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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.

James Roh
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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.

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Woman makes a show out of timing how long it actually takes to do tasks she puts off doing

She's being hailed the "more relatable, Marie Kondo" for how she inspires people to tackle their own put off tasks.

@christinewrutzen/TikTok

Not all heroes wear capes.

We can all be guilty of convincing ourselves that certain tasks will take wayyyyyyy longer than they actually do. Those mountainous piles of clothes that need to be folded (or is it washed? who can tell anymore), the fridge that desperately needs old condiments thrown out, removing whatever entity is behind that couch…

No matter what chore we’re procrastinating on, odds are we are making it way more herculean than it actually is. And now, thanks to one brave—and very entertaining—soul, we have definitive proof.

In her super-viral TikTok series titled “How Long Does It Actually Take,” fellow procrastinator Christi Newrutzen dons a pair of sunglasses, comfy clothes, and a newscaster-worthy microphone as she times herself doing dull tasks she’s put off…some upwards of a couple of years.

It’s really the perfect combo of charming deadpan delivery, relatability, and eye-opening discoveries that make these videos so impactful. In the clip below, Newrutzen puts away two loads of laundry, which she had been putting off for 11 days.

Armed with her laptop (because she always has to watch something while doing laundry) Newrutzen managed to do it all in just 28 minutes.

@christinewrutzen I dont know if it looks like it but it was in fact 2 loads of laundry 😂 and I always have to be watching something while I put away laundry otherwise it's like a death sentence 🥲 #cleantok #laundry #homeimprovement #clothes #adhd#executivedysfunction #organization ♬ Boss Bitch - Doja Cat

In another video, Newrutzen finally schedules a dentist appointment. After three years of avoiding it, the whole thing only took nine minutes.

@christinewrutzen i dont know why this took me soooooooo long to do, but MAN do I feel so much better now, please don't judge me, this was hard 🥲 #procrastination #dentist #appointment #cleantok #organization #adhd #executivedysfunction #homeimprovement ♬ original sound - Christi Newrutzen

Newrutzen also handles bigger tasks, like organizing the garage. This did end up taking a little over an hour. But considering the shelves have apparently “never not looked like this,” it’s still safe to assume this was undeniably less taxing than she assumed it would be.

@christinewrutzen This one took me out, I was really not feeling it by the end 😩 ill have to take out all that stuff to the dumpster later 😅 #cleantok #cleaning #organizing #garage #procrastination ♬ two - bbno$

Newrutzen’s longest task to date seems to be repainting a chest of drawers she bought discounted in hopes of refurbishing. It was a project she started two years ago, and hadn’t touched since. This technically took her 23 hours, including waiting for paint to dry and whatnot. But the actual time spent working on said project was an hour and four minutes.

@christinewrutzen Feels so good to have this finished omg 😩😮💨 #procrastination #homerenovation #spraypaint #homeproject #checklist ♬ UNSTOPPABLE EVENING - finetune

If this is inspiring you to finally conquer your own ever ending to-do list, you’re not alone. So many people shared how Newrutzen’s videos gave them the gumption to tackle their chores. Lo and behold, they made the same discoveries she did!

“I timed how long it took me to match the freaking socks last night,” one viewer wrote. “Because of you, I found out it only takes me 15 minutes!! I swore it was an hour long deal.”

“I’ve been staring at a mess in my hallway for about a week now trying to get myself to clean it up and because of your video I did it this morning and it took a total of 42 seconds,” another shared. “42 seconds!!!!!!”

Others just chimed in to praise Newrutzen for her contribution.

“You are the new, more relatable, Marie Kondo,” one person gushed.

“You're gently and comically reminding us that the giant, foreboding thing in the corner that we've been dreading for months is not THAT bad if we just do it ✨ TYSM,” said another.

productivity, marie kondo, getting things done, to do list, chores, procrastination An assortment of stick notes on a car steering wheelImage via Canva

Newrutzen told Upworthy that the response to her series has equally inspired her to do more.

