An Organised Life with... Almira Armstrong from Lumira
I'm beyond excited to be featuring Almira Armstrong from Lumira Candles in my newest 'An Organised Life With....' feature.
I met Almira around 2 years ago over a coffee date in Sydney and we instantly hit it off. She is one of those inspiring individuals who is both creative & very business minded. And although I don't get to see her as often as I'd like to, when we do, I am always in awe of how far she has come & how positive she is about every situation that arises along the way - the good & the challenging! She also shares the same mantra as myself when it comes to business - that patience & hard work is everything.
I visited Almira's minimalistic workspace in St Peter's & chatted to her about her beautiful fragrance brand, what she has learnt along the way & how she maintains an organised life.
Name: Almira Armstrong
Occupation: Founder / Creative Director, LUMIRA
How it all began…
I founded Lumira in 2013. The brand is a manifestation of a life-long affair with beautiful objects and the differences small objects make to our everyday lives. However, prior to starting my own business, I worked for marcs and Diesel within a PR and Marketing capacity and from there, I moved into a Marketing Manager and General Manager role at Sun Studios. Each of these career moves taught me so much about myself, from both a creative and business standpoint. It also showed me what I would need to do if I was to ever go out on my own and start my own business. When I began Lumira, I was able to draw on skillsets gleaned from each of these past experiences. I was building a brand and a business which required both the logical and creative sides of my brain. When I’ve drained myself in one respect, I can recharge by focusing on the other.
Biggest pinch me moment…
When you’re starting your own business, each step forward is a pinch me moment. Whether it be receiving samples back of packaging, creating a new fragrance, landing a new stockist or answering an interview (much like this). Each moment is a constant reminder that Lumira is a business I started out of passion and it just keeps snowballing. To me, that is very exciting.
Biggest lesson I’ve learnt along the way…
Be involved, in some capacity, in all parts of your business (particularly if you are small). To maintain that direction and vision you created from the outset, it is so important that you understand each part of your business. This is regardless of whether you have brought someone in for a particular role - know what they have in place for your brand, understand how they are talking about your brand.
I’m inspired by…
I look to many industries directly outside of my immediate offering for inspiration, whether it be the creative arts, fashion, design. At the very heart of Lumira is beautiful scent and sophisticated design inherently inspired by my travels around the world. I have spent many years living abroad, which really opened my eyes to so many beautiful sites, fragrances and tastes. Each candle within the Lumira range is a sensory reminder of many different times throughout my life.
Biggest piece of advice…
Whenit comes to working for yourself, passion is paramount. If you are not passionate about what you are doing, it’s probably time to get out. The passion for the actual “doing” has always prompted me to take that first critical leap of faith; it’s the fuel that gets me out of bed early in the morning and it’s what keeps me going in the face of setbacks.
Organised to me means….
Minimal clutter and a clear(ish) mind. I am working on so many aspects of the business right now that to feel 100% organised is a rarity. If my workspace is clutter free, then I feel much calmer and capable of achieving more throughout the day.
The top 3 ways I organise my life are…
- Everything has a calendar entry, from dropping my kids to daycare, to scheduling my social media posts, to meeting with suppliers and clients.
- I am also incredibly well organised when it comes to email filing. Read, action and file. Move onto the next task.
- Lastly, it’s all about the space I work and live in. At work it is easier to have less chaos and to create a more cohesive environment. When I am at home, I have two small children to contend with and toys take precedence over minimalist styling for the most part. However, I do always attempt to create a space that is inspiring, warm and functional.
I can’t leave the house without…
My phone. Emails, calendar, social media, contacts. All in one place.
At the moment you’ll find the below on my desk…
My laptop, phone, notebook, pens, candles, books and a lengthy to-do list. I also like to have some form of nature on my desk - beautiful flowers or a plant. It helps to refocus our attention and lessen stress.
My workspace style is…
Minimalist, inspirational and functional. We’re a small brand, so it is important that everything flows in an organised but inspiring way. We are creating luxury lifestyle products - it is important that we live and breathe this in what we do, from the technology and programs we use to build the website to the materials and packaging we use to house each candle. Quality is very important to me.
First thing I do when I get to the office is…
I’ve already checked my emails at home before dropping my kids to daycare. So, when I first step into the office, I will usually light a candle and turn music on. Creating an inspiring atmosphere is really important to how we work.
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ABOUT AN ORGANISED LIFE WITH...
Featuring a curated edit of inspiring people with amazing careers, we chat to them about how they organise their lives, what they are inspired by and what their essentials are at their work-spaces. And... of course, we go behind the scenes around their homes & offices to snap their creative & inspirational spaces.