Motivated by my own transformative health journey, I founded East Healing (previously Acu Seeds) in 2021, to empower others to find balance, alleviate pain, and improve mental well-being through ancient Chinese medicine techniques.

As the UK’s leading ear seeds store, we offer a range of premium products, from our signature ear seed kits in a variety of styles, to acupressure rings and combs – ultimately helping to relieve tension, improve circulation, and promote overall relaxation. These are tools you can easily incorporate into your everyday life, creating a luxurious and accessible pathway to self-care.

 

 

What do you think makes this company unique?

 

Our unique selling point is our ability to bridge the gap between ancient wisdom into the 21st century, making self-care and natural healing convenient and accessible for all.

Our products are designed to fit seamlessly into today’s busy lifestyles. You can wear them on-the-go and reap the benefits of TCM without needing to visit a practitioner or carve out extra time in your day.

 

 

What is your advice to aspiring entrepreneurs?

 

Firstly, find your North Star. What is the driving force behind your business? What impact do you want to make? This core purpose will be your guiding light during challenging times. For me, it’s the desire to create something meaningful that not only improves people’s lives but also inspires my children.

Secondly, nurture yourself. The entrepreneurial journey is a marathon, not a sprint. It’s easy to get caught up in the hustle, but remember to recharge your batteries. Whether it’s through mindful moments, daily rituals, or setting boundaries, prioritising your well-being is essential.

I’d also encourage aspiring entrepreneurs to embrace collaboration. Recognise that you don’t have to do everything yourself. Surround yourself with a talented team, leverage technology, and delegate tasks that are outside your expertise. Focus on your strengths and allow others to contribute their own.

Finally, acknowledge your achievements. Amidst the constant striving, remember to pause and celebrate your accomplishments, no matter how small. Each milestone, each victory, deserves recognition. It fuels your motivation and reminds you of how far you’ve come.

 

What most excites you about East Healing?

 

What excites me the most about East Healing is the impact we’re making—seeing people experience real transformation through Traditional Chinese Medicine. It’s incredible to witness how something as simple as ear seeds, acupressure tools, and now our new magnet patches can bring relief, balance, and empowerment to so many.

I love that we’re not just selling products; we’re changing perceptions around TCM and making ancient wisdom more accessible in a modern, luxurious way. From people discovering ear seeds for stress relief to seeing our brand featured at London Fashion Week, Selfridges, and even Coachella, every milestone reminds me why I started this journey.

But what truly excites me the most? The fact that we’re just getting started. There’s so much more we can do to bring holistic healing into people’s everyday lives—whether it’s through innovative new products, brand collaborations, or expanding our reach globally. The future of wellness is evolving, and East Healing is at the forefront of that movement.

 

How has the company evolved over the last couple of years?

 

Looking back at East Healing’s journey since I launched the company in 2021, it’s been an incredible ride. Our appearance on Dragons’ Den in 2024 was a pivotal moment for the business. It was surreal to receive investment offers from all six Dragons – a first in the show’s history! I ultimately chose to partner with the brilliant Steven Bartlett.

That overwhelming demand following the show forced us to adapt quickly. I had to scale up our operations overnight, which was both exciting and challenging.

Since then, it’s been incredibly fulfilling to witness the growing popularity of ear seeds and to see how they’re positively impacting people’s lives. We’ve also since broadened our horizons by introducing new ear seed designs and expanding our product line to include other Chinese medicine-inspired tools like acupressure rings and combs.

 

What can we hope to see from East Healing in the future?

 

We have so many amazing plans in the works. I see East Healing evolving into a trusted destination for those seeking to enhance their overall health and vitality. We’ll continue to expand our collection of TCM-inspired products, offering a carefully curated selection of tools and resources to support our customers on their holistic wellness journeys.

It’s been an amazing adventure so far – stay tuned for updates and new offerings as we continue to grow and evolve.