Profumo Celeste means heavenly perfume, and it is the name of a small business created by former Ravensmead local, Lee Gabriels.
I suppose we all have our individual interpretations of the concept of heaven, but I can tell you from personal experience, if you’re wearing Lee’s heavenly scent creations, you’ll definitely be allowed into the pearly gates by St Peter.
I met up with Lee at a local coffee shop where she shared her journey with me. The perfume magic happens at a dedicated location which is custom set-up to conform to the beauty industry’s strict health and safety protocols.
While some of the products have been inspired by well-known brand names and trigger a familiar sensory memory, Lee’s products are 100% her own creation, sourced from local suppliers of the ingredients.
The fact that her main source of marketing is word-of-mouth is testament to the quality of her creations and is also the reason why, after just 3 years, she expects her turnover in 2026 to be double that of 2025.
I asked Lee to what she attributes the upward trend of her business. “The main ingredient is perseverance. However, in practical terms, you have to plan meticulously, and that includes doing comprehensive research on all aspects of the business, from choosing the right suppliers, to understanding your market and your costing model,” says Lee.
“Understanding the market is crucial, especially with a product like mine, because people experience perfume differently, which is why I have expanded my product range.”
The Profumo Celeste range includes women and men’s perfume, scented candles, body lotions, linen spray and many more. See contact details below to get your catalogue.
Inspiring others
In 2021, a health issue caused Lee to re-asses her priorities and she resigned from a long-held corporate job. “After umming and ahhing for a while, I had a bit of a light-bulb moment when I realized I wanted to create my own fragrances, having been a collector of fine fragrances since my teens.”
“I began with five creations and started selling to friends and family. At the time I did not even have a label. It did not happen overnight. I remember going to bed at 3am in the morning night after night after searching far and wide online for the information I needed to not only produce my products, but also to ensure that the business strategy was sustainable.“
Profumo Celeste became a registered South African company in 2023 and has shown incremental growth year on year.
“I hope my story inspires other would-be entrepreneurs in our community and I’d like to share this quote which has become the anthem of my life - It does not matter what challenges you face, there’s always a purpose in your life, even in your brokenness."
Profumo Celeste is available via Business WhatsApp on 067 229 8851 and deliveries are made nationwide.
