We visit the independent fragrance and body care shop proving a hit with visitors to Bewdley

Gareth Lloyd De Pena opened ​La Fragancia, in Bewdley almost two years ago, offering a wide range of fragrances and body care products to suit all budgets.

Despite having no previous retail experience, he was determined to start a new business because he believed he could bring something unique to the riverside market town. 

“I’ve always been intrigued by fragrances and different perfumes and body care. 

“I wanted to offer something more luxurious, not just basic products. 

“I felt that it was something Bewdley didn’t have already. 

“It was a risk because I’m in a niche area and I’m competing with the big names, but I think it’s important to offer something different. 

“I wanted it to be affordable luxury. We get a lot of people coming in for a gift or a treat for themselves,” explains the 37-year-old.

Gareth offers a diverse range of artisan perfumes and colognes and works with companies that are cruelty-free and paraben-free. 

“We like to sell products that are made with natural ingredients rather than chemicals,” he says.

La Fragancia is one of the largest stockists in the UK of Italian soap and scent company, Ortigia Sicilia.

Founded by Sue Townsend, its luxurious range of soaps, scents, creams, candles and lotions are formulated using natural products indigenous to Sicily.

The brand’s products are crafted using traditional methods and natural ingredients indigenous to Sicily, such as olive oil, almond, and the vibrant citrus fruits for which the region is famous.

The shop also stocks fragrances by Maison Matine, Plowden & Fallow, Molinard, Beso Beach, New Notes and The English Soap Company.

Another brand on the shelves is Scottish Fine Soaps and products include its popular and mineral-rich Sea Kelp collection and its triple-milled soap bars.

“We also have men’s grooming products, which are really big at the moment,” says Gareth, who managed a property portfolio before opening the shop.

Decorative bath bombs are also proving popular with customers along with the soap sponges.

“The soap sponges last for 35 washes – we sell a lot of these,” explains Gareth. 

The collection also includes body butters, body washes, hand creams, and soaps as well as candles, wax melts, and room diffusers.

Customers will also find products that are suitable for all skin types, including sensitive skin. 

Gareth has been delighted by the response from customers living locally and further afield.

“It’s been amazing,” he says. “We’ve been supported really well. We’ve grown month on month. 

“Every month beats the previous month. Christmas is mega busy but the summer will get busy too. 

“We’re busy all the time which is great. My sister helps out in the shop and I have a friend who works a few hours a week.

“We get a lot of repeat customers and we sell across the UK via our website. 

“We get people who are visiting Bewdley buy something from the shop and then they will order again from the website when they get home,” adds Gareth.

When he is not serving in the shop, he is making up the online orders and offers free delivery when people spend more than £35.

In October, he took part in the Magic Tenner Bewdley event which encouraged people to support the town’s independent shops and businesses by shopping local.

Gareth is very proud of the business he has built and the support he has received from his hometown. He is always happy to help anyone who is looking for a product for themselves or the perfect gift for a loved one.

“I love speaking to customers and answering any questions they have about the products. 

“I love it when they come back and say ‘that product was amazing’ and they want to buy it again or they want to try something new,” he says.

La Fragancia is located in Load Street and is open Tuesday-Saturday. 

For more information, see lafragancia.co.uk or www.facebook.com/LaFraganciaUK