HOTSEAT
Aromatherapy Associates’ distinctive glass bottles feature strongly in the interior design
plex analysis of how well it increases the Aromatherapy Associates brand profi le.
Ian, as an investor, where do you see the wellbeing industry heading? IR: I think the science has developed to an extent that we are in a position to far better identify what’s suitable for each individual to enable them to have maximum health. One size does not fi t all – we have different genetic make- ups and tolerances, and science can now identify what these are for each person. That’s the area that will develop going forward – and an area that interests me personally.
How did you two meet? IR: It was a bit of a Victor Kiam moment. I’d already invested in a skincare brand for the cosmetic surgery indus- try, and was keen to get a product for spa and retail. My wife returned from an Aromatherapy Associates treat- ment at the Sandy Lane Hotel in Barbados and said it was the best she’d ever experienced – and she’s tried a lot! So I got a friend at PriceWaterhouse Coopers to write to
AROMATHERAPY ASSOCIATES – FACTBOX
■ The new Knightsbridge store covers 150sq m (1,615sq ft) and has three treatment rooms each with private showers, a relaxation area and a retail fl oor. ■ Aromatherapy Associates was founded in 1985 by Geraldine Howard and Sue Beechey, and today its products and treatments are available at hotels, spas and retail outlets in over 40 countries. ■ Also in 1985, the pair helped set up the International Federation of Aromatherapists – an organisation dedicated to maintaining the highest standards across the aromatherapy industry.
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Geraldine saying I was keen to discuss the company. But my fi rst offer to her in 2008 was rejected – I was basically told to sling my hook! GH: When we met a second time through another business venture, the timing was different and it suddenly felt 100 per cent right. At the time my business partner Sue was looking to retire. It was a gut instinct, and I also liked Ian and felt he was someone I could work with. 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, and Ian’s expertise and support is invaluable.
How would you describe your working relationship? IR: Geraldine has spent a lifetime in this industry and I have great respect for people who’ve built things from scratch and turned them into successful businesses. It’s not my job to tell Geraldine how to run things. My job is to help create an environment in which she can be the very best she can be. Without sounding too corny about it, that’s how I see my role. It’s been a very success- ful combination – we support each other’s strengths and weaknesses – and we’ve doubled turnover in two years.
What are your strengths and weaknesses? IR: Geraldine is very charismatic, knows the industry inside out and is highly respected. My strengths are that I have a lawyer’s mind, am reasonably well organised and can think logically and clearly, especially when there are diffi cult and sometimes emotional decisions to make. GH: It’s a very lonely place trying to run a business and it’s great to have real support and someone you can turn to whenever there’s a problem. To me, Ian is very good at look- ing at the overall picture and giving a rational view on it. Something I’ve learned working with Sue for the past 30-plus years, and Ian for the last two – is that if you work closely with people it’s fundamental that you trust them – and that’s something Ian and I absolutely have. ●
ISSUE 1 2012 © cybertrek 2011
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