It Takes Time - Growing Your Brand Piece by Piece with Liz Grech

This week marks the third and final part of Karen’s mini series on her scent shift programme. This time of year we all make promises to ourselves about how the next twelve months will be different but, as we all know, these promises never last. The reason they never last is that we always fail to create new habits, which are the key to lasting change. Karen is here to help. In this episode, she explains how to use scent to form and sustain positive habits so that 2025 can be the year of change for you in more ways than one.     KEY TAKEAWAYS Having a positive mindset is great, as is acting on positive emotions, but real change comes about when we change our habits. Karen outlines why and how habits are the key to improvement.  Karen breaks down the science of habits, how we form them and how we stick to them, and explains how scent can accelerate and enhance this process.  Karen explains the practical steps you need to take in order to link a habit to a scent.  Just in case you’re struggling for inspiration, Karen gives you some examples of scents and the habits that they could be linked to.  BEST MOMENTS  “By linking a specific scent to a specific habit we create a natural cue that helps us move from intention into action.” “Your brain automatically creates neurological shortcuts based on the scents in your life.” “Scent can help you transform your habits from a chore into a natural part of your daily life.” EPISODE LINKS Scent Shift Programme £50 off Coupon Code: SS-EB22 VALUABLE RESOURCES Getting Started Guide Artisan Perfumery Mastermind   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 Website Instagram Facebook YouTube Email  

Welcome to part two of this mini series inspired by Karen’s ‘Scent Shift’ programme, which looks at how scent can be a tool for meditation and wellbeing. This week, Karen is looking at how to create emotional anchors with scent. Emotional anchors are an incredibly powerful tool that can be harnessed to bring about positive changes to all aspects of your life. But, how do they work, when can you use them and how do you create them? Karen answers all these questions and more so that you can start creating your own emotional anchors today.  KEY TAKEAWAYS Emotional anchors are a powerful tool that can be used to help transport you into a desired emotional state. Karen breaks down the science of how and why they work. You might already be using emotional anchors in your daily life without realising. Karen gives some examples of common emotional anchors and encourages you to be mindful of what is already on your radar.  Karen outlines her three step process to creating emotional anchors of your own.  Emotional anchors can help you in all aspects of life. Karen gives some real world examples of how they can help you.  BEST MOMENTS  “Emotional anchors are created by repeating a scent during emotionally meaningful moments.” “Scent can not just shape your experiences but it can also provide emotional support.” “Emotional anchors make you aware of how the power of scent affects your mindset.” EPISODE LINKS The Scent Shift VALUABLE RESOURCES Getting Started Guide Artisan Perfumery Mastermind   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 Website Instagram Facebook YouTube Email

This week’s episode marks the first in a series of shows inspired by Karen’s ‘Scent Shift’ programme, which looks at how scent can be a tool for meditation and wellbeing. In this first part, Karen is looking specifically at how fragrance interacts with our brains to influence our emotions. Drawing from the evidence based research, Karen explains not only how this happens, but why. And, teaches you how to utilize this incredible power of scent to your advantage to live a healthier and calmer life.  KEY TAKEAWAYS Why does the smell of perfume, or anything for that matter, invoke an emotional response in us? Karen breaks down the science of why scent impacts us emotionally.  The correlation between scent and mood has been thoroughly researched and is backed up with evidence. Karen gives an overview of how certain scents can influence us emotionally.  We can use the ability of scent to evoke emotions to our benefit, as Karen explains how to ‘set an intention’ with a scent to positively influence your day.  In a similar way, we can also use scent to transition our mood or mindset, whether that be wanting to regain focus or to help us switch off after work. Karen explains how you can do this.  BEST MOMENTS  “The connection of scent and memory isn’t just anecdotal, it’s rooted in how our brains function.” “Scent doesn’t just improve emotions, it can be used to enhance your focus during work, promote creativity or increase energy during workouts.” “Consistency is key. The more you practice, the better you will become.” EPISODE LINKS  The Scent Shift The Scent Shift £50 off Coupon Code: SS-EB22 EBo Shower Steamers  VALUABLE RESOURCES Getting Started Guide Artisan Perfumery Mastermind   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 Website Instagram Facebook YouTube Email

