Stay Authentic to Your Vision: It’s crucial to stay true to your vision, even when faced with differing opinions or doubts. I learned that attempting to conform or cater to what everyone else thinks might dilute your message and purpose. Authenticity is your greatest asset in this journey.
Today, more than ever, wellness is at the forefront of societal discussions. From mental health to physical well-being, women are making significant strides in bringing about change, introducing innovative solutions, and setting new standards. Despite facing unique challenges, they break barriers, inspire communities, and are reshaping the very definition of health and wellness. In this series called women in wellness we are talking to women doctors, nurses, nutritionists, therapists, fitness trainers, researchers, health experts, coaches, and other wellness professionals to share their stories and insights. As a part of this series, we had the pleasure of interviewing Greta Fitz, Founder of ASCENTION Parfums.
Motivated by a desire to bridge the gap between fragrance and wellness, Greta founded ASCENTION in 2018, a whole new beauty category she refers to as “High Vibrational, Wellness Fragrance.” With ASCENTION, Greta aims to fill a void in the premium market by offering luxurious products that harness the power of scent to promote emotional well-being. Her brand encompasses the essence of balanced mindsets, manifestation, and the importance of living a healthy and abundant life.
Thank you so much for joining us in this interview series! Our readers would love to “get to know you” better. Can you share your “backstory” with us?
Myjourney in the beauty industry spans over two decades, during which I’ve had the privilege of shaping renowned global brands, primarily focusing on perfume. Throughout my career, I delved deeply into the scientific and neurological impact of scents on our memories and emotions. I was captivated by the way aromatherapy influenced my own healing journey, and it was during this time that I had a profound experience that reshaped the trajectory of my life.
A cancer scare became the catalyst for my profound realization about the interplay between our bodies’ energy, our overall health, and the tremendous influence of our mentality and perspective. This transformative moment made me appreciate the extraordinary power of scent not just in elevating one’s mood but also in harnessing it to manifest desires.
Inspired by this newfound understanding, ASCENTION was born. It wasn’t just about creating a luxury perfume; it was about resurrecting the ancient practice of perfumery in a spiritual ritual sense. Our ancestors used scents in their rituals and offerings to connect with the divine and elevate their consciousness. This rich history served as a wellspring of inspiration, and it’s something I’ve carried forward into the heart of ASCENTION.
Today, I’ve evolved beyond my role as a perfume expert to become a manifestation coach, unearthing my inner mystic alchemist. This transformation guided the creation of a brand deeply rooted in alchemic principles. ASCENTION represents not only a fragrance but a spiritual journey, an alchemical process that helps individuals rediscover their inner power and manifest their desires. I am committed to inspiring others to unlock the mystical potential within themselves through the transformative power of scent and spiritual rituals.
Can you share the most interesting story that happened to you since you started your career? What were the main lessons or takeaways from that story?
This is one of my favorite stories of all time. It proves that manifestation is real, for anyone who may doubt. At one point in my career, I embarked on a journey that would ultimately redefine my path and lead me to create something truly remarkable. I developed one of the first clean and sustainable perfume brands for another company before I ventured out on my own. Little did I realize at the time that this experience was crucial in proving to myself that I had the capability to build something unique.
You see, everything in life happens for a reason. That brand I helped create began to thrive and expand, making its way to QVC, where I had the incredible opportunity to go on air and represent the brand, connecting with the viewers. It was a truly exhilarating experience to empower people to find their perfect scent and share something that meant so much to me. In the midst of it all, I had a realization: If I could do this for someone else, I could certainly do it for myself.
One memorable night, under a full moon, I made a powerful declaration. I vowed that someday I would return to QVC, not as the face of someone else’s brand, but with my own creation. At the time, I didn’t know what that brand would be or the form it would take, but I set the intention, and, unbeknownst to me, the universe heard me loud and clear.
A few months later, my journey took a different turn. I chose to start my own company, and I allowed my cancer scare to guide me. It became abundantly clear that there was a significant gap in the perfume category when it came to wellness-focused fragrances. With a newfound sense of purpose, I embarked on the path of creating a brand rooted in alchemic principles, focused on healing, and manifesting through scent.
Three years later, during the challenging times of the COVID pandemic, I found myself launching my brand on QVC. The most extraordinary part of this journey was that I was live on air, not from a studio, but from my own living room. It was a profound and humbling moment in my career. I shared my story with the intention of inspiring others in their healing journey, igniting the inner alchemist within them to manifest their desires through the power of scent. This experience reaffirmed my belief that when you set your intentions and follow your path with determination and passion, the universe conspires to make your dreams a reality.
It has been said that our mistakes can be our greatest teachers. Can you share a story about a mistake you made when you were first starting? Can you tell us what lesson you learned from that?
