In 2022 our Founder & CEO Kristy Miller made a triumphant return to the Dragons' Den stage.
After an earlier attempt in 2019, she came back stronger, more experienced, and with impressive sales figures, which led to offers from all six Dragons!
Ultimately, she chose a deal with Arlene Dickinson and Michele Romanow—a decision that has helped shape the future of The Scented Market.
It's been two years since Kristy made her unforgettable pitch on Dragons' Den, and what a journey it's been since then! As we reflect on The Scented Market’s growth and accomplishments, we're excited to share some of the incredible milestones we've achieved since that pivotal moment.
Expanding Our Horizons and Product Line
Since our Dragons' Den appearance, we’ve expanded our manufacturing facility and diversified our product offerings. One of our most exciting additions is our line of Shower Gels, available in some of our most beloved candle scents. These gels have quickly become customer favourites, adding a new dimension to our self-care collection.
Reaching New Markets
We're thrilled to announce that we've taken our first steps into the U.S. market by launching a few of our signature candles on Amazon USA! This move marks the beginning of our expansion into the States, bringing the warm and comforting scents of The Scented Market to a broader audience.
Awards and Milestones
The past year has brought us some prestigious accolades. We won the Canadian SME Small Business of the Year Award for companies with up to 50 employees—an honour that highlights our growth and success as a small business.
Locally, we won Gold in Gift Shops and Platinum in Candles through Community Votes Guelph and the Canadian Choice Award for Best Retail Store in Guelph.
We are currently nominated for the Ontario Made Retailer Spotlight Award, a testament to our commitment to supporting local and Canadian-made products.
We’re proud to share that we’ve recently celebrated our 6th anniversary, and have surpassed 100,000 Shopify orders—a significant milestone that reflects our loyal customer base and the hard work of our dedicated team.
One of our largest purchase orders also went out the door this year—18 skids of candles, a testament to our growing reach and the increasing demand for our products.
Lastly, in February 2024 we returned to CBC for the I Heart Dragons' Den Market, which was exciting and inspiring for us as a business that successfully pitched on Dragons' Den.
It was a full-circle moment, reconnecting with fellow entrepreneurs who have shared the same exhilarating experience of the Den. This market offered a unique opportunity to showcase how far we've come since our pitch, share our growth story, and connect with a passionate community that celebrates innovation and entrepreneurship. The energy of being surrounded by other Dragons' Den alumni was truly inspiring, fueling our drive to continue creating and evolving.
Commitment to Excellence
As we continue to grow, we've formalized our Commitment to Excellence, outlining our Mission, Vision, and Core Values. Our mission is to create scented products that enhance everyday living, fostering joy and well-being through sensory experiences. Our vision is to become a global leader in sustainable fragrance solutions, transforming houses into homes with our high-quality products.
Our values include a commitment to sustainability, quality, innovation, community, and integrity—principles that guide everything we do. We’re dedicated to environmentally friendly practices, producing clean-burning candles, and continuously developing new scents to delight and inspire our customers.
Community and Customer Experience
Community has always been central to our mission, and we proudly give back through various initiatives.
Our Candle Fundraiser program has donated over $30,000 to local causes, supporting everything from sports tournaments to community resource centres. We champion small businesses with our Maker Spotlight Saturday, where local vendors sell their goods in our Guelph or Fergus stores. Our biannual Market at the Market event features over 20 vendors and — new for this year — a Silent Auction benefiting a local charity.
This year we also introduced a Candle Van that we drive to shows and markets, a travelling beacon of self-care!
These efforts reflect our ongoing commitment to making a positive impact in our community.
Looking Ahead
Reflecting on the last two years, we remain incredibly grateful for everyone’s support. With multiple retail locations, a 5,000 sq ft warehouse, and a talented team, we’re focused on expanding further into the U.S. while continuing to innovate and enhance the customer experience.
For us, it’s not just about selling candles—it’s about fostering a sense of warmth and community that resonates with each customer! We’re excited about the future and are committed to making every space smell like home, one candle at a time.
Thank you for being a part of our journey. Here's to many more years of growth, innovation, and making memories through scent!
