Series: Meet the Makers behind The Book Resort

Founder Spotlight: Alix Mulholland of FieldDay Ireland

While we like to imagine the team at FieldDay spends every day running through meadows smelling flowers, the reality of running a home fragrance empire for over 20 years is a bit more complex. From candles and soaps to diffusers that capture the essence of the Irish countryside, Alix Mulholland has created a brand that is as resilient as the wildflowers that inspire it. We sat down with Alix to discuss her journey, the "jigsaw" of rebranding, and why resilience is a founder's best friend.

Two Decades of Fragrance

Alix, you’ve just hit a massive milestone. Tell us about FieldDay.
My name is Alix Mulholland and I’m the owner of FieldDay. We are a home fragrance company selling candles, soaps, diffusers, and more. We’ve actually just celebrated 20 years in business—a journey that has been as rewarding as it has been challenging!

Was entrepreneurship always the plan for you?
I think it was in my blood. My Dad ran his own shoe business, so I saw the world of self-employment early on. My Mum was the creative force—always sewing, making, or baking. Combining that business exposure with a creative drive made running a fragrance company feel like a natural destiny.

The "Logistical Jigsaw" of Rebranding

You mentioned a major learning curve a few years ago. What happened?
The biggest shift was rebranding from our original name, Bog Standard, to FieldDay. We updated all our packaging at the same time, and it was a massive logistical jigsaw. Moving a brand forward while keeping its soul is a delicate balance, but it was essential for our growth.

What do you love most about being "The Boss"?
The creative freedom. I love being able to set my own direction and destiny. Of course, it can be a bit lonely at the top, and the uncertainty of sales is always there, but the vision makes it worth it.

"You need to be genuinely sure your product will address a gap in the market. Resilience and vision are what make a success."

Finding Calm in the Fields

How do you recharge when you aren't managing the business?
I spend time in nature. I find it incredibly calming. Honestly, I’d rather go for a walk and daydream in a field than go to a spa. That’s where the best ideas come from.

What is one book every aspiring business owner should read?
Shoe Dog, Phil Knight’s memoir about creating Nike. It’s a refreshingly honest reminder of what the path to success looks like. It’s messy, perilous, and chaotic—riddled with mistakes and struggle. It’s the best "real world" guide I’ve found.

How to Support Local in 2026

What can our community do to help brands like yours?
If you love a brand, don't keep it to yourself! Tell your friends and family. Also, give us feedback—both good and bad. We need to hear what you love so we can keep creating things that resonate with you.

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The Book Resort Team x