HOTSEAT
The new Knighstbridge store has an unashamedly luxurious style
It’s been one of the best decisions I’ve ever made, and enabled me to do all the things I’ve wanted to do with the company. Ian’s expertise and support is invaluable
woman – Micheline Arcier - who was using essential oils and I found it fascinating. From there I met the doctor and essential oils expert, Jean Valnet, who was working with aromatherapy to treat the whole body - from the physical level to the psychological.
How did your career progress from there? GH: I was working with Micheline at her private practice in Knightsbridge where she had a very prestigious clien- tele and was always fully booked. From there I worked with Champneys College to set up training courses and develop treatments. Eventually I set up my own business with a part- ner – Sue Beechey – and growth was organic from there.
How has aromatherapy changed in the UK in the past 30 years? GH: Of course it has now entered the mainstream. When you see products such as fabric softeners with essential oils they have no therapeutic benefi ts. In France, aromather- apy is classed as medicinal, but in the UK it’s always come under the cosmetics umbrella. So while it’s known for its therapeutic benefi ts, it’s rarely used at a therapeutic level.
How do you feel the flagship adds to the AA brand? GH: I feel very strongly that the true core of aromatherapy
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and how it works has been lost. By having our own fl agship we can go back to basics and show people the real ben- efi ts. That’s very diffi cult to do through other outlets. Our own trained therapists can very quickly identify what people need when they walk through the door, and treat them on a personal level. I strongly believe that if your mind’s in the right place, it’s much easier to eat the right foods, exercise and take vita- mins. It’s really the starting point of your wellbeing. Many people may tend to go to a spa for that, but I do feel you can get it over the counter as well. Also, spas struggle with retailing products and they need a massive amount of help in order to increase their sales. In opening our own store we can learn a lot more about retailing products, which in turn will help our spa customers.
What’s your investment strategy for future stores? IR: We intend to see how this one goes. Inevitably with any start-up there are things you get right and things you get wrong. We’re keen to see what it does to the brand, how it assists the business and decide from there. We’re not simply looking at this from a pounds and pence viewpoint – we’re not thinking, if this makes money then we’ll open another 10. We have the option to roll it out in other regions, but before that there’ll be a much more com-
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