We caught up with the brilliant and insightful Eddie Betz a few weeks ago and have shared our conversation below.
Hi Eddie, thanks for joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?
Brilliant Scents began with a single, persistent idea: to bring the luxurious, immersive feeling of high-end hotels and resorts into everyday spaces. I wanted people to come home and feel that same sense of comfort, elegance, and calm. Once I knew that scent could create such an impactful experience, the vision for Brilliant Scents really started to take shape.
The journey from idea to execution was an intense one, full of research, testing, and fine-tuning. I started by researching scent delivery technologies, seeking out methods that were not only highly effective but also safe and natural. I discovered cold-air nebulization, which could distribute fragrance evenly and powerfully without heating the oils, preserving their integrity and purity.
After countless hours studying the science behind scent diffusion, the next step was finding reliable suppliers for high-quality, all-natural oils. We worked with experienced perfumers to create unique blends that would resonate with people emotionally, just like the scents in luxury hotels or spas. This phase took over a year of trial and error, adjusting and refining each blend until it was perfect.
With the fragrance formulas ready, I focused on building a team and setting up the infrastructure to launch. We developed a range of diffusers suitable for every type of space, from single rooms to entire buildings, and ensured each model met the highest standards. From there, we worked on our website and marketing strategy, establishing a brand that speaks to the transformative power of scent.
Every step was a learning process, but it was this attention to detail—spending time on every choice, from the technology we use to the fragrances we offer—that ultimately brought Brilliant Scents to life.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
Growing up in Brooklyn, NY, I learned about business from life itself. I was self-made from a young age, starting work at 10 with odd jobs, developing a strong work ethic and drive. They say if you can make it in New York, you can make it anywhere. For me, that’s true. The streets of Brooklyn taught me things no school could, and though I didn’t have traditional guidance, I had hustle, which I saw as the path to a successful future.
With a poor Ukrainian immigrant mother and no father in the picture, I grew up knowing I’d have to work to get ahead. At 16 years old, I was cold-calling on Wall Street, where I picked up the confidence and motivation from being around successful people. I was good at it, and it taught me the value of persistence and learning from those who have achieved what you aspire to. When I transitioned from finance into consumer electronics around 2000, I used everything I’d learned to build a multi-million dollar business utilizing tools like Craigslist which then progressed into a yahoo store and later because my website. After moving to Florida in 2016, I sold that business and began looking for new ventures—this time, exploring the scenting industry. Brilliant Scents was born from that venture, and fast forward to today, we’re a rapidly growing scenting provider with a new showroom in Boca Raton, FL, and over 20,000 happy clients both on B2C and B2B with clients like Ford, Golds Gym, Retro Fitness, KIA, Land Rover, Royal Caribbean, countless amounts of luxury Hotel chains, spa’s etc. .
Brilliant Scents specializes in luxury home and business scenting with high-quality, all-natural fragrances that elevate spaces and create memorable experiences. Our cold-air diffusers are designed to deliver pure, consistent scents throughout any space, whether it’s a single room or an entire building. But what sets us apart is our core value: we don’t just sell scents; we build lasting relationships with our clients. With thousands of five-star reviews online, we’ve shown that our clients stay with us because we offer something more—exceptional service that makes them feel valued.
As the CEO of Brilliant Scents, my goal is to offer clients more than just products. We’re here to give them an experience, something that not only transforms their space but makes them feel great about choosing us. We don’t simply sell fragrances; we provide a reason for people to love our brand, beyond the product itself. This focus on people is what I’m most proud of, and I believe it’s what makes Brilliant Scents truly unique.
Do you have any insights you can share related to maintaining high team morale?
To me, building a strong team is like drafting a Super Bowl-winning roster. I believe in hiring people who will elevate the team, though no one’s intentions or character are clear up front. I trust my sense of judgment to guide me, and I always prioritize whether there’s an immediate connection during interviews.
I’m straightforward and transparent; I set clear expectations right from the beginning, leaving no room for miscommunication down the line. Building a team is like any relationship—it takes time, patience, and commitment. I expect my team members to give 100%, just as I do, and I make this clear from day one. I’m not a fan of micromanagement; I make sure people understand their role fully, and if they don’t, someone else will.
We keep the work atmosphere fun and engaging, with new products, releases, and exciting projects that keep the team energized. I firmly believe in sharing success—if I win big, my team wins big. They’re my partners in making the brand thrive, and rewarding them is something I take pride in. This approach has been key to my success across all ventures because when employees feel valued, they don’t just appreciate the job—they also appreciate the journey.
We’d really appreciate if you could talk to us about how you figured out the manufacturing process.
We manufacture our diffusers overseas, but the journey to get there was anything but easy. When I first entered the industry, I invested thousands of dollars in purchasing every existing system on the market, taking each one apart to analyze what I liked and didn’t like. This hands-on research was essential in shaping the direction I envisioned for Brilliant Scents.
Finding the right manufacturing partner took two years, but I ultimately connected with a team that understood my goal: to create models superior in quality and performance. Alongside our diffusers, we manufacture all of our scents domestically, which is crucial for maintaining the high quality standards our customers expect. It took years to find the right perfumer, but once we did, everything fell into place. Our customers are now obsessed with our fragrances, and our perfumer has become an essential part of our team’s success.
One of the biggest lessons I’ve learned in manufacturing is the importance of persistence and integrity. Manufacturing brings constant challenges, and staying driven without settling has been key. With determination and a clear vision, anyone can carve their path to success. After all, if it were easy, everyone would be doing it.
Contact Info:
- Website: https://www.BrilliantScents.com
- Instagram: @brilliantscents
- Facebook: @brilliantscentsus
- Youtube: @brilliantscents
