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Our HINU Home series explores the personal connection we have with our hair and the way rituals help bring us back home to ourselves.
Photography by Ben Rayner
"Nature relaxes and grounds me, bringing me back to reality and helping me step away from the stresses of life. In this calm state, I often find that new ideas and shapes begin to take form in my mind"
Jedda is a talented ceramic artist with over six years of experience, specialising in both functional and sculptural ceramics. Her work is all about the balance of form and function, and she loves experimenting with new ideas, whether crafting everyday items or creating sculptural pieces. We spent some time with Jedda in her beautiful Byron Bay studio and shop, Shop Jedda, where she brings her creative vision to life.
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Can you share the story behind your studio and shop in Byron Bay? What does a typical day in your creative space look like?
Ever since I started this business about six years ago, I’ve always dreamed of having my own shop and studio. When I moved to Byron, everything just fell into place, and I felt like I was exactly where I needed to be. I went through a few different studios until I found the one I’m in now. It feels amazing to have such a beautiful shop space. Every day is different, but I usually start by unpacking the kiln, organizing the shelves, and updating stock. Then, I’ll check emails, orders, invoices, and all that fun admin stuff, hehe. After that, I figure out what I need to make for the day and week, and then I get into creating. I love having customers or friends from around the block stop by throughout the day—it’s a nice way to break up the work. Depending on the day, I might glaze ceramics and put another fire on, paint mugs, or make new pieces.
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How do you stay inspired and creative, especially during busy or challenging times?
During busy times, it can be hard to stay inspired—and often, I don’t. I put my head down and focus on getting the work done. However, I’ve found that stepping back and making time for myself helps reignite my inspiration. It’s about staying in tune with how I’m feeling and recognising when I need a break, even if it’s just finishing a couple of hours earlier. I’m lucky that no matter how busy I get, my work is always creative, and I’m constantly creating with my hands.
How do you prioritise self-care while running a business?
For me, self-care is all about being alone and doing the things I love. No matter how busy the day gets, I always make time for a walk on the beach with my dog. I’ve found that sensory things really help me relax and recharge—whether it’s playing records or my guitar, lighting some incense, or just reading. With the work I do, my body can get pretty tense and sore, so I make sure to get a massage every few weeks to look after it.
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What role does nature play in your creative process and in your life more broadly?
Nature relaxes and grounds me, bringing me back to reality and helping me step away from the stresses of life. In this calm state, I often find that new ideas and shapes begin to take form in my mind. Nature is very powerful.
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Hair Growth Oil
What relationship do you have with your hair? Has it evolved over the years?
My hair has been through quite a journey over the last five years. After bleaching it and experimenting with all sorts of colours, I ended up completely damaging its quality. It started splitting and even began falling out. Over the past two years, I've focused on restoring my natural, healthy hair, and I've found that Hinu has been the most effective in helping me achieve that!
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Jedda is using the Hair Growth Oil
What hair rituals do you currently do?
I’m pretty low-maintenance (and a bit lazy) when it comes to my hair care routine. I mostly focus on nourishing it by applying Hinu hair oil daily to the ends, and every few weeks, I treat it to an overnight Hinu hair and scalp mask. I also try to wash my hair as little as possible to preserve its natural oils, and I make sure to stick to high-quality products.
Jedda is using the Hydrating Mist
JEDDAS'S HINU HOME PLAYLIST
I. Midnight on Rainbow Road - Leon Vynehall
II. Marble Walls - Tara Clerkin Trio
III. Paris, TX - Opale
IV. Ribs - Tirzah
V. Tropical Love - Greg Float
VI. Go On - a.s.o, Alias Error
VII. Obsession 2 - Inga Copeland
VIII. These Empty Stairs - 18 Rays
IX. Desire Machine - Spirit Blue
X. Giving Up on Your Old Ways - Acopia
XI. Tyrone - Erykah Badu
XII. Van Hed Med Dem? - Brian Jonestown
Listen on Spotify.
Follow Jedda Purchase & Ben Rayner