Early in my journey, I made a mistake that ended up being one of my most profound teachers. It revolved around listening to others and, at times, doubting my inner voice and purpose. When you’re venturing into uncharted territory, creating something that no one has done before, there’s a natural inclination to seek validation and make things as easily understandable and commercial as possible. I fell into this trap, leaning heavily into the opinions of “experts” in the field.
What I didn’t realize at the time was that by doing so, I was unintentionally diluting my brand’s message and my own vision. I allowed external voices to cloud my intuition and purpose, which hindered my ability to convey what truly made my brand unique. It was a valuable lesson in the importance of staying true to your inner compass, even when it feels like a lonely path.
Over the course of three years, I experienced a transformation, both for my brand and myself. I learned that it’s essential not to compromise my vision just to appease those who might not fully grasp it. Instead, I’ve chosen to speak my truth and embrace my brand’s core essence without hesitation. I’ve come to understand that if I aim to have everyone love my brand, I may end up with indifference rather than emotional connection. As the founder of Liquid Death once wisely said, “Indifference doesn’t sell, emotions do.”
So, I’ve made a deliberate shift in my approach. I’m now embracing my truth and the unique purpose of my brand with unwavering confidence. I understand that not everyone will resonate with it, and that’s perfectly okay. By boldly standing in my authenticity, I attract those who share my vision and values. This approach has not only made me a stronger, more authentic entrepreneur but has also solidified my connection with my audience. I’ve learned that in the world of innovation and creativity, it’s often our uniqueness and authenticity that draw people in and form lasting connections.
Let’s jump to our main focus. When it comes to health and wellness, how is the work you are doing helping to make a bigger impact in the world?
When it comes to health and wellness, the work I am doing is driven by a deep commitment to making a significant impact in the world. My brand, ASCENTION, has a profound mission at its core, which is to transform the way people perceive and engage with fragrance. Our approach to spiritual wellness-focused, clean perfume is grounded in the belief that scent can play a pivotal role in enhancing emotional well-being and elevating one’s mindset.
By merging the worlds of perfume and spiritual wellness, I aim to empower individuals to tap into the power of scent as a tool for personal transformation. We recognize that our emotions and mental states have a direct influence on our overall health, and ASCENTION seeks to harness the vibrational energy of scent to promote positive emotions and facilitate healing.
Can you share your top five “lifestyle tweaks” that you believe will help support people’s journey towards better wellbeing? Please give an example or story for each.
1 . Prioritize Movement as Medicine Every Day:
Embracing the idea that movement is a form of medicine can be truly transformative. I’ve personally experienced the profound impact of daily movement on my overall well-being. Whether it’s a morning walk, yoga, or a challenging workout, this practice has become a non-negotiable part of my routine. Movement not only boosts physical health but also releases endorphins, which positively affect mental and emotional well-being. This shift in perspective has allowed me to view exercise as a way to nourish my body and mind, making it an enjoyable and essential part of my daily life.
2. Your Mentality Is Your Net Worth:
Your mindset has the power to shape your reality. I vividly recall a time in my career when I was facing a challenging situation. I was so focused on the potential obstacles and what could go wrong that I couldn’t see the opportunities right in front of me. It was a turning point when I decided to shift my perspective. I started leaning into positivity, focusing on what could go right. The impact was profound. By embracing a positive mentality, I not only overcame the challenges but also attracted more opportunities and like-minded individuals who shared my vision.
3. Reevaluate Your Energy Investments:
Our energy is a valuable resource, and how we invest it matters. I learned this lesson when I realized that some of the people in my circle were not reciprocating the energy and support, I was giving. It was a tough decision, but I reevaluated those relationships and chose to level up by attracting a new circle. Surrounding yourself with individuals who align with your goals, values, and ambitions can be incredibly empowering. I found that this shift not only nurtured my personal growth but also fostered a more positive and supportive environment.
4. Speak Loving Affirmations to Reprogram Your Subconscious:
Affirmations are a powerful tool for self-transformation. I began incorporating loving affirmations into my daily routine to reprogram my subconscious mind. This practice has been instrumental in building self-confidence and cultivating a positive self-image. For instance, I would tell myself, “I am healing” “I am capable,” “I am deserving,” and “everything always works out for me, even if I can’t see it yet.” Over time, these affirmations became ingrained in my beliefs, boosting my self-esteem and helping me overcome self-doubt.
5. Prioritize Gut Health:
Your gut health plays a vital role in your overall well-being. This doesn’t just refer to physical nutrition but also the mental and emotional nourishment you provide to yourself. I learned the importance of nurturing my inner well-being by paying attention to what I consumed, not just in terms of food but also the content I exposed myself to and the thoughts I entertained. Just as a balanced diet contributes to physical health, consuming positive content and engaging in self-care practices is essential for mental and emotional health. This holistic approach to gut health is crucial for a well-rounded sense of well-being, and it’s a principle I’ve integrated into my daily life to promote greater harmony.
