Kate Ross LeBlanc, CEO and co-founder of Saje Natural Wellness, at the company's store on Robson Street in Vancouver, on May 30, 2019.Past a living plant wall, inside the Saje Natural Wellness store at Calgary’s Chinook Centre mall, a salesperson cheerily greets visitors and offers an application of Peppermint Halo. She rolls a small glass applicator bottle containing the essential oil blend on the back of a curious customer’s neck.
Ms. Ross LeBlanc and Mr. LeBlanc became interested in essential oils – highly concentrated and aromatic plant extracts – after attending a natural healing conference. AromaJoy was owned by a company called Freedom Un Limited, of which the LeBlancs were founders and majority shareholders, in addition to about 50 other shareholders. The LeBlancs say AromaJoy suffered when a large perfume company challenged its name, leading Freedom Un Limited to go into bankruptcy protection in 1997. They rebranded as Saje Natural Wellness in 1998.Freedom Un Limited later dissolved as a legal entity and the investors, including the LeBlancs, lost their investment.
First, he points to demographics. Aging baby boomers want to live longer than their parents did, leading to an interest in wellness. At the same time, the younger Gen Y and Gen Z cohorts are also focused on living healthy, natural lifestyles. “You have two generations now that are highly aware of this whole idea of wellness, which Saje of course plays very well into,” Mr. Stephens says.
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