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We've got a special conference room for you this weekend Jeff Flock from the fragrance lab that.
Here at a company that is trying to turn Chicago into a fragrance destination.
True fragrance is the name of the company I've got to man.
Who have some sense reinvented themselves also reinventing the fragrance business money and -- Is the CEO.
-- -- CMO for true fragrance money you worked for years.
-- struggled stock exchange Chicago options exchange.
What got you into the frequent.
Well -- fragrance business was an exciting opportunity there is a tremendous amount of opportunity to create brands brands that are meaningful to people brands that are compelling.
Make people feel good in as a result they're willing to pay for those friends and that's really what I saw.
I spent a lot of your careers working with numbers.
You on the corporate side -- This is an entrepreneurial venture what what attracted you to that and what makes this work for you.
Biologists that I mean it's it's the opportunity to work with retailers to create specialized brands for them.
It's very unique -- and walked in and create something that's a value just for their customers.
Instantly really love that they can make good money off of -- a category that's it's a -- -- it's very fashion oriented.
And we are watching the creation process as we speak here Al -- what am I looking at as we talk.
Well I wouldn't -- as quick creation there that's more distillation accuracy testing and stability testing per say.
We have a number of terrific partners including -- and company.
From the East Coast that work with -- to produce fine fragrance oils.
And essential oils that go into our fragrances to interest in pieces -- the business one is this private label.
Piece of the business which you partner with companies that want to create their own special fragrance.
And you come up with.
We do we create something out of nothing is we like to say.
And everything is specialized to that retailers.
We don't do re -- we don't do do applications.
Everything is unique to that retailer that intellectual property related to them is specific in unique.
In absolutely critical to their competitive advantage and that's what we specialize in creating.
Speaking of something unique.
And as we look at perhaps some of the appropriations thus far you're now creating your own perfume which are actually marketing and -- your own brand.
And -- is this true blooms Chicago.
And this is going to be a markers.
Dream -- -- in some -- tell me what makes this -- Well I mean the first thing is we.
-- planted grew and harvested the flowers in Chicago which has never been -- in the world before so what we're looking at right there I think that's him.
That may be that you -- there are currently rose straining him and also lavender which are three -- fragrances and -- were also read in -- rose this year.
So it's a special -- grown in Chicago harvested in Chicago distilled.
And made into a fragrance product ready and available for sale on October.
Mission of making Chicago smell better you you are growing these flowers in public gardens for which are paying the city rent.
That's correct you know the important thing is that -- break and be compelling to the consumer when it's it's on the shelf.
But it's also important to have the social purpose it's deeper meaning and part of our deeper meaning is creating jobs locally it's also urban beautification in and making her green spaces more accessible -- more fun to bureau.
Give -- take away to our viewers a lot of -- -- a lot of them work in the financial industry working corporate America you went out looking for an entrepreneurial opportunity for yourself he said I wanna.
Run a company.
What made this one work for you what did you look for what you -- Well you know I never thought it in -- Owning -- fragrance company starting out I think that problem leases.
It's something to make mention but he did have a several criteria one -- the criterion was that the business was scalable.
All right that meant you could leverage an idea -- Mickey Mickey grow exponentially if I just interrupt you right now we're looking -- packing line you've expanded space.
Is it twice or three times already.
Yes since my purchase of the organization in 2006.
We've changed location three times because we've outgrown the -- each time.
So we've made a few real estate folks pretty happy with these moves.
As well -- -- jobs to the local community and we're we're happy and proud to be able to say that especially in the economy that we've had.
It was the scalability of this that made that possible you -- -- way to expand this and take it up.
Absolutely and in that really hinges on the concept of intellectual property.
When we we create something new something innovative something different were able to make that.
Leverage of the last and that's what our team does.
It's an inexact science but it's a science that we have a really good batting average jet.
To mix metaphors a little bit there and we've been able to produce products that sell in the hundreds of thousands and millions of units pray for -- year.
And you know you worked for a long time in corporate America -- at places like Reebok.
Can work coarse and course.
This is a smaller operation but.
What do you like about it compared to what you were doing well I think it's the diversity.
I mean we do product from young teams all the way up through mature -- an immature man.
So you're you're constantly launching -- -- will launch this year twenty to 25 brands.
And you just don't get that opportunity in large corporations and watch that many grants -- we can do that this year here.
And you know we're on track to probably do between 25 and fifty brands next year so that's that's a unique opportunity to use your marketing skill set.
Chicago perhaps the new perfume capital -- -- these men have anything to say about it.
This week on conference room a little bit about reinventing yourself and going entrepreneurial.
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