We recently connected with Kristy Miller and have shared our conversation below.
Alright, Kristy thanks for taking the time to share your stories and insights with us today. Can you share a customer success story with us?
I have a number of customer success stories that all stem from the power of our products and how they have made a meaningful difference in their lives. Something as simple as a candle can have a huge impact.
One of the things that drew me to this business is the power a candle can have to trigger a memory through scent. That memory, which is is often subconscious, allows us to connect to our emotions. It could be a special moment, an event, or even the smell of a person they love. This memory can then elicit joy, happiness, nostalgia, or other feelings.
Here are a few recent stories customers have shared with me.
Leading up to Christmas a customer came into the store looking to buy something special for her mom. She found our Lake Huron Sunset scented candle and was so excited because she remembered all the great times they had had at her mom’s cottage which was on Lake Huron. It was the perfect gift for her mom as a memory of the special place they shared together.
Her mom unexpectedly passed away on Christmas Eve, before her daughter had the chance to gift her the candle. She ended up lighting the candle later that evening and for the day on Christmas day. Her home and heart were full of the emotion and memory from the years spent on the lake. It was as though her mom was there with her throughout the holidays.
Another woman came into the store six months after her husband’s passing and was immediately drawn to our Handyman Candle. As soon as she smelled the candle she had a deep connection with the scent. It reminded her of her late husband. She has found this candle to be extremely therapeutic in helping her process the loss without losing the memory of her husband. She often has it lit in the evenings.
This is just a small snapshot of the impact our products are having for our customers here at the Scented Market
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
Kristy Miller is the Founder and CEO of The Scented Market, a Canadian company that creates hand-made, natural soy wax candles and personal care products that are cruelty-free and free
of phthalates, parabens. Her candles are also free of dyes, gluten and are vegan friendly. Each
product is handcrafted with a unique blend of soft scents The Scented Market has become
synonymous with.
Born and raised in Guelph, ON, Kristy recognized a need for beautiful, healthy soy wax candles
in the industry when she was pregnant with her third son. After experiencing the residue (and
ceiling soot!) that mass-produced, conventional candles were leaving in her home, she was
inspired to find a clean alternative. Kristy began researching and playing with clean ingredients
and created her first line of signature soy-wax candles in March of 2018. Her business has grown quickly from the early days and now includes a wide range of candles as well as bath and body care. In November of 2022, Kristy was featured on the Dragon’s Den and struck a deal with Arlene Dickinson and Michele Romanow to help her expand her business further.
A true entrepreneur, Kristy works with her local team to handcraft and blend each of the
unique scents out of their production facility in Guelph, ON. The line has since expanded to
include self-care products like bath salts, bubble bath, moisturizer, hand wash and shower
steamers. With a passion for home décor, Kristy also offers luxe home fragrance and clean
homecare products including cleaning and room sprays. The homecare line utilizes the beloved
Cashmere, Just Breathe and Eucalyptus Lavender scents from her candle collection.
Kristy is most proud of the impact the business has had on the community. For her, it’s not about the money, it’s about building a community, from our staff and local production facility to our candle fans, it’s always a joy to be a part of someone’s story. Over the years, as I’ve grown my business, my following has also grown. For me, it’s as simple as showing up on Instagram stories every morning to say good morning to my community and knowing that these small actions have impacted someone’s day in a positive way.
Mindfully produced, all products are clean and made with eco-friendly, sustainable packaging. The Scented Market
products can be found at flagship locations in Ontario: Guelph, Fergus and Niagara-On-The-Lake
as well as via their website at www.thescentedmarket.ca
Can you tell us about a time you’ve had to pivot?
Believe it or not, the pivot for me came during COVID, where I grew out of my production facility (aka the single car garage in my home) and moved into a 3,000 square foot retail and manufacturing facility in Guelph, ON. I was determined to scale up my business and needed to start with the production facility even though we were in the midst of a pandemic.
We held a grand opening of the store in September 2020 (during one of the weeks we were out of lockdown) and officially launched.
The pivot was incredible for me. The community rallied around my business. The fact that we were women-led, local and eco-friendly really resonated with everyone. I mean we had people waiting hours in a lineup, six feet apart, just to be able to walk through the doors and support my cute little candle business. We have since grown, but that sense of being supported and loved by the community has never waned.
From there, I never looked back. I then went on to open a location in Fergus and beautiful historic downtown Niagara-On-The-Lake in Ontario. I did this in tandem with building the online presence and retail partners across Canada.
Just by taking the leap and opening the doors to our first retail store, we quadrupled our revenue in sales that year and have been steadily growing since by doubling our revenue annually.
How did you build your audience on social media?
My audience on social media has grown in a really natural and authentic way. I think this is in part because I never planned on it becoming all about me – but as I started posting more content on my personal life, it just happened. As an entrepreneur, I really am the face of the brand and this has paid off.
I continue every day to show up as a real person on social media. I think that for many people, it’s so important to see that there is a real person behind the brand. This is what truly cultivates culture and community. I’m always here for conversation, responding to my customers and engaging with them. It’s a huge part of why I started the business, to connect!
From a content perspective, I am consistent in the content I create and make sure it’s always as genuine and authentic as possible. For me this includes taking about my personal life – it’s not always business. I focus a lot on my family, my dogs and even sharing my love of cooking.
My advice for those starting to build social presence, be authentic and show up, even when it’s not perfect. Believe in yourself!
Contact Info:
- Website: www.thescentedmarket.ca
- Instagram: https://www.instagram.com/thescentedmarket/
- Facebook: https://www.facebook.com/thescentedmarket/
- Linkedin: https://www.linkedin.com/in/kristy-miller-694b691a1/?originalSubdomain=ca
- Youtube: https://www.youtube.com/channel/UC8rJZXmLcyPhrEq0-q3J9fg