Palm Beach teenager Jake Alberts with a sample of his perfume aimed at the surfing market.
Palm Beach teenager Jake Alberts with a sample of his perfume aimed at the surfing market.

Jake seeking scent success



YOU wouldn't know it to look at him, but Palm Beach teenager Jake Alberts lives and breathes the beach scene and with an initiative like his he may well make it his life as well.

If Jake comes away with the $50,000 from the Nescafe Big Break competition next month, he will be able to lift his surf fragrance company, Surfume Essence, well and truly off the ground and into every surf store from Cairns to Sydney.

"I first came up with the idea about a year and a half ago," said Jake.

"I just saw that there was everything else in the surf market except for a fragrance, so there is a niche in the market."

Jake, 18, had just finished high school and was prepared to enter university to study for a coastal engineering degree when he came up with the idea, at which time he decided to quit uni and run with Surfume.

Jake is now a sales rep with Smiths Sunglasses which allows him to work within the market he knows, and make contacts which he can utilise to expand his Surfume fragrances, Pina-Colada and Frangipani, which are now available in around 25 surf retail shops.

"I am aiming to get a few larger surf retail franchises to take the product and that expands itself because you won't actually have to go and see every single store and you only need to see one person for a whole range of shops," said Jake.

The young entrepreneur has already been selected in the final 15 for the Nescafe Big Break competition.

Jake is already guaranteed a $5000 windfall from Nescafe for his trouble as well as business training when he travels to Sydney for the finals in September but is already looking beyond that and not concentrating on winning the competition.

"I've already gotten into the top 15 which I'm stoked with, the $5000 they give the top 15 anyway is huge, so anything else is just a bonus," said Jake.

"The extra money would be fantastic but not everyone can have that."

With the $5000 Jake plans to buy himself a computer on which he can work on his designs for the bottles as well as manage other aspects of his business and he also plans to make more product as he moves into the larger stores in the surf market.



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