"It feels incredible to know my videos are having this kind of impact on people and also I am finally getting stuff done that I've needed to do for years," she said, adding that she continues surprising herself with how quickly she gets certain tasks done. Unloading the dishes, for example, took around 5 minutes. "Dishes are literally the bane of my existence but seeing it through that perspective has helped me a lot!"

Next time you find yourself putting off that thing (you know the one), remind yourself that it likely won’t take nearly as long as your brain tells you it will. Maybe even take a page from Newrutzen’s book and time yourself doing it to get that hard data. Because, even though perfection is impossible, having something so minuscule take over valuable brain space is just plain stressful…more stressful than actually doing the thing.

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After these plumbers learned their client was a Holocaust survivor, they handed her a ridiculous bill

The service should have cost about $285 before the brothers made a small adjustment.

Via Good Deeds Day / Facebook
After Arab plumbers learned their client was a Holocaust survivor, they gave her a ridiculous bill: nothing

It's estimated that only about 220,000 Holocaust survivors are still living. It's a number that's dwindling fast, rapidly accelerating every year. Sadly, in the coming years that number will eventually make its way to zero. When that day comes, it will be quite a loss for humanity. The stories and voices of those who lived through one of the worst atrocities imaginable are so important to our understanding of history. In fact, they've never been more important.

Nazi concentration caps were liberated 74 years ago, so a twenty year old who made it through the atrocity is now 94. Elihu Kover of Nazi Victim Services for Self-help Community Service spoke of the conditions many of these elderly survivors face as they advance in age at a Senate hearing in 2013.

"Holocaust survivors are growing older and frailer. … She may be coping with the loss of her spouse and have no family to speak of. In addition to the myriad problems associated with so-called 'normal aging,' many survivors have numerous physical and psychological problems directly attributable to their experiences during the Holocaust. … And many of these problems only surface in old age, having been hidden during their working years when the survivors struggled and made a new life for themselves as productive citizens of this country."

holocaust, holocaust survivors, holocaust memorial, holocaust remembrance, jewishThe Memorial to the Murdered Jews of EuropeBy Alexander Blum - Own work, CC BY-SA 4.0

This sympathetic view of the tragedy isn't as popular in the Arab world where Holocaust denial is rampant and many cynically accuse the Jewish people of exploiting Western sympathy surrounding the tragedy to establish the State of Israel.

However, in 2019 two Arab men in Haifa, Israel made a beautiful show of respect to a Holocaust survivor who found their gesture "uplifting." And with the ongoing conflict in the Middle East, it's a powerful reminder that good people are everywhere.

Arab citizens make up about 20% of the population of Israel. The recent escalation of the Israel-Palestine conflict has put added strain on the relationship between Jewish and Arab citizens. Some politicians have painted Arabs as enemies of Israel, or as terrorists or security threats. In turn, it's easy to see why some Arab citizens would be distrustful and guarded.

But not these men, who chose to see the humanity in their customer.


Simon and Salim Matari, who are brothers, were recently called to the home of Rosa Meir, 95, to fix a leak.

(Also, how cool is it to see another pair of brother plumbers getting some headlines?!)

mario, luigi, mario brothers, plumbers, kindness, humanityMove over, Mario Brothers.Giphy

"When we got there, we saw there was a large blast of water and we started fixing it," Simon told the Times of Israel. "At some stage, while working, my brother Salim started to talk to Rosa about her life. She told us she's 95, a Holocaust survivor, and that she has a daughter."

"Her life story touched my heart," Simon continued. "At that moment, I decided I won't take a cent from her."

After the brothers finished their work, they gave Meir a bill that read: "Holocaust survivor, may you have health until 120, from Matari Simon and Matari Salim," adding that the cost of the service was "0 shekels." The service would have normally cost about $285 US.

"May you live until 120" is a Jewish blessing that carries the implication that the receiver live a happy and healthy life until the age of 120, which was when Moses is said to have died, his life "deemed perfect and complete."

