WØRKS Melbourne is a luxury personal care and lifestyle brand built on the values of good health, environmental ethics, and meticulous Danish design. They believe that organic, sustainable and vegan products should never come at the cost of style, luxury, or sophistication. That’s why they created premium products for discerning individuals while maintaining environmental integrity.
Drawing inspiration from Denmark’s clean, functional and minimalistic design principles, WØRKS Melbourne develop, manufacture and package every product in Melbourne. Founded in 2018 by Danish native Christoffer Kjærgård and former Australian TV Presenter Suze Raymond these beautifully designed products will not only have you looking and smelling beautiful. But will also have you feeling good for looking after the environment.
Do you have any exciting projects you are currently working on that you’d like to share?
We have recently launched our debut collections: KØBENHAVN and ÅRHUS. Named after Denmark’s capital, the KØBENHAVN collection consists of three luxury organic spice-infused coffee scrubs for the face and body. Named after Co-Founder Christoffer’s home town – and Europe’s 2017 Capital of Culture – ÅRHUS is a luxury organic hand soap and hand cream duo.
You have some gorgeous imagery for your branding, can you tell us a little about the photoshoot?
Our launch campaign shoot took place at a private home in Kensington, owned by a Danish/Vietnamese couple. Following on from a complete renovation and re-build, the house was meticulously styled with Scandinavian furniture and design principles in mind. It was an absolute pleasure to shoot there and aligns perfectly with our brand.
What inspired you to start the brand?
We wanted to bridge the gap between luxury and sustainability. We were inspired to build a brand with true integrity and create personal care products that deliver a beautiful sensory experience whilst upholding environmental ethics.
What did you do prior to launching the brand?
Suze had a career in television as a Presenter and Producer. She also worked for several years as a Copywriter and Editor, specialising in e-commerce and travel. Christoffer was a High-Performance Tennis Coach, in addition to owning a travel business based out of Denmark.
What does an average day look like?
Every day starts with two double-shot soy lattes, but from then on, anything can happen! We are constantly building and evolving the brand, so our days are filled with networking, research, social media, blogging and content creation, and meetings with potential suppliers and stockists. We make time for the gym three times a week and we do one or two walking meetings per week, as this is when we find ourselves at our most creative.
What did you learn the hard way about launching a brand?
To trust gut instinct. And that friends and family won’t necessarily convert into customers!
What does the next 5 years look like for WØRKS ?
We’d like to see WØRKS in some major retailers in Australia. As well as continue to build long term loyal relationships with our clients here, before expanding internationally. First and foremost to Denmark. We also have plans to grow our product lines and release several more collections in the near future.
What are you listening to right now?
What are some of your methods to stay motivated, focused and expressive?
Remembering the ‘why’. Keeping the cause of what we are doing front and centre is extremely motivating.
What is your dream project/collaboration?
We’d love to collaborate with like-minded brands to create a legitimate eco-luxe certification that consumers can trust.
You can find their beautiful products here.