This week Karen is joined by Josh and Samuel from Fiole, an online fragrance store for artisan brands. Having had previous careers in the entertainment world, the boys both drifted into the world of perfume and instantly fell in love with it. Four years ago they joined forces and launched Fiole, an online store with a difference. In this interview with Karen, they discuss their unique approach to online shopping, how they are mastering Tik-Tok to leverage their brand and the power of being independent.  KEY TAKEAWAYS Josh and Samuel talk through their process of creating their unique fragrance finder, which gives online customers the same experience of in store shopping, but with an exciting twist.  Josh explains the company’s approach to Tik-Tok, how they saw a way to make perfumery accessible to masses and the success they have achieved through this approach. Fiole specialises in selling artisan brands. But what is the difference between artisan and niche? Josh and Samuel explain.  Samuel talks about the strong position that Fiole finds itself in due to their unique nature and how this gives them the advantage when big fragrance houses approach them for collaboration.  BEST MOMENTS  “When you’re in a store the fragrance is doing the talking, but when you’re online, it’s packaging, images, ingredients.” “Tik-Tok is a great platform for education which ultimately drives customers to your website.” “Fragrances aren’t niche in terms of personal taste, they’re only niche in terms of availability.”   EPISODE LINKS Fiole Website Fiole Instagram Fiole TikTok 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