The Inception: A Tribute to Heritage
The Aumsel brand is a story of conjoined passion, sorrow and celebration. It’s a story of re-birth and transformation. Plautdietsch, a low German dialect which reveals the English meaning “blackbird” otherwise known as Aumsel. Johanna and Gabriel chose to honor the loss of Johanna’s mother by naming their perfume brand Aumsel to celebrate her mother’s German Mennonite heritage. Est. 1945.
The Symbolism of Blackbirds
The connotation of blackbirds carries rich symbolism, particularly around transformation and change. Their dark plumage represents the mysteries of life, death, and rebirth. In many cultures, blackbirds are considered guides between the worlds of the living and the dead. This significance exemplifies this chapter in both of the founders' lives. Leaving the comfort and stability of their independent professional lives and chasing their dreams and passions together. Scent was one of the first things that bonded Gabriel and Johanna, and it was this very thing that propelled them to flirt with the alchemy of senses. A common interest in trends, culture, and travel also ignites this passion.
With commemoration and determination, the bird collection was formulated to share with the world the care-free, transformative, and highly intuitive nature of spontaneity and freedom, to take flight and travel like a bird (our spirit animal).
The Founders: Johanna and Gabriel’s Vision
Aumsel (blackbird) is momentous to both founders as birds are very symbolic to each. Gabriel, known by many as “birdman,” has been enticing the world with his “bird calls” since university. His very essence is “birdlike” as he moves freely with the wind and flocks socially in circles. Johanna and her mother shared the love for crows, appointing them as “their spirit animal.” The two would affectionately refer to each other as Big Crow and Little Crow.
