Wales Perfumery at Spring Fair 2026: A Fragrant Adventure at the NEC

Well, what a week it’s been! Wales Perfumery at Spring Fair has come and gone, and I’m still riding the wave of excitement, tired feet and all.

For those of you who haven’t been, Spring Fair at the NEC Birmingham is one of the UK’s biggest trade events, bringing together buyers, retailers and makers from across the country and beyond. This year, we made it our mission to bring a little piece of Wales Perfumery right into the heart of Birmingham, and I think we pulled it off rather beautifully.

Wales Perfumery at Spring Fair: Our Tiny Perfumery Shop

We set up our stand at Q9 and transformed it into a proper little perfumery boutique. It was compact, it was considered, and it was absolutely packed with fragrance. We showcased the full family of Wales Perfumery collections: The Celts, with all its wild, elemental energy; Natur, grounded and botanical; our Hair and Body Mists; and the gorgeous new look Home Fragrance collection, which I was so excited to finally share with the world. Watching people walk in, pause, and start exploring the scents was everything I’d hoped for.

A Wes Anderson Moment at the NEC

On Day 1, Wales Perfumery at Spring Fair got a lovely surprise when the event featured us in their Day 1 highlight reel. The filming had a wonderfully quirky, Wes Anderson-esque style to it, all deadpan symmetry and quiet charm. I can tell you now, keeping a straight face while being filmed in that way is considerably harder than it sounds. Whether I managed it is perhaps a matter of debate, but I had an absolutely wonderful time trying.

See our spotlight moment on Spring Fair Instagram here

The People We Met

One of the things I genuinely love most about events like this is the conversations. We had retailers and fragrance lovers stopping by from all over the UK and from further afield too. There is something special about talking to someone who really gets fragrance, who wants to understand the story behind a scent and why it matters. Those conversations reminded me exactly why I do what I do.

The Perfumer’s Post Makes Its Debut at Spring Fair

I have to tell you about The Perfumer’s Post, because seeing it out in the world for the very first time was a real highlight of Wales Perfumery at Spring Fair 2026. This is our brand new printed newspaper, full of fragrant stories, craft, and a little bit of the Wales Perfumery world. I was genuinely moved watching people pick it up, flick through the pages, and then carefully fold it away to take home with them. It wasn’t just a handout, it became something people actually wanted to keep. That means more than I can say.

Wales Perfumery at Spring Fair: Four Days, Well Spent

I won’t pretend it wasn’t exhausting. Four days on your feet, talking, demonstrating, and keeping everything looking beautiful takes it out of you. But Wales Perfumery at Spring Fair was absolutely worth every moment, and every conversation, every curious nose hovering over a tester, made it entirely worthwhile.

Now we’re back in the studio and very much looking forward to shipping out orders to some wonderful new retailers who will be bringing Wales Perfumery to their customers very soon. It feels like a new chapter, and I couldn’t be more ready for it.

Thank you to everyone who visited us at Q9. We’ll see you again next time.

Louise x

If we saw you at Spring Fair and you’d like to get in touch, contact us via our Trade Enquiries page