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

Hi Ilia, thanks for joining us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

The idea for sazón + scent came to me during a drive with my husband. The familiar scent of the summer in the barrio drifted into the car, and he paused, struck by how instantly it brought on a wave of nostalgia. I felt it too, that quiet but powerful way a smell can transport you back. It made me think about the everyday scents I grew up with in Spanish Harlem: café con leche in the morning, a cherry icee on a hot summer day, fresh pastries from the local bakery, or the comforting aroma of food cooking at home. Those are the smells that stay with you, the ones that bring you back in an instant.
That’s when it clicked. I wanted to turn those memories into something tangible, something people could experience again. I wanted to harness the power of scent and its ability to take you back in time. What truly pushed me to pursue it was sharing the idea with others. Almost everyone had a story tied to a specific smell from their childhood or neighborhood. That’s when I realized this wasn’t just personal, it was an opportunity to create connection and evoke meaningful memories through my candles.

Ilia, 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?

My name is Ilia, and I am the founder of sazón + scent, a candle brand inspired by the neighborhoods, culture, and everyday experiences of the barrios in New York City.
I am a proud Puerto Rican who grew up in Spanish Harlem and now calls the Bronx home. I first got into candle making as a creative hobby, but I quickly realized there was a larger opportunity. Most candles I came across focused on luxury, travel, or seasonal themes. They often leaned into a quiet, passive aesthetic. I did not see candles that told stories, especially ones that reflected communities like mine. That inspired me to create something that felt relatable and deeply connected to a community that means so much to me.
Today, I create handcrafted soy candles designed to bring memories back to life. Each scent is inspired by real experiences, the things we have lived, seen, and felt growing up. That is what makes sazón + scent different. It is rooted in representation. These are stories that are not always highlighted, especially in the fragrance space. I want people to feel seen when they come across the brand.
What I am most proud of is how people respond. When someone smells a candle and their eyes light up as they begin to share a memory, it fills my heart. It reminds me that this work is meaningful and that these candles are truly connecting with people.
At the end of the day, everything I create is intentional. I want each candle to feel like a small piece of home.

Any advice for growing your clientele? What’s been most effective for you?

Honestly, the biggest factor in growing my clientele has been the people around me. My community has shown up for me in a way I will never take for granted. Most of my growth has come from word of mouth, people sharing the candles, talking about the brand, posting it, and recommending it to others. That kind of support comes from the very same community that my candles are meant to ignite.
When people see themselves reflected in your product, they begin to share it as something of their own. The connections people form with my candles are something that no amount of marketing can replicate.

Any insights you can share with us about how you built up your social media presence?

Building my audience on social media has definitely been a learning curve. One thing I have realized is that people do not care about perfection as much as they care about authenticity. I try to show more than just the finished product. I share the inspiration behind the candles, parts of my process, and what it looks like to build something from the ground up. I want people to connect with me, not just the brand. If I had to give advice, I would say just start. Do not wait until everything is perfect because it probably never will be. Post, share your story, and figure things out as you go.
One thing that helped me was doing a giveaway with a friend. It brought new eyes to my page and created excitement around the brand in a way that felt natural.
More than anything, consistency matters. Growth is not going to happen overnight, so it is important to stay committed even when the results are not immediate. When people truly connect with what you are doing, it builds something much more meaningful than just followers.

Contact Info:

• Website: https://sazonandscent.myshopify.com
• Instagram: https://www.instagram.com/sazonandscent

Image Credits

They are my images