The Sweet Scent of Success

It’s the most perfect summer’s day. In glorious sunshine heat shimmers across the fields and bees hover above neat rows of fragrant purple flowers. In this idyllic setting, I’m here to meet Simon de Wilde, founder of Hawkhurst Lavender, to discover how he’s turned an unexpected passion for lavender into a thriving family business.

As we follow the path between swathes of lavender spikes which brush against our legs releasing a fresh herbal scent, Simon explains, ‘This is an English lavender – called intermedia Grosso X. When it’s distilled, it has a very light floral scent. I use it because it yields a lot of oil which comes from glands all over the plant - in the stems, leaves, and flowers. I cut and distil it the same day in small vats for around two hours, which keeps the scent fresh.’

I learn that the process is a little like distilling whiskey. ‘You boil water, the steam bursts the oil glands, the steam rises, travels through a condenser, cools down and turns back into liquid. That liquid separates into lavender-infused water, called hydrosol, and the essential oil floating on top.’ He continues, ‘Hydrosol is antibacterial, antimicrobial, anti-inflammatory, antiseptic, hydrating, soothing, and calming. It has micro-particles of lavender oil in it, so it’s diluted and safe. We currently sell it as a toner, but we’re now going to package it as a ‘cleanser and toner’ because it gently and effectively removes makeup and cleans skin without soap. We also sell it as face or body mist - it’s great to refresh or calm the skin, or to soothe mild burns.’

Banking on Lavender

I wonder where Simon’s passion for lavender and its healing properties came from. Did he have a pharmaceutical or manufacturing background? Not at all! Facing the end of his career as a Derivatives Broker in the City, Simon was forced to reflect on and re-evaluate the next stage of his life. ‘I wondered what to do next - I was too young to do ‘nothing’ and would have driven my wife and family mad without a project!’ So, with some land on their property and a lifelong interest in plants nurtured by his late mother, Simon started exploring smallholding projects. Lavender kept cropping up in his research - it thrives in poor, well-drained soil and offers a wealth of possibilities for natural products. ‘As my wife and daughter both have sensitive skin, the idea of developing some natural products was appealing, so I planted a test plot’. The lavender crop grew so well that Simon bought a small still from Portugal and harvested the first batch. ‘From the moment I distilled it, and that fresh lavender oil came through, I was hooked, and convinced that it was worth selling!’

Blending a Family Business

From that first lavender planting to marketing a finished product has been a steep learning curve. Simon’s wife, Charlotte, whose own background is in IT and HR, drew on her experience with sensitive skin to develop and create some natural, gentle skincare products. She researched carrying oils meticulously, ensuring they were non-pore-clogging and packed with nutrients. ‘All our skincare products have to pass strict testing, including preservative safety. We didn’t want to use chemicals or alcohol, so we found a natural preservative, which we reformulated, and which passed testing. Our hand and face oils contain 14 different plant oils, and each one brings something unique -antioxidants, vitamins, hydration. Everything is designed to sink in quickly, so you’re not left with a ‘greasy’ feeling on your skin.’ Labels, branding, and product development are now Charlotte’s territory, while Simon handles growing, distilling, and blending. ‘Even the kids attend the local fairs and shows with us and help us in testing samples. It’s become a real family business!’

From Kitchen Table to National Trust

When Hawkhurst Lavender was launched in 2022, Simon expected the online platform Etsy would be a good place for sales. ‘We thought orders would fly out the window, but it was really slow going.’ Instead, local craft fairs became their key route to market. Meeting customers face-to-face allowed Simon to explain the difference between mass-market lavender and their fresh, small-batch products. His charm, enthusiasm and passion for the product attracted customers like bees to honey, sales grew, and positive feedback spread. Hawkhurst Lavender is now sold across 15 local stores, the couple continue to attend fairs and shows to connect with customers personally and, the icing on the cake, the National Trust has selected Hawkhurst Lavender as a local producer to be stocked in their gift stores across the county.

Lavender Fields Forever

The lavender fields have already doubled in size, with improved irrigation and natural drainage. Two hair oils - a finishing oil and an overnight treatment - are in development but there are no plans to scale beyond what the family can manage.

Simon says, ‘I grow, harvest, distil, and make it all myself. That’s the beauty of it - being involved in every step. I’m proud of what we’ve built. It’s not about making a fortune; it’s about purpose, passion, and creating something good.’ He is clearly doing something he loves at the same time as using his invaluable skills from a lifetime in sales and connecting with people. I ask if he would ever go back to the city, if he could? ‘Not likely! I’m a lucky man. I’ve a true family business. This is undeniably the Good Life - lavender-scented, family-run, and built on love.’

Simon’s story is proof positive that it’s never too late to find your passion, to reinvent and repurpose your skills, and to create a new path for yourself and your family. Take some time to look around you, reflect on what you’re good at, what you care about and be open to opportunities. As my Auntie Jean once said, ‘Take some time to smell the roses’ – or, in this case the lavender!

Benenden Magazine, September 2025