This entrepreneur saw that one product on tables around Australia just wasn’t up to scratch, so she set out to change it. While cutting her culinary teeth at renowned French Pastry School in Chicago, USA, Aussie-born Rowena Frith noticed the chefs used only the finest French salt – Fleur del Sel. But when she returned home to Australia, she struggled to find the product on local shelves.

Recognising a lack of premium salt choices in Australia, she decided to launch her own business, The Salt Box. Just like wine or olive oil, Rowena believes that there is a place in Aussie kitchens for different types of salt and now she can boast that The Salt Box offers the widest range of gourmet cooking salts in the country, alongside bath salts, cook books, and gift sets.


Based out of Sydney with a factory in Nowra (NSW), the Salt Box has one of Australia's widest ranges of natural gourmet food salts, bath salts, salt blocks, salt cook books, and salt gifts sets.

“I’ve absolutely loved creating a product range that resonates with consumers,” Rowena says. “Premium salts are becoming a kitchen staple for keen Aussie cooks, so it’s great to be a part of that growing trend – from both a personal and business point of view,” she added.

Another big plus for Rowena has been the ability to build her business from the comfort of her own home, and at the cornerstone of this has been her partnership with Amazon Australia.

“Amazon offered an exciting opportunity for us to build a brand and be one of the early sellers in the salt categories,” she says. “They provided us with a channel to speak directly to consumers, to educate them and efficiently build an audience.”

The Salt Box made its debut on Amazon in early 2019 and started using Fulfillment by Amazon, Amazon’s fulfilment service that takes care of sellers’ inventory, storage, delivery, customer service and returns handling, from the very beginning. Now, one year later, business is booming for The Salt Box with the brand experiencing phenomenal growth in sales, even during the pandemic. This success has spurred on Rowena to expand into Amazon marketplaces beyond Australia.


“Looking ahead, we’re excited to continue using Amazon as a channel to communicate our message and to get our unique products into the hands of customers, both in Australia and overseas.

“Amazon have been amazing to work with,” she enthuses. “They offer plenty of training, support and guidance that’s invaluable to help a small business such as mine succeed.”

Amazon.com.au is putting small Australian businesses front and centre through their ‘Shop Local’ store in the run up to the massive shopping event, Prime Day and beyond. Head to www.Amazon.com.au/shoplocal to shop products from hundreds of Australian small businesses.