Episode 1.4 of The (Almost) Reckless Podcast
Frances Shoemack, the Founder & CEO of Abel, the first 100% natural luxury fragrance house, discusses the difference between following a compas versus a GPS when navigating the goals for the future of her business and when working in the present.
Click the link in bio for the full episode.
Challenging the fragrance status quo with @francesshoemack — former winemaker turned founder of @abelfragrance — sits down with global brand builder @sophieblowfield for a conversation about craft, courage, and why radical fragrance means never putting something into the world that doesn’t have a reason for existing.
Frances shares how she left the wine world, moved from New Zealand to Amsterdam, and built @abelfragrance .
She was told by over 50 people it wasn’t possible. 12 years later, she’s created an award-winning collection of 100% natural perfumes that proves otherwise.
Listen now on Spotify, Apple Podcasts, or wherever you get your podcasts. Link in bio.
Highlights from London, Amsterdam, Copenhagen + Paris. Time with the team, our Partners and friends of the brand. Plus a total buzz seeing the response to Miami Split - our opinionated new scent 🍌🖤
Realised my flight tally for 2026 so far is at a whopping 25 flights 🥹, including 10 long haul. Thankful (for me and the family!) that this is the last of these NZ to Europe whirlwinds for the foreseeable future 🙌
Embarking on a pretty epic next chapter going ‘all in’ on @abelfragrance . Dave joining as CEO, me moving fully into the creative director role, returning the family to Amsterdam, centralising the team in Amsterdam… if I sound excited it’s because I am!!
More over on @bof - /news/beauty/abel-fragrance-appoints-ceo-creative-director/
Overheard on the 7th Annual Easter Hiking Club, up and over the Southern Crossing:
“Ok, so I don’t think we need to pump-it-up, but we definitely shouldn’t slow-dance it.” - Rufus, embarking on a 10hr climb, day one.
“1-2-3-4, great job guys, you’re all here. I’m just going to keep cruising, call out if you need me. Love this.“ - Sherlock, every 12 minutes.
“There’s not room for the two of us in here, that’s why you have your own sleeping bag Sherlock” - Me, four times in the first night.
“The enjoyments in the work” - Dave, multiple variations, multiple times.
“I’m just here for the huts” - Arthur.
Sun going down, and the moon coming up on the first day of my 43rd year. Loving this phase of life; getting older. Relationships deepening, perspectives shifting, confidence in myself, my instincts and my people. Trusting, maintaining optimism. Birthday’s feel like such a privilege when you choose to celebrate, not fear the years passing.
