How Salt & Souls Inspires Healing Through Salt, Aura, and Intention

Meet Jenna, the founder of Salt & Souls, Charlotte’s first and only Himalayan salt cave a sanctuary where wellness goes beyond the physical. After transitioning from a career in pharmacy, Jenna was inspired to create something rare: not just a place for salt therapy, but a space where the soul could truly rest, restore, and reconnect.

Discover more about Jenna where she shares the story behind Salt & Souls, her first experience with Auratherapy, and how our partnership continues to inspire both her clients and her mission.

Q: Can you share a quick introduction to Salt & Souls - your vision for it, the services you offer, and what makes your location unique? 

A: Salt & Souls was born from my own transition from pharmacy to wellness, with a vision to create something rare, not just a place for salt, but a place for the soul. I wanted to create a space where people can truly rest, restore, and feel supported in body, mind, and spirit.

I’ve always been drawn to the ambience of a salt cave. While any room can technically be made into a salt room with a halo generator, I wanted the experience here to feel immersive. As Charlotte’s first and only Himalayan Salt Cave, our mission is to offer a sanctuary for deep relaxation, respiratory health, and soul-level nourishment.

Alongside halotherapy, we offer restorative treatments like therapeutic massage, intuitive facials, and energy work, all designed to support healing from the inside out. We’re not a traditional spa, and we’re not trying to be. Instead, Salt & Souls is a place to breathe deeper, release what weighs you down, and reconnect with yourself, a sanctuary where the salt is just the doorway to something more.

Q: How did we first connect, and what was your first impression of Auratherapy when you visited our Grove Arcade store ( I think that’s how we all met right)?

A: Yes! My first impression of Auratherapy was at the Grove Arcade store. I’d seen aura readings before while traveling and always wanted to try one, so when I noticed they were available right there in the shop, I was so excited. My daughter and I both had ours done, and it was such a special experience to share together. Afterward, we learned about chakra-supporting products like roll-ons and sprays and picked up a few goodies to take home. On the drive back to Charlotte, we couldn’t stop reading through each other’s detailed aura reports that had been emailed to us.

Q: What stood out to you in that first experience that made you think, “This belongs in my salt cave”?

A: Before my aura reading, we had actually visited the salt room at The Salt Spa of Asheville, where I tried the chakra balancing mat upgrade during my session. When my chakra levels were measured in the aura reading afterward, they all showed up relatively high (I was told I was in the 5% of people who don’t have any registering low).  I couldn’t help but credit that time on the chakra mat for giving me a boost.  To me, salt therapy, chakra balancing, and aura readings have always felt like they naturally go hand in hand. Even though I didn’t get back to Asheville often to visit the Auratherapy store, I used the products I bought there daily and always looked forward to restocking on their chakra-supporting goodies. Because I experienced firsthand how supportive they were for my own wellness, it felt like a natural choice to carry them for our customers. I knew that once others discovered Auratherapy, they’d be just as grateful to have access to them here in Charlotte.

Q: Before integrating Auratherapy, what challenges or opportunities were you seeing in your business? (e.g., needing new ways to attract customers, increase retention, or add retail sales).

A: Before opening, I knew I wanted Auratherapy products in our retail selection. My business plan did not have retail as a huge component, but I didn't want it to be non-existent either. Instead, I wanted the items we carried to be very intentional and low stress to "sell".  For me, that meant three things: I had personally vetted the ingredients, I used the products myself, and they could flow seamlessly from our services into something customers could take home. When I reached out to Auratherapy, I was connected with Chelsea, who guided me in finding the best ways to use our resources and time, maximizing both exposure and profit, while staying true to the heart of Salt & Souls.

Q: What made Auratherapy feel like a good fit for Salt & Souls?

A: Seems simple, but, because Auratherapy is a good fit for ME.  My first order, which I placed before we opened, came with a complimentary product (which turned out to be my all time favorite Auratherapy item) and a special note from Laura which I have kept till this day.  It meant so much to me that this is a company who is not only generous, but also thoughtful, and takes the time to make it PERSONAL.  Which is exactly the model I want to be for my customers.

Q: How did the “no-touch, turnkey” aspect factor into your decision?

A: Working with Auratherapy has been effortless from the very start. I felt supported from my very first communication with them. While I knew which products I wanted to carry, I wasn’t sure how many to order or the best way to promote them. Auratherapy made that process simple: when they send products, they also include testers to help customers experience them, along with literature and marketing materials.

As a new business, that kind of support has been invaluable…for my budget, for my bandwidth (not having to create everything from scratch), and for my time. When a company takes the initiative to provide tools that save you time, energy, and resources, it’s clear they’re not only invested in getting their products into the world, but also in helping you succeed.

Q: How did you see Auratherapy complementing your existing modalities and services?

A: Everyone loves things that smell good, but we wanted our customers to not only smell the good vibes, but to feel them the moment they walked into Salt & Souls. Auratherapy’s Room Boost sprays made that possible. We use them throughout our space, in the lobby, tea lounge, salt rooms, and therapy room to create an uplifting, welcoming atmosphere.