If you could start a movement that would bring the most amount of wellness to the most amount of people, what would that be?
I’ve actually already started the movement with my brand, ASCENTION. It’s the culmination of my life’s work and my heartfelt purpose to empower women, specifically, who have been historically oppressed and suppressed even to this day. ASCENTION is all about activating your inner power, where your emotions become your superpower.
In a society that has often told us to suppress our emotions, deeming them as a sign of weakness, we’ve discovered a profound truth: We manifest our desires through our emotions. It’s a revelation that ASCENTION has brought to the forefront.
Through high vibrational perfumes and manifestation affirmations, ASCENTION has set the stage for individuals, particularly women, to connect with their inner selves, harness the power of their emotions, and elevate their energy frequency. It’s about encouraging women to embrace their unique strength and potential, and in doing so, we aim to unlock a wave of empowerment and transformation.
This movement has already started, and it’s a journey dedicated to breaking free from societal constraints, embracing emotional authenticity, and attracting our best lives beyond even the wildest dreams. One scented ritual and affirmation at a time, we’re revolutionizing the way we perceive and engage with fragrance, and in the process, we’re catalyzing personal and collective change.
What are your “5 Things I Wish Someone Told Me Before I Started” and why?
- Trust Your Inner Voice: I wish someone had emphasized the importance of trusting my inner voice and intuition from the very beginning. It took me a while to fully embrace my unique vision and purpose, and this delay could have been shortened significantly. Trusting your instincts is vital in entrepreneurship, especially when you’re pioneering a movement like ASCENTION.
- Stay Authentic to Your Vision: It’s crucial to stay true to your vision, even when faced with differing opinions or doubts. I learned that attempting to conform or cater to what everyone else thinks might dilute your message and purpose. Authenticity is your greatest asset in this journey.
- You Can’t Please Everyone: One valuable lesson was understanding that not everyone will resonate with your brand or mission, and that’s perfectly fine. Focusing on your core audience who genuinely connects with your vision will yield more significant results. As the saying goes, “No doesn’t always mean no forever; it can just mean not right now, something better is coming.”
- Patience and Persistence: Every day, I continue to learn the abundance and value of patience and persistence. The journey of starting a transformative movement is a marathon, not a sprint. There will be hurdles and challenges along the way, but staying committed to your purpose and being patient in seeing results is key. Remember, “No doesn’t always mean no forever; it can just mean not right now, something better is coming.”
- Leverage Your Unique Story: Your personal story, experiences, and the reasons behind your mission are incredibly powerful tools. Sharing your story authentically can resonate with others on a deep level and inspire them to join your movement. I wish I had fully grasped the potential of my own story from the outset and the impact it could have on connecting with a like-minded community.
Sustainability, veganism, mental health, and environmental changes are big topics at the moment. Which one of these causes is dearest to you, and why?
All of these causes are incredibly important to me, and I firmly believe that they are interconnected and inseparable. Sustainability, veganism, mental health, and environmental changes are some of the core values that underpin both my brand, ASCENTION, and my authentic self.
Sustainability and environmental awareness are paramount because they reflect our responsibility to protect and preserve the planet for current and future generations. Our actions and choices today have a direct impact on the world we leave behind. Veganism, which emphasizes ethical treatment of animals and more sustainable food choices, is an integral part of this commitment to a better world.
Mental health, on the other hand, is intertwined with our overall well-being and the way we perceive and interact with the world. Recognizing the importance of mental health is fundamental to creating a harmonious and thriving society. A healthy mind contributes to healthy energy resulting in a healthier planet.
It’s impossible to prioritize one over the other because these causes are like threads that weave together the fabric of a better future. They are interdependent and reflect the holistic approach to well-being and personal transformation that ASCENTION stands for. To me, they are all equally dear, and I’m dedicated to supporting and promoting them collectively as they are interconnected facets of a healthier, more harmonious world.
What is the best way for our readers to further follow your work online?
www.instagram.com/ascentionbeautyco
www.tiktok.com/ascentionbeautyco
Thank you for these fantastic insights! We wish you continued success and good health.
About the Interviewer: Wanda Malhotra is a wellness entrepreneur, lifestyle journalist, and the CEO of Crunchy Mama Box, a mission-driven platform promoting conscious living. CMB empowers individuals with educational resources and vetted products to help them make informed choices. Passionate about social causes like environmental preservation and animal welfare, Wanda writes about clean beauty, wellness, nutrition, social impact and sustainability, simplifying wellness with curated resources. Join Wanda and the Crunchy Mama Box community in embracing a healthier, more sustainable lifestyle at CrunchyMamaBox.com.