In this episode, Karen shares valuable insights on transitioning from experimentation to a more structured approach in perfumery. Karen discusses common challenges such as feeling overwhelmed by raw materials, creating balanced accords, and translating ideas into finished fragrances. She provides practical tips like simplifying your palette, starting small with accords, and focusing on fragrance structure and storytelling. Tune in to gain a fresh perspective on your fragrance creation journey and grab her special Black Friday offer: The Foundations of Fragrance Collection KEY TAKEAWAYS It's easy to feel stuck when you're trying to pull all of these pieces together by yourself, but it doesn't have to be that way.  Every successful perfumer has been where you are now. We all start out with the same basic challenges.  It's tempting to try everything, but without an understanding of the materials and the specific roles that different materials play, it's really easy to get completely lost or frustrated. Successful perfumery does not happen by accident. It's not just about throwing materials together and hoping for the best. It's about having a clear process and the knowledge to guide your decisions along the way. And that is why I have put together the Foundations of Fragrance Collection.   BEST MOMENTS  “Every successful perfumer started where you are now.” “Simplify your palette. Pick a few materials you are curious about and get to know them deeply.” “Using a mind map, brainstorm or mood board is a great starting point to help you map out your fragrance.”   EPISODE LINKS Foundations of Fragrance Collection VALUABLE RESOURCES Getting Started Guide Artisan Perfumery Mastermind   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 Website Instagram Facebook YouTube Email

This week on the show Karen is joined by Viola Levy, journalist, founder of branding agency ‘Smart, Beauty Creative” and host of the Smart Beauty podcast, a show for beauty business owners who are looking to hone their brand voice. Getting the story of your brand and your products right is essential, and can be the difference between success and failure. That’s why, in this interview, Viola and Karen cover all you need to know about transforming your business from a retailer to a storyteller.   KEY TAKEAWAYS Viola started her career as a journalist and found that a lot of the companies she was writing about were in the beauty sector. Whilst doing this work she noticed a gap in the market which, as she explains here, led her to set up her own company. Karen and Viola discuss the incredible rise of indie brands over the last decade, what this means for consumers, but also, how the bigger designer brands have reacted to this growth. As Karen often states, and Viola agrees, creating a story around your scents is the most important thing you can do in terms of marketing. Viola explains why this is a ‘non negotiable’ and gives her insights into how to make this effective. Historically, brands have put all of their time and effort into creating a fragrance and then launched into the marketplace. However, as Viola explains, there is so much more value in bringing your customers along on the journey from day one.   BEST MOMENTS  “There’s so much choice out there now, and that’s a great thing. People like to change their perfume as often as they change their clothes.” “Brands have to have an opinion and a voice, they need to show they’re passionate about more than just selling their products.” “AI is a great tool, but it shouldn’t be in the driving seat. You’ll always need a human touch.” EPISODE LINKS Smart Beauty Website Smart Beauty Podcast Smart Beauty Instagram Smart Beauty Linkedin Smart Beauty Email VALUABLE RESOURCES Getting Started Guide             Artisan Perfumery Mastermind   ABOUT THE GUEST Having worked in the beauty industry for over 15 years, Viola is an award-winning journalist, copywriter and brand consultant. As an established writer, Viola has contributed to all sectors of the beauty world, with articles appearing in Vogue, Glamour, The Evening Standard, and Refinery29. In addition she has written copy for several major beauty brands and retailers, including Aromatherapy Associates, 111SKIN, Cult Beauty, Boots, By Terry, and Superdrug, and in 2019, she won a Fragrance Foundation Jasmine Award for Best Short Piece and was shortlisted for Best Social Engagement. She has also written global trend reports for major forecasting agency WGSN, focusing on how consumer needs and habits have changed since the global pandemic. From her years of experience, Viola has seen the beauty world rapidly change over the past decade. The way brands speak to customers has evolved. It’s less about playing on women’s low self-esteem, inventing problems (and products to “solve” them) or peddling false promises and miracles in jars. It’s more about feeling better (not just by looking better), intelligent discussions and promoting inclusivity. Which is why she set up Smart Beauty Creative to create the next generation of forward-thinking, feminist brands, helping to pave the way for a new, diverse and more enlightened beauty industry. 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 Website Instagram Facebook YouTube Email              

After receiving a couple of emails from people who were reluctant to join Karen’s online workshops because they were to be hosted on Facebook, Karen has been inspired to produce an episode on social media. Whilst social media is ever present in our lives and can be seen to have negative effects on our health and wellbeing, if you use it correctly, it can be an extremely powerful tool for business. In this episode, Karen gives a full overview of social media, its many platforms, the areas to be wary of and how you can leverage it to get the most out of it for your business.   KEY TAKEAWAYS ●      Karen started her first business long before social media existed. For those of you unsure of how much social media has benefited small business marketing, Karen outlines the differences between then and now. ●      Instagram, Facebook, X, TikTok, Youtube, Pinterest - There are so many social media platforms that could help you but, which one, or combination, is right for you? Karen breaks down the pros and cons of each. ●      Despite some people’s objections to social media Karen continues to use Facebook to deliver her training courses. She outlines why she thinks it's a platform that works. ●      Messaging apps like Telegram and WhatsApp are also considered social media. Karen details what these apps can do for your business and also their pros and cons.    BEST MOMENTS  “Social media is an incredible tool to help single person businesses reach millions of customers for pennies.” “It’s essential that you look at social media as a business tool and not as a consumer space.” “The best thing about social media - You don’t pay for advertising.”   EPISODE LINKS The Scent Shift VALUABLE RESOURCES Getting Started Guide             Artisan Perfumery Mastermind     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 Website Instagram Facebook YouTube Email              

