We’re excited to introduce you to the always interesting and insightful Earl Williams. We hope you’ll enjoy our conversation with Earl below.

Hi Earl, thanks for joining us today. How did you learn to do what you do? Knowing what you know now, what could you have done to speed up your learning process? What skills do you think were most essential? What obstacles stood in the way of learning more?

When I moved from Chicago to Dallas, I had one big problem. I’d left behind a job I loved—a fragrance store in a Chicago mall—and I wasn’t getting the same satisfaction and creative outlet I enjoyed there. I remember feeling stuck and irritated. But surely as I had a problem, I also had a plan to start moving forward in this new city, sparked by a phone call that I didn’t even know I needed.

While on the phone one day with the owner of that fragrance store, who is like a brother to me, I shared my thoughts with him. I could hear the customers’ comings and goings in the background. The witty banter and laughter reminded me of that all-too-familiar feeling I missed. After hearing me out, he casually told me:

“You know what to do.”

And there it was—the five words that sparked something dormant within me. They were true—I did know exactly what to do. I didn’t need to be frustrated with my situation, I needed to set things in motion. Those words reminded me of where I’d started, the chaos and creativity that had shaped my journey into perfumery, and the moves I’d made to get there.

I started learning perfumery in a non-traditional way and in the unlikeliest of places—a sales job that had nothing to do with fragrances at a shopping mall in Chicago. I had zero retail experience, let alone any knowledge of fragrances. But everything changed when I started working at that fragrance store, completely by chance.

It started when my co-worker at my sales job referred me to the fragrance shop owner because he needed temporary staff during a weeklong festival. He needed someone to manage the shop while he was participating at the event, and though I didn’t have the slightest idea what I was doing, I jumped at the opportunity. I received a crash course in just a few days—we were racing against the clock until showtime—and then I was on my own, running the store for five straight days.

Those five days were a trial by fire. I made every mistake imaginable—like messing up the cash register, struggling to find the requested fragrances for customers, and generally feeling as if maybe this was a mistake. But even in the midst of all of this chaos, was a certain clarity for me; the dots connected. I started seeing fragrances differently, not as the “end product” but as the raw materials that contribute to creating that end product.

And after he returned from that festival, I just never left his store. I kept coming back after my shift at my first job was over and stayed with him until closing time, immersing myself in the world of fragrance. I experimented with creating perfumes, scented massage oils, bath salts, lotions and body butters. I read the books he kept at the store, recreated formulas, blended a few of my own original creations, and learned how to make a product that we sold to actual customers.

That store was like my laboratory, and the customers my beta testers. We played chess, joked around, and had long conversations on various topics, smelled different fragrances, they bought some of them. Obviously, it was profitable, and I learned a lot, but I never felt like it was work; it was the best job I ever had.

It was a great time, but my free spirit eventually took me to Dallas, where I found myself at a crossroads. No longer in my hometown, and with the “new car smell” of my new city fading, I had a decision to make: keep doing the same thing and stay stuck in this boring routine I’d settled into, or dive headfirst back into the world of perfumery.

Before I finished that thought, I was already typing my formal two weeks’ notice. Nose-diving back into perfumery it is.

Knowing what I know now, I could have sped up my learning process by simply realizing that there are many things in life you can’t control, but it is wise to give your full effort and attention to the things you can control. This reality check became one of my guiding principles, especially when I decided to go to the next level in my training and officially turn it into my professional craft.

After venturing into the world of fragrances again and actively working my plan, putting all the pieces of my ideas in place, the COVID lockdowns began in 2020. When that happened, it was infinitely inconvenient in many ways, but I didn’t see an obstacle—I saw an opportunity. While others waited for the world to return to normal, I took control of the only thing I could: my response to everything that was going on around me. It would be over at some point, so I’ll prepare to hit the ground running for when that time comes. I had found my instructor, whom I related to because, as she mentioned, she “fell” into skincare and perfumery and never quite left; that was exactly where I was. I stumbled into perfumery, but now that I was here, I wasn’t going anywhere. I was fully committed to mastering the foundations of perfumery, had plenty of time on my hands to get started, and she was there to teach me.

My approach was intentional and straightforward: I chose to learn from one person to ingrain the fundamentals their way before exploring another’s methods. This prevented the confusion of learning the same techniques taught differently by various teachers simultaneously. I was able to reduce my learning curve because I wasn’t trapped in the endless loop of analysis paralysis.

