Nina Morgan’s Nurtur Tea History

Nina Morgan, founder of Nurtur Tea, shared that the idea of ​​her business was born from a deeply personal experience. During his pregnancy, he found himself looking for cleaner and natural products, especially when it was something as apparently simple as herbal tea.

“When I was pregnant, I became really aware of what I was putting in my body,” he said, remembering how surprised I was to find that even the teas marketed as natural often contained pesticides, artificial flavors and other unwanted additives. “Something as simple and natural as tea should not have to come with a list of questionable ingredients. That is what caused the idea of ​​Nurtur tea, to create a really clean, functional and made product with intention.”

For Nina, tea had always been a grounding ritual. But when he began to explore the industry more deeply, he noticed a clear gap in the market, a lack of herbal teas that were not only pure, but also supported well -being in a more intentional way. “I wanted to create teas that had guided, without plastic and rooted in traditional practices, something that would genuinely nourish both the body and the mind,” he said.

Matcha also played a crucial role in the configuration of his brand. Nina admitted that finding the correct matcha was a challenge. “I quickly realized that most matcha in the market were of low quality, full of sugar and artificial flavors to cover up bitterness,” he explained. Determined to offer something better, it spent months investigating and testing before finally obtaining a ceremonial grade of UJI, Japan. “But once I found it, I knew it was something special,” he said. “Offering a matcha that was pure, soft and genuinely of high quality became a cornerstone of Nurtur tea.”

In its purpose

Nina said that brand growth has been based on a firm commitment to quality and authenticity. From the beginning, she believed that staying faithful to her central values ​​would distinguish them in a market full of people. “An important turning point moved to our own warehouse,” Nina explained. The change gave them more control over daily operations and created opportunities to organize well -being events that resonated with the company’s broader mission. These meetings not only reinforced their purpose, but also helped strengthen ties with the surrounding community.
Delegating responsibilities was another key step in the evolution of the brand.

“It has allowed me to concentrate on the development and product strategy,” he said, reflecting on how to learn to trust others with important aspects of the business helped the team to grow more efficiently. “But above all, staying faithful to our principles has been the basis of our success,” he added. Whether he was obtaining ingredients based on herbs without hidden additives or a ceremonial grade matcha directly from UJI, Japan, Nina emphasized that her refusal to commitment had created a deep sense of confidence with customers. “We have never committed ourselves to quality … customers trust us because they know we are obsessed with quality and transparency.”

When reflecting on the trip, Nina admitted to break into the tea industry and Matcha came with more than a few obstacles. One of the most persistent challenges, he said, was to obtain ingredients that met their high standards.

“The supply quality ingredients were one of the most difficult challenges,” Nina shared. He recalled the thorough process of finding teas of herbs that were free of pesticides and artificial additives. Matcha, he added, proved to be even more difficult. “There is so much poor quality matcha, and I was determined to find something pure and soft without additives. He took months of research and tests before finding the appropriate supplier in UJI, Japan.”

There were also operational obstacles. In the early stages, Nina tried to juggle with multiple business models at the same time, selling in the markets, direct an electronic commerce store and administer wholesale. “I quickly realized that it was impossible to succeed in all three at the same time without stretching the business too thin,” he admitted. That realization led her to make a conscious decision to refine her strategy and channel the energy in what mattered the most.

Even something as apparently simple as packaging brought its own complexities. Nina explained that the packaging not only had to look beautiful but also embodied the values ​​of the brand and was functional. “We have faced challenges with quality and materials along the way, for example, we change our cardboard matcha for tin packaging, since we strictly have to have a tight air,” he said.

When asked about the greatest conclusion of his experience so far, Nina did not hesitate: “He does not commit to quality.” She acknowledged how tempting corners can be when things get difficult, but emphasized that staying faithful to the values ​​of one is what generates trust and, ultimately, a long -term success.

Brew what you think

Nina believes that what really distinguishes the brand is its unwavering commitment to harmony, not only with flavor, but at each point of sensory contact. For her, success lies in the careful balance of quality, flavor and aesthetics, something that feels that often lacks in the broader tea market.

“We never commit ourselves to quality, but it is not just the ingredients. The taste and aesthetics are equally important,” said Nina. He pointed out that many tea brands fall short in at least one area, some offer an excellent flavor, but trust additives, while others are clean but lack visual flavor or attractiveness. “You can find a tea that knows well but that is full of additives, or one with clean ingredients that does not have a very good flavor, the packaging is often overlooked.”
For Nina, the packaging plays a fundamental role in the delivery of the brand’s message. It is not just about function, but also about emotion and experience.

“The packaging must reflect the brand’s values ​​while it is functional and visually attractive,” he explained. Collaborating with a designer has helped raise the appearance of the product, creating an emotional connection with customers from the first look. “We have also focused on making the packaging more endowable, it is perfect for holy secrets, corporate gifts or new gifts for parents.”
To build on that gift experience, the brand often cures the thematic packages at times such as Mother’s Day or Sleep, combining teas with complementary products for a more reflective and high offer.

“The packaging is designed to look beautiful in the bank of your kitchen, creating a feeling of ritual and calms every time it reaches it,” he added.

That dedication to details does not stop in the product. Nina said that staying relevant in the market means that in constant evolution, either through better mixtures, releases of new products, renewed packaging or immersive experiences such as tea ceremonies and Yin & Pins events. As she said, it is more than just selling tea, “it is about creating a complete sensory experience.”

When it comes to advice for entrepreneurs, Nina does not contain honesty or information. From his own experience, he emphasized the importance of clarity, patience and connection in the construction of something sustainable. “Starting with a clear ‘why’ is fundamental,” said Nina, emphasizing that a strong sense of purpose is what leads it through inevitable challenges. “Business is difficult, if you don’t have a strong reason behind what you are doing, it is easy to burn it when things get difficult.”

For her, quality is not negotiable. He encouraged the new founders to take the time to get their product just before the launch. “Take your time to get the best ingredients or materials, and do not hurry to the market with something that is not proud. Your customers will notice the difference.”

He also talked about the power to build significant relationships beyond transactions. “Build a community, not just a customer base,” he advised. Nina believes in committing directly to people, listening to your comments and encouraging connection, either through events, collaborations or simply reflexive interactions online.
Adaptability, he said, is another essential feature.

“Be prepared to Pivotar,” said Nina, reflecting on her own business trip. What works in the first days, he 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, he urged others to tune in their instincts. “Trust yourself,” he said. “It is easy to guess your decisions, but nobody knows your business better than you. Stay based on your values ​​and trust the process.”

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