Pure Peony celebrates 10 years and a new era of family leadership

Pictured above: Dot Kettle and peonies.

Nelson-based Pure Peony is celebrating a significant milestone: Its 10th anniversary. What began as a small venture driven by the personal health needs of its founders has blossomed into a thriving business with a dedicated following in New Zealand and Australia.

This year, Pure Peony not only celebrates its 10th business anniversary, but also another major milestone – the passing of the torch to the next generation. Son to founders Dot Kettle and Georgia Richards, Otto Richards, is taking on a leading role in the company’s annual peony harvest.

The story of Pure Peony (formerly known as Dove River Peonies) began in 2014, when Dot and Georgia sought solution for their sons’ eczema. As many parents do, they searched extensively for an effective treatment but found nothing that truly worked. The couple 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.

These natural benefits led to the development of Pure Peony’s sensitive skincare range, including creams, soaps, and shampoos designed to calm and heal irritated skin.

Dot, who was also the CEO of the Nelson Tasman Chamber of Commerce at the time, took the plunge into business development, balancing her Chamber role with the start-up journey. Her experience guiding other local businesses would serve her well as she and Georgia nurtured their growing company, initially launching their first products at the Nelson Saturday Market.

“It was a massive step for me to leave my day job at the Chamber and put my energy into our business full-time, but It’s been an amazing journey since,” says Dot.

Over the past decade, Pure Peony has grown exponentially. What started as a local market stall has evolved into a widely respected brand, known for both the quality of its products and its commitment to environmental sustainability. In 2017, Pure Peony earned accolades such as the Retail Gold Award and Retailer of the Year at the Auckland Home and Garden Show. Two years later, it was selected as one of the first ventures to join the SheEO initiative, a global community of women-led businesses.

The rebrand to Pure Peony in 2019 was a pivotal moment in the company’s growth, reflecting its broader vision and expanding market presence.

A true family business, Pure Peony’s success is built on the strong foundation of its founders, Dot and Georgia, and is now being carried forward by the next generation. Otto, the couple’s middle son, has joined the business full-time, having graduated from the Nelson Marlborough Institute of Technology with a Level 3 certificate in Horticulture. Otto now plays an integral role in the annual peony harvest, a crucial part of the business cycle.

Their eldest son, Baxter, can often be found at the Nelson Saturday Market, selling fresh peonies and the full range of Pure Peony’s skincare products. While he balances his university studies, he continues to support the family business, embodying the company’s spirit of hands-on involvement and community engagement.

“The fact that Otto is now working alongside us and Baxter is helping out at the market – it feels like we’ve created something sustainable and intergenerational,” says Georgia. “It’s a true family business, and it’s heartwarming to see it evolve this way.”

Like many businesses, Pure Peony has had to adapt in the face of challenges, particularly during the COVID-19 pandemic and the ongoing economic shifts that have impacted markets worldwide. Despite these setbacks, the company’s resilience has shone through.

The family took another big step this year by moving production to a purpose-built facility on their organic peony plantation in Dovedale, near Nelson. The location – with its unique climate, fertile soil, and controlled environment – has proven to be ideal for growing high-quality peonies, which are harvested in the autumn, then carefully dried and processed in accordance with strict protocols.

“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,” says Dot.

Pure Peony’s commitment to sustainability has been a driving force behind the business from the beginning. The company uses eco-friendly packaging made from glass and recyclable materials wherever possible. Its peonies are grown organically in a special valley with extreme temperature variations that make it the perfect environment for producing high-quality blooms.

During the harsh Nelson winters, the valley experiences temperatures as low as -9°C, with occasional snow, while summers see still, hot days reaching up to 32°C. This unique climate, coupled with stony, free-draining soil, creates the perfect conditions for growing peonies that are rich in therapeutic compounds.

Pure Peony is also proud to use only locally sourced, natural ingredients in its products, with all manufacturing taking place in Nelson. The company’s commitment to using the purest, most sustainable resources available underpins its dedication to both quality and environmental responsibility.

As Pure Peony celebrates its 10th anniversary, Dot and Georgia look to the future with optimism.

“We’ve built something truly special here,” says Dot. “The best part is knowing that we’ve created something that will not only support our family but also help others around New Zealand and beyond. It’s the kind of legacy we’re proud to pass on.”