When CHICpea recently expanded her writing team, I had to advocate for the ever-inspiring JC Maker Movement. We Jersey City folk have mad love for our Makers around town and at markets – but how many of us know the backstory?  I’ll be digging into these Makers’ raison d’etre, beyond the artisan wares they sell. Join me as we discover the soul behind the hands :)

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The moment I entered the live-work home of pAra in JC Heights, I knew I was in for a treat. The tri-level space oozed warmth— from the eclectic earthy decor to the gorgeous sun-soaked rooms, to the heavenly smell of recently burned palo santo. Not gonna lie – I almost canceled the interview and asked for a facial on the spot!

Without further adieu, meet the #bosslady behind pAra (and her rambunctious #2, Pocket!)

Can you start by telling me your name?
Christy Whitney.

How long have you been making things? Is this something that’s been your whole life, or is it a recent chapter?
My whole life. For a long time, photography took my heart by storm. But everything culminated when I met my husband. His brother was in a very difficult battle with cancer and it made me turn my whole life upside down, and his. I said, “We’re not gonna live like normal people.” We’re gonna have to eat differently, behave differently. It blossomed into a new way of life. We want to give that to others. It’s amazing how, with the Apothecary, so much has come together. I’m using my photography and all of my creative skills and obsession to create something truly beautiful and healing at the same time. It’s incredibly fulfilling.

Tell me about the brand this has come together under.
It’s pAra (pronounced pah-rah). It’s Sanskrit for “Guardian.” We regard all of our followers as guardians of the health and wellbeing of the planet and its inhabitants.

What does pAra make?
pAra makes finely crafted holistic skincare with a conscience, natural fiber scarves, and fine art prints. Our Apothecary line is handmade in small batches. We use herbs from my father’s upstate NY gardens whenever they’re available, and source wildcrafted, sustainably, and organically produced ingredients as much as possible, which is usually 100% of the time.

What is the story behind pAra?
It started with The Unwanted Project.

It’s an exhibition that helps to educate the public about the plight of American horses. I photographed at horse rescues in New York, Connecticut and Colorado. Then we started doing [photography] shows of rescued horses a few years ago, prior to launching pAra. The issue is that we [society] don’t need [horses] the way we used to anymore. We don’t use them for transit or farming as we once did. But they are healing companion animals to us that make our world complete. We are meant to live with them. The goal was to create to beautiful fine art photographs that would arrest the the viewer and then interest them enough to read the story and go on to tell their friends.

So – providing a lens to see how these forsaken creatures have so much promise.
Totally. We donated back to the rescues [from sales of prints], whatever we could afford.

From there, I was like, “This feels so small… I want to be able to fund a rescue entirely, or rescue more horses. They need space, they need sanctuaries, they need land.” All of it’s about money. So I was like, “Let’s make a product.”

Your love of horses – where does that spark from?
It’s weird; I didn’t grow up with horses at all. I was driving [to upstate NY] and I saw this field filled with horses… it was snowing; it was so beautiful. I began taking some pictures and then the woman who directed the farm came out and told me I was standing on a horse rescue. She told me some pretty harrowing stories about how the horses came to be at the shelter. After that I couldn’t turn away from the cause. Before she came out I had the most wonderful experience. I was standing in the hushed silence of the snow, I could hear the horses breathing around me and then something powerful happened, I felt my breath synch with theirs. It was so peaceful and whole. They were so curious and just- kind hearted. Gentle giants.

My breath was syncing up with theirs, and I felt really connected to the planet and really connected to nature.

Almost like a yogic experience…
Totally. It was transcendental. I just couldn’t ignore it – and then I learned about equine therapy… there are so many ways horses can help us that we don’t utilize.

What are some outcomes that you’ve been able to achieve through your business?
At this point, just having people know about [horse rescue] has been enormous. Nobody knows about this issue. [Horses] are not the single most driving factor behind pAra; it’s reconnecting with nature, and that we reconnect ourselves with health and wellbeing. The horses will always be part of this, but because the Apothecary has gotten so busy, the focus is on bringing us back – getting us closer to the earth. These products are real – they don’t come from a lab, they come literally from the ground. Healing herbs are abundant under our noses. I want to help reduce the pill popping pharmaceutical terror we’re going through.

So facilitating people to take an alternate route in feeling good, and feeling healthy, and feeling whole.
I like that. That’s good!

What is the first product you made under the pAra brand?
We made these silk scarves. They have horse backs from the Unwanted Project printed on them. I thought, what better way to create conversation about the horses than to actually wear them, and then you (the person wearing the scarf) becomes a spokesperson for the horses and you can begin to tell the story too.

The fabric is so delicate.
Yeah, it’s 100% silk chiffon. They’re printed in India. This is still a work in progress. Everything takes a very long time coming from there. You have to be tenacious.

That is stunning. It’s the classiest sarong ever! As far as the Apothecary goes – it seems like that’s the larger portion of your business – what is the first product you made?
The Purity Cleanser was the first thing I made. It’s an aloe-based cleanser with a bunch of herbal extracts. I created a lot of the extracts by hand. And there are no synthetic preservatives. We use extracts from the natural world if we need to amp up preservation.

