Today we’d like to introduce you to Lawrence Ervits.
Hi Lawrence, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start, maybe you can share some of your backstory with our readers.
My journey started during the pandemic, as I was laid off and needed something to occupy my mind as well as a means to keep connected to the outside world, being the extrovert that I am. I had a big passion for fragrances, and my wife and I decided it would be fun to try to do a fragrance review channel of my own as I often enjoyed watching other reviewers. My wife is my biggest fan and has always encouraged me to put my personality to good use. She may or may not have told me that the other reviewers could put people to sleep but that I could bring a little more liveliness with my personality and so Jewfrofragrances was born (Recently rebranded to Law of Fragrances). It really just started as something fun to do but the embrace I received from the public floored me. I had so much amazing support from complete strangers and developed great connections with many of my followers and others in the fragrance community. Soon, I was living my dream of receiving fragrances on a weekly basis.
I was already a fan of niche fragrances but soon discovered so many amazing indie brands that so many people have never heard of since these brands don’t have the funds as the larger designer brands do to market their products which is truly very unfortunate. I decided to make it my mission to shine light on these smaller brands because the quality and care that they put into their smaller batch fragrances should not go unknown. People deserve to be able to experience them. And also, because I believe we should all be supporting small businesses vs contributing to the conglomerates. Unfortunately, for many niche and indie fragrances, you cannot get samples of them at the department stores, and so the only option is to blindly buy a full bottle that you may or may not like. So, the idea for our business was born. We started with curated sampler sets for different situations and settings, such as our seasonal samplers for winter, spring, summer, and fall, as well as back to school, Date Night, work, and many more. We also added for the holidays a 12 and 24 sampler set, for the true fragrance lovers who want to open and try a new fragrance each day. This one has really been a hit. Recently with have started also adding individual decants of all our fragrances that come in small decant bottles of 2ml, 3ml, 5ml or 10mls. This way people can try and explore fragrances that they would not have otherwise discovered.
Now we are not the first decant site out there, but we do set ourselves apart with our curated fragrance samplers. Both my wife and I have smelled and worn hundreds and hundreds of fragrances to test the longevity, their projection, and what settings they perform best in, to add the very best on our samplers and to give my followers on social media the best and most thorough reviews, I can bring them. I know that for many reviewers, once they develop a big following, it becomes a lot about money and how much you can get for a review. I feel this definitely influences the authenticity of said review, or you may altogether miss out on an amazing fragrance because the brand may not have the funds to pay for the review. And so, I very seldomly will take payment for one. My main goal is to find as many amazing fragrances to bring to my followers and shed light on the brands to help them grow. I really hope my audience appreciates that.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
I has been a little bit of both. While I have enjoyed doing this very much, it has also been a little difficult at times seeing many new fragrance accounts popping up on social media just screen shooting pictures and posting slide shows without probably even trying the fragrances themselves or taking my ideas and implementing them and surpass me in views and followers. It has really made me question whether this is worth continuing. What has kept me going is the support of the audience I have. They are truly amazing and encouraging and I decided that a loyal 60K following is better than hundreds of thousands of strangers that do not interact with me. I hope ultimately, people will see the value in what I bring.
As you know, we’re big fans of you and your work. For our readers who might not be as familiar what can you tell them about what you do?
When I first started reviewing fragrances I had a career in sales, I did not dare to dream that I would make a full living by working in the fragrance field. Two years later, I caught the eye of a fragrance brand by the name of Afnan, who asked me to become their brand manager. This opportunity made me relocate from Los Angeles, California to Dallas, Texas approximately 6 months ago. I thoroughly enjoy this position as it allows me to talk about fragrances all day long on social media and employ my extensive sales knowledge. It is continuously teaching me more and more about the fragrance Industry. I enjoy all the responsibility and the wonderful connection I am making.
Risk-taking is a topic that people have widely differing views on – we’d love to hear your thoughts.
Like the old cliché says, you miss 100% of the shots you don’t take. And while this is something I struggled with in my younger days, I have now embraced it, because it has taken me on this crazy adventure. I started my social media channel, started my new business, I left my hometown, leaving everything buy my wife behind, and pursuing a career in the fragrance industry, one of the passions in my life. 10 years ago, if someone would have told me all this would have happened, I would have laughed. It all started on taking that leap to making a social media channel.
Pricing:
- Single decants starting at $8
- Sampler sets starting at $45
- Advent calendars starting at $75
Contact Info:
- Website: https://www.lawoffragrances.com
- Instagram: https://www.instagram.com/lawoffragrances/
- Facebook: https://m.facebook.com/JewFroFragrances?mibextid=LQQJ4d
- Youtube: https://www.youtube.com/channel/UCstvV4I8Rgh4xJ1ENvn8RNA
- Other: https://www.tiktok.com/@lawoffragrances
