Now Open: Bloomwell Handcrafted Incense + Home Fragrances

Now Open: Bloomwell Incense + Home Fragrances

Bloomwell founder Najwa Fox leaned on her family’s history of craft fragrances to launch her own small-batch incense and home fragrances business. Each blend is inspired by scents from South East Asia and handcrafted right here in San Diego.

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Launched in the spring of 2021, Bloomwell is a modern luxury line of small batch incense and home fragrances handcrafted in house at Bloomwell’s storefront in Mission Valley.

Bloomwell founder Najwa Fox honed her fragrance craftsmanship skills while spending time in her father’s fragrance shop, Garden of Fragrance in Oak Park (recently closed after 30 years in business). Each of Bloomwell’s incense and oil blends benefit from Fox’s years of experience and also draw on inspiration from her travels in Japan and across South East Asia.

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Bloomwell Founder Najwa Fox

Bloomwell Signature Collection

Bloomwell’s signature collection incense blends include:

  • Black Santal – bergamot, sandalwood, cedar, white musk
  • Green Tea – inspired by bright, creamy, uplifting matcha green tea lattes
  • Lavender Sage – soft, balancing, calming
  • Lemongrass – refreshing citrus with a touch of sweet orange
  • Woodstock – earthy, patchouli inspired

“We soak the sticks in the oils for over 24 hours to absorb the fragrance. We are sourcing charcoal incense sticks which are made here in the U.S.” says Fox. “They have more of the fragrance coming through versus wood, and they burn longer, too. Each stick lasts for about an hour and fifteen minutes.

“To make it last even longer, you can layer the scents by burning a candle and incense together or combining with the aroma oils,” Fox instructs.

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Along with incense sticks, Bloomwell’s product line features cone incense and aroma oils to use in oil warmers or diffusers. However, Bloomwell’s perfume oil rollers are the true standouts. Because they are made of pure fragrances — no alcohol or fillers — the oils are long-lasting and truly intoxicating. (I fell in love with the two scents made for ‘him’: amber + citrus and spicy tonka, a fragrance made with notes of tonka bean, bergamot + tobacco.)

Bloomwell also has several exclusive contracts with luxury resorts in Mexico and Fox hopes to expand into local resorts and shops here in San Diego. “The wholesale stick is a larger stick that lasts for 3 hours and it creates a memorable experience for the guests,” says Fox. “We’ve had people reach out and say ‘I was at this resort and I want to order the same fragrance.’ [The fragrance] really brings you back to the resort and your vacation.”

You can stop by Bloomwell’s storefront on Tuesday-Friday, 11:30-4:00pm to experience the heavenly aromas of Bloomwell’s collection yourself. Or you can simply order online at

Bloomwell Boutique

4698 Alvarado Canyon Road, Suite P, San Diego 92120

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