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

Morgan, appreciate you joining us today. One of the things we most admire about small businesses is their ability to diverge from the corporate/industry standard. Is there something that you or your brand do that differs from the industry standard? We’d love to hear about it as well as any stories you might have that illustrate how or why this difference matters.

For decades, perfumery has been this mysterious, elite art, with entry gates guarded by formal education and big fragrance houses in France. It’s always seemed impossible to break into, thanks to high costs and strict regulations.

As a self-taught perfumer, I’m all about breaking those barriers. I create fragrances from a personal, artistic space—no chasing trends or playing by industry rules. Each scent is my way of expressing emotion and creativity, like a painter with a canvas. While commercial fragrances have paved their way, indie perfumers like me bring something totally fresh and authentic to those craving something real.

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.

I started MOCO Fragrances back in 2018, fresh out of art school after studying graphic design. At first, candle making was just my way of keeping the creative juices flowing, especially since it didn’t break the bank! It all began in my tiny one-bedroom apartment, where I’d pour a few candles at a time—mainly for myself because I’ve always loved filling my space with scents. But what started as a personal hobby quickly grew. Before I knew it, I was selling to friends and family, launching an Etsy shop, and diving into the craft fair scene.

Wanting to take things a step further, I took an online perfumery course in late 2022, which really opened my eyes to the world of fragrance. I kept self-teaching, and by January 2024, I launched our first eau de parfum. I’m especially proud of my perfumes—they feel like my most sophisticated creations yet and represent how much I’ve grown as a perfumer.

As the creative force behind both the scents and the packaging, I make sure that every detail reflects MOCO’s unique, artistic point of view. I’m not big on following trends—everything I create is based on my own vision, offering something authentic to those who connect with it.

How did you put together the initial capital you needed to start your business?

Since MOCO Fragrances began as a personal hobby rather than a business, there wasn’t really an initial plan for capital or a ‘return on investment.’ I started by purchasing candle-making supplies simply because I enjoyed the process, and it was an affordable creative outlet. At the time, I was fresh out of college with a full-time job, so I just used my paycheck to cover the cost of materials without any real expectations of turning it into a business.

As MOCO grew organically over the years, I never sought out business loans or external funding. I’ve always preferred a slow and steady approach, fully self-funding everything from day one. I still work a full-time job outside of running the business, which has allowed me to keep reinvesting profits back into MOCO. Of course, the dream is to run my business full-time, but especially after the uncertainty of the pandemic, there’s always that fear of not making enough sales in a tough quarter. For now, it’s all about balancing growth with sustainability, taking small steps forward whenever possible.

What’s worked well for you in terms of a source for new clients?

One of the best ways I’ve found to connect with new clients is through in-person events. The online world has become incredibly competitive and often feels like a pay-to-play game, with social media users bombarded by ads and brands constantly. While I’ve definitely gained customers through social media, nothing compares to the value of face-to-face interactions at craft fairs and events. Meeting people in person gives them a chance to connect with the story behind the brand and the person making the products. I’ve noticed that customers who meet me at these events are more likely to become loyal, returning clients than those who only discover the brand online. There’s something really special about forming that personal connection and sharing the passion behind what I do.

Contact Info:

• Website: https://mocofragrances.com
• Instagram: @mocofragrances
• Facebook: https://facebook.com/mocofragrances
• Other: tiktok: @mocofragrances

Image Credits

all taken by me :)