“In many ways, I’ve built Cochine in reverse – I created our fragrance as eau de parfum, but I didn’t launch them as fine fragrances initially, somehow it seemed too daunting in my twenties!” she says. “I saw [home products] as an opportunity – creating really beautiful diffusers using our eau de parfum, which I found was a great way of allowing people to experience our fragrances. Living in Hong Kong and Asia, there was a greater need for diffusers to cut through the humidity and air conditioning, and provide beautiful ambient scents for the home.”

This year, however, Crofton-Atkins’ decade-long dream came true. The brand just launched its new collection of eau de parfum, and she says the timing couldn’t be better.

“There’s a true longing to connect with that feeling of real, romantic escape after a year of lockdowns, and we are elevating Cochine to be the fragrance house I first envisaged,” she says.

Running the business while also juggling familial responsibilities is no easy feat. Mother of three, Crofton-Atkins gets an early start, when she checks her email and glances at the news before her children wake up. She gets them ready for school and even fits in a 15-minute run before hitting her desk at 8am.

The day is largely devoted to calls with three different time zones – the UK, Hong Kong and Vietnam – as well as external calls with press, buyers and agencies. After school lets out, she puts on her parent’s hat and sorts out supper, bath time, homework and bedtime stories, before the kids go to bed and she carves out the time for her own dinner, a nice bath, a candle and a book or podcast.

“I have to be really aware of how I manage my time,” she says. “I always start the day thinking I have time to get everything done, but I always seem to run out of time – something always crops up that derails my carefully laid plans!”

The shift to online shopping has been interesting. Customers understandably want to experience the scents in person, but Crofton-Atkins has found repeat customers are happy to order online once they know the range. Engagement on social media and email is one of her favourite things about the shift.

“I love that we can have a more direct relationship with our customers,” she says. “More than ever, it feels that with these insights, we are developing products that our customers really want.”

Crofton-Atkins is also attuned to what she wants from work-life balance.

“Taking time for myself, away from it all, is really important. I think we’d all love to have an extra few hours in the day, days in the week and months in the year, to do things on our to do list, and even things that aren’t on our to-do list,” she says. “Our aim is to create fragrances that enhance these stolen moments, transport you to that place we dream of, and bring a little bit of luxury to our everyday lives. Isn’t time the ultimate luxury?”

Kate Crofton-Atkins’s preferred watch – Cartier Santos

“My husband bought me a Cartier Santos watch on our honeymoon in Portofino more than 10 years ago, and I have worn it every day since.”