I built Calm and Scents from scratch, handling product design, candle production, supply chain management, vendor negotiations, wholesale distribution, inventory, and fulfillment logistics entirely on my own, starting from a college dorm room.

Once the foundation was built, I turned my focus to marketing and never looked back. I created the full visual brand identity, built the website, set up the Amazon storefront, handled all photography and videography, and managed every aspect of social media and paid advertising from day one.

The brand took off through organic social media storytelling and community building. I produced dozens of viral campaigns that collectively generated 50M+ organic views across TikTok and Instagram. One product, the honey bear candle, went viral overnight and sold 22,000+ units from a single piece of content.

That momentum funded and launched a brick-and-mortar retail store in 2022, which I opened, staffed, and operated while continuing to run the brand online. I hired and managed a five-person team, led candle-making classes for groups of 30+, and built a loyal community that kept coming back for every new collection drop.

This brand taught me everything about product positioning, trend-driven content, community loyalty, and what it actually takes to turn a social media following into real, sustained revenue.