In this episode, I’m joined by Frances Shoemack, a former winemaker and founder of Abel, an all-natural fragrance company that’s equal parts ethical and luxurious. Frances and I discuss how following a curiosity led to her soul’s calling and the beauty of following multiple paths and interests. Frances shares a “lobster shell” analogy about emerging on the other side of discomfort, plus lessons learned from a decade spent revolutionizing the fragrance industry. Oh, and stay until the end of the episode for Frances’ mantra — created to help relieve tension and anxiety when life feels overwhelming. 

A decade ago, Frances was searching for a truly natural perfume and came up short. Tired of putting the chemicals found in synthetic fragrances on her skin — and knowing their impact on her body and the environment — the idea for Abel was born. Having studied winemaking and cutting her teeth in the NZ wine industry, Frances took her penchant for the olfactory, found the right experts from around the world, and set out on a mission to create the world’s best 100% natural perfume back in 2013, revolutionizing the natural fraganance industry. Since then, the category has exploded — with Abel at the forefront.

Frances has built out and continues to lead an international team of (mostly) women across bases in Amsterdam and Abel’s Wellington HQ. With an intrinsically global focus, exports make up more than 80% of Abel’s revenue. Today, Abel is sold both in D2C and in over 200 high-end beauty, lifestyle and fashion stores across 25 countries, to much acclaim.

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Topics Covered:

• Frances’ journey from wine to the fragrance space 
• The evolution of the idea around a linear career path 
• Frances’ overlap between natural and luxury in the fragrance industry
• How surviving challenges equips you with the actual tools required for success
• Why Abel’s biggest ‘failure’ was the reason to believe in it 

Guest Info: 

• Abel’s Instagram
• Abel’s Website 

Resources:

• Seth Godin

Get in Touch:

• Benshen.co Website
• Benshen.co Course
• Benshen.co Instagram