In Conversation Series: Fragrance Visionary

For the 2nd Chapter of our “In Conversation Series” we sat down with Almira Armstrong, the founder and creative director of Atelier Lumira. Surrounded by fragrance and florals, we spoke with Almira at one of her beautiful stockists, Summers Floral in Woollahra.

Almira spoke to the process behind building her fragrance brand, inspired from childhood memories and travels. 

1. How would you define “The Art of Living” in relation to your own life?

To me, The Art of Living is about intention. It's about finding beauty in the everyday and crafting moments - however small - that reflect your values and bring you joy. It’s in the scent you choose to start your day, the way you set a table, or how you wind down in the evening. 

"It’s living with purpose, presence, and a deep appreciation for the sensory world around us."

2. What small, everyday rituals bring you joy and a sense of accomplishment?

Lighting a candle as I begin my morning work, making my daughter’s lunch with care, or taking a quiet walk through the park - where the scent of blooming jasmine or freshly cut grass lingers in the air - these rituals anchor my day. They serve as gentle reminders that beauty exists in the details, especially when we pause long enough to notice it.

3. Success is often seen in milestones, but how do you celebrate the quiet, in-between moments?

It’s in those in-between moments that I find the most clarity and gratitude. A quiet coffee alone, a handwritten note from a customer, the stillness of a late-night walk - those are often more meaningful to me than the milestones. I try to honour them by simply noticing and allowing space for reflection.

4. What inspires your personal style, and how does it reflect your approach to living?

My style is rooted in simplicity, craftsmanship, and a connection to nature. I gravitate towards pieces that are timeless rather than trend-driven, much like our fragrances.

"Style, for me, is about quiet confidence - it’s not about being seen, but about being felt."

5. In your journey, what has been the most defining lesson about resilience and growth?

That growth doesn’t always look like progress. There are times you need to pause, reassess, or pivot - and that’s just as important. Resilience is in staying true to your vision even when the path forward is unclear.

6. How do you balance personal growth with being present in the moment?

By creating space to reflect, but not over-plan. I’ve learned that growth isn’t something you chase - it happens organically when you stay connected to yourself and what matters most.

"Being present allows me to notice what needs to evolve, and to grow from a grounded place."

7. What advice would you give to aspiring women navigating their own creative journey?

Back yourself - and don’t wait for permission. Surround yourself with people who uplift you, stay curious, and trust that your unique voice has a place. And most importantly, rest is part of the process - nurturing yourself is not a detour, it’s the foundation.

 8. How do you turn ordinary days into something memorable with a sense of occasion?

"Fragrance is my favourite way - it has the power to elevate a moment instantly. I also believe in dressing for yourself, even on days with no plans, and finding a moment to pause - a beautiful cup of tea, a walk in nature, a favourite song playing in the background."

 

9. What does confidence mean to you, and how has it evolved over time?

Confidence used to mean having all the answers. Now, it means being comfortable with the unknown. It’s owning your decisions, your values, your pace - and not feeling the need to explain them. It’s quiet strength, and it comes from within.

10. Who or what has shaped - and continues to shape - your perspective on embracing life with purpose and intention?

Motherhood has profoundly shaped my perspective - it brought clarity to what truly matters. Travel has also been a deep source of inspiration, showing me the beauty of different cultures and ways of living. And my team and community continually remind me that purpose is something we build together, day by day.

11. How do you approach your creative process?

My creative process is deeply intuitive and always begins with a feeling - a memory, a place, or a moment I want to translate into scent. I spend time sitting with that inspiration, letting it unfold slowly before collaborating with perfumers to bring it to life. It’s less about rushing to create and more about honouring the story I want each fragrance to tell. I allow space for stillness because that’s often when the best ideas emerge.

12. What drives your vision for LUMIRA and your life?

Purpose and beauty. I’ve always believed that the two should coexist. I’m driven by the desire to create something meaningful - something that enhances people’s lives without compromising the environment or ethics behind it. That vision extends into every part of my life: to live with intention, contribute thoughtfully, and find joy in creating experiences that feel timeless and considered.

13. What do you love most about yourself?

I love that I lead with both heart and discipline. I’m deeply creative but also grounded, which has helped me build something lasting. I trust my intuition, I care deeply, and I’ve learned to celebrate the strength that comes from vulnerability. That duality is something I embrace - it’s what allows me to dream boldly and stay true to myself.