It Takes Time - Growing Your Brand Piece by Piece with Liz Grech
Description
This week Karen is joined by Liz Grech, an alumni of Karen’s Artisan Perfumery Mastermind course and founder of Olentium, a perfume brand based in Malta. Liz started her career as a journalist before the birth of her son unexpectedly moved her into the world of fragrance. In this interview with Karen, she discusses her career trajectory, how it takes time to find your voice, what you can do as an indie brand to compete with the big boys and how it felt to be a finalist at the Art & Olfaction Awards in 2024.
KEY TAKEAWAYS
- Liz had a successful career in journalism. When her son was born she began to be interested in various skin care products and how they would affect a newborn. She explains to Karen how this eventually led her into the world of fragrance.
- Coming from a journalistic background, Liz has a deep understanding of the importance of having a story to your fragrances. She describes to Karen how she uses classic literature, the seasons and her home in Malta to create these stories.
- Olentium wasn’t Liz’s first iteration of her business. She explains to Karen how her brand and philosophy have changed over the years and how she finally found her groove.
- One of the restrictions all indie brands face is access to certain materials and packaging as suppliers will not sell in small quantities. Karen and Liz discuss these challenges and some unique ways they have found to work around them.
BEST MOMENTS
“One of the best pieces of advice I can give is ‘know when to stop tinkering’.”
“Do what you can with social media, don’t think you have to be everywhere doing everything.”
“The people that have opted into your email list are the ones that have said ‘I’m interested.’, so don’t ignore them.”
EPISODE LINKS
VALUABLE RESOURCES
ABOUT THE GUEST
Anglo-Maltese Olentium founder Liz Grech started out in magazine journalism and digital communications. Pivoting interests over the past decade, Liz gained a diploma in organic cosmetic formulation before taking up perfumery, training both with Karen Gilbert and teaching herself through experimentation.
Liz uses a high percentage of botanicals in her mixed-media perfumes, drawing first on those ingredients native to the Mediterranean where she lives. She launched Olentium to merge her life-long passion for fragrance with her desire to capture the spirit and soul of the Mediterranean in scent stories. Her perfume Bal Baroque was a 2024 Finalist in the artisan category of the LA-based Institute of Art & Olfaction Awards.
Liz designs Olentium fragrances in her atelier-lab in a Maltese village house, and sells worldwide online as well as through a growing number of niche perfume stockists.
ABOUT THE HOST
Fragrance expert, author, teacher and speaker; Karen Gilbert runs courses in the UK and online which demystify the secretive world of perfumery in a fun and interactive way.
Karen has inspired thousands of students to explore their olfactory sense and create their own personalised fragrances.
With extensive product development experience in both the commercial perfumery and the organic skincare industry, Karen is able to offer a unique insight into creating natural and mixed media fragrances for fine fragrance, room scents and skincare/bodycare products using commercial perfumery techniques.
Karen is also a certified meditation teacher and has a passion for helping people to create daily rituals that integrate scent with other modalities to shift state and increase your sense of wellbeing.
CONTACT DETAILS
United States
