We caught up with the brilliant and insightful Amber Williams a few weeks ago and have shared our conversation below.

Amber, appreciate you joining us today. How did you come up with the idea for your business?

ScentsXchange was born out of a deeply personal need—and a desire to create space for intentional self-care in a way that felt elevated, affirming, and sustainable. I’ve always believed that scent has power. It can transform a mood, shift the energy in a space, and reconnect you with yourself. But during a particularly overwhelming chapter in my life—juggling career, motherhood, and the weight of everyday stress—I realized I was burning out while helping everyone else stay lit.

Lighting a candle became a small but sacred ritual for me. It was five minutes of peace in a chaotic day. I wanted to offer that same moment of calm to other women—especially Black women like me who are often expected to carry so much without pause. That’s where the spark for ScentsXchange began: with the idea of exchanging stress for scent, chaos for calm, and routine for ritual.

What made me feel this was a worthwhile endeavor was that no one was quite blending luxury, self-care, and cultural affirmation the way I envisioned it. A lot of mainstream candle brands felt generic or disconnected from my experience. I wasn’t just creating a candle—I was building a lifestyle brand rooted in intention. Every scent I craft is designed to support a specific mood or moment, from grounding after a long day to celebrating yourself just because.

What excited me most? The possibility of helping people build rituals that nourish them. To not just sell a product, but to create a whole experience—where scent becomes a tool for healing, joy, and luxury. And as ScentsXchange has grown, especially now in our new chapter in Cary, NC, it’s clear that people are craving that level of care.

It’s not just about fragrance—it’s about how you feel when you light it. That’s the magic we create.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Amber Williams, and I’m the Founder & CEO of ScentsXchange, a lifestyle candle and self-care brand rooted in ritual, mood, and meaningful luxury. While ScentsXchange is now based in Cary, North Carolina, I always say—we’re new to the area, but definitely not new to the industry.

My journey into the candle world wasn’t about chasing trends—it was personal. As a busy mom and HR professional navigating demanding seasons of life, I realized how often women, especially Black women, put ourselves last on the list. I craved a simple, beautiful way to ground myself. For me, lighting a candle became more than a scent—it was a ritual. It was five intentional minutes where I could exhale, reset, and reclaim my peace. That small act of care sparked the foundation for what would become ScentsXchange.

ScentsXchange creates luxury hand-poured candles, wax melts, and curated scent collections that are all designed to support your mood, your moments, and your lifestyle. From our Signature Discovery Set to our limited edition collections—like the Black History Collection or The Mood Menu—each product is crafted with intention. We don’t just sell candles—we create sensory experiences that encourage self-care, emotional wellness, and vibe elevation.

What sets ScentsXchange apart is our focus on rituals over routines. Everything from the names of our candles to the handwritten notes we include with each order is designed to feel personal and affirming. We blend high-quality ingredients with storytelling, culture, and care. Our customers know they’re not just buying a candle—they’re investing in how they want to feel.

I’m most proud of the way we’ve built a community around intentional living. Whether it’s a mom lighting her “Clean Goddess” candle after bedtime, or someone gifting our “Freedom” candle to celebrate new beginnings, our products hold space for people to care for themselves in small but powerful ways.

If there’s one thing I want people to know about ScentsXchange, it’s this: We believe self-care should feel luxurious, personal, and rooted in joy. We’re not here to just make your space smell good—we’re here to help you feel good.

How about pivoting – can you share the story of a time you’ve had to pivot?

Absolutely—pivoting has been a core part of my story, both personally and professionally.

I originally launched ScentsXchange with the intention of creating a brand that offered more than candles—something that felt like a self-care experience in every box. At the time, I was working full-time in Human Resources and managing ScentsXchange as my passion project. Over time, the business grew steadily, and I began showing up more boldly—hosting events, launching themed collections, and leaning into my creativity as a scent curator.

But life threw me a curveball when I moved from Ohio to North Carolina. As exciting as the move was, it came with major life transitions—new environment, new routines, and a new job. I had to make the difficult decision to pause ScentsXchange for a season. It was emotional because it felt like I was putting my dream on the back burner just when it was gaining momentum. But I also knew I needed to get grounded again before I could pour into the business the way I wanted to.

That pause ended up being a powerful pivot. It gave me space to reimagine the brand, reconnect with why I started, and adjust to new market trends—like creating content that was more educational and mood-focused, or launching curated scent boxes that align with my customers’ emotional and seasonal needs. When I officially relaunched, I had a clearer voice, a more refined product line, and a deeper connection to my purpose.

Now, ScentsXchange is back to being my side hustle, but with a full-time mindset. I manage a demanding career while still pouring love into every order, email, and candle drop. The biggest lesson I’ve learned through this pivot is that pausing is not quitting. Sometimes stepping back gives you the clarity and capacity to step forward even stronger.

So while the journey hasn’t been perfectly linear, it’s been deeply intentional—and every pivot has made ScentsXchange more grounded, more authentic, and more aligned with the kind of luxury self-care I want to bring into the world.

Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?

I sell directly through my own website, powered by Shopify. When I started ScentsXchange, I knew I wanted full control over the customer experience—from the first click to the unboxing moment. Shopify has allowed me to create a clean, elevated, and user-friendly storefront that reflects the heart of my brand: luxury, intention, and personalization.

One of the biggest pros of using Shopify is the creative freedom it gives me to tell the full story of each collection and scent. I can customize everything—from the layout and navigation to how I highlight scent descriptions, curated bundles, and seasonal drops. It also integrates smoothly with tools for email marketing, shipping, and customer insights, which makes it easier for me to manage operations while still working full-time.

Another major pro is ownership. I own my customer data, can build direct relationships, and create meaningful touchpoints like personalized order notes and exclusive offers. That’s something platforms like Amazon or Etsy simply don’t allow you to do at the same level.

As for cons, running your own site does require more effort behind the scenes. You’re responsible for driving your own traffic and managing all technical aspects—from SEO to customer service. But for me, that trade-off is worth it because I’m building not just a store, but a brand experience.

Ultimately, Shopify gives me the structure I need with the flexibility to grow, evolve, and stay true to my vision for ScentsXchange.

Contact Info:

• Website: https://www.scentsxchange.com
• Instagram: https://www.instagram.com/scentsxchange
• Facebook: https://www.facebook.com/scentsxchange
• Twitter: https://www.twitter.com/scentsxchange