51 COMPANY PROFILE A BRAND WITH HEART Ancient Wisdom has stayed true to its ethos of delivering quality handmade products while maintaining a personal relationship with artisans. Read on to discover more about the company’s journey When did you start up and why? The business started in 1995, out of a passion for aromatherapy and aromatic gifts. Originally a retail business with shops in Sheffield markets and Derbyshire tourist towns, a need for more authentic and original products drove David, the founder, to develop an original range of products. What prompted you to launch the business? After travelling to India and discovering local crafts and artisans, the idea of bringing these handmade goods to a wider market grew. The fascination with the culture, the craftsmanship, and the stories behind the products inspired the launch of Ancient Wisdom Wholesale. The imported items from India and the wholesale aromatic products from the retail shops became the basis of the Ancient Wisdom range. What challenges have you overcome since the company’s launch? There have been numerous challenges, from navigating the complexities of international supply chains and ensuring ethical sourcing to adapting to market changes and shifts in consumer preferences. However, staying true to our ethos of delivering quality handmade products while maintaining a personal relationship with artisans has been key to overcoming these obstacles. Tell us about your product offering. Ancient Wisdom offers a diverse range of wholesale giftware, from aromatherapy and wellness products to handcrafted homeware, candles, incense, and ethical fashion accessories. All of our products are carefully sourced, many of them handmade, with an emphasis on sustainability and supporting small producers. What are your most popular products? Aromatherapy products, essential oils, bath bombs, and handmade soaps are perennial favourites. Home fragrance lines such as incense and candles also do exceptionally well, along with ecofriendly gifts and ethical fashion items. Have any styles taken you by surprise with their popularity? Yes, the popularity of eco-friendly and sustainable products has grown faster than expected. Items such as molten glass bowls, soap flowers, and natural soaps have been hugely successful, reflecting a growing consumer awareness of sustainability. How do you keep your designs fresh and current? Do you follow trends? We do follow trends, especially when it comes to eco-friendly and wellness products, but we also emphasise timeless designs and quality craftsmanship. Our team travels frequently to discover new ideas and materials, and we work closely with artisans to bring fresh, unique items to our customers. What sets you apart from your competitors? The close relationships we maintain with our suppliers and the ethical sourcing of our products really set us apart. We prioritise long-term partnerships with artisans and communities, ensuring that our products are handmade, authentic, and support small producers. Our unique range, combined with a focus on sustainability, is another key differentiator. We try hard to support the communities where we do business, our charitable work can found here: aw-freedom.com What are some stand-out moments since the company launch? A significant milestone was the expansion into a much larger warehouse space, allowing us to increase capacity and improve logistics. Another was the introduction of a range of exclusive handmade products from communities in Indonesia, creating a direct and positive impact on their livelihoods. How are you finding the current climate in the UK? Is it affecting business?
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