Running a family business can be tricky, especially if you are taking over from your parents who started the business more than 40 years ago. So when the time came for Ben and Jon Phillips to take on more responsibilities, they knew they had to go all in and give it a 100 per cent.
“The first hurdle was mentally committing to our roles and deciding this was going to be a long term investment for both of us,” say the brothers.
“Then it was a matter of trusting our decisions and vision. We are lucky that Jon and I are very different personalities and our skill sets really complement one another.”
When Christopher Philips and Maureen Buckley started their little venture in 1972 under the name The Gumleaf Candle Company, they were manufacturing by hand from a converted horse stable in Port Melbourne. Throughout the 70s and 80s they would fill their van with handmade candles, room sprays and oils and sell their fragrant creations at markets in St Kilda and Gembrook.
Since these humble beginnings, Buckley and Phillips Aromatics has developed a wide range of aromatic products, with more family members and field professionals on board with the same passion for fine fragrances and aromatherapy.
“At Buckley & Phillips, what you see is what you get. We are down to earth and unpretentious and love to share our knowledge. We create things that we want to use ourselves using the highest quality ingredients. We don’t operate from a horse stable anymore but everything we sell is still made in Australia.
“Our parents are ex-hippies who were socially and environmentally conscious. They brought us up to be aware of our impact and make decisions that minimise our environmental footprint. As a consequence we have made ethical choices about minimal packaging, recyclable materials and local suppliers and printers to reduce carbon miles. We are also accredited with Australian Certified Organic, Choose Cruelty Free, PETA, and RSPO [Roundtable on Sustainable Palm Oil].”
According to Ben and Jon, consumers are looking for natural alternatives and essential oils continue to grow in popularity and acceptance.
“Visually we’re seeing lots of bold colours coupled with botanical imagery. Our popular Gumleaf Essentials range of aromatherapy products is welcoming a new addition. One of our new essential oil blends, Happiness―a blend of uplifting, euphoric oils―will now be available in body care and home ambience products. Our Gumleaf Essentials artisan candles are also having a bright botanical makeover.”
While the company may be more successful now, in this day and age you can’t run a business without having some sort of social media presence. While the brothers believe success relies on strong relationships with their suppliers and customers based on trust and say having a great team to work with is a must, they know Facebook, Instagram and Pinterest are platforms they can’t ignore.
“The introduction of social media into the marketing mix poses opportunities and challenges. Facebook and Instagram allow us to share stories and news, receive instant interaction and feedback from customers, and sound out ideas. It is a relationship between your brand and thousands of people who you can’t neglect or take for granted.
“For this loyalty, there is the expectation that you have to keep supplying new and engaging content regularly and always respond to enquiries immediately. For a small business this can divert resources away from product development and occasionally become a distraction from bigger plans. Social media has made suppliers more accountable for the claims they make and the information they provide.”
However, that doesn’t take away from the great sense of satisfaction that something Ben and Jon designed and their team created, is bought and enjoyed by so many.
“I suppose it is similar to the contentment my parents would get selling candles on Saturdays, chatting with strangers and sharing and appreciating something that is made well and made locally,” says Ben.
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