Small Business Canada Interview Series: Bailly Fragrance From Halifax Ariel Gough and Edwina Govindsamy

13 Mar. 21

Small businesses make up the heart and soul of Canada’s economy. Let’s Nurture has recently launched a project to celebrate small businesses across the country. Last month, we had the opportunity to speak with one of the co-founders and co-owners of Bailly Fragrance. We got to learn just how they have utilized their online tools in order to cultivate their brand and find success.

Authenticity, Power, and Impact. These are the staples of one of Nova Scotia’s women-led small businesses, Bailly Fragrance. In 2018, Ariel Gough and Edwina Govindsamy started their business with the goal to bring long lasting scents without a negative impact on health, into the beauty industry. All of their products are 100% vegan, cruelty-free and free of parabens, phthalates and petroleum. Gough and Govindsamy want their brand to represent power for women. Below we have shared our conversation with Gough about how she and Govindsamy do just that. Bailly Fragrance products can be found on the website, As well as select Sobeys in Halifax and Dartmouth, Nova Scotia.

“Bailly is the fragrance that women carry in their handbag as a reminder that they are powerful, valuable and deserving of every chance and opportunity in the world.”
– Gough & Govindsamy.

Thursday, February 18th, 2021
Name: Ariel Gough & Edwina Govindsamy
Name of Business & Location: Bailly Fragrance, Halifax, Nova Scotia

Q: Before I dive into my questions, Ariel is it alright with you if I take some transcript notes during this call?

A: Yes, that’s alright.

Q: What type of online programs do you currently use for Bailly Fragrance?

A: We use Shopify for our website, Stockist for a store locator, Shopify for our email as well and Instagram and Facebook for marketing.

Q: When choosing these programs, what were the deciding factors?

A: Definitely ease of use for user experience. As a small business, we have a limited budget so we cannot hire someone to hire with help with IT and web design.

Q: What is the best feature that these programs have brought to Bailly Fragrance?

A: Any analytics for reporting. We are able to access analytics through a basic subscription on Shopify.

Q: Is there a downfall to the programs you are currently using?

A: I’d like to see an increase in analytics. Anything that can give us access to more data. Options for shipping carriers other than Canada post would be great for improved shipping costs.

Q: For the setup of the website was it a one-time cost or a monthly fee?

A: Monthly fee with a basic subscription.

Q: What would you say is your biggest takeaway from running a business in 2020?

A: Learning how to adapt to any given situation. Doubling down on an e-commerce strategy to find the balance between online and physical stores.

Q: Has the pandemic changed how you and Edwina view the importance of the online presence of Bailly Fragrance?

A: Not overly. Most sales in the fragrance industry are done in person. A big focus of ours has been to change customer behavior into purchasing online. Something to help this shift is our chatbox to provide customers with real-time recommendations.

Q: When people visit your website, what is the message/image you want to send to your customers?

A: That we are a relatable brand, approachable and healthier for them than other lines.

Q: What is your favorite product that you sell?

A: Excellence.

Q: I understand that in your early years, you and Edwina canvassed many women’s events in Halifax to get the word out about Bailly Fragrance. Now that we live in a world where big events are no longer an option, how have you two shifted your marketing strategies?

A: Mostly by Instagram and through the media with featured articles.

Q: Are there business owners in Halifax or elsewhere in Canada that you two consider to be role models?

A: Sheena Russel from Made with Local. She is a very thoughtful entrepreneur. Joanna Griffiths from Knixwear is great. Taran Ghatrora from Blume, Tara Bosch from SmartSweets and Nora Sakkijha from Mejuri.

Don’t forget …

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