Pure Peony celebrates 10 years and a new generation at the forefront

Tasman business Pure Peony has reached the milestone of 10 years in business just as the owner’s hand over the reins for the annual peony harvest to one of their sons for the first time.

Pure Peony’s business (originally called Dove River Peonies) stemmed from the owner’s desperate search for a solution for their own sons’ eczema. In the best tradition of entrepreneurs everywhere when they couldn’t find what they needed, they decided to make it themselves.

Dot Kettle and Georgia Richards were growing peony flowers for export when they discovered that the solution for their sons’ skin was literally right under their noses in the form of peony roots. Peony roots have been known for centuries for their natural healing powers and their use as a calming and immune balancing treatment.

Their peonies are grown organically in a very special valley located in Dovedale Road in Tasman, that provides a unique climate that really benefits peonies. In the winter temperatures go down to -9 degrees and most years the valley experiences severe frosts (and occasionally even snow). In summer the valley has very still, hot days with temperatures up to 32 degrees.

The peonies are grown on a stony, free draining soil and bloom from October through to December. In Autumn the peony root is harvested and dried in a purpose-built organic drying facility.

Dot, who was CEO of the Nelson Tasman Chamber of Commerce at the time, began developing the Pure Peony business alongside her day job, embarking on the same start-up and business development journey that she had supported many chamber members through.

The business officially launched in November 2014 at the Nelson Saturday Market. Since then it has grown exponentially, earning itself a devoted customer base around New Zealand and in Australia, rebranding as Pure Peony in 2019.
Pure Peony has won many accolades during its ten years to date, including winning the Home and Garden Show (Auckland) Retail Gold and Retailer of the Year in 2017 and being selected as one of the first SheEO ventures in 2018.

Dot and Georgia’s middle son Otto now works in the business with them, having graduated from Nelson Marlborough Institute of Technology with a Level 3 certificate in Horticulture, and their eldest son Baxter can be found at the Nelson Saturday Market selling fresh peonies (as the season is in full swing at the moment) and the full range of Pure Peony products, when his university studies allow.

Like many businesses, Pure Peony had to adapt due to COVID-19 and this year’s economic recession and the shifts in market dynamics that resulted. Now the business produces its products in a purpose-built facility on the family’s organic peony plantation.

“It was a massive step for me to leave my day job at the Chamber and put my energy into our business fulltime, but It’s been an amazing journey since,” says Dot. “It hasn’t been without its challenges, most of those due to some big global events outside of our control, but we have been so well supported by our customers and the sense we have of really making a difference in people’s lives is amazing.

“Seeing Otto working in the business and Baxter at the market makes us feel that we’ve created something that’s going to be sustainable,” says Georgia.

“It really feels like we’ve created a true family business that’s also helping other families around New Zealand.”