Meet Lawrence E. | Jewfrofragrances – Reviewer & small business owner

We had the good fortune of connecting with Lawrence E. and we’ve shared our conversation below.

Hi Lawrence, what was your thought process behind starting your own business?
Believe it or not COVID is what gave me the push to get my fragrance reviewing started. At the beginning of the pandemic, I got laid off from work, fortunately work increased for my wife, but that left me, a super extrovert, just surrounded by four walls with nothing to do, but think of all of my fears at that moment. I want to be open about my mental health at that time, and for someone who thrives off social interaction not being able to communicate with anyone really triggered anxiety/panic attacks for me. My wife gave me the suggestion to do social media as a way to interact with people and keep my mind off my worries. Plus, she always gave me a hard time about my perfume addiction. She joked and said you better start making us some money off this. So Jewfrofragrances was born, and the internet just embraced me and really helped me through those tough times.

Alright, so let’s move onto what keeps you busy professionally?
From as long as I can remember I have always loved fragrances. I have even gotten into trouble for wearing too much fragrance at work. Being able to use that love for fragrances towards something that helped me get through some difficult moments in my life and eventually make it part of my daily work, which I enjoy doing every day has really been a blessing. I think what sets me apart from a lot of other reviewers is the genuine relationships I have established with many of my fellow reviewers, perfumers and followers. My specialty in the fragrance world is niche and indie. It has really opened up my eyes into the quality and work that these smaller perfume brands put into their fragrances compared to other mass-produced fragrances and I really strive to bring attention to these lesser-known brands and as many smaller businesses, who’s products I am fortunate enough to have tried. My wife and I are huge supporters of small businesses.

One of the biggest challenges I have had to face is the fact almost all social media platforms have algorithms that favor mass popularity subjects. The fact that I try t0 bring light to non-designer brands, which are not widely talked about has significantly delayed my growth in the social media sector. Sometimes it becomes difficult to see newer reviewers speaking of the same 20 designer fragrances amass huge followings over night when I know that the brands, I speak about are far more unique and superior in many ways and my following has grown at a much slower rate. At the end of the day though, I realize that as long as I enjoy what I am doing and truly value my followers and vice versa that is all that matters while I strive to create a better smelling world one person at a time.

What I would like everyone to know is that ALL of my reviews are 100% genuine and will never give a fake review for money. If I do not like a fragrance, I will not review it even if it means missing out on a payment. That is one thing that I truly feel sets me apart from a lot of other influencers. I will never market something to my followers that I do not love and use myself.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
I would love to give a more extensive answer to this question, unfortunately we have just recently moved into the city. While there are many places, we are eager to visit I can tell you a couple of places we have loved so far. So, in the morning I would take a friend to Summer Moon Coffee and take a stroll at Bachman Lake. I am a big foodie so a couple of restaurants I would love to have them try are Mexican Sugar in Las Colinas. for some BBQ I would take them to Dylan’s Barbeque Saloon and for some chicken from No.1 Plus Chicken.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
Special thanks to my wife Zayda for always seeing the potential in me before even I see it! She is the brains behind this operation. I might be the personality, but this was her idea, and she is a huge part of the thought process behind the scenes. She even parlayed the reviewing into us creating our own business which is a fragrance decant business. She is also my manager so when it comes to brand deals or what project I should work on next, she gives me insight.

I also want to give a shoutout to my mom, who has always nurtured my social personality. She is my #1 supporter. She watches and likes every video and is always pushing me to keep going.

Website: https://www.jewfrofragrances.com/

Instagram: https://www.instagram.com/jewfrofragrances/

Facebook: https://www.facebook.com/lawrence.ervits.3/

Youtube: https://www.youtube.com/@jewfrofragrances

Other: TikTok – https://www.tiktok.com/@jewfrofragrances