“I can remember being a young girl and being hypnotized by the smell of Chanel No 5. It was my grandmother’s signature scent and it filled a room every time she entered it. I was always taught that perfume, “the good stuff” of course is what separates the girls from the women.”
Ashley Loveless-Cunningham recalls her first experience with perfumes and the hypnosis that lies within those pretty bottles filled with desirable scents and aromas as intriguing. Hailing from Mobile, Alabama, Ashley’s love for perfume started as a young girl—it was the bold scent of Elizabeth Taylor’s “White Diamond’s” that always caught her attention when her mom would spray some on in the morning. As she grew, she’d spend countless hours at department store counters, trying on and learning the science behind each fragrance. It was there that her passion was born. The journey has been far from smooth, but has proved to be rewarding, with her becoming the first and only Black woman there in Mobile to ever create a fragrance line. Her brand, “LuVless Amour Sacré”; Amour Sacré means Sacred Love in French, and Ashley shared with us the obstacles she faced along the way, how love helped her forge ahead and why starting her own fragrance line was so important.
What obstacles did you face creating your perfume line?
I ran into a company that tried to push their ideologies on me, and they felt they were doing what was best for me, not realizing I understood my branding needs. When I did not comply the communication ended, which caused missed deadlines. After sharing my ideas with this company, it created doubt, lack of trust, and discouragement.
How did you overcome them or what motivated you and pushed you to continue bringing your vision to life?
I remained steadfast on my vision causing me to press forward even harder. After love found me and I married my best friend, I no longer felt defeated because of prior barriers and decided it was time to complete the LuVless project. Love really does conquer all.
Why was it important to you to create a fragrance line?
It was important to me because I am a goal-setter. Once I start something it is imperative that I follow through. Collecting perfume, and the excitement I overcame from smelling new fragrances, motivated me to complete my project. Every day I envision my perfume in department stores, where I collected other fragrances. I aim to prove that my vision for LuVless will come to life and be among those perfumes I collected in high-end department stores worldwide.
Describe the feeling you have knowing that you’re the first and only Black woman from your hometown to ever create a fragrance line?
It is an amazing feeling of accomplishment. Knowing that I am breaking barriers within my culture and community, while doing something I love, gives me a sense of gratification, and the boldness to empower women who look like me to accomplish goals they never imagined they could accomplish.
What words of advice do you have for anyone out there who is working on or interested in starting their own business?
Do your own research, stay focused, and brand yourself. Get tunnel vision and keep the most high in every aspect of your business. Most importantly, do not give up even when it gets tough and frustrating. It’s okay to restructure your goal but never give up.
What would you tell yourself back when you first started your business, knowing what you know now?
I would tell myself to be prepared for mishaps, setbacks, and delays. It is all a part of building and running a business.
Ashley let us know that more great things are in store for LuVless. Last November, she held a Gala to launch and introduce Parfum LuVless Amour Sacré. She also says she’ll soon launch a men’s cologne and candles with the same opulent scents for you to enjoy at home!
Visit the LuVless Amour Sacre website to purchase the new fragrance and be sure to Connect on Social Media!
Images: Henri Takes Pictures
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