My Net Worth: Frances Shoemack, Abel fragrances

Frances Shoemack: "I love visiting the organic shop and going, 'what looks good?', and then turning it into something yummy." (Image: Supplied)

Maria Slade

Sun, 21 Jul 2024

Frances Shoemack founded natural perfume brand Abel while on her OE in the Netherlands 11 years ago. Now based in Wellington, Abel is sold in 33 countries and is backed by investor Marko Bogoievski and his firm Maker Capital. Natural fragrances weren’t a thing when Shoemack started, and in its second decade Abel is at the point of taking a major leap forward with an overhaul of the collection and an international capital raise. I grew up in rural South Canterbury, I'm the second of six children. My parents were farmers and mum wa...

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