The lockdown worked in my favor. Without the distractions of daily life, I could spend my days in study and experimentation. That was when I made my first accords—a bright citrus blend of bergamot, orange, and grapefruit that instantly made me feel bright and alert. There was also a sweet “orange and cream” accord with orange and vanilla that reminded me of the orange creamsicle ice cream bar. And a grounding musk accord with notes of vetiver, sandalwood, and a faint hint of fresh-cut grass that captured the serene feeling reminiscent of the moment I resolved to continue the perfumery journey. These turned out to be some of the foundational accords for my very first perfume bar I would soon offer to the public.

The selective approach to learning I stuck to—focusing solely on one methodology before developing my own style—gave me a solid foundation that accelerated my growth. I wasn’t scattered across different techniques; I was building a foundation one lesson at a time.

It wasn’t the latest equipment or rare materials that got me through the initial learning process. It was simply honing in on what was within my control: my commitment, my concentration, and my willingness to take decisive action. Through my refinement journey, I learned, readjusted, rinsed, and repeated until a pattern emerged. I became aware of my style in creating fragrances, which evolved into my unique process and became the foundation of my business as it exists today.

The most essential skill I’ve developed from my personal style is the ability to tease out and understand the scent story before even touching the materials. It’s about identifying how specific smells connect to a client’s personal memories and emotions—what brings you joy, nostalgia, or peace. By listening carefully and asking the right questions, I translate your emotional experiences into a clear vision before selecting any raw materials. This ensures that every fragrance I create is deeply personal, intentional, and uniquely yours.

Another essential skill is creating and structuring accords—which are like the building blocks of a fragrance. An accord is when you blend two or more raw materials together to create a completely new scent, a scent that doesn’t smell like the original materials blended to create it but becomes its own unique note. It’s like mixing colors to get a whole new shade. This is key to designing balanced, complex scents, and not just throwing together random smells you like and hoping for the best. Both of these skills are cornerstones of my unique process for transforming personal stories into custom fragrances that are deeply meaningful.

Still, I ran face-first into obstacles during this entire process. My main one was mental, as I was reluctant to share my early formulations due to my desire for them to be “just right.” I had to snap out of that kind of thinking in order for the perfume bar to exist today. I was once told that “done” is better than “perfect,” and I believe that advice has proven itself to be true. Mistakes are inevitable and even welcome, as the proverb says, “Failure is the mother of success.”

And through that process of repeatedly trying, failing, making adjustments, and trying again, you figure out the learning curve. It’s not about getting everything right the first time (or the one hundredth time)—it’s about taking action. Overthinking traps you in the details, and while you should study and practice your craft or skill, your progress will come from applying what you’ve learned through doing.

Earl, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

<msreadoutspan class=”msreadout-line-highlight”>Sure! I’m Earl Williams, The Fragrance </msreadoutspan><msreadoutspan class=”msreadout-line-highlight”>Architect</msreadoutspan><msreadoutspan class=”msreadout-line-highlight”> and the creator of The <msreadoutspan class=”msreadout-word-highlight”>StoryScenting</msreadoutspan> Formula. I’m known for my relentless originality, no matter what. </msreadoutspan>
As I mentioned earlier, about a decade ago, I got into perfumery by chance—it began in a fragrance store where I got to work with raw materials and finished fragrances, creating products from them on site. Within days, I was hooked. I never felt like I was just selling scents; I was learning how they could be crafted into unique, delightful fragrances. Over time, I realized something I could no longer ignore: fragrance isn’t just about smell—it’s about story, memory, and connection.

Today, I help distinctive people use fragrance to communicate, even if they’ve never realized their scent could tell their story. I specialize in Signature Perfumery, a practice dedicated to creating custom fragrances that are as unique as the individuals who wear them. My services go beyond what’s common these days—as an ode to beginnings of the art and craft of perfumery, I create olfactory narratives that reflect your identity, memories, and aspirations.

One of the highlights of my work is our Scent Stories for Two, an immersive event series where I collaborate with unique venues and/or curators of unique activities to create multi-sensory experiences. We immerse you and a companion in creating story-driven fragrances that evoke emotions and memories in unique venues. Picture this: The air is infused with the warmth of an amber, hints of narcotic florals, or maybe the smooth woodiness of cedar. What memories or vibes will it conjure for you? It’s not just about smelling something—it’s about feeling and living the story behind the scent.

Many people feel a disconnect when it comes to fragrance. They wear a scent because it’s popular or trendy, but it doesn’t really resonate with them. It’s like there’s a void—I call it the Scent Void—and it robs you of the emotional link to perfume that truly reflects who you are because it wasn’t created with you in mind. That’s where I come in.

What sets me apart is that I’m not a perfumer. I’m The Fragrance Architect. I don’t just create scents—I design olfactory experiences that are uniquely tailored to you. Through my StoryScenting Formula, I translate your emotions, memories, and identity into a fragrance that’s exclusively yours—one that connects with you on a deeper level.

