A year ago, Son of a Vicar was still mostly an idea.
I was in my third year of law school in Christchurch, experimenting with scents in my spare time and figuring out how to create something that felt at home in New Zealand – without just copying what was already out there. I knew I wanted a brand with its own point of view, but I didn’t yet know the reality of getting it off the ground.
The past twelve months have been the fastest learning curve of my life.
I’ve spent hours refining three fragrances: Valour, Anecdote, and Reverie. I’ve had to learn everything from sourcing and production to how to actually put my work in front of people in a way that makes them want to stop, smell, and listen.
There were moments of pure adrenaline: seeing our bottles lined up for the first time, watching production take place, and seeing people’s faces as they tested a scent and smiled in recognition of something they couldn’t quite name. There were also moments of doubt, the kind that makes you worry if you’ve misread the entire market, if the world really needs one more brand, and if you’re building something people will even care about.
One of the biggest lessons I’ve learned is that people buy into people, not just products. Every time I’ve stepped out from behind the brand, whether in interviews, at markets, or on social media, the response has been warmer and more engaged. A big worry of mine early on was that sharing my own story, the student life, the late nights mixing samples at my kitchen table, the mistakes and small wins, would somehow take away from the professionalism and luxury I wanted Son of a Vicar to stand for. I thought that keeping a perfect, polished front was the only way to be taken seriously. But I’ve learned the opposite is true: people connect with the brand more deeply when they know the person behind it. The craft and quality still speak for themselves, but the story gives it heart.
The New Zealand fashion and beauty scene has been interesting to watch this year. There’s more support than ever for local and independent brands, but that comes alongside bigger competition, higher costs, and a market that moves quickly. I’ve realised the challenge isn’t just to make something good, but to make something with a point of view and to keep showing up, even when it’s uncomfortable.
Looking ahead, I want to grow Son of a Vicar’s presence here and get our fragrances stocked in retail stores across New Zealand, while continuing to build the brand’s profile. I’d like to collaborate with other local creatives and release new scents that surprise people but still feel like they belong to the world we’ve built. More than anything, I want to keep making fragrances worth wearing, products with personality.
If there’s one thing the last year has proved to me, it’s that you can’t wait until you feel ready. You start with what you’ve got, and you learn as you go. I started with an idea and the belief that it could work. Now, that belief has a bottle, a scent, and a place in people’s lives.
