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Pass the sniff test: Building a global perfumery from Wellington

'Your average customer has no idea their perfume is essentially a petrochemical soup' – Frances Shoemack.

Abel Odor founder Frances Shoemack speaks with Calida Stuart-Menteath.

New Zealand entrepreneur and former winemaker Frances Shoemack launched natural perfume company Abel Odor in Amsterdam a decade ago. She has since moved back to New Zealand with her young family and runs the growing business from Wellington.

Shoemack, who also has a marketing background, named the

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Contact the Writer: calida@nbr.co.nz
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Pass the sniff test: Building a global perfumery from Wellington
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