Alright – so today we’ve got the honor of introducing you to Noemi Jaime. We think you’ll enjoy our conversation, we’ve shared it below.
Noemi , appreciate you joining us today. What’s the backstory behind how you came up with the idea for your business?
The idea for Scents By Tia LLC was born from something as simple and meaningful as time spent with my nephews. They call me “Tia” — Spanish for aunt — and that’s how the name came to be. I don’t have children of my own, but for the last 18 years, my brother’s kids have been my world. I’ve always been the “cool and fun aunt,” constantly coming up with arts and crafts activities to keep them engaged. As they got older — and especially during the lockdown days of COVID — that became a bigger challenge. Teenagers are not easy to impress!
One day, I came across a candle-making kit and decided to give it a shot. To my surprise, the kids loved it — and so did I. The experience was not only fun, but unexpectedly calming and creatively fulfilling. When the candles came out better than expected, the kids said, “We should sell these!” That moment lit a spark.
From there, I dove into researching the candle world. I’ve always been someone who loves learning how to do things myself — I think that’s why I’ve had a lifelong love for arts and crafts. But what truly pushed me forward was the encouragement from my nephews. They were all-in: helping me brainstorm a name, sketching logo ideas, coming up with product names. Their enthusiasm made me believe this could be something real.
Then, just as I was figuring out how to take the next step, my brother surprised me for Christmas by officially registering my LLC. That simple but thoughtful gesture made it official — Scents By Tia was no longer just an idea, it was a real business.
I started small by giving free candles to friends. Luckily, I had an amazing support system — and word of mouth led to my first sales. From there came networking. I’ve always been passionate about volunteer work and dreamt of building something meaningful that I could eventually use to give back. Supporting other small businesses with similar missions has been a key part of my journey — community over competition has been my mindset from the start.
To be honest, I wasn’t sure this would all work. But I had faith in my creativity, I had my family behind me, and most of all, I wanted to create something beautiful — something that would show the kids what’s possible when you believe in yourself. More than anything, I’ve always wanted to be someone my nephews could look up to and be proud of. That has been, and always will be, my biggest motivation.
Noemi , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My name is Noemi — I’m a proud Ecuadorian woman with a background in business and a lifelong love for arts and crafts. I’m the founder of Scents By Tia LLC, a candle business that blends creativity, culture, and comfort. I’ve always been the fun, crafty aunt. That energy is what sparked the idea behind my candles — creating something hands-on, calming, and meaningful. What started as a bonding activity with the kids quickly grew into something much more.
At Scents By Tia, I create soy-based container and mold candles, along with some paraffin options — always keeping things clean and as natural as possible. My goal is to give customers that peaceful, winding-down feeling — or that satisfying “this fits perfectly here” moment when placing a candle in their space.
What sets my brand apart is me. I don’t try to do too much — I let the candles speak for themselves. I love giving them names that are playful, funny, or inspired by my Hispanic roots, often mixing in Spanish. Each candle is made with care and a little happy dance — and while not everyone may buy, the ones who do truly connect with what I’ve created. That’s what I’m most proud of.
More than anything, I want people to know how much thought and love I pour into every candle. Yes, it’s a business — but it’s also my way of sharing joy, creativity, and comfort with the world. Those simple “I love it!” messages mean everything to me — and they’re the reason I keep going.
What’s been the best source of new clients for you?
As I’ve been building and growing my business, I’ve met so many incredible people — each offering valuable advice and recommendations. But I’ve learned that not every piece of advice works for everyone. For me, the most effective way to reach new clients has been through networking and participating in vendor events. I was fortunate early on to connect with fellow small business owners who shared similar values and goals. Those relationships opened doors for me to be invited to more events and expand my reach.
I’ve also learned not to shy away from sampling my products. Some of the best opportunities have come from simply gifting a candle or donating candle baskets to a fundraiser. More often than not, those small gestures turned into loyal customers and referrals. It’s a reminder that generosity, when genuine, can be one of the most powerful forms of marketing.
Can you talk to us about how you funded your business?
To be completely honest, when I started Scents By Tia, I was winging it. I didn’t take the traditional business route of creating a detailed financial plan or mapping out exactly how much capital I’d need. It all started as a hobby — a creative outlet driven by trial and error.
Most of what I learned came from online research and watching countless free “how-to” videos. I used a little bit of each paycheck from my 9-to-5 job to slowly invest in materials, tools, and supplies. Week by week, I built up what I needed.
If I had to estimate, I’d say I invested about $2,000 total to get things going. That included everything from wax and jars to business registration fees and trademark filings — all of which I handled gradually. It wasn’t a huge upfront investment, but it was consistent and intentional. That’s how I made it happen.
Contact Info:
- Instagram: Scentsbytia_ydkml88
- Other: TikTok: https://www.tiktok.com/@ydkml88?_t=ZP-8xIZ8Vy3yes&_r=1
