“Accessories should tell a story about the person wearing them…”
Every woman loves her accessories, just as much as she loves the confidence, empowerment, and style it feeds her soul when she wears them. Alisa, the founder of the brand PURELEI, made it her passion to capture just that. She wanted each accessory that she designed to exemplify elegance and personality, a little luxury to take with you anywhere at any time.
Back in 2012, Alisa had the opportunity to travel from Germany and study abroad in Hawaii. She was completely captivated by the Hawaiian culture—the flower-scented air, crystal clear waters, and the feeling she had when she experienced them. Traveling back to Germany, Alisa took a piece of Hawaii home with her, cradled within the depths of her heart.
Four years later, in 2016, Alisa released her first pieces for purchase, branding her business PURELEI. Her business name was thoughtfully created to compound both the inspiration of the feminine body and Hawaiian culture—“pure” representing the pureness of our bodies and “lei” representing the island’s flower chain. Each piece was intended to capture the Hawaiian vibes she loved so much, serving as a remembrance of her journey to the islands. The brand’s personal style is stunning, high-quality, chic, polished, and luxurious. Each crafted design will leave you feeling radiant and free, an instant vacation away from the chaos of the day- to-day grind. Every woman deserves this indulgence of self-love!
Below is a more in-depth interview we did with Alisa about her incredible and fast-growing business. She shares with us what her vision entails and how it all came to be. You will find an incredible amount of inspiration within her story!
Q: Why did you decide to start your own accessories brand?
A: “My time spent living in Hawaii was a pivotal point in my life. It allowed me the space to contemplate how I wanted to live my life going forward and by what compass or message I should follow.
Accessories have always been – to me – a way for people to express themselves and a mirror that reflects your tastes, experiences, and individuality.
Purelei is the result of combining these two beliefs in a way that made sense to me.”
Q: Have you always been entrepreneurial?
A: “I would say so. Looking back, it is hard to say in the beginning whether I was completely aware of my entrepreneurial spirit. However, while working for other companies during my studies, it soon became clear that I had a desire for something more, a desire to create something meaningful and of my own. It was after I met Freddy and Etienne that I started looking into what it takes to start and run a business and the prospect was so appealing to me. Something just clicked for me and I haven’t looked back since.”
Q: Where do you find your inspiration now that you don’t live in Hawaii?
A: “I take a lot of inspiration from fashion. I love simple, sleek and chic looks that offer something extra – elegance with a trendy twist. I believe there is inspiration to be found anywhere, as long as you are mindful enough to look for it. I do also try to visit Hawaii as much as I can, even if it’s not as often as I’d like. Every trip is both familiar and exciting and I always bring a little piece of it back with me.”
Q: Are you making sacrifices being an entrepreneur?
A: “Of course. As with any time-intensive, long-term endeavor, there are always sacrifices that come with the territory. Whether it’s my time, energy, or attention – be it physically, mentally, or emotionally – I have had to evaluate what I am willing to give in order to continue pursuing this passion and make sure I take the time to recharge. It’s something everyone should do and reevaluate periodically.”
Q: Tell us about your proudest achievement?
A: “Honestly, I’m proud to say that I am happy with myself and the person I have become. It’s easy to always expect more from yourself and be critical about your decisions… the fact that we have managed to create a team of 80 wonderful people (and in such a short time!) is an accomplishment in and of itself and speaks volumes; it gives me confidence that we are on the right path and I couldn’t be prouder.”
Q: What is your favorite aspect of being an entrepreneur?
A: “My favorite aspect of being an entrepreneur is the flexibility and variety inherent in this role. Every day is different, I am always learning something new, I can fulfill my creativity in meaningful ways, and, perhaps most importantly, I get the chance to be a role model for others.”
Q: What are your top 3-5 tips for happiness?
A: “1- Have confidence in your abilities and what you can achieve. What you don’t know, you can learn.
2- Kindness goes further than you think. Try to practice it every day.
