You started Urban Apothecary from your kitchen. What inspired you to create your own home fragrance line?
I started the business in 2011, when I had a six-month-old baby. I was looking for a gift for a friend’s birthday and I wanted to buy her a candle that she could keep afterwards. When I couldn’t find what I was looking for I created what I had in mind, which was a decorative apothecary glass.
What makes Urban Apothecary stand out from other home fragrance brands?
Primarily our unique fragrances, our handmade glass, and the packaging, which is luxurious but doesn’t have a luxury price tag.
Urban Apothecary is available to purchase at Fenwick. Where do you like to shop in London?
I love shopping in high-end department stores for the choice but am passionate about buying from small independent businesses where possible.
How long does it take to make an Urban Apothecary candle and how many artisans are involved in the process?
It takes approximately two hours from start to finish. We have a team of 12 artisans who produce our range of candles and diffusers every day.
What are your favourite ingredients?
My favourite ingredients at the moment are fig, oudh and rose.
What were the key factors in the redesign of Urban Apothecary’s packaging?
When we undertook the brand identity update for Urban Apothecary in 2017 we wanted to create a range that was classic and timeless – something that would look great now as well as in five years’ time. We went with crisp white packaging, which we added a bespoke embossed pattern to, black matt foiling for the box and finished in cellophane with a brand sticker gave it a luxury look.
Where do you get your inspiration from when you are creating new scents?
We look at trends but ultimately I create scents that I personally love. Normally it is an ingredient that has a memory attached to it for me.
What is the bestselling Urban Apothecary product?
This is a hard one as much of the range is bestselling. If I had to select a couple I’d say Oudh Geranium and Velvet Peony – they really are special.
Do you have any tips on how to search for the perfect fragrance for your home?
I use different fragrances in different rooms and areas of the house. For example, in my hallway I use Oudh Geranium as it’s such a warm and welcoming scent, and in my kitchen I use Green Lavender which is fresh and revitalising.
What’s next for the Urban Apothecary?
We’re growing rapidly in the UK and internationally, and have recently launched a bath and body range to complement our home fragrance range, which has been phenomenally received. We’re also busy working on some exciting new product developments in home fragrance for 2020.