Charlene Nawar: Unwrapped
Weekend markets! Growing up, this was my personal hell. My mother used to take me almost every weekend. I didn't get it. Like, why are we walking around so much outside and trying to see every stall that's there? Can we not just get ice cream and go home? And then I got to my late twenties. My kind of fun changed. The things I liked changed. Weekend markets. I finally got it. The beauty of markets is that you get the sounds, smells, and sights of a place. You step into the everyday routine of wherever you are. You wander, and it's not an expedient grocery list shopping; this is living in the moment. Taking up a bunch of tomatoes to see what they feel like. Smelling an artisan soap. Feeling a silk kimono. Asking the ice cream vendor what flavor he recommends today. This is simple enjoyment.
Given the fast-paced and demanding nature of our modern lives, it is understandable that we cherish opportunities to relax and de-stress. But see, it's not just about a relaxed weekend. The markets give us a little bit more than that. A lot of these stalls are small business owners. It honestly can range from anything between small to medium enterprises. The beauty of this is that usually at the stall, you will meet the owner. If they aren't there, I can still guarantee you that whoever is at the stall is ready to share with you the story about their brand, or the products, what goes into making them, how they are sourced, and so forth. It's like they are fostering a connection between you and a product. You take home something that genuinely feels like it has a story.
When friends visit and they say "Hey, whatever is burning smells nice, where did you get it?" ... and this story can easily spiral into "I went to this market last weekend and there was this place that sold amazing candles, they have all sorts there..." and at this point, we are transferring that story about the product, and it's become more personal, isn't it?
You wonder why I am telling you all of this? I found something really interesting just recently. You know, the beauty of markets. You will always find something that draws you to it, and as a person who is energized by environments and people around her, this is a heaven on earth. I went to Ripe Market on one hot Sunday and was completely drawn to one stall. I've always joked that if you say "candles" three times, I'll probably appear, but this was different. I was drawn to the aesthetic, or better yet, the scents as well. And as I mentioned, the person at the stall is always ready to share the story about the products. It's that immediate connection. I knew I needed to hear more about this brand and the person behind it.
In an unscripted conversation, we got a chance to hear more from Charlene Nawar, the founder of Unwrapped, and she shared her insights, from the storytelling prowess of scents to the unexpected twists and turns of her entrepreneurial journey.
Charlene, can you recall the first time you were amazed by scent?
My last memorable encounter with scent was almost 3 years ago when I began my adventure into the world of soap-making and the art of crafting personalized scent profiles. Since then, these unique scents have become a central part of my work and, over time, I've grown so accustomed to the scents that I experience olfactory fatigue. It's much like when one uses the same perfume for an extended period, and eventually, you no longer smell it on your skin - it's very common in the world of perfumery (and soap making - haha).
However, when we release our seasonal scents, like the Christmas collection we are working on now, these smells are so different from the day to day I am able to smell them easily, and they never fail to put me in the holiday spirit … and my favorite festive time of year!
There’s always this notion that a scent tells a story. Do you think so too? Is there a specific scent within your catalog that holds a special story for you?
Absolutely, I wholeheartedly believe that scents have the power to tell compelling stories. They can transport us to specific moments, places, or emotions, and I've witnessed this phenomenon firsthand in my work.
Every scent we make has a powerful story behind it and our Lemongrass soap in particular was inspired by relaxing moments that I experience whenever I visit a spa. This scent was created to evoke the relaxing ambiance of a spa, allowing everyone to bring this experience into the comfort of their homes. It's a testament to the storytelling power of scent, and it's one of the ways our brand aims to offer a moment of serenity and escape in our fast-paced world.
I spent some time at your stall at Ripe Market, pretty much just taking it all in and I must say you have some amazing products. Can you tell us something about your journey in the inception of Unwrapped?
Surprisingly, Unwrapped was born in 2016 as a sustainability and impact consultancy, which is still my primary focus. I had left a career in law to pursue a career in sustainability where I could make a positive impact on both people and the planet. However, when the pandemic hit, work slowed down and I was in the middle of homeschooling three kids and managing two dogs, my husband and I needed a creative escape. We decided to experiment with making soaps from old recipes we had on hand. During the height of the crisis, as we were frequently washing our hands and dealing with dry skin, we set out to craft a gentler, more nourishing soap for our family. We fell in love with our creations and began sharing them with friends. What started as a small project evolved into a growing demand from others who wanted to purchase our soaps, leading to the birth of our store in 2020. Since then, our business has been steadily expanding.
In addition to your products, you also provide workshops - how did this come about?
