The Interview: Stories Parfums founder on crafting scent, capturing memory and growing with intention

Founded on memory, emotion and the transformative power of scent, Stories Parfums is a fragrance house that places storytelling at the heart of perfumery. 

The brand challenges the idea of perfume as a purely aesthetic product, instead positioning scent as a deeply personal language -  one that connects us to people, places and parts of ourselves we may have forgotten.

In this interview, founder Tonya Kidd-Beggs shares the personal journey that led to Stories Parfums, how trauma, healing and memory shaped her creative process, and why fragrance can be a powerful tool for reconnection.

She also reflects on building an independent fragrance house with integrity, the challenges of scaling while protecting the soul of the brand, and her long-term vision for Stories Parfums as a globally respected, emotionally driven fragrance house.

What inspired you to found Stories Parfums and what gap in the market did you see when you started?

I’m a mother of four - two boys and twin girls - and when my youngest were small, I found myself searching for something that was mine. Fragrance had always been a deep connector for me, linking people, places and emotions in a way nothing else could. One of my earliest scent memories is tied to a grandmother I never knew, yet felt close to through her favourite perfume. She was an entrepreneur in Northern Ireland at a time when few women were, a hotelier who broke glass ceilings for women in her time. I’ve always felt I inherited her entrepreneurial spirit.

As a child, I would spray her fragrance onto the fur stoles my mother had kept, and through scent alone I felt I knew her. That emotional connection stayed with me. Years later, what began as a personal pursuit - a desire to learn the art of perfumery - took me to Grasse in the south of France. In my mid-forties, I began working with independent perfumers and was invited into a perfume house to train. The intention was simply to create a bespoke fragrance and understand the craft. I had no expectation that it would lead to founding a fragrance house.

At the same time, fragrance intersected powerfully with my own healing journey. I experienced significant trauma at the age of twelve, which resulted in the loss of my childhood memories. Although years of counselling were transformative - to the extent that I later trained as a counselling practitioner myself - those early memories remained inaccessible. It wasn’t until I began working in perfumery that scent unexpectedly reconnected me to my childhood. I discovered firsthand how profoundly our sense of smell links us to memory and emotion.

That experience changed everything. I left Grasse knowing I wanted to create a brand that went beyond fragrance as a product. Stories Parfums was founded to honour the idea that everyone has a story, even when life has silenced it. The gap I saw in the market was emotional intention: fragrance created not just to smell beautiful, but to help people reconnect with themselves, their memories and their own stories. Through scent, I found my voice again, and I wanted to create space for others to do the same.

Can you tell us about how this shapes the way you approach fragrance creation?

My approach to fragrance creation begins with a blank canvas. Much like an artist facing an empty frame, I don’t start with a concept, a trend, or even a specific memory. Instead, I focus entirely on how I’m feeling in that moment. I allow the creative process to unfold intuitively, without expectation or direction.

I work through blind smelling, responding freely to raw materials and letting the fragrance take shape organically. What’s remarkable is that, every time, a personal story of mine emerges through the process, even though it wasn’t consciously planned. The emotional connection reveals itself after the fragrance has been created, rather than before.

Can you introduce us to your two scents?

The Stories Parfums collection currently features two Eau de Parfum creations: Stories Nº.01 and Stories Nº.02. The decision to number each fragrance and each bottle was intentional from the outset. During my early perfumery training, I began with a list of notes I believed I liked and disliked. That approach was quickly challenged when I learned to work through blind smelling. Once I removed labels, expectations and preconceived ideas, I realised that notes I thought I disliked were often the ones I loved most when experienced in their pure form. It became clear that scent is deeply subjective, shaped not only by composition, but by our individual olfactory system and the memories stored within it. That understanding shaped the foundation of Stories Parfums.

Stories Nº.01

• Olfactory profile - bright citrus opens into soft florals and green fig, before settling into a warm, woody base with ambered depth.
• Top notes - bergamot, grapefruit, orange blossom.
• Heart notes - cedarwood, jasmine, heliotrope, fig-tea accord.
• Base notes - amber, sandalwood, vetiver.

Stories Nº.02

• Olfactory profile - spiced and smoky florals lead into resinous woods and patchouli, before resting on a sensual, warming base.
• Top notes - cardamom, ginger, Bulgarian rose, green tea.
• Heart notes - opoponax, tonka bean, cedarwood, patchouli.
• Base notes - amber, musk, honey tobacco, sandalwood, vanilla.

