We had the good fortune of connecting with Sophie Longhurst and we’ve shared our conversation below.

Hi Sophie, is there something that you feel is most responsible for your success?
I think it has to be authenticity. Our home fragrances are actually manufactured in Grasse, France which is the perfume capital of the world. I felt it would be wrong to create a fragrance celebrating the Côte d’Azur and make it somewhere else. The production of our candles benefits the local community and we are launching a scholarship program funding one student, a year to study at the Grasse Institute of Perfumery. They will come from the local community in the South of France, be means tested and be chosen for their creativity and olfactory talent. We want to keep help keep the ancient craft of perfumery alive.

Can you open up a bit about your work and career? We’re big fans and we’d love for our community to learn more about your work.
My career was in media sales spanning 30 years. I started in women’s magazines then newspapers and without wanting to show my age, started selling “new media” or what we now know as digital advertising, at the beginning of the internet. I launched SUD Côte d’Azur in 2020 while working full time in a demanding job. It took a lot of determination as it was hard work and there were many logistical obstacles to overcome. The only way I could make it work was to wake up at 5am every morning to run the business, make my son’s breakfast and then go to work. The lessons I have learnt along the way are that making time for self care is extremely important. My experience is that in taking time for meditation and breath work, you get that time back three fold as it gives you clarity of thought and prioritizing tasks feels effortless. If I don’t do these practices life can feel hard work. I have also learnt that rewards can be slow in coming and if you are sure you are on the right track, then it is important to be resilient and not give up. We were inspired to launch the business at the beginning of the pandemic. It was at this time, I realized how important one’s home environment is, and how scents and sounds can increase happiness and wellbeing. Our brand statement, “Escape to the Côte d’Azur without leaving home” came from this idea. I would like the world to know that our home fragrances benefit the local community in which they are made. I have ideas for future home fragrance brands, which will be made all over the world.

Let’s say your best friend was visiting the area and you wanted to show them the best time ever. Where would you take them? Give us a little itinerary – where would you eat, drink, visit, hang out, etc.
I would suggest my best friend, Lilly visits for Miami Art Week in December. She must stay in the Hotel Faena Miami Beach, which is a glamorous mix of South American style and classic opulence. Some of which is designed by movie director Baz Luhrmann and his wife. The hotel spa, the Tierra Santa Healing House is amazing and has the largest hammams on the East Coast. My perfect curated day would be the following.

I would start the trip with a morning in the spa. Perhaps a treatment like the Tierra Santa deep tissue massage, followed by chilling in the hammam. We would then head to Cicconi’s at Soho Beach House for a light lunch on the beach. Then a cab to Art Miami Pavillion to see an exhibition and on to Wynwood Walls to check out the graffiti and also the iconic architecture in the art district. If not totally exhausted then back to Soho Beach House for poolside Picante’s at the Ocho bar and on to dinner slightly further up the beach at Nobu.

Shoutout is all about shouting out others who you feel deserve additional recognition and exposure. Who would you like to shoutout?
I have to credit my partner Ian, SUD’s Creative Director, and our small team who have built the SUD Aromas of the Côte d’Azur brand from scratch. Ian and Ade Whatman of Tallulah, created the SUD brand and packaging. I would also like to give a massive shout out to EtienneH & Friends for writing, producing and performing the SUD Sounds of the Côte d’Azur music, delivering chilled summer sounds to accompany the candle experience. Also, a shoutout to Veronica and VHS Ventures for publicizing the brand and initiating some exciting collaborations.

Website: https://www.sudcotedazur.com

Instagram: @sudcotedazur

Facebook: https://www.facebook.com/SUDcandles

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