A young Harrogate businesswoman says that her luxury brand of organic fragrances has become so successful that she’s turning down business from major retailers.
“We’ve said no to three new stockists just this morning,” said Nicola Elliott, founder of Neom Organics.
“Turning down business goes against your most primal instincts, especially in a recession, but we’ve got to look after the brand.”
That brand has clearly come a long way since Nicola sold her car to found Neom Organics with partner Oliver Mennell – who is also from Harrogate – in 2005.
Over the last eight years, they have developed the product range, which uses only essential oils and natural materials, and grown the business to a global level, recruiting celebrity followers such as Kate Moss and Sienna Miller along the way.
Neom products are now sold online and in stores such as Selfridges, Fortnum & Mason and Fenwick’s.
The company is also taking advantage of the boom in ambient fragrances; its home-scenting products are the fastest-growing line of its kind John Lewis has ever stocked.
Little wonder then that Nicola, 34, was recognised as one of the UK’s rising stars this month at the prestigious Women of the Future Awards, taking home the Entrepreneur of the Future Award.
Judges described her as “an inspiration to all young women who aspire to have a well-rounded family life as well as being hugely successful in business” and were impressed with how she has taken “huge individual risk and made a lot of personal sacrifice in order to create something of her own”.
Former journalist and aromatherapist Nicola said: “I am so thrilled to have won this award. However, it’s really for all the Neom team.
“We’ve worked so hard for the past seven years and the excitement about the brand is palpable at the moment.
The next couple of years promise to be busy ones for the 20-strong Neom team. Next year will see continued wholesale growth and the launch of half a dozen new product lines, as well as the firm’s first line of hotel “amenities”, or complementary products. Rebranding work will start in 2014.