This fragrance marked a pivotal moment in my journey. Upon completing the top, heart and base structure, I was unexpectedly transported back to my childhood - specifically to my grandfather’s garden. The trauma I experienced as a young girl had silenced my voice and taken away my memories for decades, and through this creation they returned instantly, accompanied by a profound sense of being loved and watched over. Everything within Stories Nº.02, created entirely through blind smelling, reflected that garden. My grandfather was an avid gardener, and the fragrance became a joyful reconnection to a part of myself I thought was lost.

Together, Stories Nº.01 and Stories Nº.02 are designed to be worn individually or layered, allowing each wearer to create their own scent story, free from expectation, guided instead by emotion, memory and personal experience.

How about the wider collection?

Alongside the Eau de Parfum collection, we have developed a botanical Hand & Body line designed as an active part of the fragrance ritual rather than a base moisturiser. Formulated to transform the skin with continued use, the collection supports skin health while enhancing fragrance layering. By deeply conditioning and preparing the skin, it allows perfume molecules to bind more effectively, helping scent wear longer and develop more fully throughout the day.

This approach reframes bodycare as both treatment and fragrance architecture, strengthening the overall olfactory experience. The brand’s innovation extends into home fragrance with a perfumed candle trio created using the composition and structure of a perfume. Rather than simplifying scent for candle use, Stories Parfums translates the complexity of Eau de Parfum into wax form, creating layered, nuanced candles with depth and longevity.

Our candle trio are inspired by the top, heart and base notes of our Eau de Parfums, with some creative tweaks such as grass, fresh air and oud.

Can you tell us more about your plans to expand the Stories Parfums range, whether through new fragrances or new product categories?

Several new fragrances have already been created by myself and sit ready for production. As a self-financed, independent brand to date, scaling production has required patience. We are now actively seeking first-round investment to enable us to bring these fragrances to market and expand the Stories Parfums range in a considered way.

Future launches will continue to build on our existing scent architecture rather than move away from it, ensuring continuity and depth across the collection. Alongside fragrance, we are expanding into complementary categories where scent becomes part of a daily ritual, including bodycare, home fragrance and experiential touchpoints.

One of those touchpoints is Stories Scent Society Gatherings - intimate, in-person experiences designed to bring people into a deeper relationship with fragrance. These gatherings invite guests to slow down, explore scent intentionally, and reflect on memory and emotion through guided fragrance discovery. They sit at the intersection of education, storytelling and community, extending the brand beyond product into lived experience.

Investment will allow Stories Parfums to scale not only its product offering, but also this experiential side of the brand, ensuring growth that feels aligned, human and rooted in the original intention behind Stories Parfums.

Sustainability is a key pillar of Stories Parfums. Can you tell us more about your approach and why this is so important to you as a founder?

Sustainability sits at the heart of Stories Parfums, alongside storytelling. It’s not treated as a marketing narrative, but as a responsibility - rooted in the belief that the world we live in should be supported to thrive, not simply survive. As a founder, it matters deeply to me that every decision reflects care for both people and planet.

Our approach spans the entire lifecycle of the product. We prioritise responsible sourcing, small-batch production and materials chosen for durability and longevity. Innovations such as our Zamac cap, rock-paper labels, refillable bottles and biodegradable cellophane wrap are part of a wider commitment to reducing waste without compromising on design or performance. We have a return-to-refill initiative from the outset, allowing customers to extend the life of their fragrance rather than replace it, reducing glass wastage and landfill.

Looking ahead to 2026, we plan to introduce refill stations within prestige retail environments, rethinking how luxury fragrance can be experienced and replenished in a more sustainable way. For Stories Parfums, sustainability is the framework through which innovation happens, ensuring the brand evolves with integrity while remaining conscious of its impact on the world.

You launched at the Boots Fragrance Concept last year. How significant was that milestone for the brand and are there plans for further UK retail expansion?

Launching with Boots Fragrance was a highly significant milestone for Stories Parfums, particularly as an independent niche fragrance house. Our experience with Boots Fragrance Boutique has been outstanding - the level of support, care and collaboration from the team has been exceptional from start to finish. It has felt like a true partnership rather than a conventional retail listing.

The Boots Fragrance boutique at Broadgate sits within one of London’s most dynamic new mixed-use destinations, bringing together prestige retail, modern office spaces and residential living. It offers an immersive, fragrance-led environment that encourages discovery and education, making it a natural fit for Stories Parfums. We are genuinely excited about the prospect of scaling the brand with Boots across the UK and Ireland in a way that continues to champion niche fragrance and experiential retail.

