About Us

GEORGE & EDI began in 2011, founded by sisters Sarah and Rose in the beautiful town of Wānaka, New Zealand. With a passion for fragrance, simplicity, and craftsmanship, they set out to create timeless, small-batch products that brought a little everyday luxury into people’s homes.

Their dedication to quality, integrity, and beauty quickly resonated. What started as candles sold at local markets blossomed into a nationally loved brand, known for its elegant packaging, rich fragrances, and artisanal approach. Sarah and Rose built a business with heart, soul, and a deep connection to the senses.

After more than a decade of creativity and hard work, Sarah and Rose passed the baton in late 2023 to Sarah and Aaron Parker—industry veterans who shared their passion for beautiful, thoughtful products. Under their stewardship, GEORGE & EDI entered a new phase of growth, laying the foundation for international expansion and refining the brand’s offering while staying true to its roots.

Now, a new chapter begins.

GEORGE & EDI is proudly owned and operated by Kelly, Julie, and Penny—three women from Hawke’s Bay who bring fresh energy and vision to the brand. With a new home in Waipukurau, they are committed to preserving the artisanal spirit and uncompromising quality that has always defined GEORGE & EDI.

Looking forward, the team is focused on continuing the brand’s expansion into Australia, building on the groundwork our previous owners have done. 2025 will see exciting new opportunities across the Tasman, with the goal of sharing the scents of New Zealand with even more people, while remaining grounded in the craft and care that customers have always loved.