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GLASSHOUSE FRAGRANCES Founder Nicole Eckels on Overcoming Challenges as a Business Owner
Instagram @glasshousefragrances
You probably have a candle (or two!) by GLASSHOUSE FRAGRANCES sitting in your home right now. The iconic fragrance brand was born out of founder Nicole Eckels‘ desire to create luxe high-quality fragrances and candles that were also affordable.
“I was in a Sydney department store looking to replace a much-loved candle. I was quick to see the luxury candles I knew from home [New York City], and the low-end low-fragrance brands but what I couldn’t see was a product that offered me a high-quality fragrance, in a beautiful vessel at an accessible price point,” Eckels told POPSUGAR Australia. “After much research, strategic planning and a first batch made in my kitchen, GLASSHOUSE FRAGRANCES was born.”
While the thought of buying a GLASSHOUSE FRAGRANCES candle seems completely normal now, when Eckels was creating the brand, she faced opposition to her idea.
“I wasn’t simply launching a new product, I was creating an entirely new category,” Eckels said. “I can’t tell you the number of people who didn’t believe my idea would work, because they didn’t believe people would pay for a scented candle. I also had no idea how to make a decent candle and now they are world-class. We have come a long way indeed.”
In celebration of International Women’s Day 2021, GLASSHOUSE FRAGRANCES has partnered with animator and painter, Weronika Marianna. “She’s created a magnificent collection, ‘Ode to Women’, which celebrates the female form in all of its iterations,” said Eckels. “As we go into 2021, we know now more than ever that beauty lies in championing a diverse group of women, as well as those who identify as women.”
POPSUGAR Australia was lucky enough to chat to Nicole Eckels about running her own business, the women who inspire her and how she’ll be spending IWD.
POPSUGAR: Hi Nicole! Thank you for your time. Could you please tell us a little bit about how you came to found GLASSHOUSE FRAGRANCES?
Nicole Eckels: I launched GLASSHOUSE FRAGRANCES 15 years ago with a collection of home fragrances. It sounds so simple, but at the time it was an entirely new category. Now, proudly, we have a 180+ team in our Sydney HQ and have recently entered the personal fragrance category.
PS: What inspired you to create a fragrance company at a time when scented candles weren’t as popular as they are now?
NE: I have always loved and been immersed in the creativity of the beauty and fragrance industry. Having started as a make-up artist in my hometown of New York City, I loved the transformative power of make-up and fragrance. As my career evolved, I had an opportunity to move into B2B sales which saw me relocate to San Francisco.
While I learnt so much in this role, I was yearning for a more empowering and creative outlet. At the same time, I was relocating my son and I to the beautiful sunny shores of Sydney, Australia.
As fate would have it, the move would inspire GLASSHOUSE FRAGRANCES. I was in a Sydney department store looking to replace a much-loved candle. I was quick to see the luxury candles I knew from home, and the low-end low-fragrance brands but what I couldn’t see was a product that offered me a high-quality fragrance, in a beautiful vessel at an accessible price point.
After much research, strategic planning and a first batch made in my kitchen, GLASSHOUSE FRAGRANCES was born.
PS: What does your day-to-day look like at GLASSHOUSE FRAGRANCES and what is your favourite part of your job?
NE: We do everything in-house at GLASSHOUSE FRAGRANCES which means my days can move from operational meetings to my R&D team, to working with the marketing team on the final launch plans for new fragrances.
I enjoy all parts of the business for different reasons. I’m a naturally creative person and have been able to find creativity in every department (truly!).
PS: Taking the UN theme for International Women’s Day 2021 as inspiration: Women in Leadership: Achieving an Equal Future in a COVID-19 World — Have you ever felt like you’ve faced gendered barriers when it comes to running your business or in the process of building the company?
NE: No doubt there have been times where colleagues have underestimated me because of my gender. Particularly when GLASSHOUSE FRAGRANCES was in its infancy. I had no interest in engaging with people like that or feeling pressure to prove them wrong. Underestimating me was more of a reflection on them, not me.
PS: What challenges did you face when creating your company? How did you overcome them?
NE: I wasn’t simply launching a new product, I was creating an entirely new category. I can’t tell you the number of people who didn’t believe my idea would work, because they didn’t believe people would pay for a scented candle. I also had no idea how to make a decent candle and now they are world-class. We have come a long way indeed.
PS: You and I are fortunate to be able to amplify our voices and share stories with other women. In what ways are you working to allow others, who may not have that platform, the same opportunities?
NE: At GLASSHOUSE FRAGRANCES, we always look to work with new and international artists to celebrate them and bring their talent to a broader audience. This International Women’s Day, we were really thrilled to partner with Weronika Marianna. She’s created a magnificent collection, ‘Ode to Women’, which celebrates the female form in all of its iterations. As we go into 2021, we know now more than ever that beauty lies in championing a diverse group of women, as well as those who identify as women.
PS: What women — be it those you personally know and those you don’t— do you admire and why?
NE: I admire women who back themselves. Who believe in themselves when others don’t. Who are willing to take a risk, pursue their dreams — whatever they are. I am surrounded by women like this: working mother’s who respond to emails while sitting in the car when their child is at football training, artists whose creativity is changing the world, businesswomen mentoring young Australian women to follow their dreams.
PS: What is the biggest lesson being a business owner has taught you?
NE: To surround yourself with smart people, experts in their field. To listen, truly listen and then take all of their wisdom and determine what feels true to you. Ultimately, it’s your business and you need to trust your (informed) instincts.
PS: How will you be celebrating International Women’s Day on March 8?
NE: I will be in New York with my mother. The most important woman in my life!
