SAMANTHA COPLAND
Aformer commercial project manager for both the Bank of New Zealand and smallbusiness incubator The Icehouse, Melbourne-based Kiwi Samantha Copland (36), is no stranger to start-ups. But having spent several years working to strengthen the capabilities of other small-business owners in New Zealand, Samantha now finds herself on the other side of the coin as the founder of Perfume Playground — a unique fragrance company which works with corporate clients to design limited-edition, natural fine fragrances for events, as a branding exercise, or to mark a special occasion. She talks to us about practising what she once preached, and how she nailed that perfect blend of finance, science, and romance.
How did you initially wind up in the commercial sphere? I hold a Bachelor of Science majoring in pharmacology and psychology. However, I always wanted to work for a not-for-profit and develop commercial acumen. Following a stint in London doing project management I contemplated going back to university to study international business, but I learned of The Icehouse and its visionary leader and CEO, Andrew Hamilton, and set my sights on working there. What made you
realise your job wasn’t for you? It was about return on investment. I’d always focused on career progression and earning capability, and during my 20s I worked extremely hard, often sacrificing social and family engagements for work and mental stimulation. When I was 31, I lost a very special relationship and this started a chain reaction of internal introspection. Not long after, I was promoted for the fourth time within the organisation and went through a period of rapid personal growth. I knew I couldn’t work any harder, so was trying to figure out how to work smarter. It also came down to workplace politics and shifting values. What was the tipping point? I was pushed! About a dozen of us were made redundant in September 2015. It wasn’t a particularly pleasant experience, but I’d recently been to a corporate function with a female superior where she spoke to 200 or so balding white men, and I remember thinking to myself, ‘Is this it? Is this what I have to look forward to?’ Tell us more about Perfume Playground. It’s as playful as the name suggests. Don’t get me wrong, I work hard — often well into the night. But my days are filled with art, travel, sport, events, business, science, and scent — basically my dream come true — so it never feels like work. As founder, I envision and manage all aspects of the business, but ultimately, it’s about creating fragrance that moves people. This means discovering, designing, and translating people’s stories into natural, empowering, precious, and personal scent. A favourite part of my job is hosting ‘sensory experiences’ in collaboration with the Auckland Art Gallery, for which I travel between Australia and New Zealand every two months. It’s about sharing knowledge and creating a place for people to explore their senses and reconnect with their natural wonder and wisdom. What made you gravitate towards your new
profession? In some ways, I feel the profession chose me. On a visit to India I stumbled across a perfume shop in Rajasthan where I was drawn to a number of crystal glass bottles. I purchased them on a whim, despite being warned that
India Post was unlikely to deliver them, promising to follow my dream if they made it safely home. How did your
previous work prepare you for what you do now? I love my time in the scent lab exploring and refining ideas — it’s always nice to get a break from the computer. But business is business, and The Icehouse taught me the importance of creating strong foundations in how you run things day-to-day. Being immersed in an ecosystem of small- to medium-sized businesses also exposed me to other owner-managers, from whom I picked up key systems and processes, and learned the importance of designing for the customer first. It’s very hard to scale if things are not done in order and you don’t focus on your clients’ needs. What gaps in your knowledge did you have to fill? I needed to learn how to make perfume! I researched different options but I’d read Mandy Aftel’s Essence and Alchemy when I was 19, and before I knew it I was flying to Berkeley, California to study with her. In preparation, I did six months of self-study in the garage of my flat in Ponsonby, and at the same time I opted into Marie Forleo’s business school, learned how to photo-read, listened to paraliminals, and researched the market, looking at what both the niche fragrance brands and global fragrance houses were doing. I also studied Bach flower essences in Sydney, attended aromatherapy, plant shamanism, medical herbalism, and Rongoa Maori medicine workshops, and completely immersed myself in the natural world, focusing on vitality and fulfilment. What’s it like working for yourself? I work the same way whether it’s for someone else or for myself: I’m strategic, ambitious, mostly disciplined, and one for setting goals and over-delivering. The hardest thing has probably been managing cash flow as I’m known for being a spend-thrift! What are the day-to-day challenges in your work life? Taking time off has been a recurring challenge throughout my career, and it’s even harder now. When I create fragrances, I wear them day and night, improving on them incrementally. It’s sometimes hard to let go as I’m always thinking up further alchemic directions. What are the
rewards? Getting paid to do what I love, including spending more time in nature, travelling to exotic locations, and meeting incredible people who are all doing their bit to bring more light to the world. How has the change in your
professional life made way for personal growth? The adjustment created space for me to be a beginner again and not know it all, which is a refreshing and fun place to be. Learning the value of money is also something I’m proud of as previously I don’t think I had a true understanding of a dollar. Finally, it’s made me realise that all people, places, and ideas can be your teacher and inspiration if you’re open to it. What’s your advice to anyone considering a drastic
career change? Ask yourself, if I was going to die tomorrow, what would I do right now? Focus on this new outcome and vision. If you feel fear, get curious, and learn how to manage it. If you don’t know how, ask someone who does — I haven’t met many entrepreneurs too busy to help another out. Be prepared to lose a few friends and have challenging conversations with family, but also find a posse of support people and create a ritual of self-care that will see you through the tough times. Repeat: you’re bold, beautiful, and brilliant! It will be the best decision you ever make.