Peony Parcel was launched in 2016 with a mission to deliver premium pampering to women all over Australia. They wanted to provide a sanctuary for women to make time for self-care amidst their busy lives, believing it should be a staple in every woman’s routine. Their beautifully curated pamper gift boxes contain gorgeous items from Australian and New Zealand boutique brands, with the option for a one-off gift package or a subscription to pamper parcels filled with premium products. Their hope is that every time you receive a Peony Parcel, it is a reminder to take some time out, focus on yourself and indulge in some luxury self-care. Here Natalie Woodall talks to The Natural Parent Magazine about the inspiration behind the business, their biggest breakthrough, and their hopes and dreams for the future.
The Passion: What inspired you to start your business?
Driven by a desire to create a sanctuary for women, we set out to remind them of the importance of self-care amidst their busy lives. Our love for luxury beauty and thoughtful gifting ignited our vision to offer exquisite, curated pamper gift boxes featuring stunning Australian and New Zealand boutique brands. We believe that indulging in self-care should be a staple in every woman’s routine.
The Launch: How did you start out in the beginning?
We launched with a self-care subscription box, quickly expanding to include gift boxes for corporate gifting. Each product is carefully chosen to make self-care a daily ritual, showcasing premium Australian and New Zealand items.
The Innovation: What was the biggest breakthrough for you with your business?
When we launched in 2016, we were one of the first Australian pampering subscription gift boxes, carving out a niche that resonated with women seeking indulgence. This innovative approach not only deepened our connection with customers but also expanded our reach, introducing our brand to a wider audience. A key milestone was venturing into corporate gifting, which significantly boosted our growth and recognition.
Yin and Yang: How do you balance work and family?
We maintain balance by fostering teamwork and flexible schedules, allowing us to meet business goals while valuing family time. I myself have 2 little ones under 2 so I understand the importance of family-work-life balance.
