You started out by creating your oils first and foremost and Souq was your first fragrance, how has the range and business grown since Souq was born ?
We’re very much a heart-led, intuitive brand and we’ve never set out with a specific goal or plan. Ayu has grown really organically for Madeleine and I, from our first perfume – being our beloved Souq, through to expanding on our perfume range into other categories including body oils, face mists, hair oil, candles, and incense. We’re lucky to be stocked in some of our favourite contemporary boutiques through to major stores both in Australia and around the world. We’ve never set out to become the biggest or the best, we just want to bring other people the joy that we experience when we discover a new scent and the benefits it brings. We’ve got some really exciting projects and dream collaborations in the pipeline that we’ve been quietly working on behind the scenes. We’re also bringing out some beautiful new products over the coming months.
Is there a particular part of the process of creation that you love the most and look forward to?
We bring out scents that we ourselves love – there’s no specific set plan with these things, it’s a very intuitive process. When we stumble across a scent that we’ve discovered (usually while traveling) we get super excited and want everyone to experience the same reaction we get. Launching a new product for us is the pinnacle of it all, it’s like giving birth!