“Founder of Brilliant Scents, a home fragrance brand making everyday homes smell like five-star hotels, without the five-star price.”
I'm the founder of Brilliant Scents, a home fragrance brand built around one idea: your home should smell as good as a five-star hotel, without the five-star price tag. We design scent diffusers, fragrance oils, and room sprays inspired by the scents people fall in love with in luxury hotels and hospitality spaces, then make them accessible for everyday homes.
What started as a small idea has grown into a full ecommerce brand with a loyal, repeat customer base who treat scent the way people treat skincare or design: as part of how they experience their own space. I've learned a lot along the way about building a DTC brand from scratch, what makes people fall in love with a product, and how to turn a niche idea (affordable luxury scenting) into something people are genuinely obsessed with.
I love talking about entrepreneurship, building a brand with a strong identity, ecommerce growth, and the surprisingly emotional role scent plays in how people feel about their own homes. Happy to get specific on numbers, strategy, or the story of how Brilliant Scents came to be.
We caught up with the brilliant and insightful Eddie Betz a few weeks ago and have shared our conversation below. Hi Eddie, thanks for joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea
