Twenty Years On:
Notes from the Heart of Ashley & Co.

The greatest privilege of these twenty years has been hearing how our products make people feel. From the scent that stirs a memory to the wash that bookends each day, those small, sensory moments lie at the heart of what we do. They are quiet proof that fragrance can connect, comfort, and bring us fully into the moment.
 
Over time, the ways people use Ashley & Co. have evolved, and so have we. Seeing customers refill their vessels again and again has been one of the most heartening shifts. The growth of our Topup category is not just about convenience; it reflects a shared commitment to sustainability. A quiet but powerful reminder that small actions add up.

Some of our customers have been with us from the very beginning, still using the same scents they fell in love with twenty years ago. Many of our original stockists remain part of our story too. That kind of loyalty is rare and humbling. It is built on trust, shared values, and genuine relationships, the foundation of everything we have done.
 
Listening has always guided our evolution. Our Pet and Kitchen ranges, among others, came directly from customer feedback, from conversations, requests, and stories of everyday life. It is these exchanges that shape what we create next.
 
Behind every product, shipment, and idea stands an extraordinary team. They bring energy, creativity, and care to every corner of our business. They are the heartbeat of Ashley & Co, and watching them grow alongside the brand has been one of my greatest joys.

We have also been fortunate to collaborate with incredible partners, from local makers to iconic brands, whose shared vision continues to inspire us. Seeing Ashley & Co. products in luxury lodges and boutique accommodations across New Zealand and beyond still feels like a pinch-me moment. It is a reminder of how far we have come and how much possibility still lies ahead.

Our first retailer, Smith & Caughey’s, marked the moment this dream became real.

Moving into our own warehouse turned that dream into something tangible, full of people, product, and purpose.

Partnering with Air New Zealand introduced us to travellers around the world, pushing us to innovate under pressure and, in the process, launching what is now one of our most-loved products, Lip Punch.

And our first international tradeshows, from Australia to Paris to New York, represented a leap into the wider world. I still remember packing orders at eight and a half months pregnant, feeling both exhausted and exhilarated.
 
Each of these milestones tells a story of steady, organic growth built not on haste but on heart.