Friend of the brand and Paddington neighbour, LUMIRA has recently become B Corp Certified. To celebrate, we chat with founder Almira Armstrong on how her fragrance brand began, her approach to building a successful sustainable business and her tips for the perfect Saturday along Oxford Street.
Can you please tell us a little bit about Lumira and your brand's ethos?
LUMIRA was born out of a passion for storytelling through scent. Since launching in 2013, we have been dedicated to creating luxurious, sustainable, and evocative fragrances that transport people to places and moments that are meaningful. Whether it’s a scented candle or a perfume, each product is crafted with an intention to inspire mindful living and celebrate the beauty of nature. Sustainability is at the core of what we do, from our ingredients to our packaging, ensuring that luxury can coexist with a deep respect for the environment.
LUMIRA was born out of a passion for storytelling through scent. Since launching in 2013, we have been dedicated to creating luxurious, sustainable, and evocative fragrances that transport people to places and moments that are meaningful. Whether it’s a scented candle or a perfume, each product is crafted with an intention to inspire mindful living and celebrate the beauty of nature. Sustainability is at the core of what we do, from our ingredients to our packaging, ensuring that luxury can coexist with a deep respect for the environment.
Why did you decide to apply for B Corp Certification? Why was it important to you?
Becoming a B Corp felt like a natural progression for us. We’ve always believed that a business should be a force for good, not just in terms of what we offer but also how we operate. B Corp certification holds us accountable to the highest standards of social and environmental performance, transparency, and accountability. It was important for us to be part of a community that prioritises ethical and sustainable practices because those values align with everything LUMIRA stands for. It’s more than a badge; it’s a commitment to continuously evolve and improve in ways that positively impact our customers, communities, and the planet.
What are some of the key things or initiatives within your business that you believe really model the requirements of a B Corp business?
At LUMIRA, we’ve integrated sustainability into every facet of our business. We prioritise using ethically sourced ingredients, and our production processes are designed to minimise waste and energy consumption. We also focus on eco-friendly packaging, using materials that are either recyclable or biodegradable. Additionally, we’re committed to giving back to our community and supporting causes that align with our values, such as environmental conservation and women’s empowerment. All of these efforts reflect the ethos of a B Corp business—balancing profit with purpose.
How do you best guide your customers into selecting the perfect fragrance for themselves or their home?
Selecting a fragrance is a deeply personal experience. We encourage our customers to consider the mood or memory they want to evoke. Fragrance is emotional and sensory, so we often guide them through the various notes and inspirations behind each scent. For example, someone looking for something vibrant and uplifting might gravitate toward our citrus-based fragrances, while someone seeking warmth and intimacy may lean toward something with musk or amber. We also invite customers to explore layering fragrances to create their own bespoke scent, adding a personalised touch to their home or personal fragrance wardrobe.
Being Paddington neighbours, how would you spend your ideal Saturday along Oxford Street?
Paddington is such a vibrant and charming area, so my ideal Saturday would start with a leisurely breakfast at one of the local cafes, followed by a stroll along Oxford Street to visit some of my favourite boutiques and design stores. There’s something so relaxing about exploring Paddington’s blend of independent shops and established brands. I love visiting the local markets and discovering artisan crafts and products that inspire our collections at LUMIRA. Of course, I’d also stop for a coffee and just soak in the lively atmosphere—it’s a perfect way to spend the day.
Which Totem Road piece would you most love to see inside your home or Lumira showroom?
Totem Road's ethos of sustainability and craftsmanship resonates with LUMIRA’s values, so I’d love to see their Heirloom sofa in my home. The simplicity of the design, combined with the beauty of natural fibres, would complement the aesthetic we’ve cultivated—balancing elegance with earthiness. It’s the kind of piece that not only serves as a functional item but also elevates the space, much like a well-chosen fragrance enhances a room.
Visit the LUMIRA showroom
74 Oxford St, Paddington NSW 2021
74 Oxford St, Paddington NSW 2021