Carrie Hadley // Founder & Creative Director, INDIEHOUSE modern fragrance bar
Meet Carrie Hadley, Founder & Creative Director, INDIEHOUSE modern fragrance bar!
Special thanks to Carrie for sharing with us!
What was the inspiration to start this business?
I’m a super curious person, so while studying perfume building with the thought of launching my own brand, I wanted to explore what other artists were doing. Trying to find the smaller brands and less mainstream scents was challenging here in Atlanta, and the only thing available to me in this area was the large department store or beauty chain experience. Which for me was completely overwhelming. Shelves upon shelves of beautiful bottles that I didn’t want to drop and break with names that did not give me any idea what was inside. The Stockists were always very nice and would ask what I was looking for, but honestly most of the time I didn’t know because the options were not clear. Then I would spray one to test it and get it all over my hand or leather handbag – so now I’m wearing it whether I like it or not. If I did find one that I enjoyed there was never any information on what sizes the product was available in and what the cost was. I personally find it a bit embarrassing to have to ask the price of something, it just makes me uncomfortable. It suddenly dawned on me that what the world needed was not necessarily another fragrance brand (there were over 2500 new brands launched in 2019), but that maybe my community here in Atlanta would enjoy a new way to shop for their perfect fragrance. INDIEHOUSE was born to solve all of the issues that to me, made the shopping experience less than ideal. I did about 18 months of research and found the most interesting Niche and Artisan brands to bring here to our Atlanta area store. Most are exclusive to us in this market.
When you started your business, did you ever envision that you would be where you are now?
I just opened this year - it took 2 years to get to this point, so I hoped so!
Was there ever a time that things didn't fall into place, struggles or challenges? What were they and how did you get past it and grow from the experience?
Every single thing has been a struggle and a challenge - this is an "unproven concept" is how banks and commercial realtors describe us. So we had to find money in between couch cushions and wait for the right location/landlord combo. Learned a lot of patience, nothing about this process was quick and easy - but how it turned out, I wouldn't have changed a thing!
What was the biggest lesson you learned while starting and growing this business?
That you need to stay 100% true to your vision and plan. It's okay to revise and shift direction, make radical changes, admit that you don't like how it's going and have the courage to alter the plan - but don't let other people tell you how it is supposed to look or be - only you can know that. I have a sign on my desk that says "Proceed as if success is inevitable" - I just kept believing it would work.
What would you tell a FEM that is struggling in her business and feeling like it's too difficult?
In the words of Winston Churchill "When you are going through Hell - keep going!" because friend, you didn't come this far to only come THIS far.
What continues to inspire you to keep on growing your business?
All the happy people! It is truly such a joy and just fills me up when a complete stranger gets a HUGE smile on their face after either creating a scent that they LOVE or discovering a niche fragrance that brings them back to a happy memory.
Final advice for those thinking of starting a business or looking to grow their current business?
Just go for it and go all in. Prayer helps. Patience also helps. Giving yourself some grace and permission to make a few mistakes helps. But you really need to believe in yourself if you want others to believe in you too.
How can FEMS follow you?
Our website is: indiehousefragrances.com. You are also welcome to reach out in email: carrie@indiehousefragrances.com