Walking Alongside Martu: A journey with one of the world’s oldest living cultures
Pura’s inaugural impact collection honors both sacred traditions and sustainable futures.
In a world driven by speed, efficiency, and immediate results, it’s easy to forget that lasting change is built on trust. Real impact doesn’t come from rushing toward an end goal or measuring success through lofty metrics. It comes from falling in love with the problem, building a community around it, and sharing a vision for lasting transformation.
Pura, the smart home fragrance company that marries premium fragrance with innovative technology, recently launched its inaugural impact collection with K Farmer Dutjahn Foundation (KFDF) and Dutjahn Sandalwood Oils (DSO). The Pura x Dutjahn partnership began with a clear purpose: to source a sacred ingredient directly from its origin while honoring the land and the people who’ve cared for it. Our goal wasn’t simply to find sandalwood — it was to find a community and an ingredient that embody exceptional land stewardship, ethical harvesting, and transformative, community-led impact. After careful research and over three years of development, we saw an opportunity to secure a premium, luxurious ingredient while supporting a regenerative supply chain that invests in Indigenous-led education, economic opportunity, and land stewardship.
James Roh
Over the past several years, we’ve walked alongside Martu, an Indigenous tribe from the vast Western Australian desert. Martu are one of the oldest living cultures in the world, with a history spanning 60,000 years. As nomadic hunter-gatherers, they have unparalleled ecological knowledge, passed down through generations, making them the traditional custodians of the land. Their approach to sandalwood harvesting isn’t driven by market demand but by a deep respect for seasonal rhythms, land health, and cultural law. Their work adapts to the environment—whether it’s “sorry time,” when mourning pauses activities, or the harsh desert conditions that make travel and communication difficult. Martu operate on Martu time, a deliberate rhythm shaped by millennia of experience, far removed from the rapid-swipe, hyper-productive pace of Western systems.
Martu’s ecological knowledge isn’t documented in baseline reports. It’s lived, carried in stories, and practiced with rigor and respect for the changing needs of the ecosystems. True partnership means unlearning the typical approach. It means standing beside—not in front—and recognizing that the wisdom and leadership we need already exist within these communities. Our role isn’t to define the work, but to support it, protect it, and learn from it.
James Roh
Tonight, as I spoke with Chairman Clinton Farmer and the KFDF team about our focus for this piece, I learned that Clinton’s truck had broken down (again), leaving him to “limp” back to town from the desert at low speeds for hours and hours. He had been awake since 3:00 a.m. This is a common and costly setback, one that disrupts the harvest, demands days of driving, and brings real financial and emotional strain. These barriers are relentless and persistent, part of the harsh reality Clinton and his community face daily. It's easy for outsiders, detached from the reality on the ground, to impose rules, regulations, and demands from afar. Rather than continuing to impose, we need to truly partner with communities — equipping them with the resources to operate sustainably, avoid burnout, and protect the very land they love and care for. All while they endeavor to share these incredible, sacred ingredients with the world and build an economic engine for their people.
There is much to learn, but we are here to listen, adapt, and stay the course. The future we need will not be built in quarterly cycles. It will be built in trust, over time, together.
To learn more about the partnership and fragrances, visit Pura x Dutjahn.
Billie Eilish says Instagram comments were ruining her life. So she quit reading them. Smart.
Billie Eilish has gone from being a pop star to a superstar over the course of about a year. Her meteoric rise to fame has forced her to reevaluate how she deals with her fans online.
She used to be happy to read the comments on her Instagram feed, but the tone of the posts has become exceedingly negative. So she's decided to stop reading them altogether.
According to psychologists, that's a very good idea.
Eilish admitted she quit reading the comments during an interview with Louise Minchin from the BBC where she was joined by her brother, writer and producer, Finneas.
"Do you still read everything that's on Instagram?" Minchin asked.
"No, no. I stopped like two days ago," Billie responded. "Literally two days ago. I've stopped reading comments fully. Because it was ruining my life. It's weird. The cooler the things you get to do are, the more people hate you. It's crazy."
"How do you make it better?" the interviewer asked.
"The internet is a bunch of trolls. And the problem is that a lot of it is really funny," Billie said.
"Everyone is much braver behind a cell phone screen than they would be if they walked down the street," Finneas added.
"It's way worse than it's ever been right now," Billie admitted.
"It's insane that I even have been reading comments up until this point. I should've stopped long ago, it's just the problem is I've always wanted to stay in touch with the fans and keep talking to them, and people have ruined that for me, and for them. That sucks," she added.
However, the negativity Billie has faced online hasn't affected how she treats her fans in public.
"If I see fans anywhere, I just want to talk to them and be around them, because they're people. They're me! They're like other me's," the "Bad Guy" singer said. "They're like friends of mine, but the internet is ruining my life, so I turned it off."
Reading the comments on social media shouldn't be a huge problem for those of us who post things that are only seen by people we know. But for anyone in the public spotlight, being bombarded by negative comments day in and day out can be damaging.
That's because of a psychological trait called negativity bias.
According to Psycom's Margaret Jaworski, "We're more likely to register an insult or negative event than we are to take in a compliment or recall details of a happy event. The negativity bias can even cause you to dwell on something negative even if something positive is equally or more present."
Research suggests that it takes three positive comments to cancel out the effects of one negative remark.
Billie Eilish is smart to protect her own sanity by staying out of the comment section and not allowing it to affect her art or life. It's fine for the public to have access to her art but there's no reason she should be handing over her sanity as well.