Prachi Saini – Director of Jetaime Perfumery and Singapore Memories

The EnterpriseZone Writing Team October 19, 2021

The power of perfume to reflect personality and inspire nostalgia is the foundation of Prachi Saini’s business

What’s your story?

I am the director and founder of Jetaime Perfumery and Singapore Memories, headquartered in Singapore.

Jetaime Perfumery started out as a Perfume Workshop where people can make their Signature scent based on their personality. This is now one of the leading team building agency and tourist attractions at Siloso Beach, Sentosa.

Singapore Memories, founded in 2019 is a souvenir manufacturer and we can be found in most tourist locations and stores. Singapore Memories has created a range of scents using local flora and we have also revived all products made by an old and famous Singaporean brand called “Perfumes of Singapore”.

What excites you most about your industry?

I can be seen as part of 3 separate industries:

1). Perfume Workshops for tourists: Meeting new people from all over the world. Understanding the cultural difference and appreciating the diversity. I also like the challenge of being able to help customers make their perfect perfume every single time.

2). Olfactory Art: I love working with children and making them aware of the world around them.

3) Singapore Souvenir : I am extremely proud to have revived an old company. Our constant, deep research for finding perfect Singaporean scent ingredients made us explore our rich culture, heritage and history.

What drives you in business to push beyond what other people consider normal?

Innovation is the heart and soul of our brand! I am deeply passionate about the perfume world, history, new technologies and digital advances. I personally keep track of new and translatable developments in other industries. This has particularly been helpful in a post covid world. By constantly adjusting our business model, we have been able to stay happily afloat.

My three passions – history, cosmetics and digitisation have come together to create Scentopia. This attraction has 300+ augmented reality artwork and a fully digitized touch-less perfume making experience.

Our 4000+ oils range from modern ingredients to therapeutic orchids to ancient recipes.

What have been the most useful skills you have learnt and applied in your journey?

I have learnt that learning is a journey and one has to constantly upgrade their knowledge as well as skills.

Age should never be seen as a reason to pause or to stop. Age is to be respected, appreciated and cherished as it makes one stronger, more efficient and wise.

I have built my brand from the ground up, handling various aspects from design, sourcing, marketing and retail.

What’s the best piece of advice you ever received?

1). Never stop
2). Age doesn’t matter

After a decade of working in the corporate world, I decided to break free and to become an entrepreneur, bringing the magic of scent design into the hands of the consumer. If I can do it… you can do it too!

Also, remember to use your smell. It is a magical sense that connects us to places, people, and lovers. It is nostalgic and has the power to evoke deep memories. We hope more and more people will join me in my journey and experience the wonderful world of scent!

Who inspires you?

All successful ladies who are also good mothers. Indra Nooyi, Martha Stewart, J K Rowling and Michelle Obama.

Lately I have been very impressed by Sheryl Sandberg!

What have you learnt recently that blew you away?

Haben Girma: A deaf and blind lady born in Africa. If she can become a Harvard lawyer, despite the hindrances, we have no reason to stop.

There are many young heroes amongst us- from Malala to Greta Thunberg. They all have amazing, inspiring stories that inspire me regularly.

If you had your time again, what would you do differently?

I signed up for my MBA after my second daughter was born. I would have changed that and signed up before the kids were born.

I followed my passion a bit late in life. The main reason do this this was simple- I love DIY and like to take things apart. I would like everyone to feel the joy of creating- creating whatever they can! including perfumes.

I always knew what I wanted, but never had the time to follow my dream…. But now i know that I ALWAYS had the time… i was simply procrastinating.

How do you unwind?

I love to travel, learn new things. My latest go to place is EDX.org and ‘curiosity stream’

What is a major mindset change, belief shift or ‘ah ha’ moment that you’ve experienced in relation to your business?

Covid forced us to rethink our business processes. It started as a problem and soon became an opportunity to reinvent and to do better. The recent changes to our business should make us more customer friendly

Everyone in business should read this book:

Not sure. Sapiens may be!

But one should definitely look at iTunes-U, EDx.org . They are a great place to acquire knowledge