I’m most proud of developing my own practice, Signature Perfumery. It’s not just about making scents; it’s about designing fragrances that are as unique as the people who wear them. Through my research and experimentation, I’ve created a process that allows me to craft signature scents that tell personal stories. It’s not just about raw materials; it’s about capturing your essence in every bottle.

Through my research and experimentation, I created my unique process that allows me to design signature scents that tell personal stories. It’s not just about the raw materials—it’s about the emotions, memories, and identity that each fragrance embodies. The idea is simple: Your scent, Your Story. And that’s what I’ve dedicated my career to—helping people express themselves through one-of-a-kind fragrances.

The world doesn’t need another scent—it needs your life’s story, told through fragrance. That’s what I’m here to help you create: a scent that’s uniquely and unmistakably yours.

Is there mission driving your creative journey?

Yes, there is. My mission is to cure the disconnect that drains the meaning out of wearing fragrance. Perfumery is a part of human history, an art form lost in the sauce of mass production and commercialization.

Before factory assembly lines were a thing, perfumes were symbols of prestige, crafted through creative partnerships between artisans and patrons. Mass production changed all that, making perfume available to everyone, but stripping away the personal touch and turning it into a commodity. My goal is to bring back the artisanal craft while meeting our modern need for self-expression.

I call it Signature Perfumery—where the artisanal roots of perfumery meet our modern desire to express ourselves in different ways. No more feeling overwhelmed by endless options that don’t resonate. I’m building you a fragrance wardrobe that adapts to you—different scents for your moods, occasions, seasons, and experiences. Each fragrance is made just for you, not everyone and no one at the same time.

The sense of smell links directly to the limbic brain, which processes emotion, not logic or speech. This is why scent impacts our memories and feelings so profoundly. My goal is for you to experience fragrance the way you want—each scent designed to speak your language, every formula locked away like a secret recipe, yours alone. Because these aren’t just fragrances—they’re chapters in your story, bottled.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

I could’ve never gotten to this point had I not unlearned humility.

We’ve all had the idea of being humble hammered into us since childhood, right? “Don’t boast,” “Don’t be cocky,” “Nobody likes arrogant people,” and “Pride comes before the fall.”

They love to tell you to “eat crow,” “eat dirt,” or “eat humble pie” so often it’s like a ritual.

But here’s the thing…

No one told us that there are levels to humility. No one ever told us there’s a difference between healthy humility and excessive humility. It took two moments to force me to see that distinction.

The first happened during a perfumery mastermind call. I was giving updates on how things were going, crediting my mentor for teaching me everything. When she said:

“Well Earl, you did the work,”

I felt that one. I’d been overshadowing my own courage and effort. It was me who turned a spare bedroom into a lab during COVID lockdown, me who bought the raw materials, and me who showed up to every call with questions and results. Her guidance was important, but I’d elevated it so much that it dimmed my own light.

That was the spark for my unlearning.

The second moment came at an event hosted by a friend. I set up my table at the last minute, but the traffic was flowing. Then I got a request from the host.

“I’d like you to give a 30 second commercial in front of the guests.”

I wasn’t expecting that one.

“Sure, when do you want me to do it?” I responded, fishing for how much time I had to prepare.

“The next break, between 5-10 minutes”

I said, “Well, if you stay ready, you don’t have to get ready.”

But inside, my mind was racing.

I pulled together some “safe” talking points I recalled from other events where I spoke in front of the crowd into a quick pitch and started mentally rehearsing.

When I got up there, I scanned the room—so many faces staring back at me, curious about what I was about to share with them.

And then… I forgot everything I was going to say.

Change of plans. Without a script, I had to be myself. I ended up saying…

“I help active and attractive people use scent to seduce, I do that by creating personalized signature scents.”

The words flowed naturally after that until my 30 seconds were up. That was enough to get an affirming “alright now” from somewhere in the back of the room.

What happened next?

The very next break, a stampede of people flooded my table—so many that I couldn’t handle them alone.

That’s when it clicked: true confidence creates connection. In the former instance I was so focused on being humble that I was minimizing myself to not seem “big headed.” But in the latter instance, I spoke my value unapologetically, and it unlocked the ability to connect authentically and impactfully.

So, here’s my take: if you’ve put in the work, celebrate your wins—big or small. Stand on your accomplishments like you earned them, because you literally did. And allow them to you, especially in difficult times, exactly who you are.

Again, celebrate your wins.

That’s just my humble opinion…

Contact Info:

• Website: https://www.eswperfumebar.com/
• Instagram: https://www.instagram.com/eswperfumebar/

Image Credits
Vicky Saperstein