Raised in Hong Kong for many of her formative years, Jackie Ashley developed an interest in fragrance at an early age, informed by the many intoxicating aromas of her surroundings. Combining this interest with her love of interiors, Ashley took the leap to found her own eponymous scent company, Ashley & Co., nearly twenty years ago. Launching the very first reed diffusers in Aotearoa, the brand quickly grew a large customer base throughout the country and further ashore in Australia, Singapore and the UK. Running the business alongside her husband and co-founder Ben, Ashley & Co. now stands as one of the most sought after fragrance brands in Australasia, stocking everything from kitchen products and body wash to pet care. “Our intent is for people to be able to access and enjoy our scent-focused products every day, both at home and beyond,” she says.
Below, FQ speaks to the founder about her career to date, what’s on the horizon for the brand, and her passion for all things fragrance.
In conversation with Jackie Ashley
Tell us about you and your career to date:
My family is based in Auckland, with our warehouse and offices situated on the North Shore. My Dad was a Kiwi and we moved to New Zealand from Hong Kong which was closer to Mum’s family in Australia. Dad was a Doctor, which had a profound influence on the direction of my tertiary education. Despite taking half creative and art subjects, with a mix of sciences while at school, I chose to pursue a degree in Health Science.
While studying and working, I also dabbled in other more creative ventures. It wasn’t until my mid-late 20s that I decided to make the leap away from my chosen career to something that was definitely more my passion. For Ashley & Co., its foundations were about melding together my love of scent and interiors and creating beautiful, functional products for the home.
With the help of Ben and his graphic design background, and after much research and development, the first New Zealand version of the Reed Diffuser was developed. Ashley & Co. made its first sale into Smith & Caughey’s in 2005. We still have some amazing founding retailers still on the journey with us. We pride ourselves in maintaining and delighting our loyal followers, sustaining a strong retail and commercial presence across New Zealand, as well as in Australia, the UK, and Singapore.
What made you want to start your own scent company? Is it something you’d always been interested in?
Prior to the start of Ashley & Co., I had always loved the creativity of exploring a side venture on top of my study and then into day-to-day career—whether it be home or fashion-related. When I stumbled across a reed diffuser while overseas, it triggered a path to explore combining scent and functionality. I was at a crossroads before having children, and the timing was perfect. This was nearly two decades ago when the humble reed diffuser was not yet available in New Zealand, and reed diffusers had not yet gained popularity overseas. It set me on a path, collaboratively working alongside a perfumer and chemist, and Ben’s unwavering help with packaging design, it was a time of huge excitement and exploration.
You spent some of your formative years living in Hong Kong. How has this shaped you as a person and influenced your brand?
Hong Kong was an incredible place to grow up, brimming with vibrancy and culture. Personally, it holds numerous scent-filled memories that have a significant place in my memory bank. On the other hand, within my family in that environment, significant roles were played in shaping where I am today. Many rich and formative memories stem from my time in Hong Kong.
Where do you get the inspiration for your products?
Inspiration is everywhere. It’s found in our current environment, our experiences, and our moods. It’s also drawn from travel and existing product lines. Additionally, it’s influenced by necessity and the feedback we receive from our customers. Ultimately, a new product should bring something positive to someone’s day and home, through scent, aesthetic and functionality.
What’s the best thing about running your own business?
Besides the obvious of doing what you love, and freedom of creativity, one of the most rewarding aspects of running your own business is cultivating a positive work culture and environment that every team member contributes to. This in turn, is vital for the overall success of the business. Culture is everything.
Ashley & Co has become something of a household name – did you ever conceive this level of success?
Definitely not – we began with our Home Perfume, reed diffuser, but it’s actually our Washup liquid soap that became a favoured household item. We owe this to our customers and their unwavering loyalty to our products and scents. Some customers have been with us since the inception. We hope we’ve managed to bring joy to everyday moments, like handwashing, and to create scents that customers adore and can relish throughout their homes in various ways. Additionally, we’ve formed incredible commercial partnerships, which undoubtedly have played a role in spreading the Ashley & Co. love.
“My inspiration doesn’t come from one person or place. It’s about the feeling of happiness and contentment that fuels me. The support of my family, my surroundings, and the people I associate with are what drive my motivation and inspiration each day.”
What does an average day look like for you?
Up at 5:45 am each weekday for a 45-minute gym session nearby, which sets a positive tone. After getting the kids sorted for school and a ritual morning coffee made by Ben (one of the best in Auckland), the older two walk out the door at 7:30 am. The last straggler school drop off is at 8:30, and I finally head to the office. I love walking into work and taking time to chat with everyone. My role is quite diverse and spans all facets of the business, so each day brings new tasks as well as calendar meetings, focusing until my youngest’s primary school pick-up. Being home when the older kids return and hearing about their day brings me a lot of joy, and I am fortunate to be able to do that. Each day brings a different after-school activity, while checking emails ad hoc. A good evening might include a quick walk around the block with Ben, and Richie (our dog) in tow, then onto household duties, and winding down with an episode from our latest show. Lights out by 10:30 pm, after reading a few pages on my kindle, but I try to avoid my phone. Occasionally, I tune into a podcast, even though that tends to knock me out, and I rarely recall it the next day!
What are you go-to Ashley & Co. scents?
I never leave home without a Better Balm – our multitasking marvel. Perfect for lips, dry patches and cuticles, even a pep me up around the eyes and cheeks during the day. Power House in Tui & Kahili. I always have a candle burning at night but for that instant shot of freshness, especially in the morning, Power House is perfect for any room, and anywhere – even a teenagers bedroom, cupboards, bed linen and other soft furnishings.
As a female business owner, what advice would you give to other women looking to start their own business?
I recently read a great book about letting go of productivity guilt: I Didn’t Do the Thing Today by Madeleine Dore. I believe that women are hard on themselves, and there are high expectations to achieve, in every facet of their day. The key is to find your own way, create your path, and set aside the expectations and comparisons with others. As much as we aim to control and plan, it’s important to acknowledge that life can be unpredictable and to deal with it in the best way we can.
Do you have a quote or mantra that you live by?
Don’t sweat the small stuff… worry is a needless emotion… pick your battles. These all seem to have a similar undertone. However, once I realised that no amount of worry will change an outcome, it was quite liberating and I do sleep better at night!
What’s coming up for you and your brand? Any exciting developments on the horizon you can tell us about? (can be personal or brand related or both!)
We’re branching into a new category within the home in 2024 while staying true to the scents that people love.
Quick-Fire Questions:
My go-to recipe… Potato Gratin (cut with a mandolin, of course)… It’s a perfect side dish for any season, for at home or to take with you, anywhere.
The best coffee spot near me… Duo Eatery. Great scones too.
The three beauty products I can’t live without… Topical Vitamin A & C, Charlotte Tilbury cheek and lip tint in Pillow Talk, sunblock.
Best current season fashion purchase… A wardrobe staple: Anine Bing Mika Shirt in white.
I would describe my personal style as… Relaxed.
Next destination on my travel list… Vietnam.
My most cherished item in my home is… I’m a collector of old, so many things have sentimental value, but something new and very loved in our home at the moment is the Sarah Ellison Float Sofa from Slow Store.
If I could work in any other career or have another skill, it would be… Collectables – valuer, acquirer, enabler for others (am always on the lookout, with other people in mind). I love that pieces can live on, have history and a story to tell.
