Aromatherapy Business
Talk by Dr. Christoph Streicher delivered to the National Association for Holistic Aromatherapy's (NAHA)World of Aromatherapy Conference & Trade Show, Panel Discussion entitled "Business of Aromatherapy," Michael Eccles, Moderator, San Francisco, CA, USA, September 22, 1996.
The aromatherapy industry at this point is quite competitive. For those of you who are thinking of starting an aromatherapy business, the most important element (from my experience in building Amrita Aromatherapy) is that you have a certain connectedness with the plants, a certain connection of your personal life purpose with the plants.
What I am about to say is probably completely self-evident for half of you. For the other half, I hope it doesn't sound too much like I'm from another planet! If you want to get started in the aromatherapy business, I recommend you ask yourself the following questions: "Is this on my way? Am I supposed to do this? Is this part of my life purpose?" If you really can answer them with a completely unconditional "Yes!" you will experience that the forces that control things in your environment, over which you don't have immediate control, will act to support you endeavor. I've found again and again this is really all that matters. This is what it comes down to, what will make or break your endeavor. I believe this is true, whether you are an aromatherapist, a grower or a manufacturer of aromatherapy products.
The plants exist to be in a symbiosis with human beings, and if the plants choose to work with you, your business will work no matter what. No matter how difficult it may become at a certain point, you will carry on, aware of this support. What will make or break your business is whether or not there is alignment with the plants. There are certainly details to attend to, but really they are completely secondary. How much capital you have initially, how much you know about business, how many and what kind of classes you have taken, etc., all this is of relevance and will have its importance. However, if you are aligned with your purpose and with the plants--and the plants are aligned with your purpose--this is the most important point.
Seven years ago, I was in the very fortunate situation to be mentored by several people I call the fathers of modern aromatherapy (Daniel Penoei and Jacques Paltz, among others). Jacques Paltz was for many years in partnership with Pierre Fronchomme. I was very fortunate at that time to be exposed to genuine essential oils, which was a very precious thing (even now something not to be taken for granted, as we have heard over the past few days). From the very beginning, I was exposed to therapeutic essential oils, oils that at that time I think only Kurt Schnaubelt and Victoria Edwards had access to. So whatever you are planning to do, I recommend you make sure you are aligned with a proper source of knowledge. Make sure that some way, somehow, you get the real thing.
Later I began to sell essential oils. It would not have been possible to put my line together without being able to purchase from Jacques Paltz directly the oils I couldn't locate myself --and without being continuously exposed to the genuine oils he had at that time.
I strongly recommend you develop your particular specialty, your particular expertise. Again, I feel this is true whether you are an aromatherapist or a manufacturer. Think about what your personal contribution is at this point (this may have a lot to do with your particular mission in this industry). Creating another line of essential oils may really not be the thing that is most needed. If you do create a line, however, I believe it takes three to five years to get a really good essential oil line together (even if all the other things are taken care of properly).
After five years, I felt my line was really where I wanted to have it. Actually, that's not exactly true! There's no such thing as having the perfect essential oils. It is an eternal search. At a certain point, you think you have it. You have this supplier, but the next year's harvest comes and you wonder what happened! It's an eternal search, and you need to love it; otherwise don't start.
Even more important than that, I would say, is to develop your personal specialty, what your particular service and gift to the industry is. For Amrita, this turned out to be the nebulizer diffuser, designed 20 years ago by Jacques Paltz. In aromatherapy circles, it is agreed that the nebulizer diffusing method is still the one method by which you get an oil out into the room as clear and as original as it smells from the bottle.
At a certain point, it was critical for us to analyze our oils by gas chromatography (GC). For me personally, it has been a wonderful experience to do the analysis. We who are in this industry want to set standards regarding therapeutic essential oils. The few people who do GCs will have to cooperate with one another to help set such standards.
Regarding distillation methods, Steam distillation is the traditional method of extraction. We have heard from Peter Wilde all the disadvantages of distillation, and these disadvantages are there, no doubt. Still, I believe steam distillation is an archetypal part of the relationship between humans and plants. Should this universe disappear one day and a new one come up, I'm pretty sure we would see steam distillation again.
Our organization is called the National Association for Holistic Aromatherapy. I believe it is critical that we also develop holistic thinking when it comes to our attitude toward our so-called competitors. In this business one person may be your client, your supplier, your competitor and your friend! We have found it tremendously helpful to align ourselves with other committed aromatherapy companies. Whether you are a teacher, an aromatherapist or a manufacturer, this is the spirit that carries this industry. It will help if you align yourself with the rest of the aromatherapy world. Competition comes from competence. You share your personal gift most if you share your competence with the rest of the world and if you recognize and appreciate the competence of your so-called competitors.
Transcribed and edited by Jeffrey Hoard. Please note these comments were delivered extemporaneously.