Alright – so today we’ve got the honor of introducing you to Danielle Kidd-Shack. We think you’ll enjoy our conversation, we’ve shared it below.

Danielle, thanks for taking the time to share your stories with us today Can you talk to us about a risk you’ve taken – walk us through the story?

Launching Retreat Aroma was one of the biggest risks I’ve taken. I had spent over 20 years working in retail, so while I didn’t come from a traditional business background, I understood the power of product, customer experience, and storytelling. During a difficult period managing my health, candle-making became a personal ritual and eventually, the spark behind Retreat Aroma.

Starting the brand meant investing my own time and resources, building from scratch, and staying committed to clean, non-toxic ingredients and intentional design. It was a risk but it’s become the most meaningful work I’ve ever done. Today, Retreat Aroma reflects not just cozy, handcrafted products but also a deeper purpose: creating moments of rest, care, and connection.

Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.

Hi, I’m Danielle Kidd-Shack, founder of Retreat Aroma a home fragrance brand rooted in rest, ritual, and clean living. After working in retail for over 20 years, I found myself craving something more personal and healing. During a tough season, my husband gifted me a candle-making kit to help me relax. That small gesture turned into a creative escape and eventually sparked the idea for Retreat Aroma.

We offer non-toxic coconut soy candles, wax melts, room sprays, and interactive experiences like our Wax Melt Bar. Everything is designed with intention clean ingredients, soft neutral tones, and scents that bring comfort and ease into everyday spaces.

What sets us apart is the heart behind the brand. Retreat Aroma is about more than fragrance it’s about creating moments to slow down, reconnect, and breathe. I’m proud to have built something that brings people joy, and I hope anyone who discovers our products feels a little more cared for because of them.

Learning and unlearning are both critical parts of growth – can you share a story of a time when you had to unlearn a lesson?

A lesson I had to unlearn was that everything has to be perfect before I put it out into the world. I used to believe that if every detail wasn’t flawless from the packaging to the website to the scent notes I wasn’t ready. That mindset held me back for a long time and fed into a fear of being judged or failing.

The backstory is personal. I’ve always been someone who puts a lot of pressure on myself especially coming from a background in retail, where presentation and execution are everything. So when I started Retreat Aroma, I felt like I had to meet an invisible standard just to be taken seriously. I delayed launches, second-guessed my ideas, and sometimes stayed quiet when I should’ve shown up.

Eventually, I realized that progress matters more than perfection. Some of the best moments in my business came from taking a chance, even when things weren’t “ready.” I’ve learned that being real, intentional, and evolving out loud is far more powerful than waiting for the perfect moment because honestly, that moment rarely comes.

Now, I focus on showing up with heart and letting the brand grow organically. That shift in mindset has given me more freedom, more confidence, and more connection with my customers.

Any stories or insights that might help us understand how you’ve built such a strong reputation?

I think what’s helped me build a reputation in my market is consistency, intention, and staying true to the heart of my brand. With Retreat Aroma, I didn’t just want to sell candles I wanted to create products that felt personal, comforting, and thoughtful from the inside out. From clean ingredients to warm, minimalist packaging, every detail is considered.

I also think people connect with the story behind the brand. I’ve been open about my journey living with sickle cell anemia, juggling a demanding career, and turning candle-making into a healing ritual. That transparency, paired with a high standard for quality, has helped build trust.

Lastly, I show up. Whether it’s at pop-ups, responding to customers directly, or curating scent experiences that feel meaningful, I’m hands-on and genuinely care about how people experience Retreat Aroma. That kind of care doesn’t go unnoticed and I think that’s what leaves a lasting impression.

Contact Info:

• Website: https://www.retreataroma.com
• Instagram: Retreataroma.com
• Facebook: Retreataroma.com

Image Credits

Israel Sandoval D
IG: @israelsdphotos