TRANSFORMING A LIFELONG PASSION INTO BUSINESS
Turning a youthful passion into a rewarding career may seem like a modern myth, however, for Lumira founder Almira Armstrong, it has become a beautifully scented reality. The Sydney-based entrepreneur began her business in 2013, and was recently featured in the article ‘Dream Creative Jobs and the Australians Doing Them’. Almira has harnessed her appreciation for subtle beauty and her respect for the power of scent to create her own line of candles and fragrances.
‘Fond childhood memories of playing with her mother’s perfumes and making candles as presents,’ says Bupa Life Insurance in their feature, ‘mean that Almira’s chosen pursuit comes as no surprise to those who know her well. But it was becoming a mum which forced her to reconsider her lifestyle and develop a business that fitted in with her schedule as well as her passions.’
AN EXPERT IN THE WORLD OF SCENT
As a business woman, Almira has the many skills required to plan, implement and operate a creative boutique business. There is one area, however, that she is without a doubt an expert. She has acutely studied the invisible universe of scents, smells, and aromas and learned what they are comprised of and how they affect those who experience them. As she told Bupa, she’s incredibly inspired by the many travels she undertook before her recent adventure into motherhood.
In fact whether it is a scented candle, a bottle of perfume, hand cream or body wash you choose for yourself or as a gift, consider the journey the scent itself has been on. Almira takes the world of scent very seriously, which can mean many iterations before perfection is reached - the longest process took 12 months!
HOW TO HARNESS YOUR PASSION AND MAKE IT YOUR BUSINESS
Artists, artisans, and entrepreneurs aiming at a creative enterprise can do well to learn from small businesses like Lumira. The fundamental message here is to become an absolute, authentic, unquestionable expert in your chosen field based on what truly inspires you deep down.
Expertise within a specific area can then allow you to target a niche market based on your invaluable knowledge of the subject. Almira understands exactly how scent affects people in a positive way, and then creates products based on the intent that those who use them will have an enhanced quality of life.
Perhaps you're a creative looking to expand your passion into a business? Pinpoint how your intimate knowledge of a certain area can solve a problem for people and make their lives better. Harness your passion, immerse yourself in it and share what you love with others.