3- Pay attention to your interests and what brings you joy. Try to incorporate these elements more into your everyday life.
4- Make spending time with the ones you love a priority.
5- Dogs are love, dogs are life.”
Check out the brand on Purelei
![From Music to Perfume: How did your background as a music teacher influence your transition into perfumery, and how do you incorporate your musical sensibilities into creating fragrances? I’ve always thought in terms of metaphors, and music has many that can be related to perfumery! Beyond just thinking in terms of top, middle and base notes [soprano/alto/tenor in choir], I approach each fragrant idea as a composition. When documenting my ideas, song structures often come to mind. As the scent brief is visited, I meditate on what the fragrance should convey - do I want to create an accord or a “chord” of fragrance note combinations? Do I want an a capella soloist (a particular ingredient to stand out more than others?) Many of my thoughts regarding song composition transfers to my scent formulation process, with me treating each note as an intentional soliloquy at some point.
Brand Origin: What inspired you to start Pink MahogHany in 2005, and how has your vision for the brand evolved since its inception?
An avid lover of all things pleasantly scented (with slight modesty), looking back in retrospect, it’s no huge surprise that I’ve created an indie perfume house with just an idea to provide unique options for those who may be sensitive to unnecessary pungency. Initially, I just wanted to evaluate various blends to note their aroma profiles when “played” together…it wasn’t until I had friends and family asking if I knew of brands that catered to those who may be on the more olfactory sensitive side, that I really began to take my research more seriously. In the almost 20 years that Pink MahogHany has been in existence, our micro visions for the brand have evolved to larger territory. Where Pink MahogHany used to only be a personal brand, we are now also a bespoke formulation service provider to other indie brands seeking unique fragrance offerings for their products. These products range from (but are not limited to) perfumes, candles, body butters and lip balms. Ingredient Transparency: You emphasize transparency and the use of desirable ingredients in your products. How do you select your ingredients, and what challenges have you faced in maintaining this standard?
Being an indie brand often comes with a set of assumptions and misconceptions - one of them being more negative than positive as it relates to ingredients used. There is a lot of “fluff” in the industry with labeling falsification. Because fragrance formulas are a trade secret, not every molecular breakdown of a material has to be noted on the ingredient label (it would be incredibly long), but we at Pink MahogHany™️ adhere strongly to the IFRA [International Fragrance Regulatory Association] regulations that state for common and potential allergens to be listed on our ingredient label. We’ve taken this a step further to also include these ingredients listed on our website to promote further transparency, all while protecting our intellectual property. Unfortunately, we’ve had companies to unethically sell lesser expensive “dupes” of our artisan perfumes, so as a way to create a better authenticity stamp, we make it our duty to be honest about our claims. If our perfume says “Rose Bulgaria”, it is in fact just that and not a component of rose being passed off as the source material. Collaborations and Custom Scents: Can you share more about your work with private label clients? What excites you most about creating custom scent solutions for other indie brands? I could easily sum this up in one word and say “Funding.” True, there is money out there, but I’m always thinking outside the box. Having a program that has an “Each One Fund One” mentality doesn’t exist (that I’ve been made aware of). Bootstrapping can be quite the challenge, even when you’ve reached the 6-figure mark annually. Competition to be seen and set apart is extremely high, so having quality packaging and branding is a must. There are lots of factors to consider, though when desiring to make upgrades. If there were a unique, tier-geared funding operation available, it would help perfume brands offset packaging and bulk material costs in the beginning stages.
Industry Challenges: What are some of the biggest challenges you've faced as an independent fragrance house, and how have you overcome them to grow your brand? As the brand continues on the path of organic growth, I would like to expand our reach into schools, offering perfumery as an arts elective for middle and high school. I’d love to partner with botanists, farmers and horticulturists directly to grow and source raw materials for the students to work with in the creation of tinctures. My passion is getting back to nature as best as possible, as nature was my first “scent experience” as a child. We would also love to witness our fragrance creations being used to scent model homes, our focus diffuser blends being used in automobile dealerships as well as partner with Air Bnb and boutique hotels that specialize in highlighting minority, indie brands. Personal Journey: How has your personal experience, particularly as a divorced mother and someone who has experienced the loss of a child, shaped your approach to life and your work in perfumery?
