30 years ago, Renee Gabet and her family started to blend fragrances and essential oils in the kitchen of their Ligionier, Indiana home. Calling the business Annie Oakley Perfumery, Gabet began selling a small line of handcrafted natural perfume at local shops. Even though terms like “all-natural,” “organic,” and “eco-friendly” had yet to reach the national radar, Gabet had a hunch that she was on to something big.
Fast-forward to 2010, and Annie Oakley Enterprises has become an American success story. Selling more than 2 million bottles internationally at over 1,000 retailers, Gabet has defied the odds—even in a tough national recession—to not only maintain, but substantially grow what is believed to be the only perfumery in the United States that creates, manufactures, and packages the products from start to finish.
Gabet attributes her company’s success to a critical factor she says appeals to consumers in a tough economy: simplicity. “Simplicity in our image and ingredients has always been our hallmark. With this foundation in place, we’ve had the freedom to develop new concepts and expand our product lines and customer base.”
The company’s image and branding have resonated with customers over the years. Gabet became an expert on the historical Annie Oakley, who was born in western Ohio and had become one of the most famous women in the world by the late 1800s. Oakley’s association with the American West, strong character and individualism are traits that Gabet infuses throughout her product branding. “We’ve become a leading source for horse lovers’ and western gifts, especially with our Sunset cologne and Stampede men’s after shave lines,” Gabet says.
Even as the perfumery has expanded, all of Annie Oakley’s products are hand-blended and made with all-natural fragrances and essential oils. “Our customers don’t like a lot of fuss,” Gabet explains. “Keeping our ingredients as simple and pure as possible is a top priority.” Citrus and honeysuckle perfume, lavender fragrance, and eucalyptus are only some of Annie Oakley’s natural cologne and perfume products and appeal to customers wary of excess chemicals in their personal care products.
2010 has been a particularly strong year for Annie Oakley. A state-of-the-art perfume studio opened this year, and factory tours and events have boosted the local economy. Gabet’s original line of horse calming supplements and training tools is also taking off. Throughout Annie Oakley’s growth, Gabet says that the company remains connected to its core customer base by maintaining its image and foundation of all-natural ingredients.
“Annie Oakley is proud to be an American success story,” Gabet says. “In the face of competition from international brands and the recession here at home, we’ve dug in our heels and stood our ground.”