The chakra roll-ons have also been such a gift. They’re a wonderful way to introduce chakras to those who are new, and for those who are already familiar, they love choosing the one that supports what they need in that moment. Since Salt & Souls is all about caring for the mind, body, and soul, having products that align with and extend our services is truly essential both for the experience in our space and for customers to continue at home.

Q: Can you walk us through the first “Aura Day” ( this is what we call the aura pop up now!) you hosted — how you promoted it, how customers responded, and what the energy was like that day?

A: We first introduced an Aura pop-up at our grand opening as a complimentary offering. It quickly became one of the highlights of the day and a huge hit, so much so that we couldn’t even get to everyone on the sign-up sheet. The energy in the space was filled with curiosity, excitement, and awe.

Q: How did Auratherapy help you tell a marketing story for your grand opening? 

A: Auratherapy helped us tell a deeper story at our grand opening by giving guests a tangible way to connect with the unseen energy that Salt & Souls is all about. While our salt caves speak to the physical and therapeutic benefits of halotherapy, the Aura pop-up added a dimension of curiosity and wonder.  It allowed people to actually see energy in a way they may never have before. This created a powerful bridge between the science of salt therapy and the soulful, energetic essence of our brand. It sparked conversations, excitement, and a sense of discovery that perfectly reflected what we want Salt & Souls to stand for.  Also, the products gave them a way to take home this support for their wellness journey.

Q: Did you notice customers making connections between their salt therapy session and the aura/chakra experience?

A: We didn’t run salt sessions during our grand opening, it was more of an open house for guests to explore the caves and experience the vibe and essence of Salt & Souls. As we shared the benefits of halotherapy and overall wellness for mind, body, and soul, the Aura pop-up gave people a tangible way to see energy…something many had never experienced before. It was amazing, and it beautifully reflected how the salt experience is not only physical, but also deeply energetic.

Q: From your perspective, what were the biggest wins from that first Aura Day? (attendance, retail sales, buzz, social sharing, customer feedback)

A: Attendance and retail sales.  The aura readings were the highlight of the event! When people receive a tangible reading of something personal, they naturally want a way to support and enhance it. Having a product that does just that makes it an easy and meaningful sale.

Q: Did the aura readings lead to product sales right away? If so, which products resonated most with your clients?

A: YES!  The full size room boost sprays or the Chakra roll on discovery kits.

Q: Have you seen customers come back after their Aura Day to buy products or book services?

A: Yes.  And many have asked when we will do another Aura Day.  We plan to use it as a marketing hype and celebration for our 1 year anniversary.

Q: Why did you decide to schedule your next Aura Day? Would you consider booking one quarterly?

A:  I decided I wanted an Aura Day when I wrote my business plan on how we were going to market our Grand Opening!  Yes, I would love one quarterly.

Q: How does this cadence keep your customers engaged and looking forward to the next event?

A: I think it attracts both new and returning customers. Aura readings are such a natural entry point to the products.  People love the experience, and once they have a reason to try the products, they end up loving them too.

Q: Has the partnership freed you from investing in equipment or holding large product inventory?

A: Absolutely. Knowing there is the option to either stock our own inventory or have Auratherapy bring items for customers to try gives us flexibility for any budget and comfort level.

Q: How does partnering with Auratherapy help your brand on Social media?

A: Auratherapy brings color and dimension to our purpose. Their essential oil products support both the physical and energetic body, which aligns beautifully with the essence of Salt & Souls. Featuring them on social media makes our content more vibrant, while the tagging and cross-sharing naturally show community and connection that others want to be part of.

Q: Can we do more to attract new followers, inquiries, or bookings as a result of the cross-promotion?

A: Not at the moment.  But, if we get certified to do our own aura readings then maybe!

Q: As a salt cave owner, what advice would you give other wellness businesses about layering in additional modalities?

A: As with any business, it’s important to personally align with the services you offer. When you truly believe in them, it’s not only easier to stand by them, but also to authentically share and promote them to others.

Q: How does Auratherapy fit into your long-term vision for Salt & Souls?

A: I would love to become certified in aura readings, as well as certify some of my staff, so this can become an ongoing service at Salt & Souls. Right now, there are no aura readings offered in Charlotte, which makes it an exciting opportunity to bring something truly unique to our community that is on brand with Salt & Souls.  And as more people discover Auratherapy products, to be their go to place to get them for themselves and others.

Q: Do you see opportunities to integrate Auratherapy into your other modalities like massage, sauna, hammam, or group events?

Q: If you had to sum up your experience with Auratherapy in one or two sentences, what would you say to another salt cave owner who’s considering it?

A: Auratherapy has been central to what we offer at Salt & Souls, giving clients something tangible they can see, smell, and feel, which deepens their connection to halotherapy. On top of that, the company has been incredibly supportive, offering flexible inventory, marketing guidance, and a partnership that genuinely feels invested in our success.