The idea of offering workshops alongside our products came about organically. As we witnessed the growing interest in our brand, we recognized the enthusiasm and curiosity of our customers. Many of them were eager to learn the art of creating these products themselves, taking control of what goes onto their skin or what type of scents are being used. Inspired by this interest, we decided to share some of our knowledge and expertise with others. These workshops also offer an interactive and educational experience that people love to participate in, a birthday or corporate experience that they can participate in that goes beyond another material gift that most of us do not need. And the best part, like our candles for example, is that they can be made by our customers in a workshop and then once they are done, they can be refilled over and over again. Like a gift that keeps on giving.
What is something that people would be surprised about owning your kind of business?
One of the surprising aspects of running a business like mine is that I often joke that I work a 100-hour workweek, so I don't have to work a 'typical' 40-hour workweek for someone else. This applies to all small businesses and startups and while it's true that the hours can be demanding, the joy I get in pursuing something that I am passionate about - keeps me energized.
Imaged are from https://unwrappedco.com
Do you remember the earliest memory of when you wanted to do what you do today? What surprises you the most when you revisit your very first projects?
I always dreamt of having a store which has taken on various shapes and forms. It began as a zero-waste store, transitioned into a realm of luxury sustainable gifting, and eventually found its place as a luxurious local skincare brand. It's a reminder that sometimes, the best ideas emerge when we allow them to evolve organically, unplanned and guided by our passions.
When I look back at the products we sold in 2020, what surprises me is how far we have come as a brand. If I compare our products from then to now, our labeling was so-so, we didn’t have any professional pictures of our products, and our social media feed was awful - it is almost embarrassing for me to think that I was as proud of these products then as I am today.
What would you do if you could go back and start over again? Is there anything that you feel you may have been naive about when you first started your business?
The name! I would certainly take the opportunity to reassess our brand name when it came to the store. "Unwrapped" is a great name for the consultancy and we expanded it to the store to include our commitment to providing luxurious, environmentally-conscious products with minimal packaging, striving for a more sustainable approach. However, as our journey unfolded, we discovered that in the UAE market, the perception of luxury often entails elaborate and ornate packaging; which is a stark contrast to our minimalist approach. The prevailing belief is that the more decorative "fluff" a product comes with, the more luxurious it must be. This situation can feel like a double-edged sword.
Avoiding excessive packaging forced us to seek alternative ways to present our products, while aslo being plastic free. While these efforts are admirable and align with our values, they do come with their set of challenges. For instance, alternative packaging materials often aren't transparent, making it difficult for customers to see what's inside, and this can be a drawback in a market where visual appeal matters greatly. However, due to our name, we persevered in our pursuit of sustainable luxury, despite the challenges we encountered, where we probably would have given up if our name was something else.
I’ve come across a few entrepreneurs and creatives, including myself who work with processes, from the idea of the subject I want to explore, the research, thought process, and the planning, down to the writing, editing, and publishing. Do you work with something similar in your business? if yes, why is it important even if your customers don’t get to see this?
In our business, we follow a similar comprehensive process due to our commitment to maintaining a high level of consistency in our product offerings. From the initial conceptualization, where I envision the soap, consider its scent, evaluate production costs, and plan the entire process, to the hands-on creation, curing, personal use, labeling, and photographing of the soap, every step is taken with precision and care.
When a customer repeats an order, they expect the same quality and craftsmanship. While our customers might not directly witness every stage of this journey, it ultimately translates into a seamless and reliable experience for them.
You’ve created quite the brand for yourself. I imagine you’ve “developed” your own personal philosophy.
At Unwrapped, we've cultivated a guiding philosophy we call 'Empowering Beauty with Purpose.' It's the core of our brand's identity and represents our unwavering commitment to transforming skincare into a celebration of nature, authenticity, and conscious living. We believe in the power of natural ingredients, steering clear of plastic and palm oil, all driven by our profound respect for the environment and a genuine desire to make a positive impact.
Our approach goes beyond just enhancing skin health; it nurtures a global movement towards sustainable beauty. We achieve this by combining innovation, education, and thoughtful choices, all dedicated to proving that beauty and responsibility can indeed walk hand in hand. Our philosophy underpins every aspect of our business, reinforcing our commitment to making a lasting and meaningful difference.
Our last question is a very popular one for all our unscripted conversations. If we had 5 rooms set up by different entrepreneurs, how do we know which one is yours? What sets you apart?
The smell! You'd unmistakably identify my room by the exquisite scents in the air. While I've grown so accustomed to these unique scents, it's always the very first thing people talk about when they approach my stand at Ripe Market, my studio, my home, or even my car. I take these scents with me wherever I go it seems.
Where can we find Unwrapped?
Via the website https://unwrappedco.com or on Instagram theunwrappedstore
