Goldfield & Banks: Redefining Perfumery with an Australian Touch

A Fresh Perspective on Fragrance

Dimitri Weber, the visionary behind Goldfield & Banks, is not one to shy away from speaking his mind. He boldly states, “Perfumery was always a bit of a dull industry.” His frustration with the traditional dominance of French, American, and English brands led him to ask, “Why not have an Australian brand?” This question has fueled his mission to carve out a unique niche in the global fragrance market.

The Rise of Niche Fragrances

Historically, the fragrance industry has been heavily influenced by European houses, particularly those in France, with Grasse recognized as the birthplace of perfume-making. However, in recent years, a surge of niche and indie brands from outside Europe has begun to make waves. This shift reflects a growing consumer desire for unique and diverse scent profiles, paving the way for brands like Goldfield & Banks to thrive.

Launching Tales of Amber

Weber recently visited Dubai to unveil Tales of Amber, the latest addition to his Botanical Series. This collection honors ingredients that, while not native to Australia, are found in its vicinity. This time, the spotlight is on ambergris, a rare substance produced by sperm whales. Although it’s not directly sourced from Australia, it occasionally washes up on New Zealand shores and is harvested under strict conservation regulations. Known for its richness and longevity in fragrances, ambergris adds a unique depth to Weber’s creations.

“This scent resonates with the local clientele,” Weber explains. “It’s deep, a bit darker, and ethereal—perfect for the Middle Eastern market.” The extrait concentration of Tales of Amber ensures a lingering presence, making it a standout choice for fragrance enthusiasts.

Challenging Industry Norms

Weber’s journey with Goldfield & Banks began nine years ago with a modest investment of €20,000. His goal was to disrupt the traditional luxury perfumery landscape. “I wasn’t prepared for the industry’s resistance to new fragrance cultures,” he reflects. “We were seen as outsiders.” Yet, he proudly represents Australia, a land rich in botanicals that have been utilized by Aboriginal communities for centuries.

He draws parallels with Aesop, another Australian brand that has set a high standard in luxury. “If Aesop can do it, why can’t Goldfield & Banks?” he asserts.

A Community-Centric Approach in the GCC

Weber’s strategy for the Middle East extends beyond mere retail presence. He recognizes a younger demographic eager for exotic products, which positions Goldfield & Banks as a refreshing alternative to traditional French brands. “We apply French methodologies in our fragrance crafting, but we aim for a luxurious and high-level experience,” he notes.

The brand has already partnered with Al Tayer, a leading luxury distributor in the UAE, and is exploring opportunities in Saudi Arabia, including discussions with The Salut. Weber highlights the importance of local partnerships, mentioning their presence in Jeddah through PO One, a luxury concept store.

Logistics and Production Challenges

Initially, Goldfield & Banks produced its fragrances in Australia, but Weber quickly realized the challenges of sourcing quality materials locally. “Finding suppliers who understand luxury was difficult,” he admits. As a result, he shifted production to France, where the expertise in fragrance formulation and packaging is unparalleled.

“Even though we use French methods, our goal is to maintain a luxurious standard,” he emphasizes.

Embracing Digital Transformation

The rise of social media has significantly impacted the fragrance industry. Weber shares how TikTok transformed the launch of their fragrance Ingenious Ginger, turning it into a global bestseller. This digital-first approach is integral to their expansion in the Middle East, with plans to launch a localized e-commerce platform.

However, Weber also values offline engagement, organizing community events that connect with influential local figures. “We see a direct correlation between these efforts and our sales,” he notes.

Expanding Horizons: Jeddah and Sydney

Goldfield & Banks is set to make its mark at Jeddah airport soon, partnering with Heinemann, a major player in duty-free retail. This will be the brand’s first travel retail outlet in Saudi Arabia. Back in Australia, plans are underway for a flagship boutique in Sydney, slated to open on February 1, 2026.

Looking ahead, Weber is excited about a new fragrance in the Botanical Series, inspired by a “dirty rose.” He describes it as far from the traditional, delicate rose scents often associated with French perfumery. The campaign for this fragrance was shot in South Australia’s iconic pink salt lakes, capturing the essence of the brand’s unique Australian identity.

The anticipated launch date for this new fragrance is March 1, 2026, promising to add yet another layer to Goldfield & Banks’ rich narrative in the world of perfumery.