5 MINUTES WITH… fragrance entrepreneur Jackie Ashley from modern-day scent company Ashley & Co
New Zealand-based brand Ashley & Co was founded in 2005 by Jackie Ashley. Her wish was to create a modern-day fragrance company with products to scent all aspects of daily life, from candles to kitchen cleaners. Ashley & Co has since made the long journey to the UK, so we caught up with Jackie to find out more...
ASHLEY & CO STARTED LIFE IN YOUR GARAGE IN AUCKLAND. WHAT PROMPTED YOU TO SET UP YOUR OWN BUSINESS?
It truly feels like there’s no great time to take the plunge and start a business, but almost 15 years ago, it was definitely a better time than most. My husband Ben and I were newly married and had just bought our first home but I felt stuck in a job for which I had no passion. If I was ever going to give it a go, that was the time! The product I wanted to create – the reed diffuser – wasn’t available in New Zealand then. It was something I’d seen overseas and I loved the concept. The challenge, and a love of creativity, were the driving forces in bringing our first Ashley & Co product to fruition.
WHERE DID YOU FIND THE INSPIRATION FOR
YOUR EIGHT SIGNATURE SCENTS?
When I launched Ashley & Co, I was finally able to merge my love of fragrance with my passion for interiors. I started with just three scents – their concepts were inspired by vintage wallcoverings and tracking down antiques. I gave each one a name, which, in turn, gave it a personality and a story. Now, crafting a back story inspires a new scent’s direction. The range has grown from just the three home fragrances to more than 60 products that can fit effortlessly into your life.
WHAT MAKES ASHLEY & CO UNIQUE?
Scent is subjective, so it’s difficult to create a range that everyone can fall in love with. We focus on transforming even the most mundane everyday task, using the power that scent has to unlock the senses. Our range of products is wide, from handwashes, lotions, shampoo and conditioner through to home fragrances and everyday cleaning products.
YOU TRY HARD TO ENSURE YOUR BRAND
IS AS SUSTAINABLE AS POSSIBLE…
Yes, we’re a small team and pride ourselves on working with as many local suppliers as we can. This means our products are made in New Zealand from the fewest and cleanest ingredients, sourced as close to home as feasible. Being small is an advantage, as it allows us to be nimble. We’re always looking at processes and production and ways we can do things better, particularly packaging. Nearly all our products have a refill option. Our hand-blown glass vessels can be great keepsakes or are easily recyclable, while our green tubes are made from sugarcane, and recycled PET bottles are being phased in as existing stock runs low.
TELL US WHAT SCENT MEANS TO YOU, AND YOUR FAVOURITE OF THOSE YOU’VE CREATED?
Fragrance shouldn’t be reserved for special occasions. It should weave into and throughout your day and bring you joy in the simple pleasures, such as washing your hands, or being greeted by the familiar scent of home as you walk through the door. In our range, I still adore Once Upon and Time. Unlike some fruity fig alternatives, the fig, cedarwood and mixed spices create a soft smoky quality, subtle enough to use throughout the day.
Ashley & Co is available to buy online at shop-uk.ashleyandco.co and instore at Selfridges