Where does respect for nature, honesty without false promises, and the inner fire that drives the brand forward play a central role? You will learn why the stone Angelic pharmacies are more important today than ever before, what „internal hygiene“ of a modern herbalist looks like, and why one herb for twenty diseases simply isn’t enough.
Come and take a moment with us to peek under the lid of a brand that believes that the path to health leads through tradition, family trust, and honest recipes.
How did Serafin come about – was it more of a rational business plan or a personal life journey?
The idea for producing herbal products was my parents'. At that time, it was just about loose teas. My mom was engaged in holistic consulting, and my dad came up with the products. Everything began to be built in the spaces of the family house where we lived, and I would see it more as a life journey than a rational business plan. The main motivation was to help people with their health comprehensively and honestly. This motivation persists to this day and gives us meaning in our work. The Serafin brand was created about a year after the first herbal tea was made. Since my mom used tarot cards in her work, she decided to draw one of the angel cards she used. She drew the angel Serafin, and since then, he has been the bearer of our brand.
What do you consider to be the greatest advantage of the family functioning of the brand – and what was the hardest part?
What I consider to be the greatest advantage is also the biggest challenge and the hardest part of family business. It’s relationships – if they are worked on correctly (especially in the family), the level of trust, mutual respect, and esteem tends to be deeper than with someone who comes into the company from outside. But at the same time, it is also the greatest risk when it does not work. Business has become a central theme in our family and has fundamentally influenced the functioning of our family. It was very difficult not to let it completely consume us. I believe that 21 years of our company's operation shows that we have mostly managed to pull together.
The name Serafin has strong symbolism. How does this „angelic“ transcendence reflect in your work and brand philosophy?
Yes, I see a great transcendence that I began to understand only recently. Serafin is a bearer of inner fire (determination), light, loyalty, and love. Our values and the direction we take as a company are partly built on these symbolisms. In our work and brand philosophy, one cannot deny the partial spirituality that Serafin gives us.
How does a new product come about today – does it start with customer needs or with herbs and recipes?
Both variants you write about are true. We try to respond to customer needs, but we also monitor which prevalent diseases are on the rise or are currently relevant. Recently, for example, we see an increase in fertility problems (especially among women) and health complications with the pancreas. We definitely look at market trends, but we try to maintain our direction of a comprehensive concept of products for relief or health support. Developing a new product and bringing it to market is a very long and complicated process, but we find it incredibly enjoyable. Most new products are tested on ourselves, our families, and friends.
How do you know when a recipe is „ready“ and can go to the public?
There are several factors. First, the recipe must make sense to us. Both in terms of health benefits and taste. Then it is very necessary for it to pass the legislative and approval processes at the offices. Furthermore, we need to obtain quality raw materials for the recipe according to our very high standards. I must not forget the testing part in production, as not everything can be produced on our machines. We want to test most new products, and until they pass this test, we will not release them. When all these parts go well, we know we are almost there and can get the new product to market.
What is your absolute priority regarding herbs: origin, quality, processing method, or a combination of everything?
Quality is our absolute priority. Whenever we receive herbs, we open every bag, and our trained quality inspectors check the quality of the herbs – based on appearance, smell, color, or even the certificate of origin. Occasionally, we also conduct random laboratory tests for heavy metals and pesticides. Over the years, we have verified that for many herbs, origin is very important, but not a key parameter. For processing herbs, we collaborate with a single company in our region. This cooperation works perfectly and at a very serious level.
Where do you draw the line between inspiration for a healthier lifestyle and what you no longer want to promise or claim?
That is a very thin line and is mainly very individual. A healthy lifestyle is a complex and broad topic. I also believe that personal responsibility plays a significant role. Each of us should learn to listen to our own body and try to trace what does good for it and what does not, which herb or natural product works for them and which does not. Of course, there are certainly principles that apply to most. At Serafin, we strive not to lie and not to make promises. We only communicate what we know or have tried about an herb or product, and we prefer not to go further. I believe it is very important to be absolutely fair and truthful on this topic.
