Kristy Miller says winning a regional Woman of the Year award for entrepreneurs over 40 reflects years of behind-the-scenes work building her fast-growing Canadian candle company.
Speaking with Retail Insider Co-Editor-In-Chief Mario Toneguzzi, Miller described the recognition in the Kitchener-Waterloo region as both unexpected and rewarding after previously being nominated without winning.
Miller founded The Scented Market eight years ago after researching cleaner household products while on maternity leave. She said concerns about traditional candle ingredients and their effects on families and pets inspired her to experiment with soy candles at home.
What began as a hobby quickly evolved into a business after friends and online followers showed growing interest in her products. Miller said social media became a key driver of the company’s expansion, allowing her to educate consumers, build community engagement and market products without significant advertising costs.
The entrepreneur said persistence was critical in the company’s growth. After being rejected by Dragon’s Den in 2018, Miller continued building the brand before later being invited onto the show in 2022, where she received nine offers from six investors.
Today, The Scented Market is expanding retail partnerships across Canada and the United States while continuing community-focused initiatives. Miller said the company recently launched fundraising partnerships that have returned more than $46,000 to schools, charities and organizations.
The company has also partnered with the RCMP Foundation on a candle gift set supporting mental health initiatives.
Miller said entrepreneurs should focus on resilience, celebrate small victories and maintain a strong mindset while navigating the challenges of building a business.
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