Hey there, Nicole. Welcome to Marketing In Asia. Please tell us about yourself – how and when you first started.
I was born in Penang, brought up in Miri / Labuan/ Johor/ Miri then went to high school and graduated in New Zealand. After selling my first business – mountain fresh fruit juices, I came to a crossroad in my life where I was at the stage of what I should do next and what will I do; this was on the eve of my grandmother Dorothy D’almeida’s birthday. Then my brother suggested why not get into the candle business as I have always loved candles. Hence, the name Dorothy.
I learned to make and experiment with candles from my brother’s friend. He taught me the art of making and then I continued (trial and error on my own). I also got tips from a good friend overseas who was in the candle business for over 16 years and that was when Dorothy scents was born. This was about three years ago – I started part time first, gave up in between then decided to give it my all!
How did the idea of scentology candles and aromatherapy come about?
In this world of stress, everything is so fast pace when we become adults, we just forget to stop, breathe and relax. Therefore, I felt that we needed something to actually evoke memories as when we were children and one thing I remember was the fun filled times I had with my grandmother. A particular scent that reminded me of her was lily of the valley – she would often use that powder, this was the very first scent that I made and from there this idea was born.
Nicole, you have over 15 years of marketing experience and in those years you have spent in the hospitality and retail industries and higher education sector. Now, you are well-known as the Founder of Dorothy Scents. My curiosity is killing me – how and where did you get your inspiration from?
I love marketing and branding products. I draw inspiration from the people I meet, travelling, visiting places and my children. They keep me going as they would give me ideas, then I would experiment with them, they are my critics and my cheerleaders.
When it comes to marketing, what have your strategies for Dorothy Scents been, Nicole?
I believe in omnichannel marketing where you can reach the customers at multiple touchpoints. For some who may be unfamiliar with omnichannel marketing, it refers to the multichannel sales approach that provides the customer with an integrated shopping experience. The customer can be shopping online from a desktop or mobile device, via phone, or in a brick-and-mortar store, and the experience will be seamless.
If you have to choose between marketing and branding, which is crucial for your business, Nicole – why?
For me, both go hand in hand. You can’t have branding without marketing or vice versa. Both are equally important and there must always be a story behind the brand so people can resonate towards your brand.
Going forward, what can we expect from Dorothy Scents?
We’re excited as we will be launching crystal candles – a scent that is in-line with crystal and more exciting blends that I have been working on throughout the year and wickless candles!!
For those who wish to get in touch with you, what is the best way?
Anything you wish to share with our readers, Nicole?
Our candles are all hand poured in small batches. We love to personalise your gifts and last but not least, I’d like to wish them a Blessed Christmas and a Happy New Year 2020!