Branding and Product Development

Inspiring clients, inspired service

Having worked with over 300 companies I strongly believe a business consultant in this area has to be as passionate about the product or service as its owners.

Over the years, I have been fortunate to work with some inspiring and innovative companies and that experience has developed and broadened the range of skills I bring to every new project.


Working with leading Irish retailer and manufacturer, Avoca Handweavers, I saw first hand how a traditional business could understand the essence of its brand and have the creative vision to build a multi-million euro business, which would change the face of Irish retailing. I was lucky to have direct experience of working with the company during its major retail expansion.

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Rice is an international Danish home accessories brand with an inspirational and entrepreneurial founder who designs, manufactures and sells its products throughout the world.   I was offered the opportunity to act as its Irish and UK agent, and it developed and extended my front-line sales experience. It proved to be one of the most exciting projects I have ever done. Working with a cool and innovative product range – new to the Irish market – involved planning a market entry and development strategy, direct selling, trade show participation, sales presentations to UK retail buying groups and on-going customer relationship management. My understanding of the Irish market and the Irish consumer helped me exceed all sales projections – and that dramatic increase in sales was exhilarating. It was hard work but great fun and it succeeded in giving Rice a firm stronghold in the marketplace.

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Botanica2012 and Botanica2014

Following a post-graduate course in Clinical Aromatherapy with international educator, Rhiannon Harris, I joined her in the organisation of Botanica2012, an international conference on clinical aromatherapy and plant therapeutics. Held in Trinity College, Dublin in September 2012 it attracted delegates from over 35 countries.  As a marketing consultant who has represented a wide range of clients over the years at trade conferences in New York, London, Paris, Frankfurt and Dublin it gave me the opportunity to be on the other side – on the organising side of a major international sector event. I gained invaluable experience in terms of planning, organisation and implementation for this major multi-stakeholder event. Following on from the success of the inaugural conference,  I was Global Ambassador for Botanica2014, which returned to Trinity College in September 2014 with considerable success. Both provided an international platform for aromatherapists, herbalists, researchers, scientists, medical professionals, producers and distillers of essential oils.

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I recently completed a successful consultancy assignment with Oglesby & Butler, an engineering company run by Jacqueline, Rachel and Peter Oglesby, based in Carlow. This entrepreneurial family, established in industrial products for over 25 years, saw an opportunity to design and develop a completely new product – a room diffuser using natural plant oils. I worked on the project from initial design and early prototype right through the creative process to product launch in the marketplace including a successful consumer PR campaign. It is an example of the 360-degree immersive service my consultancy offers. The diffuser, called the PETALWELL, includes six unique formulae of therapeutic essential oil blends – which I formulated with the team. Petalwell was launched in New York in January 2014.

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Natural beauty and wellness

The natural beauty and wellness sector is a vibrant growth area and one in which I have a particular interest. In 2003 I qualified as a Clinical Aromatherapist in order to broaden my knowledge within the sector and acquire the skills to formulate products for my clients. This range of skills allows me to offer a truly unique professional service – to combine my extensive marketing experience with an in-depth understanding of botanicals. So, in addition to my marketing consultancy, I have been using my knowledge of the therapeutic benefits of botanical oils to create formulations for individuals, private label manufacturers, commercial clients in the spa and hotel sectors, and clients in medicine and oncology.

I am passionate about the beauty and wellness sector and in addition to my work as a branding and product development consultant, I am creating a new online store geared at the natural beauty and wellbeing sector and am actively sourcing products on the international market.

I want to sell niche natural products, which have a therapeutic formulation, smell divine and are made with an holistic and botanical philosophy.

Fiona Hedigan | Brand Consultant