The Journey of Ancient Wisdom
From a Sheffield market stall to a global family.
1995 – The Very First Day
It all began on 16 November 1995. A cold, wet morning on a Sheffield street, one small market stall, and a box of essential oils.
David had just finished reading a book called Ancient Wisdom, and the name stuck. Inspired by the ancient use of oils and the mysteries of history, he combined the two ideas and launched his first range of aromatherapy products. The first customer called him “completely bonkers,” but by the next day, the first lavender oil sets were selling fast — and a new brand was born.
Phoenix I – The First Stall
After six months of building trade, disaster struck when his market pitch was taken away. Then came the phone call that changed everything — an indoor unit in Sheaf Market, rent-free for three months. Overnight, the dream was back on. What started as a loss became the first rebirth of Ancient Wisdom.
1996 – 1999 – The Early Shops
With renewed confidence, David opened more small shops in Sheffield, Bakewell, and Castleton. He listened carefully to customers, learning what people wanted in gifts and fragrances, and slowly built a loyal local following. Those early years created the foundation of everything AW would become.
2000 – A Company Is Born
After a difficult partnership ended, David registered Ancient Wisdom Marketing Ltd and decided to start again from scratch — this time on his own terms.
Phoenix II – Rebirth Through Integrity
The split could have ended the story, but instead it became a reset. Guided by honesty and integrity, AW took its first real steps as a proper company, built not on shortcuts but on solid values.try's
2001 – 2002 – The Lincolnshire Deal
A partnership with a large warehouse group in Lincolnshire seemed promising at first. They handled production and distribution, while AW focused on creating new products. But when the partner’s finances collapsed, payments stopped — and the business was on the brink.
Phoenix III – Fire in Lincolnshire
Then came the literal fire. The trading estate burned to the ground, yet somehow the AW stock survived untouched. David offered everything he had — and borrowed more — to buy it back. Within days, the rescued goods were on trucks to Sheffield. Ancient Wisdom truly rose from the ashes.
2003 – 2005 – The World Opens Up
With independence secured, AW began sourcing from India and later from China. New product families appeared: simmering granules, candles, and handmade gifts. Demand grew, and so did the company’s reputation as a creative British wholesaler.
September 2006 – Production Begins in Sheffield
A true milestone: AW began producing its own bath bombs and soaps in-house. This small but mighty workshop marked the beginning of AW’s role as both manufacturer and wholesaler — a tradition of Sheffield-made products that continues today.
2008 – A New Home at Parkwood
The business moved into a modern warehouse at Parkwood Business Park in Sheffield, marking a major step in professionalism and scale.
Phoenix IV – Rising Stronger
After years of instability, AW found its footing. The move symbolised a shift from survival to strength — proof that perseverance pays off.
July 2009 – Dropshipping Ahead of Its Time
AW launched one of the UK’s earliest dropshipping platforms, giving small retailers a way to sell products online without holding stock. It quietly became a cornerstone of how thousands of shops now run.
2013 – Indonesia Operations Begin
AW opened its first warehouse and office in Indonesia, establishing long-term relationships with Balinese artisans and carvers. This marked the start of Hati-Hati Angels, Molten Glass on Wood, and many of AW’s signature handmade lines.
2014–2016 – Building the Global Network
With India, China, and Indonesia now firmly in the picture, AW’s sourcing and logistics network matured.
The focus shifted from retailing to large-scale wholesale supply, preparing for EU expansion.
By 2016, AW had quietly become one of the UK’s most diverse wholesale suppliers in the gift and aromatherapy industry.
June 2017 – AWGifts Slovakia Opens
A new European branch opened in Trnava, Slovakia, to serve the EU market. A small local team started with limited space and big ambition — and quickly exceeded every expectation. Within a few years, it became one of AW’s largest operations.
December 2018 – New Leadership Steps In
Two key people had already stepped up: Katka and Tomas, long-time members of the AW family, officially joined the board of directors. Their appointment marked the beginning of a stronger, more collaborative leadership team that would soon guide AW through its toughest years.
May 2019 – Agnes + Cat Joins the Family
The beloved Lake District brand Agnes + Cat officially became part of AW. Production moved to Sheffield and China, preserving its handmade, eco-friendly character while expanding its reach
November 2019 – AW Artisan Spain Launches
AW-Artisan.eu opened in Málaga with a 2,000 m² warehouse, bringing faster service and Mediterranean flair to AW’s southern-European customers.
July 2020 – The Great Fire
A spontaneous combustion incident in an outdoor waste bin triggered a blaze that spread to oils and gas lines. Within hours, the Sheffield HQ, factory, and offices were gone.
David, stranded in Indonesia by the pandemic, woke to video calls showing the fire in real time.
Phoenix V – Forged in the Fire
He flew home on one of the few planes out of Bali. Within 20 days, the team was shipping orders again from a temporary site. Supported by suppliers, customers, and colleagues, AW not only survived — it came back stronger.
Februar 2021 – AW Fulfilment Launches
From the ashes of the old HQ came something new: AW Fulfilment opened at Affinity Park in Sheffield, offering storage, repacking, and dispatch for partner brands. The move turned a setback into a springboard for future growth.
April 2021 – AW-Aromatics Established
AW-Aromatics Ltd was founded as a separate company, based at the old Parkwood premises. Focused on handmade soaps, bath bombs, and aromatherapy products, it also offers complete white-label manufacturing for businesses across the UK and beyond.
March 2022 – Slovakia Expansion
AWGifts.eu upgraded to an 8,000 m² facility at CT Park Trnava, creating a modern logistics hub for the whole EU. The Slovak team’s success became a model for international growth.
September 2022 – AW Aromatics Rebuilt
Production finally returned to a brand-new, purpose-built facility in Sheffield. The larger space allowed Agnes + Cat and AW Aromatics to scale up production and innovate again — a fitting symbol of renewal.
February 2023 – AW Advantage in Bali
A new chapter opened with AW-Advantage.com — a digital marketing hub just steps from the sea in Bali. A growing Indonesian team now manages SEO, PPC, and social media for AW’s brands and partners, blending creativity with tropical energy.
May 2024 – James Joins the Board
James became the newest director, strengthening AW’s digital and operational strategy and completing a leadership team that spans from Sheffield to Bali.
August 2024 – AW-Aromatics Acquires EazyColours
AW-Aromatics expanded its capabilities by acquiring EazyColours, a specialist supplier of vibrant cosmetic and personal care colourants.
Founded in 2016, EazyColours brings unique colour blends and FDA-approved products for the US market — adding another layer of creativity and compliance to AW’s portfolio.
August 2025 – Digital Rebuild
AW launched completely redesigned Dropshipping and Fulfilment websites, now integrated with Shopify, WooCommerce, and eBay. The update modernised systems, simplified logistics, and prepared the business for its next leap forward.
Today – The Phoenix
Still Rises
From one lavender oil on a market stall
to warehouses across the UK, Spain,
Slovakia, China, and Indonesia, Ancient
Wisdom now serves more than
70,000 customers worldwide.
Every crisis became a catalyst. Every
setback sparked reinvention.
And through it all,the same spirit remains
— faith, creativity, and the unshakable
belief that the Phoenix always rises.
