In Conversation with Christian Vinsot, COO of Goldfield & Banks on The Future of Australian Luxury Fragrance
Established in 2016, Goldfield & Banks is Australia’s first luxury fragrance house and the brainchild of Dimitri Weber. Dimitri set out to craft exceptional luxury fragrances inspired by Australia’s extraordinary beauty – from coastal shores to lush rainforests and dramatic ochre-red deserts - and its rich native botanicals.
I sat down with Christian Vinsot, who has recently been appointed Chief Operating Officer of Goldfield & Banks. In the heart of Mayfair, with the scent of Silky Woods—the brand’s bestseller—wafting through the air, we discussed this new position while soaking in the brand DNA and what to expect in terms of growth for Goldfield & Banks and the niche perfume industry.
PBL Magazine: What drew you to Goldfield & Banks? How does your background align with the brand’s mission?
Christian Vinsot: I first met Dimitri eight years ago when the brand was just starting. At the time, I was General Manager for a major niche fragrance distributor in the Middle East. Dimitri was looking for partners, and we connected. Over the years, we stayed in touch and became friends.
For the past three years, we’ve been discussing the possibility of working together. In 2024, the timing was finally right. I had stepped away from the fragrance industry for a while after years of intense travel across Asia, the Middle East, and Africa. When I decided to return, I wanted to do it for the right brand—and Goldfield & Banks was the perfect fit.
PBL Magazine: When did you start the role as the COO of Goldfield & Banks?
Christian Vinsot: I started last week. We were in Frankfurt, Germany, doing a tour — training sessions, meeting partners, visiting retailers, and conducting business reviews before moving on.
PBL Magazine: What does training in perfumery look like?
Christian Vinsot: Training focuses on the brand’s DNA—where it comes from, its name, and its significance. In perfumery, the name of a brand always relates to something, whether it’s the founder’s surname, a nickname, or a reference to the fragrances themselves.
We also introduce the fragrances, their ingredients, and how they evolve over time. The goal isn’t necessarily to teach sales techniques but rather to help retail teams present the scents properly to customers. When a customer walks in and says, “I like fresh citrus fragrances” or “I prefer deep, woody, spicy notes,” we want store associates to be able to guide them effectively.
PBL Magazine: Now that you’re getting to know the brand, what does it mean to you?
Christian Vinsot: For me, it’s easy—it’s Australia. Goldfield & Banks embodies the beauty, intensity, and unique botanical richness of Australia. The raw materials, the exoticism, and the vibrant natural landscapes all play a role. Just looking at the packaging of Pacific Rock Moss, with its turquoise hue, you can immediately feel that connection to the Australian coast. When you smell the fragrances, you can close your eyes and imagine yourself on the shores of Sydney.
PBL Magazine: That turquoise really does evoke that pristine, vacation-like ocean.
Christian Vinsot: Exactly. This first fragrance was created by the brand’s founder, Dimitri Weber. He’s of French origin, but he fell in love with Australia and its beauty. This fragrance is a direct representation of that—if you’ve ever had the chance to walk along the Sydney coastline, this is what you’d smell. That’s what makes Goldfield & Banks so special, it brings together the best of both worlds—the beauty of Australia blended with French perfumery expertise.
PBL Magazine: Let’s dive into your role. As the new COO, what’s your strategic vision for Goldfield & Banks? How do you plan to position the brand in the global luxury market?
Christian Vinsot: You mentioned two key words: global and luxury. Goldfield & Banks is already present in over 55 countries across all continents. Luxury, meanwhile, is at the core of the brand’s philosophy. Dimitri has a long history in luxury perfumery, and it shows in every aspect of the brand—the packaging, the bottle design, the fragrance compositions, the visuals, the merchandising. Everything is designed to be luxurious.
Our vision is to elevate the brand year after year. Luxury brands don’t remain static; they evolve. Dimitri’s ambition is to establish Goldfield & Banks as a top-tier luxury fragrance house. Today, it’s the only luxury fragrance brand of Australian origin, and that’s something we plan to build upon.
PBL Magazine: What’s next? Are you focused on strengthening your existing markets or expanding into new ones?
Christian Vinsot: A mix of both. We’re focused on supporting our key markets—Australia is crucial since the brand originates from there. In Europe, the UK and Germany are significant, as are the Nordic countries. The US is also a major focus for us this year; it’s the largest market for niche luxury fragrances, but it requires significant investment. Department stores dominate the fragrance industry there, and they are expensive to work with. However, we believe we’re reaching the right moment to make substantial investments for long-term growth.
The APAC region is another important market. We see Goldfield & Banks as a perfect fit for Asia—the scents, the brand’s DNA, and the familiarity with Australia all play to our strengths.
PBL Magazine: Do you plan to remain a niche brand, or are there steps to make the brand more widely available?
Christian Vinsot: We want to remain niche, but the definition of niche is evolving. Niche perfumery is becoming more popular—more customers want access to high-quality, unique fragrances. Some consumers are now choosing to buy one high-end perfume a year rather than multiple mainstream ones. It’s about quality over quantity, and we see the niche sector growing in response to this shift.
Goldfield & Banks offers two collections—the Native Collection, which is at a more accessible price point, and an exclusive range at a higher tier. This allows us to reach different audiences without compromising on quality or luxury.
PBL Magazine: The brand is known for incorporating native Australian botanicals. How do you plan to further innovate in this space?
Christian Vinsot: We’ve only scratched the surface of Australian botanicals. Right now, we’re working on a tobacco-based fragrance using Australian-grown tobacco, as well as a coffee scent and a rose-based creation. Beyond that, we’re planning a new collection for 2027, which will explore islands in the Pacific region.
From a technological standpoint, we’re integrating AI—not yet in fragrance creation, as Dimitri prefers to work traditionally with perfumers, but in visual branding, digital identity, and creative assets.
PBL Magazine: What do you see as the biggest challenge and biggest opportunity in the luxury fragrance industry today?
Christian Vinsot: The biggest challenge is the sheer number of new brands entering the market. The niche sector has changed dramatically over the past 15 years. Many new brands now launch with substantial financial backing, which makes competition fierce. However, this also makes the industry more exciting—it pushes us to be better.
The biggest opportunity? The world. We are still the only luxury niche fragrance brand from Australia, and that gives us an immense competitive advantage. Our challenge is to structure our growth correctly, ensuring we expand at the right pace.
PBL Magazine: When partnering with department stores and boutiques, what do you look for in a retail partner?
Christian Vinsot: First and foremost, they must believe in the brand. If it’s just another number on their shelf, it won’t work. We seek out partners who provide a luxurious retail environment that aligns with our brand’s image. Many retailers now reach out to us, which is a strong indicator of our brand’s growing reputation.
PBL Magazine: Finally, what’s your favourite fragrance from the collection?
Christian Vinsot: I love Purple Suede. It’s an aromatic leather fragrance—strong yet elegant. It’s also Dimitri’s favourite, which makes it even more special.