Looking ahead, our growth strategy extends beyond the UK and Ireland. We are actively exploring partnerships in the United States, the Middle East and Asia-Pacific markets where niche fragrance and experiential luxury continue to grow. In parallel, we are investing in our online platform, with the ambition of transforming it into a deeply emotive storytelling space - one that draws people into another realm of scent, memory and emotion, extending the Stories Parfums experience far beyond product alone.

What surprised you most about launching a fragrance brand versus your expectations?

The pace and complexity. Fragrance is a long game - development timelines, ingredient sourcing and production all demand patience, precision and resilience. What surprised me most was the level of education required, both internally and externally, to truly communicate the depth, intention and craftsmanship behind a scent.

When I first launched, a certain naivety worked in my favour. I hadn’t fully realised that fragrance sits within one of the most over-saturated and competitive sectors of the beauty industry, nor the scale of financial investment required to build and sustain a brand in this space. I also underestimated how long it would take to grow the collection in a meaningful, considered way.

That said, the welcome Stories Parfums has received has been incredibly affirming. I continue to be deeply moved by the loyalty of our customers - many of whom have worn nothing but Stories Parfums for years. Their ongoing support has reinforced the importance of staying true to the brand’s intention and building slowly, with integrity, rather than chasing rapid growth.

Is there a decision you made early on that proved crucial to the brand’s success?

Committing to organic growth and intentionally keeping the range focused has been one of the most important decisions for Stories Parfums. As a self-funded brand to date, it was essential to build carefully and sustainably, prioritising strong foundations in the UK and Ireland rather than scaling too quickly or widely from the outset.

We were very conscious that a limited SKU strategy can be challenging for traditional retail environments. However, our experience has shown that when we work with partners who genuinely champion small independent brands - particularly those who value storytelling, education and a sustainability ethos rooted in helping the world thrive - this approach has proven both commercially and creatively successful. These aligned partnerships have been supportive, credible and, importantly, lucrative.

As the brand has matured, we’ve also seen organic growth beyond our core markets, particularly through direct-to-consumer, with a growing customer base in the Middle East and the United States. That expansion has been driven by emotional connection and word of mouth rather than aggressive trend-led growth.

I’ve never chased trends - every fragrance is rooted in story and personal experience, which keeps the brand aligned and authentic. We’ve also kept the team intentionally lean, allowing us to remain close to the creative and operational heart of the business. Now, seven years in, with strong foundations and loyal global customers, Stories Parfums is ready to scale its product line and expand internationally in a considered and intentional way.

What has been the biggest challenge in building Stories Parfums so far and what has that experience taught you?

Scaling while protecting the soul of the brand has been the greatest challenge. It’s taught me the importance of patience, discernment, and investing in the right areas at the right time.

How do you decide where to invest as a growing brand – product, marketing, retail or people?

Product always comes first - without excellence there, nothing else works. The integrity of what we create underpins every decision at Stories Parfums. Beyond product, people and customer relationships are our most important investment.

Exceptional customer care has become one of the brand’s quiet strengths. We place genuine value on knowing our customers, speaking to them personally, understanding their preferences, offering bespoke service and building real relationships. That level of care is something I’ve deliberately instilled within the team, and it has created meaningful, long-term loyalty.

Of course, marketing and retail remain essential, particularly for brand awareness and growth. However, the retail landscape continues to evolve rapidly, and marketing strategies must remain agile. For a young, independent brand, building trust, emotional connection and advocacy through customer experience is just as critical as visibility. Our approach is to balance all of these areas, ensuring growth is rooted in strong product, strong relationships and thoughtful, adaptive investment.

Looking ahead, what are your long-term ambitions for Stories Parfums?

My ambition is for Stories Parfums to be recognised as a quietly confident, globally respected niche fragrance house - one that places storytelling and emotional connection at its core. From the beginning, Stories Parfums has been about helping people reconnect with their own stories through scent, understanding that there is power in personal narrative and meaning in memory. Not everyone realises that they carry a story, or how deeply connected they are to their sense of smell, and creating that awareness is a central ambition for me.

Beyond product, I want to continue educating people about the world of niche fragrance - taking them behind the scenes of how a fragrance is composed, what top, heart and base notes are, and how scent evolves on the skin and in the home. Whether through our Scent Society Gatherings, digital platforms or retail experiences, education and discovery will remain key to how the brand grows.