George & Edi Fragrance

George & Edi Fragrance is a New Zealand fragrance house founded in 2011 by sisters Sarah and Rose in Wānaka, who started out selling small-batch soy candles at local markets before growing the label into a nationally loved brand known for its elegant packaging and rich, artisanal scents. From a boutique atelier they craft perfumed soy candles, reed diffusers, room sprays and crème perfumes, and now stock more than 140 retailers across New Zealand and Australia. The brand changed hands in late 2023 when the founders passed it to Sarah and Aaron Parker, who set the stage for international expansion, and it is now owned and operated by Kelly, Julie and Penny out of Waipukurau in Hawke's Bay, where the focus remains on preserving the craftsmanship and everyday-luxury feel that has defined George & Edi from the start.