Irene Elliott is not your typical small-town Canadian girl. From her humble beginnings in Saskatchewan, she has carved out a career path that defies expectations and showcases her relentless drive for success. With a deep love for music and a passion for forging her own path, Irene has transformed from a musician into a savvy businesswoman and marketing guru.
Her journey is a testament to the power of self-belief and perseverance. When the corporate world beckoned, Irene didn’t just follow the path laid out for her—she created her own. She took charge of her destiny, first by mastering the ins and outs of the music industry, then by launching her own thriving marketing firm. Along the way, she’s navigated the challenges of entrepreneurship with resilience and an unshakeable commitment to leading with empathy.
In this interview, Irene shares the pivotal moments and key decisions that have shaped her career. From her early days in the music scene to her successful transition into the business world, Irene’s story is one of grit, growth, and the pursuit of dreams. Whether you’re an aspiring entrepreneur or simply looking for inspiration, Irene’s insights offer a powerful reminder that with the right mindset, anything is possible.
Irene, you’ve successfully transitioned from a music career to launching a thriving marketing firm. What were the key factors that helped you navigate these significant changes in your career path?
Many underestimate the entrepreneurial spirit required to be a musician. You are essentially a product you need to market and manage. Without a team, the responsibility falls on you – from crafting your trade, practicing, and recording to touring and promoting yourself. The fiercely competitive music industry becomes a crash course in marketing, business building, and ensuring the business thrived.
While building my music career, I also took on voice-over work and public speaking, which led to opportunities to mentor others in the entertainment industry and in personal branding. My transition to being recognized as a leader and businesswoman was very natural.
How did your background in music influence your approach to marketing and branding when you first started your firm?
I had to become a personal brand as a musician, so I quickly developed an intuitive grasp of branding. I understood the impact of online and offline self-presentation, from the chosen images and words to community engagement, gigs, and collaborations. This experience seamlessly translated into marketing. I readily grasped target audiences, brand messaging that resonates, and building trust through a strong image. Strategy and tactics can easily be learnt. It’s about finding those who care, those who want what you offer.
I now take this knowledge and connect brands with the people who I know will love them.
Can you share some of the biggest challenges you faced when growing your marketing firm from a one-woman show to a team of talented marketing professionals?
The biggest hurdle was generating enough demand while managing every aspect of the business. Initially, I overextended myself by not hiring specialists quickly enough. It was a hectic time, but perseverance paid off. By scaling thoughtfully, I eventually created a balanced team that could handle the workload effectively.
I’ve been very lucky that 95% of my clients have come through word of mouth, although the downside of my quick growth was having to neglect my own marketing efforts. For a long time I joked that I was a marketing professional that didn’t market herself. It felt like I was helping my clients grow although I never had enough time for my own business. Balancing client work with promoting my own business was challenging. It took time to build a team and delegate tasks like blogging, newsletters, and social media management… maintaining my personal brand. However, this ‘problem’ stemmed from a positive – being so in-demand that handling all aspects became impossible. It was a necessary step towards building a successful team.
What advice would you give to other women looking to start their own business, particularly in the marketing industry?
I find this question really interesting. There’s a statistic that men will apply for jobs when they only meet 60% of the qualifications whereas women will only apply for a job if they meet 100% of the qualifications. This means that women are often not shooting for something that they think is out of their current skill set whereas men are more risk inclined as they feel confident about striving for something that is beyond what they currently know.
In general, women are under a lot of pressure. Starting at a young age we’re fed so much information about what we should and shouldn’t be and this fuels this deep-seated insecurity, particularly when working in male dominated industries. This is exceptionally challenging for women who are thinking about becoming a business owner, so when they’re faced with an opportunity to start a business they often don’t out of fear that they’re going to fail, that won’t be able to learn what’s required, or that it will conflict with their desire to have a family.
In my personal experience I didn’t have a choice but to hustle. I didn’t come from a wealthy family and I grew up in the middle of nowhere. I had to push myself to learn outside of what I already knew because if I didn’t I might have ended up a housewife on a farm.. not that this isn’t a wonderful dream for some, it just wasn’t mine.
I wouldn’t have had the option to be where I am now – someone who has worked in some of the most competitive cities in the world and with some incredibly successful individuals and companies. I feel very grateful that I forced myself out of the world I grew up in to strive for more. This type of mentality instilled a growth mindset where nothing became out of reach.
So, my advice to women would be to push for something that you think is out of reach. Take the risk because you’ll be surprised when you find out that you can probably learn anything that comes into your hands and if you can’t learn everything then hire someone to do that part for you.
