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Erlithe Perfume


Address:  Shop 12, The Emporium, 185 Hunter St, Newcastle
Hours: Wednesday to Friday 10am – 5pm, Saturday 10am – 4pm
Property Donor:  GPT/Urban Growth Group
Launched: 28 September 2015
Closed: 20 April 2016

Kerry Fleming
m: 0423 973 181
e: [email protected]

Who are you?
I am the owner and perfumer of the èrlithe brand of botanical perfumes. I grew up in Jersey (near France) and came to Australia in high school. From childhood I’ve been fascinated with perfume, especially the rare natural ingredients – but sensible things, like 18 years as an Intensive Care nurse, held me back until six years ago. The last three years living in Tasmania and with the backing of the MoNa, allowed me to launch èrlithe in 2013.

What do you do?
Drawing inspiration from and striving to be as good my favourite French perfumer, Dominique Ropion, I focus on sourcing amazing botanical ingredients then tincturing and blending them. I meticulously record every experiment, so that on the day I smell gold I will know how I got there. It helps to be a bit OCD!

What inspired you to get involved in Renew Newcastle?
I’ve owned a house in Newcastle East since 1999, so have seen the city go through some changes. The biggest though happened while I was away in Tasmania for 3 years. It’s so vital now. My husband is an urbanist so I hear all about Jane Jacobs and how old cities transition, and this one is doing it all. Having lived in New York City in 2006 I’ve realised that Newcastle CBD is much like the East Village, only better – with sunshine and waves! Renew is an amazing project and opportunity.

What are you doing in your space?
I have all of my ingredients that I utilise as I work toward my next revelation that people can see me blending. I have also got the six perfumes I’ve developed so far for people to buy. One unisex and two of the female fragrances sell as fast as I can source the ingredients! I’m also there to help people turn the notes they love most into bespoke genuine balanced perfumes from a selection of my ingredients that I’ve pre-tinctured, aged and filtered. I’m happiest when someone has had a deep-felt fragrant experience. Smell is our most primal and mysterious sense, but the one our primarily visual culture most often ignores.

Tell us about the space?
The space I am in was the old David Jones beauty/cosmetic counter – the Lancôme counter if my memory serves me correctly! The entire building is full of fond memories as I frequented the David Jones toy department at least 3 times a week when my sons were toddlers. The visit always ended with a cookie purchase from the Cookie Man (who always kindly threw in a freebie). I am delighted that I now get to create new scent memories in this space.