What is the most common myth that people have about herbs and natural care?
There are several myths that come to my mind. The one I try to talk about most often is that one herb helps with 10, 15, 20 health problems and issues, as is often written in herbals or on the internet. The truth is that one herb primarily has an effect on 1, at most 2 health problems or perhaps an organ. Yes, it may work for others too, but that is already in combination with other herbs – and that is the work of my mom as an expert guarantor to create the right, functional, and safe recipe. Recently, I see that people somewhat expect that a natural product or herb will work similarly to a pharmaceutical preparation. That is, quickly and effectively. However, with herbs, it is a long-distance run, and often the cause must also be addressed for the treatment or help to be truly effective.
Why did you choose stone Angelic pharmacies – what does personal contact with customers give you additionally?
We opened our first physical store in 2015. At that time, there were not so many e-shops, and online sales did not have the power it has today. Every year we then tried to open another physical store. It makes sense to us precisely for that personal contact. Since customers turn to us when they have health problems, it is much better and more purposeful for us and the customer to communicate with them personally. To ask them the right questions, to tune into them. Moreover, the customer can handle and smell the product themselves. Absorb the atmosphere and energy that we want to convey. Personally, I am a big supporter and fan of retail sales and personal meetings. Building relationships is difficult, but it is very important for an individual's life. I really like the atmosphere in communities where the squares are still lively and where they have their butcher, baker, watchmaker, and perhaps even herbalist. Unfortunately, this is fading, especially here in the Czech Republic, because it is easier for people today to go to a large shopping center where they have everything in one place or to buy what they need online. Nevertheless, there you lose that personal contact, authenticity, reliance on your own senses, and I would say often even quality. The Angelic pharmacies give us one more great thing, which is direct feedback, which is very important and valuable to us.
Do you have a story from the pharmacies or customer meetings that reminds you why you do this work?
Yes, we have many reviews and stories – often very powerful ones – over the years. I will highlight the very last story and reference that came a few days ago:
A few days ago, I visited your store in Sokolov. Right upon entering your store, I was amazed. I was served by a saleswoman who was very helpful, kind, and most importantly, knew how she could assist me! I have reduced thyroid function, and thanks to using your products, I could finally start doing what I love – running. My problems have visibly changed. Thank you very much for allowing me to try the products, and I wish you many satisfied customers like me.
Recently, we have also received many stories where couples and women had difficulty getting pregnant, and after consulting with our expert advisors and subsequently using our products, they succeeded. They then send us beautiful family photos with their children. As you write, all these stories constantly remind us why we do this work and mission, and it gives us incredible meaning.
If you had to recommend three simple daily rituals (not products) that would help most people feel better – what would they be?
That is very difficult to advise because ideally, everyone should find their own rituals, and those that help me may not help someone else. Therefore, I will write the rituals that help me.
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Morning ritual
I have learned not to rush in the morning. First, I take care of my body with a short stretch and rinsing. Many of my friends take a cold shower in the morning to kickstart them, but that does not suit me. I prefer to toughen up during the day. What also feels good to me is to start the day with a glass of warm water.
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Connection with nature
Every day I try to spend some time outside, whether in nature, on a walk, or just staying in the garden. I feel how my body, as well as my spirit, is incredibly recharged by any time spent outside under the open sky. Moreover, it teaches me to slow down and also to be a mindful observer.
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Care for the inner self
Many of us know how to take good care of the body and that physical level. But we often forget about the spiritual, inner level. For me, it is very important to have at least 10 minutes every day for inner hygiene. Then the saying works for me – a healthy spirit in a healthy body.
How would you like people to remember Serafin in 10 years – in one sentence?
In 10 years, that is indeed a very long time. :) Ideally, as an honest Czech brand that fairly offered me a functioning combination of service (expert consulting) and product that helped me with my health problem or complications.
Are you interested in Serafin products? You can buy them at the Angelic pharmacy Serafin Prague (Šafaříkova 16, Vinohrady), online at the e-shop www.serafinbyliny.cz, or in more than 300 partner stores across the Czech Republic.
