Challenging the Norms in Perfumery: The Vision of Goldfield & Banks

A Fresh Perspective on Fragrance

Dimitri Weber, the founder and creative director of Goldfield & Banks, is clear about his mission in the world of perfumery. "Perfumery was always a bit of a dull industry," he remarked in an interview. “It was dominated by French, American, and English brands… Why not have an Australian brand?" With a vision to break away from European-centric fragrance offerings, Weber set out to carve a niche for his unique Australian perspective.

The Shift in the Global Fragrance Market

Traditionally, the fragrance market has been largely influenced by established European houses, particularly those based in France. Grasse, often referred to as the heart of perfume-making, has long held this esteemed role. However, over the past decade, there has been a noticeable shift as niche and indie brands from countries like Australia are earning their place in the global arena.

Weber recently visited Dubai to introduce his latest fragrance, Tales of Amber, which is part of his Botanical Series. This series is dedicated to highlighting ingredients that, while not native to Australia, are found in surrounding regions. This new creation centers around ambergris, a rare material associated with sperm whales. "I have always wanted to create a fragrance with ambergris," Weber explained. “Although it doesn’t originate from Australia, it’s found in New Zealand, so I decided to incorporate it into the Botanical Series.”

The Essence of Ambergris

Ambergris is a unique product that occasionally washes ashore along the coasts of New Zealand. Though it is harvested under strict conservation laws, its remarkable properties make it a highly sought-after ingredient in luxury fragrances. The scent Weber has crafted aims to resonate with an audience that appreciates depth and mystery. “It’s a very deep and somewhat darker fragrance—yes, very lingering. I had the Middle East in mind during the creation of Tales of Amber,” he noted.

Breaking Tradition in Luxury Perfumery

Weber is not afraid to challenge the status quo. He founded Goldfield & Banks nearly nine years ago with a modest investment of €20,000, fueled by a desire to create a distinct voice in luxury perfumery. "I wasn’t prepared for the industry’s resistance to new fragrance cultures, particularly from brands outside of Europe,” he shared. As an Australian brand, it was initially met with skepticism, but Weber embraced his origin. “Australia has rich botanicals used for centuries by Aboriginal people. Why shouldn’t Goldfield & Banks hold its ground alongside names like Aesop?”

Founded in Melbourne in 1987, Aesop has paved the way for Australian luxury brands globally, and Weber sees a similar potential for his own venture.

Engaging the Middle Eastern Market

Weber’s approach to the Middle East involves more than just establishing retail space. He recognizes a younger demographic eager for exotic offerings. “Brands from Scandinavia and Korea are emerging, and we fit right into that category. Even though we utilize French techniques in our fragrance creation, our identity is uniquely Australian.” Goldfield & Banks has already secured a partnership with Al Tayer, a leading luxury distributor in the UAE, and is currently negotiating with retail groups in Saudi Arabia, including plans to expand into the Jeddah market through PO One, a luxury concept store.

Evolving Production Practices

Initially, Goldfield & Banks manufactured its products in Australia, but Weber found it challenging to locate suppliers who could meet luxury standards. "Australians tend to have a more casual outlook, which doesn’t align with luxury expectations." This led him to shift production to France, a country regarded as a gold standard in fragrance development. “The craftsmanship and infrastructure in France simply couldn’t be matched,” he stated.

Harnessing Digital Innovation

The impact of digital marketing cannot be overstated, particularly platforms like TikTok. Weber shared that a fragrance they released, Ingenious Ginger, initially lacked a strong launch but went viral on TikTok, ultimately becoming their top seller worldwide. This digital-first strategy is poised to play a crucial role as Weber develops localized e-commerce options for the Middle Eastern market.

Yet, he understands the importance of personal connections. "Our community events, particularly those tailored towards influential women here, have garnered immense success for brand visibility and sales."

Upcoming Ventures and New Fragrance

Goldfield & Banks is preparing for significant milestones, including an outlet at Jeddah airport, in collaboration with Heinemann—a major player in duty-free retail. Back in Australia, the brand is also set to open its first flagship store in Sydney in February 2026.

Looking ahead, Weber is excited about a new addition to the Botanical Series. He mentioned a unique fragrance inspired by “dirty roses.” “This isn’t your typical French rose,” he said. “The campaign was shot on the salt flats of South Australia. It was freezing and muddy—yet it resulted in sheer magic.”

The upcoming fragrance is expected to launch on March 1, 2026, revitalizing the notion of what Australian fragrances can offer in the global market.