Smell of Success Isabella Smith
Interview: Sarah Bellamy Smell of Success Isabella Smith Isabella Smith Apothecary’s biodegradable cleaning products and toiletries help you to save the planet in style. Its founder – and Denmark’s answer to Martha Stewart – explains all What inspired you to start the Isabella Smith Apothecary? I was a journalist, working on articles, books and television [...]
Interview: Sarah Bellamy
Smell of Success
Isabella Smith
Isabella Smith Apothecary’s biodegradable cleaning products and toiletries help you to save the planet in style. Its founder – and Denmark’s answer to Martha Stewart – explains all
What inspired you to start the Isabella Smith Apothecary?
I was a journalist, working on articles, books and television about cooking and gardening. Around 10 years ago it struck me that the internet was a way to combine all that and work for myself. That’s how our mail order company began.
What’s your company ethos?
I don’t want to preach – it’s all about choices. Because with choices you can find the solution that works for you – in the kitchen, as well as in your career and personal life.
Which products are you most proud of?
I’m delighted with the international attention being receiving for the Maison Belle cleaning product line. I created Maison Belle because I wanted an ecofriendly cleaning product that works well, and looks and smells great too.
Where are you based?
In Haslev, to the south-west of Copenhagen. I live in a house on the edge of the forest, overlooking a huge plain and a lake. It’s probably what I love most about it.
Describe your home style.
It’s very influenced by the British Bloomsbury era, with lots of prints and colours. Lately, I’ve introduced more modern elements and cooler colours.
Who are your favourite designers?
I love William Morris and Vanessa Bell, Virginia Woolf’s sister. And the Australian designer Florence Broadhurst. More recently, The Rug Company have done a lot to make people’s floors more beautiful.
What are your tips for entertaining?
Firstly, either keep it intimate by inviting four to six people to dinner, or make it a party by inviting 10 or more. Eight people for dinner never really works: too many for conversation with the entire group, and too few for people to have a serious chat to the person next to them. Secondly, make a surprisingly good cake. When inviting people for the first time I always make a fragilité – mocha cream sandwiched between two layers of almond meringue.
Tell us your ideal dinner party guests.
Leo Tolstoy, Kate Atkinson and Alison Lurie – my favourite writers – together with my sisters. I would also throw in my husband who’s so polite and charming that he can keep the conversation going – even during a social crisis!
If you could escape abroad this for a quick break where would you go?
Definitely Venice. It’s such a romantic city in the winter. It’s as if the true Venice comes to life and you travel back in time.
Any exciting future projects?
We’re about to launch a certified organic skincare line. Like Maison Belle, it’s a green product range that does the trick while looking and smelling really beautiful.
www.isabellasmith.com For UK orders call: +44 (0)20 8144 8375