When asked why he refused the payment, Simon said, "Money is important, but it’s not the most important. It’s important to be a human being.”

The gesture brought Meir to tears. "The brothers really surprised me," she said. "It was so moving and uplifting, and I thanked them a lot."

The brothers also told the woman that if she needed anything else they would be by to fix it for free.

If nothing else, Rosa Meir will be able to live out the rest of her days free of worry from leaks, drips, and broken faucets in her home. A small consolation, but the gesture touched the hearts of people far and wide. It's not the first time a big-hearted plumber has decided to waive his bill. A British plumber went viral several years back after fixing a 91-year-old's boiler for free. It just goes to show the power of a simple gesture for people who deserve our respect, admiration, and all the help we can give.

This article originally appeared six years ago. It has been updated.

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Bill Murray's 7 rules for happiness are a perfect 90-second guide for living the good life

Rule 4: "Tell everyone you're retired."

Adam Chitiyat/Wikipedia

Bill Murray shares his 7 rules for happiness

One of the greatest gifts the Internet bestows upon us is the likelihood of stumbling across the condensed, bite-sized version of someone else’s painstaking research. We’re basically living life with full time SparkNotes access.

This go around, we’re reaping the benefits of the X account Pink Freud spending 15 hours watching Bill Murray interviews, all to find the secret behind his seemingly constant happiness.

As Pink Freud wrote in his caption, “the man laughs like he knows something we don’t. Turns out… he does.”

And perhaps they have a point. While the Groundhog Day actor is no stranger to controversy, he still seems to know a thing or two about emotional resilience, and it’s wisdom that we could all probably apply in our everyday life.

According to Pink Freud, the path to a Bill Murray type of happy life comes down to these seven rules.

1. Chase moments, not meaning.


This is similar to the adage of following your curiosity, rather than passion. Because looking for meaning or purpose can put so much pressure on ourselves, and conversely, we often cultivate meaning when we are in the moment.

2. Forget chasing fame.

“Try being rich first. See if that doesn’t cover most of it. There's not much downside to being rich, other than paying taxes and having your relatives ask you for money. But when you become famous, you end up with a 24-hour job.”

This hits two points. One, financial security covers a lot in terms of freedom and security. Get your money squared away so that you don’t yearn for one big break to come along and change your fate. And two, fame rarely gives as much as it takes. As Pink Freud wrote, it “hijacks your nervous system” and “inflates ego” by placing self worth on public opinion, which we all know is incredibly changeable.

3. “The more relaxed you are, the better you are.”

Murray learned early on that relaxation = more fun, and more fun = better work.

“That’s sort of why I got into acting. I realized the more fun I had, the better I did it. And I thought, that’s a job I could be proud of. It’s changed my life learning that, and it’s made me better at what I do.”

Basically, relaxation brought on a more effortless, and joyful performance. You don’t need to be an actor to unlock that freedom.

4. "Tell everyone you’re retired."

This is apparently something that Murray tells people all the time. Pink Freud noted that this way of boundary setting is a way to “protect your energy” and “filter out the noise.”

5. "Be weird as hell"


Pink Freud referenced the well known fact that Murray regularly crashes weddings, writing that it’s a great example of how “dropping your persona” is “the fastest way to remember who you are.”

6. Most health advice is too serious.


“I’m not an alcoholic. I only drink twice a year: on my birthday, and when it’s not my birthday.”

While no one is advocating alcoholism, the point here is that health isn’t about perfection. Be human, rest (without having to “earn” it), and enjoy the treat, whatever that is.

7. “It’s hard to be an artist. It’s hard to be anything. It’s hard to be.”

This is akin to the “choose your hard” quote. Every path in life will have its challenges, especially the worthwhile ones. But, “playing small costs more.”

So, there you have it. Follow the fun. Relax. Don’t take things too seriously. All of these things have indeed been proven to help boost mood, according to science. But sometimes it hits a little deeper coming from a real person who, in this case, just happens to be Bill Murray.

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