Breathing easy on a natural path to wellbeing
Doryce Sher is the founder and co-director of Aromatic Apothecary
What led to you set up Aromatic Apothecary?
I am a pharmacist, and when I came across aromatherapy in 1990 I understood that essential oils could be active ingredients in many remedies to make people feel better. These natural ingredients are effective. I was aware of the overuse and abuse of many painkillers, sleeping tablets and so on, and wanted to offer something more natural with fewer side-effects as a remedy that could be used effectively with or without conventional medicines. I also understood that essential oils needed to be used carefully and responsibly, and developed a range of ready and easy-to-use products with the ailment in mind. All the products in Aromatic Apothecary were developed in response to people’s needs and everyday ailments. All the formulas developed in the 1990s are still in use today. Apothecary means pharmacy and we are an aromatherapy pharmacy business.
How does being a pharmacist affect your work as an aromatherapist?
Being a pharmacist, I’m determined to offer responsible products that do what they say they are going to do, without harming an individual. My responsibility is to ensure that the products are made with quality, safety and efficacy in mind.
What do you think makes you good at what you do?
I believe in what I do, I stand by the claims that the products make. The entire business is based on information, research and experience — in other words, it is easy to speak the truth with authenticity. I never have to make something up. It is the science behind the nature that provides credibility.
Who is your average customer?
Our average customer is everyone with an ailment who wants to feel better. Children, teenagers, adults and the elderly, everyone — from time to time — has stress or suffers with itchy bites, colds or sinus, headaches or muscle aches and pains. Everyone suffers from one or some of these everyday ailments, and we have remedies to make people feel better.
What are some of the biggest challenges your company faces?
We always see challenges as opportunities and grow in trying to meet them. One of our challenges is being a brand in an industry that is becoming more mainstream. We are pioneers and creators, which can be challenging.
Another challenge is educating consumers around different remedy options and working in a crowded consumer environment where so much information is thrown at the consumer daily. We try to find ways to cut through the noise (information overload) to educate and inform consumers.
What career advice do you have for matriculants?
I think that skills in trades or competencies are key; to be self-sufficient is important, whether you work for someone else or become self-employed.
I’m aware of many young people doing side hustles arising out of their passion, which ends up being their full-time income.
I also think it’s important to be multiskilled, and to learn and apprentice as much as you can. If I were to do anything to eradicate unemployment, it would be to encourage apprenticeships.
A good work ethic and honesty are paramount.