Twenty years in business has taught Ashley & Co. founder Jackie Ashley plenty about what it means to run a company that can endure the tough times – but also helps people feel a little joy everyday through scent. Here she chats to Capsule about all things business, how she’s celebrating 20 years of Ashley & Co. and the piece of advice she wishes she took years ago.
Jackie, congratulations on Ashley & Co.’s 20th birthday! How are you celebrating?
Thank you! It’s such a special milestone. We’re celebrating in a few ways, mostly by taking a moment to pause and reflect on how far we’ve come, and to thank the people who’ve supported us along the way.
One of the most exciting parts has been collaborating with glass artist Kate Mitchell, who created a limited-edition vessel for our home perfume diffusers, a beautiful nod to our very first product. It’s a tactile, thoughtful, and timeless piece that perfectly reflects the spirit of Ashley & Co. and feels like a fitting way to mark this milestone.
When you first started your business, what was your goal and aim – and how has that changed and been shaped along the way?
In the beginning, I simply wanted to make things that turned everyday moments into something a little more beautiful. I didn’t have a grand business plan, just a love of scent, good design, and the way small details can change how you feel in a space. Over time, that’s evolved into a deeper purpose: creating products that people connect with emotionally, and doing so with integrity and sustainability in mind.
After 20 years of running a business, what’s been the biggest surprise along the way?
That people still care about the same things we started with: quality, creativity, and authenticity. Trends come and go, but those values never lose relevance. It’s also been wonderful to see how powerful scent remains as a connector. Certain fragrances have a familiarity that acts almost like an anchor, something constant that grounds you in the present or brings comfort through the everyday. What’s been most rewarding is realising how many of our customers have been with us from the beginning; their families have quite literally grown up with Ashley & Co. in their homes.
We also saw an opportunity more than a decade ago to make our offering more sustainable through refills, and our Top Up range has since become one of our most popular categories. It’s a reminder that people care deeply about both the sensory and the sustainable. That emotional and practical thread has always been at the heart of Ashley & Co., and it’s what keeps people coming back after all these years.
Did you ever have an ‘aha’ moment – when you knew you were on the right track with what you were doing?
When we began expanding into new categories, I realised we were on the right track. People responded to the consistency and familiarity of our products, and over time, we had earned their trust. That loyalty gave us the confidence to evolve naturally, to take Ashley & Co. beyond Hand and Body into new spaces like Kitchen, Pet, and Laundry.
Has your motivation ever changed, or waned, throughout the years, and if so why?
Like any founder, my motivation has naturally ebbed and flowed over the years. After the birth of our second baby, life became busier and more challenging, and I often felt torn between caring for my children and nurturing what felt like my first baby, the business I had built. But even through those moments, I’ve always come back to the same core motivation: creating with purpose. These days, that’s evolved into building a legacy brand, one that continues to feel relevant, responsible, and inspiring another 20 years from now.
Being a female founder in the mid 2000’s must have been quite different to being one now – what do you think have been the biggest changes (for better or for worse) in the female-founded business space? Do you think it’s easier to be a female founder now?
I don’t think it’s easier to be a female founder today; the hard work hasn’t changed. That said, 20 years ago, it was definitely harder to connect directly with customers. We relied heavily on retailers to tell our story and communicate what we stood for. Now with direct channels, there’s more space to be heard and to build meaningful connections. Putting myself out there has never come naturally, I’ve always let the products speak for themselves, but today the opportunity to share is there, and people are genuinely interested in listening. It’s made the journey different and, in many ways, more rewarding.
What’s been its biggest challenge?
Scaling without losing the soul. As we’ve grown, ensuring every product still feels considered and making sure our brand still feels personal, has been the challenge, and one we’re always conscious of.
What are you most proud of?
Surviving and thriving for 20 years in business is no small feat, and that alone feels like something to be proud of. Beyond that, I’m incredibly proud of the wonderful people I’ve worked with along the way, the dedicated team who bring their passion and expertise every day, and the creatives we’ve had the pleasure to collaborate with. Together, they’ve helped shape Ashley & Co. into a brand that stays true to its values while continuing to evolve and inspire.
Have you had a ‘pinch-me’ moment?
There have been so many moments that feel almost unreal, but seeing Ashley & Co. products featured in beautiful restaurants and luxury accommodations across New Zealand and beyond always feels special. It’s a reminder of the journey we’ve been on and the exciting possibilities ahead.
Some moments stand out in particular: securing our first retailer, Smith & Caughey’s, which made the dream tangible; moving into our own warehouse where the business truly came to life with people, products, and purpose; partnering with Air New Zealand, which introduced our products to a global audience and inspired the creation of one of our most-loved items, Lip Punch; and taking our first steps onto the international stage at trade shows in Australia, Paris, and New York – they were a whirlwind experience I vividly remember! And, of course, packing orders at eight and a half months pregnant, tired but exhilarated.
I know this is probably like asking you to choose between kids, but do you have an absolute favourite product?
That really is like choosing a favourite child. But if I had to pick, Tui & Kahili will always be special, it’s our signature scent and the one that started it all. And my ‘always on me’ product is our Lip Punch in the new Coffee Date.
Do you have any regrets?
Not really regrets, but learnings. There were times I wished I’d trusted my instincts earlier or slowed down to celebrate milestones. But every challenge has taught me something valuable.
What advice would you give your 20-year-younger self now?
Worry less. Worry is a needless emotion; no amount of it will change the outcome or serve any productive purpose. I felt so much lighter when someone shared this with me, and it’s advice I wish I’d taken to heart much earlier.
What does the future look like for you, and for Ashley & Co.?
The future feels really exciting. We’re continuing to evolve sustainably, from refillables to new categories that make sense for our world, and expanding into new territories to reach more people who connect with our products.
Personally, I’m focused on guiding the brand’s next chapter while continuing to collaborate with incredible creatives, nurturing the spark that started it all, and ensuring Ashley & Co. stays true to its heart while exploring new opportunities