Jackie Ashley founded scent company Ashley and Co along with her husband Ben a decade ago. Now, the business is stronger than ever, with a new range of products that launched at Life Instyle last week.
The New Zealand-based brand has built up a collection of seven signature scents available in over 40 products. New additions shown at the fair will include Soothe Tubes (hydrating hand cream) in vine and paisley, bubbles and polka dots, and parakeets and pearls scents, along with an expansion to the once upon and time fragrance range.
Ashley describes her business as a ‘modern day scent company’ and says it is the brand’s unique approach to fragrance that makes the products stand out.
“First and foremost, scent is key and that’s what makes us different,” she says. “We forge our own path, working outside of the traditional in terms of scents, naming, packaging and the way we express our brand.”
The brand is dedicated to supplying independent retailers with product that will sell, and with marketing that stands out in the crowded fragrance sector including minimalistic, modern packaging. Everything is manufactured in New Zealand so the team can oversee production from beginning to end.
“Without being fussy, we make sure that the quality of our products is second to none,” explains Ashley.
“Ashley and Co provides a logical and comprehensive product range, specifically targeting specialty gift, homewares and fashion stores. We are not in pharmacy, department store or grocery spaces.
“Our value proposition is an everyday premium…Overall our main aim is to be in the best independent home and gift retailers around Australia.”
To support this aim, Ashley also strives to provide retailers with a rapid turnaround of orders and an increasing number of sales agents across the country.
“The future will see Ashley and Co build towards becoming a true lifestyle brand,” she says. “Through a variety of initiatives and campaigns we want our customers to engage, share and become a part of our growing Ashley and Co story.”
By Ruth Cooper
