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    Q&A THE BUSINESS REINVENTING PERFUME SELECTION

    Jan 17, 2023 3 minutes

    NZB Describe the background of you and your husband Ankit. What did you both do prior to getting into the fragrance business?

    We had quite different backgrounds. Mine was in advertising and marketing. While working for agencies in Auckland and Wellington I'd developed a passion for using data to deliver greater efficiencies in marketing activity and better understand how we could speak to customers. Ankit has a PhD in applied statistics, specialising in rating systems applied in the sporting, finance and tech industries. He's sport mad, with a large portion of his PhD focused on predictive sports

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