Running a successful perfume business doesn’t just require someone who can blend materials to create a sweet scent, or someone who can market effectively. A truly successful perfume business also requires someone with the right mindset. That’s why, this week on the show, Karen is taking a break from regular programming and presenting an interactive episode designed to change your mindset. With exercises on planning your future, overcoming fears and stepping into the unknown, this episode will give you the tools to be successful and elevate your journey as a perfumer to the next level.  KEY TAKEAWAYS Can any of us know what your future looks like? What if we could actually create the future we want for ourselves? Karen invites you to participate in an exercise that can help you create the future you want.  What are you afraid of? Lack of money? Time? Karen shares an exercise that encourages you to face your fear and, in doing so, may reveal that the thing you are afraid of is not what it first seems to be.  Nobody likes to fail, and we often partner failure with thoughts of quitting. However, as Karen explains, failure can be better than success for our long term growth. And, she shares an exercise for reframing your failures.  Stepping outside of our comfort zones is a daunting prospect, especially if we find ourselves in a place of relative success. Karen shares an exercise that will help you take a leap forward, and it’s not as scary as you first think.  BEST MOMENTS  “Let your vision be your anchor.” “When we start to make progress it is often our fear of failure that can hold us back.” “Our fears are there to keep us safe, but they can also keep us stuck, if we don’t acknowledge them.” VALUABLE RESOURCES Getting Started Guide Artisan Perfumery Mastermind   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 Website Instagram Facebook YouTube Email

Karen recently received an email asking for her advice on launching a perfume brand. However, the author of the email had only given themselves a 6 month deadline to get everything ready to launch. Karen’s instant reaction - “This is not enough time.” Perfume making is not just a science, it’s an art. And, like all art, it can’t be rushed. In this episode, Karen doubles down on the importance of taking your time to get where you want to go and explains the process and procedures for making sure you do it right.    KEY TAKEAWAYS It’s natural to want to jump to the end when starting your own business, after all, you want to start seeing the money coming in. But, as Karen explains, your role will change dramatically once your business is active so it is important to master one area before moving to the next.  Perfume making isn’t just about creativity, it’s about understanding the materials. Karen explains how this essential aspect of perfume making should not be rushed and the consequences if you do rush it.  When you launch into the perfume market, you compete with countless other brands. The one thing that can, and often does, set you apart is presenting a product made with care and attention. Karen explains how to do this without rushing.  Karen ends the episode by sharing her top tips on how to embrace and enjoy the process of perfume making, making sure you spend the right amount of time on the right things.  BEST MOMENTS  “The most important and enjoyable part of the perfume making journey is the learning and creating.” “The more time you spend trying things out, the more confident you’re going to become as a perfume maker.” “When you’ve taken the time to find your voice in your brand, it really shows in your work and that’s what will make you stand out.” EPISODE LINKS The Scent Design Challenge  Deep Work - Cal Newport  The Artist's Way - Julia Cameron (Morning Pages)   VALUABLE RESOURCES Getting Started Guide Artisan Perfumery Mastermind   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 Website Instagram Facebook YouTube Email

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 Olentium Website Olentium Instagram VALUABLE RESOURCES Getting Started Guide Artisan Perfumery Mastermind   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 Website Instagram Facebook YouTube Email

This week on the show, Karen is taking a break from regular programming and presenting you all with a diary-style episode after spending the last week thinking about staying in alignment with your actions, not just in business, but in life. In this episode Karen covers what it means to stay true to your values and creative goals, the importance of avoiding the shoulds, and her top tips for achieving a work-life balance so that you can stay in perfect alignment.    KEY TAKEAWAYS What does it mean to take aligned action? From her experience, Karen discusses what this means to her and how you might be waiting for the right time when it’s now.  One of the best pieces of advice Karen received was to “Stay out of the shoulds.” But what does this mean? How can you do it? And, how can it impact your life? A work-life balance is incredibly important, especially when you work in a creative industry and your job can also be your hobby. Karen talks about how she achieves this balance and how important it is to have one.   Karen has recently lost one of her close friends. As with any bereavement, this has put things into perspective. Karen shares her thoughts on the importance of finding what’s important and living life for the now.   BEST MOMENTS  “Trust your gut, start with where you are and what you’ve got. You can always make changes further down the road.” “You are always going to get more opportunities, so don’t feel bad about the ones you turn down.” “There is no perfect time, the time is now.”   EPISODE LINKS October 5 Day Scent Design Workshop  VALUABLE RESOURCES Getting Started Guide Artisan Perfumery Mastermind   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 Website Instagram Facebook YouTube Email