I went to India in April 2024. It’s been 8 years since I started TEA company named Clayton. Considering that most well-known companies have been around for 30 or 100 years, we’re still a newcomer, but the journey hasn’t been easy so far.

The first and most difficult thing was finding good suppliers and partners. We had to set up factories and import tea bag machines while progressing simultaneously.

Currently, our partners are mainly Sri Lanka, India, China, and Germany. Sri Lanka and India for black tea, China for Chinese tea, and Germany for various herbal refining companies. The tea brands are connected with companies from various countries. It’s such a large-scale industry, moving in bulk from vast plantations.

To build steady trust in taste, we had to start from the beginning with history and scale. Currently, our partner is one of leading exporter within India, holding five plantations in Assam and adding one more in 2022, totaling six. Plantations refer to both tea fields and refining factories. For our brands, Breakfast blend, Assam, and Assam CTC, we directly cultivate without going through auctions, importing only an appropriate amount for the current year.

The distribution of most Indian teas, like in Sri Lanka, is mostly done through auctions, similar to other agricultural products, domestically and internationally. Each company takes quantities after tasting as per their requirements. In the case of Darjeeling, large-scale cultivation in mountainous areas is difficult, so we purchase the required quantity from auctions. All Indian teas are handled by a taster with 22 years of experience from the beginning.

During my visit to India for various discussions on black tea, this is a record of visiting the mentioned sixth plantation with the manager. For overseas sales, we’re engaging in activities like trademark applications for LOEYTEA, participating in exhibitions, etc. Building a YouTube channel and an Amazon store are also part of it. I wanted to upload meaningful content on YouTube, so I included a field trip. (I briefly worked as a documentary PD a long time ago.)

I captured the manufacturing process of black tea and scenes from the tea fields. They were truly beautiful and pure landscapes and people.

It’s all thanks to our customers who consistently choose and love us. Thank you.

100,000 comments – Flavor, Beauty, and Price

Our journey began with the foundational years, where we forged partnerships with suppliers, shaped the essence of our company, and focused on establishing our manufacturing capabilities. During this time, approximately six years were dedicated to bringing our products to market.

We are immensely thankful for the steady support from consumers who have consistently chosen our products. Over the span of six years, we have sold around 100,000 units of consumer sampler products and received an equal number of customer comments. Continuously pondering on the direction forward, we hold customer feedback as the utmost indicator of our path.

Among the 100,000 comments left by our customers, several keywords resonated – sophistication, beauty, suitability for gifting, affordability, emotional appeal, uniqueness, and deliciousness.

From these insights, it appears our customers are guiding us towards three pivotal elements for our future endeavors: Flavor, Beauty, and Price. In an era of constant change, we are committed to upholding these values.

2024 World Tea Exhibition, Las Vegas, USA

We recently participated in the 2024 World Tea Exhibition in Las Vegas, which offered an excellent opportunity for emerging brands like ours to connect with a variety of consumers and industry professionals in the US.

During the event, we showcased prototypes of our existing products, and the response from visitors was overwhelmingly positive. Encouraged by this feedback, we’re preparing to launch an Amazon Store to better serve the needs of our international customers.

One of the highlights was the chance to interact with neighboring booths from India, Sri Lanka, and South Africa. These connections blossomed into valuable friendships, and we’re even planning a trip to India in April to meet with our existing partners and explore collaboration opportunities with our new friends for crafting our masala chai.

We’re thankful to all the visitors who showed interest in our offerings during the exhibition. Looking forward, we have ambitious plans for future exhibitions. While we’re considering having a booth at the 2025 event in Japan, we’re also exploring opportunities in other Western countries like SIAL or even considering returning to Las Vegas.

Art in Life

Discover ‘Art in Life’ on Our Products

At the start of our journey, we were making teabags in pouches. One day, we decided to add a little extra as a token of appreciation. Our first souvenir was a pencil, but as we noticed young people decorating their walls with art, we wanted to give them something special for free—a beautiful postcard with paintings on it.

A Gift of Artistry: The Gallery Concept Tea Sampler

The warm reception of our postcards motivated us to introduce the Gallery Concept Tea Sampler—a remarkable gift set. We recognized that many tea products were priced beyond the reach of young consumers, and so we set out to change that. Our gift sets feature thick, premium paper with exquisite teas sourced from trusted suppliers with a long history of serving major brands. Then we wanted to make it an affordable price, $10 each.

Spreading Joy: Art in Life Philosophy

Over the years, our product range has expanded, offering different versions of our tea samplers. People continue to enjoy them, proudly gifting them to friends as a symbol of sophistication and premium quality. This journey has not only brought happiness to our customers but has also enriched our own lives. Guided by the spirit of Victoria, we are dedicated to infusing art into the lives of our consumers. ‘Art in Life’ isn’t merely about creating products; it embodies our passion for excellence. We eagerly release new product groups with fresh concepts each year, and we are immensely grateful to everyone who has supported us in this artistic endeavor, enabling us to continue sharing the joy of ‘Art in Life.’

Our Origin

Love&Obey Tea drew inspiration from a significant turning point in my life—a time marked by the passing of my father and the ensuing challenges and financial hardships. The family had to disperse, and after enduring a difficult life abroad, I found myself returning to my hometown with virtually nothing. Everyone around me seemed to have abandoned me.

Just days before leaving, I visited a local church in the village. It was the last night of that year. Sitting in a corner, lost in thought, I encountered words that resonated deeply with me. “But the land you are crossing the Jordan to take possession of is a land of mountains and valleys that drinks rain from heaven.” It was Deuteronomy 11:11.

I had to toil hard every day, but there was no improvement. Yet those words felt like someone comforting me, as if someone was holding my solitary, struggling hands. I gained the courage to return to my hometown, feeling it was a place cared for by God. It was a vivid and unforgettable moment, etched in my memory despite the passing years.

Upon returning to my hometown, I secured a position in a reputable company. I worked diligently for seven years, undergoing rigorous trials and training. Eventually, I left the corporate world to establish my own company – a business importing and manufacturing tea. What started in a small office soon grew to a company filled with products and materials.

It was a miracle, we built a factory – a place that aligned with the message I heard in the church that night. It was a beautiful location surrounded by mountains and valleys. Initially, we named it to reflect the beauty of the land, but upon reflection, I felt a name tied to the theme of God and Deuteronomy would be more meaningful.

Hence, it became Love&Obey, encompassing the theme “Love and obey the Lord your God.” Taking the initial letters of Love and the last letters of Obey, we named it LOEY. This name encapsulates not only the essence of a tea brand but also my gratitude to God who shaped my journey and a desire to remember the transformative moment in my life.