Gay son creates brand in honour of his ‘extremely supportive’ late mum: ‘She lives on’
Georgie Aldous created Pembroke Avenue in memory of his late mother, Tracy. (Gemma Gunton)
“I hope it shows people they can chase their dreams,” Georgie Aldous, whose mother died in January 2022, says of the brand he created in her memory.
“I also hope it inspires people to be more open and in tune with themselves.”
Tracy was diagnosed with stage four aggressive blood cancer in 2021 and Georgie vowed to create a fragrance company in her name. On 5 November, his vision was launched: Pembroke Avenue.
Eponymous with the street he has lived in his entire life, every element of the brand has been crafted to honour the legacy of his mother.
His speech at her funeral is featured on the company website. “Now that you’re gone, who will I go to for advice? Who will I celebrate my achievements with? Who will pick me back up when I fall? So many questions that I will carry with me forever. So many regrets. So many memories. So much love,” Georgie wrote.
At the core of the brand are candles with names such as “Under the Stars”, and fragrances – of which Georgie’s favourite is “Love is a Game” – which have been hand-made to evoke happy memories.
Georgie, who came out as gay at the age of 16, tells PinkNews that despite moments when she initially questioned him for wearing make up, leading the pair to clash, his mother was “extremely supportive”.
He goes on to say: “I explained to her that it was an art form for me, and with the bullying I experienced you have to turn to something for expression. She understood it at that point and she loved the looks I did. She always wanted me to do her makeup.
“She was a massive part of me accepting myself for who I was, and she was loud and proud in the end. She was very loving and didn’t sugar-coat things.”
Now, 27, he remembers that his mother loved “everything that smelled nice”, and despite her health struggles she would never be caught smelling anything other than wonderful. He has fond memories of his mum ordering wax melts and the two of them sitting together, smelling each one.
Georgie says of creating candles: “The flame embodies her, so [in my mind] it’s as if she lights on and lives on. I created the brand to honour her legacy.” Her signature is on every box and on the wall at Pembroke Avenue’s launch event, which took place on 25 October.
He is open about having always struggled with mental health, including issues with his body image. The loss of his mother caused more “mental turmoil” and he threw himself into creating the brand.
He’s now aware that he didn’t allow himself the time needed to grieve.
“I’m happy this brand has brought it out of me because when I look through the pictures – there are hundreds – it takes you back to those moments.”
Georgie has previously told PinkNews about how a weight-loss drug “drained” him, triggered “panic attacks”, and made him fear he “was going to die”. He now campaigns for tighter government regulation around the use of weight-loss medication.
In the future, Georgie hopes to support bereavement charities through Pembroke Avenue.
“We’re independent. It’s all been me and it’s all my risk,” he says, adding: “any support is appreciated”.
Georgie’s dad says: “I’m super proud of my son for what he has achieved and for what he is doing with his life, bringing out a new brand in honour of his mum, who would be just as proud as I am, if not more.”
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