Q&A with Yosh Han of YOSH

So, how shall we kick this off… what’s YOSH about?
Basically, all the products I produce promote spiritual wealth. The first offerings are in the fine fragrance category. For example, my first wholesale products currently combine the art of perfumery with aromachology. Each multi-faceted scent is hand-crafted and blended using the finest ingredients from all over the world, then assigned a numerical value that corresponds to the fragrance family and resonates with principles of Chakra energy and numerology. More to come.

Why is the olfactory sense so powerful?
Our memories and emotions are closely linked to our sense of smell. The French word for smell, “sens” means ‘to smell’ as well as ‘to feel.’ Our sense of smell is most closely linked to our sixth sense, our Intuition.

You don’t just wholesale your fragrances. How does your business model tie together?
In addition to my prête-a-porter fragrances, I also work with individuals to create bespoke perfumes as well as artistic commissions. This allows me to work creatively without having to market those products myself. This keeps my creative edge sharp. While it’s important to develop relationships with vendors and suppliers, the business is a platform to articulate a particular message. Since my message is about spreading spiritual wealth, each relationship deepens the opportunity to affect people but also ultimately, raising the level of consciousness.

Conceptually, YOSH is poised. What’s your design process?
Intuition is key. I try to listen to others but in the end, I have to listen to myself. While it’s important to be tapped into what’s going on or forecasting future trends, it’s equally imperative to create long lasting impressions. This means following your core values so that you don’t get swept up in the maelstrom of what’s hot.

You’re a spiritual person. How does this affect your business?
I love meeting people that I click with. Not only vendors and suppliers but also consumers. People who get the higher message. It keeps the momentum flowing. When I meet people that don’t share my values, it makes saying no or walking away from an opportunity pretty easy. When I meet people who do share these values, the energy is awesome. Co-creating at its best.

Do you feel that being an artist allows you be a more legitimate marketer?
Sure, I think it is more authentic. People love a good story but they love it even more if it’s heartfelt.

Where would you like to take YOSH?
In the next few years, hopefully, we’ll have a scented opera. Ginger Ciao (one of my best selling fragrances) is also the main character of a novel that I’m writing. I’ve also got some environmental scents and some other non-scent related products in the pipeline.

Key lessons learned?
Not worrying about the business model that works for everyone else but following the path that works for me.

Thank you, Yosh. We just broke some Q&A ice together. I look forward to our next breakfast.

Here’s a link to the YOSH web site for IBC readers.