One in an occasional series of features on Charlotte area businesses, nonprofits, and events, and how they are adapting to the “new normal.
Our Subject: Jules & Vetiver is a fine fragrance brand that crafts small batches and blends. Their goal is making each scent personal while educating customers about perfume and being completely transparent about what goes into each fragrance. They want people to know that fragrances don’t need to be pretentious or wastefully packaged to be luxurious.
What’s been impacted: When people stay home, they’re generally wearing less fragrance; and when they’re worried about their financial situation, they’re less likely to spend on nonessential items like perfume.
“We definitely saw a drop-off in our fragrance sales, but we’re doing our best to adapt, to still offer our clients products they need and want right now,” said founder Katrina Sellers.
Innovative pivot: Jules & Vetiver knew what customers needed, as well as what they wanted, so they quickly developed a hand sanitizer spray in 4 sizes and 2 fragrance varieties. The spray is 93% alcohol, far above the 60% alcohol recommended to kill viruses.
“When we realized we actually had the materials and skills needed to produce hand sanitizer, we knew that’s what we had to do,” said Sellers. They’ve also donated what they can to organizations that need them, too.
“We’re just grateful that we can still help people by making something that’s valuable and in short supply, It makes us feel like we’re fighting back at a time when a lot of us sometimes feel frustrated and helpless.”
In addition to the sanitizers, Jules & Vetiver repurposed their popular Fragrance Bar into an at-home kit, and partnered some favorite local brands to create a Girls Night-In box that includes goodies from candles to sweets to cocktail mixes. The vibe is to still create something fun and comforting, even if we have to stay home.
Reactions: “Super positive,” said Sellers. She credits her company’s small size for being able to pivot quickly and reach out to customers with what they need, even if orders have been up and down.
“Right now, the world feels unpredictable,” Sellers added. “It’s a time where being more nimble than other brands has never been more of an asset.”
Another flex: Mother’s Day is coming up, which is a good time to remind potential customers of the small things that matter. “We’re hoping to sell more of the Girls’ Night In Boxes soon, with Mother’s Day is coming up!”
Forecast for future: After seeing customers’ reactions, Sellers says the hand sanitizer and at-home fragrance kits are here to stay. Sellers is ready to be light on her feet responding to customers’ needs, even when in-person Fragrance Bars return.
“We’re pretty confident our clients will continue wanting this, even when things return to (a new) normal and we can shift our attention back to enjoying the finer things, like luxury fragrance,” she says. “Luxury hand sanitizer is a pretty nice thing to have, too.”
Order your own hand sanitizer spray in Citrus or Lavender Eucalyptus or a Fragrance Bar Kit: https://julesandvetiver.com/