For husband-and-wife team Denis Asamoah and Jackie Aina, building Forvr Mood together meant trusting each other’s strengths.

Aina brings more than a decade of creative experience, while Asamoah draws on his financial background to guide business decisions. Their shared interest in fragrance became a candle business during Covid, when uncertainty in the creator economy pushed them to take control of their own brand. 

Since then, they have learned that a campaign’s popularity does not always translate into sales. In this interview with Inside Retail, Asamoah discusses their partnership, lessons from content creation and the importance of making customers feel good.

Inside Retail:‌ What inspired you to not only run your personal life together but to launch this professional endeavour, with yourself as the CEO?

Denis Asamoah: Naturally, when you’re with your partner, you talk about what inspires you and what you love, and Jackie always emphasised how much she loved fragrances. She used to burn candles and set the mood in the house every single day.

Prior to 2020, we would just talk about things like, “What if we did this [type of brand]?” and “What would it look like?” We would have conversations with other brand founders and were speaking to manufacturers that could create candles, just kind of checking out what that would look like. What really accelerated the process was the Covid-19 pandemic.

A lot of uncertainty started to happen in the creator economy, where brands started to push back on deals, and it gave me a moment to be like, “Wait, we need to be in control of our own destiny.

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