Laura Johnson & Danielle White

Product Partner spotlight – Laura Johnson & Danielle White

Each week we are going to be putting the spotlight on one of our Product Partners so they can share their stories and inspiration behind their business. We will also be asking them a few questions around their challenges and successes.

This week we meet sisters, Laura Johnson and Danielle White from Johnson and White Aromas – who took their passion for fragrances and exotic travel, to make the most amazing candles and diffusers. We are big fans of the attention to detail and style that these two female entrepreneurs put into each and everyone of their products, and we are sure you will be too.

Laura Johnson & Danielle White

Meet Laura & Danielle…

Following a lifetime passion for fragrance, travel and design, it seemed only fitting that the creative and resourceful designers behind Johnson and White would set up a business based around their family’s shared values of making a house a very special home.

This exclusive home fragrance brand comes from an exceptional team of two sisters, both devoted to their products and families, even sharing the same birthday but one year apart. Their connection, trust and loyalty has brought to life, their fragrant childhood memories, of exotic travel and caring happy homes, in the most original and authentic scented creations.

Anyone who has a passion for interior design, or just likes their living space to have a few finishing touches, will have an interest in home fragrance and its ability to enhance, energise and lift the mood. Johnson and White fragrances will transport your home to a special and distinctive place.

“We are so proud of our company’s vision and values, uniquely woven from the beauty of sisterhood, that our brand logo became the Celtic Sisters Knot. This symbol means so much to us. The unbroken line represents the powerful lifelong bond of love and friendship, which we share with each other and our closest family and friends. Our support and allegiance of one another has created a sense of purpose for our business and lives as a whole. To love life requires passion and effort, something we practice every day”.

When you love what you do, it shows.

Laura & Danielle’s favourite products…

Our quick Q&A…

1. What was your ‘on fire’ spark that made you start your business?

The on fire spark that inspired us to start our business was our passion for fragrance. It was whilst we were on holiday in Dubai that we fell in love with the middle eastern fragrance. It was there in Dubai we realised how varied scents were in different cultures around the world culminating in our vision for Johnson and White. Our passion for interior design also inspired us to design a glass that would be unique and luxurious like no other.

2. What has been your biggest challenge to date and how did you overcome this?

The product design was our biggest challenge, we knew that we wanted to design something that was completely unique, that could be placed anywhere in your home and give you that look of elegance while the fragrance transports you to your favourite destination.

Producing the luxury aromas wasn’t a problem because we used our previous experience and contacts within the industry. The challenge was finding a manufacturer that could develop the glassware shape to the highest quality of glass needed.

3. What has been your proudest moment?

The launch for us was a huge achievement, it was the result of 3 years of hard work, of course something we are proud of but the greater satisfaction for us is getting to see how happy our candles and diffusers make our customers. We are very lucky that we get to repeat this feeling of being proud every time we see the expression on someone’s face after smelling our aromas and the joy that it brings when they are able to escape to their destination of choice.

4. What advice would you tell yourself if you could go back to the start?

This is tough, all of the choices we have made have helped us to learn and get us to this point. It’s natural as fledgling entrepreneurs to want to gain knowledge form others within the industry and business. We think the biggest lesson for us is knowing when to trust our gut instinct and when to follow others advice. We now feel more comfortable about seeking the information needed to make the decisions for our business to move it forward but are more confident if that decision is against the advice of others.

5. Share a quote about your business or life that you stand by?

Danielle – All our dreams can come true, if you have the courage to pursue them.


Laura – No one ever made a difference by being like everyone else

6. What is your fav product

We love all the fragrances, if we had to pick one Laura loves the New York collection and Danielle loves the Dubai collection.

More of Laura & Danielle’s products

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