So the fact you’re creating your own extracts, as opposed to just buying them pre-produced, you’re literally starting at the root and extracting the good stuff.
Yeah for sure – the extracts can take 4-6 weeks and sometimes a lot longer depending on which herb you’re working with. Having the majority of it be made by hand is like ‘Wow’ — there’s a lot of effort going into this. Some of the extracts I can’t make here, so I buy them from reputable sources. But a good portion I can make myself. Although, as [pAra] grows, I don’t know if we’ll be able to make as many ingredients.

You have to scale appropriately and without losing the core of what you’re trying to do. I can see that’s really important to you.
Totally. I want to be sure that my hand is always on the process. Even the energy that’s brought to the studio space is important. If you’re having a bad day, I almost feel like you shouldn’t work. So before we start, I sometimes meditate and burn palo santo to clear energy. I want to make sure I’m in a really good headspace, and that I’m feeling grateful for everything I have, and remembering why I’m doing this. When I come to that place, I’m making all of these things out of love.

Walk me quickly through the line. Is it men’s, women’s, unisex?
It’s definitely unisex. A lot of research, thought and study has gone into each product. I’m focusing on a facial care line as the core product offering. We have a winter care ritual and we will create systems and recommendations based on each season.

Again, you’re taking a cue from nature. You spoke about cleansers – what other applications are in the system?
This is a Jasmine and Sandalwood Toning Mist that has an aphrodisiac effect, but it also is really hydrating. Some customers have told me that they love using it on their bed sheets, and on their pillow at night…

Okaaaay! Talk about multipurpose!
I know, right? And this is an Argan and Raw Honey Mask. I feel like it’s a miracle mask… it’s helped my skin come back to life especially during the drier months.

Your skin looks amazing. It’s glowing.
Thank you. Then the Immortal Oil, and if you feel like you’re still wanting more moisture, I would do the Argan Balm – it’s this beeswax and rosehip and argan formula.

That’s really different. You see oils, and serums and lotions and heavy creams – but usually you don’t see a balm you can put on your skin.
It’s really light and non-comedogenic, so you can put it everywhere. The great thing is there’s no water in the balm. You’re getting full on actives. If this were a cream, there’d be something like 80% water in it.

You’re investing in yourself, and your well-being.
And the planet. All of our products are packaged in glass. Even our caps are aluminum. The only thing we use that’s plastic is the pumps. Have you seen that movie Plastic Paradise? It’s really, really good. It made me realize – the impact just I’m making alone on a weekly basis is enormous.

What should people try?
Because it’s winter, customers should check out the Argan & Raw Honey Mask and the Argan Facial Balm. If you have skin in need of rejuvenation, try the Argan and Honey Mask; if you have skin that’s really feeling the winter dryness, try the balm.

When I walked in, I immediately noticed that it smells amazing, and I hear zen spa-like music playing… is that the normal vibe?
It’s normal. Sometimes I totally change it and put something fast paced on. Matthew Dear – the name of the album is Her Fantasy, it’s like German Rock almost.

What’s one thing you wish you did have that would make your process a little easier?
A bigger kitchen. At this point, I juggle things around.

What is next for pAra?
We’re going to launch a facial care system. We’re creating a “Self-Care Made Simple,” guide so that our system is easy to use. We’ll be offering this as a package for winter, and then we’ll likely do one for spring and summer.

Where can Jersey Citians buy pAra goods? Obviously on your website… are you partnering with any shops?
We are partnering with Kanibal & Co. We also can be found at Aqua Studio, in Tribeca. And, people are welcome to contact me via email to stop by my work/live space for purchase pickup.

< Interviewer note: Christy seriously has the CUTEST little “storefront” set-up in her workspace…rumor has it shopping is often accompanied by tea! >

Where do you go to in Jersey City to get creative inspiration or to restore yourself?
In the winter,Marco & Pepe – it’s so cozy. In the summer – Dennis, who lives 2-3 doors down, has RivivJC. It’s an art gallery but it’s also an urban farm. He had permaculture meet-ups last year, and I would just listen to him tell us how we can live off the grid. That stuff really inspires me.

Who are 1-2 other makers in Jersey City who inspire you?
Niroma Studio (@niromastudio). She does macrame, and weaving – those wall hangings – she’s such a go-getter. She’s killing it.

I feel like I learned a lot. Thank you for your candor!

Instagram: @paragoods
www.paranewyork.com

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About the writer: Kimberly Conon has been a proud resident of Jersey City for almost 6 years. She’s a veteran of the NY advertising scene and has worked for brands including Jack Daniels, Dyson, and Forbes. She has mad appreciation for the handmade/artisan world and recently launched her own indie brand- compassRISING Handcraft- which specializes in crochet and pyrography (woodburning) art/decor. Orale, Michelle Timek Yoga, Liberty State Park, and Kanibal & Co are just a few local spots that stimulate her creativity and make this Texan feel at home in JC!

Insta: @compassrisinghandcraft
Fb: facebook.com/compassRISINGHandcraft/

compassRISING.etsy.com