With just N10,000 in her pocket and a passion for fragrances, Mary David, the managing director/founder at Edelyn Fragrance, in January 2021, began a journey many would consider impossible.
Today, that modest investment has blossomed into a thriving cologne empire, a proof that determination, creativity, and smart reinvestment can rewrite anyone’s entrepreneurial story.
For Mary then, it was not part of her long-term plan, because she had just left a fintech job after the lockdown and was trying to regain stability in her personal life.
However, with determination, strategic marketing and smart reinvestment, what began as a small Instagram experiment has now grown into a strong brand preparing to mark its fifth year.
Though she is a full time accountant in the aviation sector, Mary runs Edelyn Fragrance with passion and commitment.
“Balancing both roles hasn’t been easy, but I have learned to prioritise and remain consistent.
“Over time, the discipline required to manage both the business and office worlds has become one of my biggest strengths,” she said.
According to the career accountant cum business guru, what stands her brand out is the quality and her marketing expertise.
“I would tellmy potential customers stories through scent, I don’t just describe perfume notes; I talk about how a fragrance makes one feel and the mood it creates.
“This approach,which has become my sales strategy, has helped me build a strong connection with customers,”she noted.
Edelyn Fragrance offers niche perfume oils, custom blends, and everyday scents for people who want to smell elegant without overspending.
In the era of ‘Go Local’, Mary said she sources her oils from trusted suppliers, tests every batch herself, and only stocks products that perform well on the skin.
“Many of my customers are young professionals who want scents that last and reflect their style,” she noted.
She however, explained that competition in the perfume market is strong, but that she focuses on what she can control: which are the quality, consistency, and customer experience.
Mary also emphasised that social media has also played a major role in her growth via the visibility it offers.
“I use Instagram and WhatsApp to showcase products, share fragrance tips, tell stories, and build a community,” she said.
Besides, she said that customer service is another area she takes seriously, by handling complaints, returns, and scent dissatisfaction with patience and clarity, helping customers find the fragrance that suits them.
For her, every customer should feel valued, even when something goes wrong.
One milestone that stands out for Mary was hitting six figures in a single month. Beyond the numbers, it showed the trust customers have in her brand.
She also recalls customers returning to buy multiple bottles after receiving compliments at events that remind her why she started.
In her quest to conquer her business space in coming years, Mary is sharpening her vision.
Her long-term goal is to launch a three-scent signature line by 2027, inspired by the people and values that shaped her life.
Mary says the biggest lessons she has learned are clarity, consistency, and courage.
“Balancing a demanding job with a growing business hasn’t been simple, but showing up every day has made the difference,” she emphasised.
She credits God, her family, and loyal customers for helping the brand grow.
