When did you launch your business, and who are the key people behind it?
I launched Sniff, two years ago, and have been fortunate to build a small, growing team with diverse skill sets.
Tell us a bit about your heritage – where do your roots lie, and when did your family come to the UK?
I come from a rich Caribbean heritage, with Jamaican roots on my mother’s side and Dominican roots on my father’s side. My mother was born in the UK but left when she was just three years old. She returned at the age of 15 with my aunt, facing the challenges of limited resources while cultivating a strong sense of community. Their resilience and dedication have profoundly influenced my life and the values that underpin my business.
Does entrepreneurship run in your family?
Yes, entrepreneurship definitely runs in my family. My grandmother, Miss Dottie Reynolds, returned to Jamaica at 29 and began her business journey with no money by acquiring goods on consignment. She started with an ice cream parlour, which she successfully grew, allowing her to build a five-bedroom house for her three children. Over the years, she owned a restaurant, a bar, and eventually a grocery store, leaving a lasting impact on her community by building homes and helping countless people. I vividly remember watching her travel with stacks of cash taped to her body for safekeeping. My grandfather was also a pioneer, establishing his own transportation business by purchasing coaches and bus routes. From my father’s side, my cousin, Sir Andrell Clement Laville, was knighted by the Queen for his significant contributions to the infrastructure of the Bahamas and Dominica. Another cousin, Anthony Laville, is a successful property developer in Birmingham and the founder of Volume Properties. These strong entrepreneurial influences from both sides of my family have profoundly inspired my own journey.
How has your cultural background and heritage influenced the vision and values of your business?
My Caribbean heritage has taught me the importance of community, self-expression, and authenticity. These values are at the core of Sniff., as I aim to create fragrances that resonate with individual personalities and experiences.
What inspired you to start the business when you did?
Sniff emerged out of necessity when the consulting landscape changed dramatically due to the implementation of IR35, a government legislation that significantly impacted self-employed individuals like myself. This legislation altered the types of contracts available, resulting in a 50% reduction in my income. Faced with the inability to return to a PAYE role, I decided to learn something new, pursue my passion, and start my own business.
What does Black History Month mean to you?
To me, Black History Month is a vital opportunity to celebrate Black achievement, culture, and contributions, but I believe this recognition should extend beyond a single month. Black influence is profound and beautiful, reflecting the limitless potential of our community. It is essential to acknowledge and honour the richness of our heritage and the impact we have every day of the year.
If you had the opportunity to do it all again, what would you do differently?
If I could do it all again, I would prioritise securing funding from the beginning, as relying solely on my own resources has proven to be limiting and challenging. Additionally, I would focus on building a strong team early on, particularly with key roles like photographers and videographers. Quality content is essential for any brand, and having these elements in place from the start would undoubtedly provide a significant advantage as the business grows.
What three tips would you offer to aspiring entrepreneurs?
- Focus on building strong relationships within your community.
- Be adaptable and open to learning from both successes and failures.
- Stay true to your vision and values, as they will guide you through challenges.
What impact do you hope your business will have on future generations, and how do you envision it contributing to the broader narrative of Black entrepreneurship?
I aspire to inspire the next generation of perfumers and entrepreneurs by demonstrating that success is attainable regardless of one’s social or economic background. Everyone has access to information; it’s about using it wisely and carving out your own path. Additionally, we are on a social mission to reclaim the word “sniff” and shift its connotations from drugs back to its original association with fragrance. I want future generations to think of perfume and the joy of scent whenever they hear the word “sniff.”
Finish this sentence: I enjoy being based in Wandsworth because..
I enjoy being based in Wandsworth because it is a vibrant and diverse community that allows me to connect with people from all walks of life and share my passion for perfumery.
How can people connect with you and learn more about your business?
People can connect with me through our website, social media channels @sniff.london, or by visiting our store in Battersea, 1 Webb’s road just off Northcote Road. I love engaging with customers and sharing the story behind each fragrance.