Every spritz of The 7 Virtues-brand perfume wafts economic development into the lives of people a world away. The brand’s mission is to “harness women’s buying power to make change for our neighbors in nations experiencing war or strife” by sourcing materials from countries in need.
Poppies grown in Afghanistan account for 90 percent of the world’s heroin drug trade. Canadian author and entrepreneur Barb Stegemann had the guts, or perhaps more appropriately the wonder, to ask what would happen if poppy farmers were paid a competitive price to grow something else, something that we in the west would pay top dollar for — the oils needed to make perfume.
“When you start developing — like a muscle — that state of wonder, which is where all philosophy begins, you say, ‘I wonder what would happen if I called Abdullah. I wonder what would happen if I reached out to him’,” Stegemann has said about getting in touch with Abdullah Arsala, the owner of a company called Gulestan that grows the orange blossom in groves near the city of Jalalabad. He employs over 2,500 farmers, including 35 women.
Stegemann says, “Abdullah Arsala is an incredible human being. We started buying what he had and are now doing well enough to increase the purchase to $50,000 worth of oils, which will significantly empower farmers in the region.” Her offer is competitive with what farmers could make growing crops for opium production.
Her company, The 7 Virtues, has so far developed two fragrances, Afghanistan Orange Blossom Eau de Parfum and Noble Rose of Afghanistan, both made from legal crops in Afghanistan.
Her passion, inspired by a friend who was injured in Afghanistan, had more than one panelist on The Dragon’s Den (Canada’s equivalent to the venture capital show Shark Tank) not only won over but brought to tears.
While dreams are often gallantly carried into the den only to be devoured whole, Barb emerged not only with her vision intact but with $75,000 in funding from Canadian entrepreneur and philanthropist W. Brett Wilson. The investment is enabling a national rollout for The 7 Virtues in Canada’s largest department store, The Bay, and preparations for distribution into the US market.
Says Wilson, “You just can’t help but fall in love with the concept of doing trade with war-torn nations to lift others out of poverty and strife. I had to jump on board this woman’s vision.”
The 7 Virtues is also developing its next perfume, made from vetiver oil from Haiti. Stegemann explains that it was sourced through the Peace Dividend Trust, a matchmaking company that helps North American businesses source products that will help rebuild Haiti. “I am a big believer in economic development and empowerment. Our perfumer in Toronto has tested the vetiver and it is truly the best vetiver in the world. This excites me to shine light on what is good in these countries.”
Words borrowed from poets and philosophers decorate the packages of the perfumes. This is an extension of Stegemann’s former gig as the author of the Canadian bestseller, The 7 Virtues of the Philosopher Queen, which can be purchased over the same counters as the fragrances. Pick up a package and read the thoughts of the poet Rumi: “Out beyond ideas of wrongdoing and right doing, there is a field. I will meet you there.”
There are meetings taking place right now in fragrant fields of war-torn and ravaged countries. And there is an open invitation from The 7 Virtues to others, both people and businesses alike, to take a step forward with them, in peace.
To purchase a fragrance, click here.
Watch Barb Stegemann on The Dragon’s Den:
Photos courtesy of Glenn Brown and Helene Beley.