Scents and sensibility

Relocating to Rarotonga has enabled Russian-born Tatiana Burn to realise her entrepreneurial dreams.

It’s hard to imagine anywhere more different to metropolitan Moscow than the tiny tropical Pacific isle of Rarotonga. But Russian-born Tatiana Burn, who runs a popular perfumery on the island with her British husband, has never felt more at home.

Perfumes of Rarotonga has attracted a loyal following far beyond the island’s palm-fringed shores, for its sweet-scented perfumes, soaps, oils and other beauty products made with natural, locally-sourced ingredients. Fragranced with frangipani, gardenia, jasmine and other tropical flora, they capture the very essence of life on the island. Tatiana calls them “scented memories of Rarotonga”.

“Smell is a powerful trigger of emotions,” she says. “So often we hear from people when they are back home and surrounded by snow and ice. They tell us the perfumes bring their holidays memories flooding back. They can almost sense the sunshine and smell of the ocean.”

Born and raised in Grozny, Chechnya, Tatiana headed for the bright lights of Moscow after finishing school. Graduating with a degree in teaching English and French from Moscow University of Foreign Languages, Tatiana took on shift work in the cash office of the city’s first ‘international-style’ supermarket, knowing it would pay far more than any teaching gig.

“My daughter Daria was about four years old at the time,” Tatiana says. “My parents had to leave Grozny due to war starting there, and moved to Moscow to be closer to me. It was my responsibility to help them as much as I could.”

Industrious and ambitious, Tatiana progressed quickly through the supermarket’s ranks, eventually becoming the general manager. After two years, she moved to international business and telecommunication centre, Artel, landing the role of HR director. It was there she met her future husband Colin, a sales and marketing expert contacted to the company.

“We met, fell in love, and married in Edinburgh in 1998. The rest is history,” she says matter-of-factly.

Although the couple both enjoyed high-flying corporate careers – Tatiana went on to work in an HR, sales and marketing capacity for PepsiCo subsidiary Frito Lay and Colin managed a computer distribution company – the two were determined to start a business together. Realising their entrepreneurial dreams were likely to remain just that in Moscow, the couple looked to the world for opportunities.

“We started looking everywhere where it is warm, English speaking and friendly with visas and discovered this place called Cook Islands,” she says.

Learning of several business opportunities in the islands, the Burns booked themselves a ‘working holiday’ to Rarotonga. Succumbing immediately to the island’s exotic charms, they decided it would make the perfect setting for the next chapter in their lives and opted to buy a local business.

Founded by Rarotongan, Ngaoa Ranginui, and her Kiwi husband, Cook Islands Printing Services was a small commercial printing operation based in an old homestead set amid a tangle of fragrant tropical flora. Ngaoa also ran a small factory on the premises where she made perfumes, soaps, oils and liqueurs as well as a small store in town. Not shy of a challenge, the Burns opted to buy these too.

Tatiana says their plan was simply to give the business all they had in order to survive and provide for their children. Although the experience proved entirely different from what they had envisaged, Tatiana says they adapted relatively easily to their new, ultra-relaxed environment.

“The warmth of the Cook Islands people was remarkable and a very nice change from the snappy, demanding attitudes of people back home. Here, you are able to get to know people much better and appreciate the beauty around you.”

Tatiana owes her now substantial knowledge of natural perfumes and beauty products to her staff, many of whom have shared traditional formulas.

“Nature is a remarkable healer – we have to trust it more,” she says.

In addition to plant oils and herbs, the products contain vanilla from Niue, and Noni juice (reputed to have powerful immune system-boosting properties).

As much as Tatiana and Colin loved their original garden factory, they quickly outgrew it and now operate from a large, modern, air-conditioned warehouse with an adjoining retail store. Customers can see the products being made, tour the warehouse and, if they like, give staff a helping hand.

The store in Avarua is now their main retail outlet and, since it began stocking fresh fudge two years ago, has attracted locals in their droves.

“It has completely changed the dynamics of the business,” Tatiana says.

Most of their clients are tourists from New Zealand and Australia. Although they ship their products worldwide via their website, the tyranny of distance (and astronomical shipping costs) makes exporting a challenge.

Exploring other avenues for growing the business, the Burns are considering franchising it in Pacific Island nations with similar natural resources.

The couple’s entrepreneurial abilities aren’t limited to the beauty industry. Their commercial printing business is now the largest on the island and they also operate a photocopier service, photo and imaging centre and boutique fashion store.

Ironically for someone so enamoured with the relaxed Rarotongan lifestyle, Tatiana is extraordinarily busy. She completed an MBA via correspondence last year and says she’ll begin a PhD if she can convince Colin it’s a good idea.

“My husband is asking me to take it slowly for a bit. I understand his feelings.”

Tatiana believes her and Colin’s solid partnership is the key to their success.

“Starting life again in Rarotonga was a very big challenge and the first year was especially hard. We gave each other a lot of support and drew strength from each small success and our children’s achievements.”

Tatiana says they have no problem spending every hour of every day together, although it can make striking a good work-life balance hard.

“We are trying to incorporate more free time in to business trips and doing things for each other,” Tatiana says. “We are not perfect, but at least we are aware we can do better.”

Still, she appreciates happiness isn’t hard to find in such a paradiscial setting.

“The sun is always shining, it’s always warm; you can nearly always see the ocean and unwind at the end of the day at the beach. And when you arrive back from a trip, everyone at the airport knows you, is smiling and gives you kisses. You feel like you have come home.”

Tatiana’s top five business tips:

• Find a compatible partner. You need that special someone (they could be a life or business partner, friend or mentor) with whom you can share ideas.
• Business evolves constantly so you need to as well. Understand what’s happening in your industry, predict where it’s headed and be the first to innovate.
• Be good to people and they will be good to you in return.
• Stay positive. When problems arise, focus on solving them. You always have options.
• If you become tired of your business, or an aspect of it, let someone else manage it. Find something about which you can be passionate.

Lorna Thornber