What role does empathy play in your approach to leadership and client relationships within your firm?
To be honest, after working in competitive industries I’ve found a common theme. Traditional leadership can be somewhat aggressive and short. The higher up the leadership ladder, the shorter the emails become and the more direct they are. This is great – when you have limited time, you want to get straight to the point. However, I’ve found the best way to work, manage my team, direct properly, guide leaders and work with clients is to be thorough and to pay attention.
Women, I believe, are very detail-oriented and naturally empathetic leaders. I think this empathy allows people to really understand what you’re trying to do, how you’re showing support and respect. Empathy in leadership is often overlooked, and I think it’s a key component to supporting growth. Without understanding, we can’t grow.
What was the moment you realized that you wanted more control over your destiny, and how did that realization shape your career path? Did you face self-doubt and how did you overcome it to pursue your goals?
I was working in this one role where I traveled across North America and the UK. I ran brand awareness campaigns, working with some of the top entrepreneurs in those regions. It was an incredible position – I had a limited budget to make a big impact, and I wore multiple hats. I managed the brand, ran the campaigns, developed partnerships and marketing strategies, and even executed the tactics myself. It was hectic. Then, when the pandemic hit, I was laid off. This made me realize that I was essentially an entrepreneur within this company that could easily be replaced.
There was no reason why I shouldn’t take that same budget and apply it towards my own business. Why shouldn’t I be creating something for myself, rather than for someone else?
Of course, starting your own business can be stressful. Fear creeps in, and imposter syndrome can develop. But I decided to push through it. I realized I’d already been doing these things for so long; I just needed to apply them to something I truly cared about. Looking back at all my jobs, I realized I loved working with talented, smart people, building brands, and developing strategic plans to see growth. The rest was just putting things into action and deciding on a company name.
What are some of the personal qualities you believe have been crucial to your success in both music and business?
In my field, knowledge matters, absolutely. Staying educated and following industry updates is essential. However, for me, genuine honesty has been the cornerstone of my business growth. I’m a no-nonsense person – I tell you directly what I think and how I believe things should be done. People trust me because I don’t need to sell them anything. I explain the value we bring and how we can help. It’s a simple proposition: take it or leave it.
Integrity is second. There have been many opportunities where I could have jeopardized my integrity for more money. Looking back, I’m very glad I didn’t develop that mindset for myself. This has allowed me to work with some pretty amazing people and brands with great missions and products that help, not hurt. Doing good is good business.
How do you unwind and recharge after a busy day running your consultancy and managing various projects?
My two favorite wind-down hobbies right now are gardening and painting. I’ve been gardening for a long time, though I recently transitioned from vegetables and annuals to perennials, trees, and shrubs. I love learning about how plants grow and believe there’s so much we can learn from nature that can be applied to daily life.
With painting, it’s pure expression. It’s all abstract. I love doing this thing called smooshing, where I just grab a bunch of paints and smash them all over the place to see what happens. It’s very messy, but very rewarding and fulfilling because it’s thoughtless and pure emotion. Painting is a great stress reliever for any business person or someone who carries a lot of emotional weight, is analytical or highly strategic.
Can you share a personal mantra or philosophy that guides you in your daily life and work?
It may seem lame, but: kindness is cool. I think apathy is what destroys growth and what stops people from really understanding each other or stops businesses from really pushing forward. Kindness allows you to understand another person’s perspective, to be open, to be thoughtful, to be considerate and at the end of the day business is really just about people. If you’re not kind in your messaging, if you’re not kind in your interactions, if you’re not kind in your leadership, I think you’re missing the point.
How do you hope your story will inspire other women, particularly those from small towns, to pursue their dreams and take control of their careers?
I think the inspiration is in sharing my story, fearlessly. I can’t tell other people what businesses to start or tell them what they should be interested in or where they should go in their lives. Each person will decide what a big goal for them is and what makes them happy. If there are others that are like me and relate to my story then I can hope that my words will inspire them and they will turn this inspiration into action without fear.
I’m just a small town prairie girl from Saskatchewan, Canada. If I can do it, you can do it.
Find out more about Irene:
LinkedIn: https://www.linkedin.com/in/irene-elliott/
IG: https://www.instagram.com/irreennneee/
Website: https://www.ieconsulting.me
Spotify: https://open.spotify.com/artist/5bG0A2zflQEQyxPWZyvTnn?si=jdw2Xtd_TaaS3eUASMozXQ
![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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