Journal
in conversation – with Frances Shoemack
![in conversation – with Frances Shoemack](http://nz.abelfragrance.com/cdn/shop/articles/in-conversation-frances-shoemack-1.jpg?v=1688527222 2000w)
We chat with our founder and mother Frances Shoemack about simultaneously nurturing a business and young family. Founded in Amsterdam and now based in Wellington, New Zealand, Abel Odor is on a mission to create the world’s best 100% natural perfume without compromising on ethics or aesthetics.
homeward bound
![homeward bound](http://nz.abelfragrance.com/cdn/shop/articles/homeward-bound-1.jpg?v=1688363516 2000w)
Nearly a decade ago, my husband Dave and I arrived on Dutch shores. Fresh-faced, open-minded, seeking adventure and everything else the world had to offer. We’ve recently returned home to New Zealand with a wish to put our family first, get closer to our roots (both metaphorical and literal… my gardening fingers are twitching) and a desire to simplify. In many ways, we’ve come full circle.
fragrance labelling and how to read it
![fragrance labelling and how to read it](http://nz.abelfragrance.com/cdn/shop/articles/fragrance-labelling-1.jpg?v=1688362429 2000w)
Many (many) decades ago, fragrance formulas were kept secret to protect against other brands stealing their “recipe”. As technology has advanced, you only need basic scientific equipment to uncover a fragrance formula, so the original reason for not sharing ingredients has become obsolete.