The 7 Virtues

The 7 Virtues

September 09, 2013 03:00 ET

Canadian Dragons' Den Top Game Changer Fragrance Debut UK

Launch to Coincide with International Day of Peace

LONDON, UNITED KINGDOM--(Marketwired - Sept. 9, 2013) - The 7 Virtues® award winning fragrance collection made with natural essential oils from nations rebuilding is launching for the first time in the UK exclusively in Selfridges, London. The launch date September 21 is in honour of United Nations International Day of Peace.

Founder & CEO, Barb Stegemann began The 7 Virtues because of a promise she made to her best friend, a soldier wounded while serving in the Canadian Forces in Afghanistan:

"I promised Captain Greene I would take on his mission of economic empowerment in Afghanistan while he healed. I realized I didn't have a way, so I created a new way, I buy the legal orange blossom and rose oils from the farmers in Afghanistan to support and encourage them to stop growing the illegal poppy crop and I make perfume with it. This partnership with Selfridges will help us greatly on our mission to ignite a cavalry of businesses to come and do trade with nations rebuilding to reverse issues of poverty and war."

Selfridges Fragrance Buyer, Mark Tranter adds:

"Meeting Barb and hearing the story behind the 7 Virtues really touched us. They appeal to the very different way Selfridges as a department store thinks. We're very excited to launch such an inspiring range in our famous Fragrance Hall in London. I think what really was exciting about these fragrances is how exceptional they are, aside from the incredible story of help and hope, these are fragrances that people will want to wear."

The 7 Virtues fragrances became known to millions around the world when Stegemann (now an Honorary Colonel in the Royal Canadian Air force) became the Top Game Changer in the history of the Canada's Venture Capital show Dragons' Den. She made the Dragons cry and got the investment she needed from Canadian Philanthropist, W. Brett Wilson.

Stegemann recently returned from Haiti on an Agricultural Trade mission with President Clinton and the Clinton Foundation where she sources what is considered the best Vetiver essential oil in the world for her Vetiver of Haiti fragrance. The collection has grown to include fragrances for both men and women from Haiti and now The Middle East. The fragrances are made with natural essential oils and are vegan. To watch the video clips or learn more, visit


  • 4 EDP spray fragrances, available in 50ml/1.7 fl oz, 100 ml/3.4 fl oz
  • New Custom Blend Box with all four mini spray fragrances available in September Vetiver of Haiti eau de parfum Vetiver natural essential oil with notes of bergamot, lime tree and precious amber.
  • Middle East Peace eau de parfum sweetie grapefruit essential oils of Israel with lime & basil of Iran with a cedar wood and bamboo dry down.
  • Afghanistan Orange Blossom eau de parfum orange blossom essential oil (neroli) with notes of freesia and jasmine.
  • Noble Rose of Afghanistan eau de parfum rose essential oil with notes of peppercorn, clove and carnation.

Notes to editors:

The 7 Virtues Awards & Honours

  • Women's Innovator Award, US State Department, APEC Women's Summit
  • Ernst & Young Entrepreneur of the Year Award Winner 2012
  • Top 30 Cool & Fabulous Canadian Entrepreneurs Profit Magazine
  • Beauty 100 Award Chatelaine Magazine - Ranked Top 5 Fragrances in Canada
  • Top Trail Blazers, Canadian Beauty Industry past 35 Years - Fashion Magazine

The 7 Virtues Beauty Inc. is a Canadian company based in Halifax, Nova Scotia, Canada and was founded in 2010. CEO Barb Stegemann began with a book, the Best Seller, The 7 Virtues of a Philosopher Queen - a woman's guide to living & leading in an illogical world. The fragrance collection is the thesis rising up out of the book that women own the buying power but we still have issues of war and poverty. Her fragrance collection harnesses that buying power and includes Afghanistan Orange Blossom, Noble Rose of Afghanistan, Vetiver of Haiti and Middle East Peace. The fragrances are made with natural essential oils sourced from nations rebuilding and are vegan.


The business was founded by American entrepreneur Harry Gordon Selfridge in 1909 and was widely regarded as the first and best example of a modern department store. Gordon Selfridge ran the store himself until he retired in 1940. After several ownerships the company was de-merged from the Sears Group in 1998 and floated on the London Stock Exchange. In 2003 W. Galen Weston purchased Selfridges and under his ownership Selfridges has become a unique UK destination for fashion, luxury and retail theatre known for its world-class yet egalitarian customer approach. In June 2010 Selfridges was named Best Department Store in the World by the IGDS (Intercontinental Group of Department Stores). The title, which Selfridges held until June 2012, is the industry's highest accolade. Selfridges won the title again in June 2012, for an unprecedented two times consecutively. The title applies until June 2014. Selfridges has four stores in London, Birmingham and Manchester (Trafford Centre, Exchange Square) and an online store delivering within the UK.

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