Because I homeschool my twin sons, we are together a lot more than most, so one thing we all do is have moments of sharing where a neutral “floor” is laid to converse about anything. Though they are quite communicative by nature, I realize that sometimes I can be in work mode so much that it spills over into what should be our quality time. My sons see the authentic me and learn how to communicate through seeing authenticity. I’ve learned not to feel as if I have to be the epitome of perfection but allow them to see my imperfections vulnerably but with discernment. Having had two traumatic experiences pretty close together has taught me how to truly slow down and enjoy the simplicities of life - igniting a spiritual aspect that I’ve always carried but never fully explored…until Kenji’s sudden passing (2018.) Grief has a way of catapulting us into a quest for more meaningfulness in both life and business. After Kenji’s passing and my processing through the initial stages of grief, I was able to incorporate our spiritual bond into Pink MahogHany by way of essential oil diffuser blends for both focus and sleep and most recently aromatic perfume elixirs. It’s been quite the process channeling the void of his physical presence, but I also have peace knowing he can be honored in a great way through scent. I noticed once I began to be more open and receptive to spiritual signs, synchs and “winks”, more ideas began to flow. It’s been this way since his transition. Emotional Expression: Fragrance is often tied to memories and emotions. How does your personal life influence the fragrances you create, and do you have a particular scent that holds special meaning to you? My creative process is much more alchemic now, and I include Kenji by talking out loud to him, believe it or not. I’m a firm believer that when our loved ones transition from the physical plane, they are still present - just in another form. I choose to keep his memory alive by not pretending he never existed (even if for a brief period of time). I am working (slowly) on a book and accompanying fragrance, but I know it will require me to revisit some memories I’m not quite ready for, so until then, his big brothers will launch their debut fragrance, The Peaceful Tiger (they chose the name.) I’ve learned that even in what we consider “small things”, our transitioned loved ones want to be recognized and acknowledged. When the twins and I designed their fragrance label (with a designer out of the country that didn’t know anything about me personally), we had issues with the graphic - so much so that the designer asked if they could rework the design. When they sent the proof for approval, the Tiger was not only younger but sleeping, with an uncanny, angelic resemblance to baby Kenji! Becoming more aware and being more sensitive to my intention for launching a fragrance has definitely made room for more divine situations like these to occur. Healing Through Scent: In what ways has creating fragrances been a form of healing or expression for you, especially after the loss of your son, Kenji Mwamba? I know my sons may not necessarily want to be perfumers, but they definitely have an entrepreneurial heart. My desire is that whatever they decide to pursue (acting, script-writing, music or architecture), they know that anything is possible with the right amount of determination, grit, belief and immersion. One reason I chose to homeschool is so they could enjoy learning without restraint and have ample time to devote to their own separate passions and it still be fun. They know Pink MahogHany is theirs if they want it (many, many years from now - lol), and we are already discussing business structures for whatever they choose their role to be once I retire. Work-Life Balance: How do you find balance between your professional responsibilities and personal well-being, and what self-care practices do you prioritize? I’m not just a perfumer; I’m also a consumer, and self-care is huge for me. I often take salt baths to reset my energy and clear my mind after being around large groups of people or free a long day. I’m a habitual perfume sampler, and I have so many to choose from to wear as my “nightcap.” Even if just for 10-15 minutes, I cherish each moment I’m able to have some “me-time.” When time and co-parenting schedules permit, I’m definitely on a flight somewhere to indulge in some delicious food and mouth-watering mocktails!](https://www.womenontopp.com/wp-content/uploads/2024/10/IMG_3812-1200x720.jpeg)
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