AROMA=Aromatherapy; FLEX=Reflexology
Aromaflex was born in a season of life defined by motherhood, care, and intuition.
The name came to me while breastfeeding our second child, and the font was chosen during my pregnancy with our third—a time where nurturing, simplicity, and connection shaped everything I created.
Growing up as the eldest of four in Paeroa, I learned early that family sits at the centre of wellbeing. That belief became the foundation of Aromaflex—a business created not just to support our family, but to care for others in a natural, meaningful way.
My grandmother once told me, “Shells, if you labour with love, you will never work another day in your life.”
Those words have guided every blend, every product, and every step of this journey.
What began with small children at my side has grown into something that now supports the next generation—rooted in care, guided by experience, and shared with purpose.
About Us
Aromaflex was established in Nelson in 1995, but its beginnings reach back much further—to a moment when scent revealed its remarkable ability to connect us with our memories, emotions, and wellbeing.
While studying Aromatherapy and Reflexology in London, I experienced something that would shape the course of my life. As I inhaled the aroma of lavender essential oil, I was instantly transported back to memories of my great-grandmother. In that moment, I realised that scent is far more than fragrance. It has the power to awaken memories, evoke emotions, and create profound connections between people and their experiences.
That experience planted the seed that would eventually become Aromaflex.
Following the birth of our first two children, our young family moved to Nelson and opened the doors of Aromaflex on Trafalgar Street. At the time, aromatherapy in New Zealand was largely available through treatments and massage clinics. There was no dedicated space where people could walk in, receive personalised advice, and have natural formulations created specifically for their individual needs.
We saw an opportunity to do things differently.
Inspired by the traditional apothecary model and the personalised approach of Neal’s Yard Remedies in the United Kingdom, Aromaflex became one of the first businesses in New Zealand to offer custom-blended aromatherapy products directly to the public. Essential oils were measured drop by drop, formulations were tailored to each customer, and smaller quantities were made available at a time when only standard bottle sizes could be purchased.
What began as a simple idea soon evolved into a unique concept that challenged conventional retailing and helped make aromatherapy more accessible to everyday New Zealanders.
In the early years, every blend was handcrafted, every label was handwritten, and every customer interaction was personal. Refilling bottles, now widely recognised as an environmentally responsible practice, became part of our business model long before sustainability became a mainstream movement. We believed that reducing waste and making natural products affordable should go hand in hand.
As Aromaflex grew, so did our commitment to quality. By developing direct relationships with growers and suppliers in New Zealand and around the world, we created our own range of premium essential oils and natural health products. This enabled us to offer certified organic ingredients, exceptional quality, and affordable pricing without compromising our values.
In 2000, after losing my mother to breast cancer, the purpose behind Aromaflex deepened even further. Her passing reinforced my belief in the importance of supporting health and wellbeing through natural products, education, and informed choices. The following year, Aromaflex became New Zealand’s first aromatherapy company to achieve organic certification—an important milestone that reflected both our personal values and professional commitment.
More than thirty years later, the principles that inspired Aromaflex remain unchanged. We continue to believe in the power of nature, the importance of personalised care, and the value of sharing knowledge that empowers people to support their own wellbeing.
Today, Aromaflex continues to handcraft blends, refill bottles, formulate personalised remedies, and serve our community from the same Nelson location where our journey began. Every product we create carries a purpose, a story, and a commitment to helping people live healthier, more connected lives.
What started with a single scent and a treasured memory has grown into a lifelong mission—sharing the wisdom of plants and the power of natural wellbeing with generations of New Zealanders.
