Skip to main content

The Hardest Ride of My Life — and What It Taught Me About The Perfumery

It was so hot, so hot. My watch said 48°C. The sun is relentless, it feels like it could melt the rock lining the road.

I pass another rider trying to hide under a tiny shadow thrown by a rocky outcrop just to get out of the heat.

I’ve been pedalling for hours. I look down at my speedo. It shows zero. Zero. My heart rate is 195 beats per minute. I literally feel like I’m riding my heart out and I’m managing zero km/h!

I’ve still got 20km to go and I’m managing around 3km/h on average. This is the hardest terrain I’ve ever had the displeasure of riding through. Loose and rocky. Brutal uphills, terrifying downhills, virtually no flats, it’s either climbing or descending. I’m out of water. My mouth is dry with dust, my throat is so dry I’m not able to swallow. I think I might actually die.

That was my hardest day on a bike. We were riding through a section of the nature reserve in the Cedarberg in mid summer. Obviously I didn’t die, but I did suffer – a lot.

There is something we have been working on for some months now, and this feels like a good metaphor for the process.

I decided that our marketing was feeling a bit stale and this began what felt like a momentous process of research and learning, late nights and litres of coffee.

I’m glad to say I think we now have the makings of something good. We have a great team and I’m really excited about what’s in the pipeline. It’s been a tough journey to get here.

For me The Perfumery is a project close to my heart, I don’t think I have ever been more emotionally invested in a business.

Sign up for our newsletter to find out more

We really do appreciate your support.

Until next time

Rob

Leave a Reply

Hit enter to search or ESC to close
HAPPY 2026!
Welcome to a new year! All orders placed after the 19th December will be packed and shipped from Monday 12 January 2026!

25% off

ALL 50ML FRAGRANCES UNTIL THE
END OF FEBRUARY

USE THE CODE

GET25%OFF

AT CHECKOUT

SHARE THE LOVE #MONTHOFLOVE