The founder on Friday of this week contains Ebony Flett, who launched Victoria’s first tailor -made perfume destination. She shares lessons about sustainable growth, delegation and knowing your figures.
“I wanted to make something including, sustainable, sustainable and meaningful – not only products, but also experiences that help people connect with moments in their lives. Candles were the start, but the bigger story was always about sensory stories.”
This week’s founder -Freestyle Series, Dynamic Business sat down with Ebony Flett, the founder behind Red Hill Candle Co. & Perfumery, a sensory destination on the Mornington protection that again defines how Australians experience smell and handmade products.
Why this matters: Flett’s Journey offers practical insights into sustainable growth strategies for product -based companies, from managing cash flow during expansion to the importance of continuous learning and strategic focus. Her experience in navigating the transition from home activities to Bricks-and-Mortar Retail offers valuable lessons for entrepreneurs who are considering similar growth paths.
What started nine years ago as a garage hobby has evolved into a seven -digit company with more than 140 Stockists in Australia, which shows that strategic focus and sustainable growth can convert a passion project into a flourishing company.
Spotting the gap
The entire career of Flett had been in the tourism and event industry, a sector where she remains passionate about. While studying for a Master of Business Administration and worked full -time, she started making candles as a hobby.
It was the intersection of these experiences that revealed a chance. “I saw a gap in the market for sensory experiences, especially on the Mornington protection,” said Flett. “Our sense of smell is powerful and strongly linked to memories.
“Who does not want to remember their visit to this stunning region? I always had the dream of creating a company that brings joy to others, moments to connect and a greater appreciation for handmade products. What we have made in the past five years does exactly that.”
After the launch in 2016 and selling in local markets, Red Hill Candle Co. Quick grip. It didn’t take long, Flett had outgrown her garage and moved to a warehouse.
Fast forward to today, and the company is extensively further than Candles with the first tailor -made perfume destination from Victoria, launched in September 2025. Red Hill Perfume Co. has already secured 40 stockists and partnerships with four international airports, with its first scent collection that sells 800 bottles in just one week pre-orders.
“It’s about creating a compelling destination where creativity, scent and stories come together,” said Flett. “We are proud to bring the first zoning perfumery to the Mornington -Schierteiland.”
Grow without a compromise
Strategic planning has been essential for a company on production, E -commerce, wholesaler, a store and daily workshops.
“Growing sustainably and having one big focus area every year served us well,” Flett explained. “It enabled us to build a strong foundation in all income flows and systems that perform well.”
The approach reflects a deliberate choice to prioritize the quality over fast expansion.
“As a versatile company with production, E -commerce, wholesaler, store and daily workshops, we have to be strategic with our time and finances,” she said.
Continuous learning has played a crucial role in the development of the company. Flett invests heavily in its own leadership development and connects with other entrepreneurs for support and guidance.
“Another important strategy is constantly learning and investing in myself as the leader of the company and finding a network of entrepreneurs I could travel,” she said. “Last year I went to the She-Com Bali Retreat and left with so many like-minded friends who help make this wild ride of entrepreneurship so much more fun.”
She is currently working with leadership coach Amy Summers from Craft Coaching and Development, participates in E -Commerce comparison and works together with product coach Mel Robbins from The Lot Co.
“After almost a decade in business, it is still aware of myself and the team just as important as always,” Flett noted.
What Red Hill Candle Co. distinguishes in a busy market is the dedication to real adjustment and constant improvement.
“We never stop improving,” said Flett. “We are in a race to the top against ourselves and life with the aim of making people’s lives better. We have adapted to the market to remain relevant and to continue to offer more services without endangering quality.”
She emphasized the authenticity of the adjustment experience offered to customers.
“Most places that offer custom candles and perfume are just adjusting a sticker, but we are responsible for combining a unique scent and adjusting a label with the name of their choice,” explained Flett. “It is a unique offer – there is nothing else like it in Victoria.”
The dedication of the company extends beyond products to creating meaningful experiences. The new Muse Charm Bar and Charm Library experience illustrate this philosophy.
“The Charm Library is a bookable guided 30 -minute session to make personalized charm jewelry with meaningful symbols and stories,” said Flett. “The goal is to make jewelry in telling stories instead of just an accessory.”
“We constantly publish new odor profiles for our guests to use and products that meet consumer demand.”
Navigate through the messy center
The transition from a home-based, predominantly e-commerce and traditional market model to the operation of a stone and mortar shop was considerable challenges.
“Taking the leap to go from a home-based predominantly e-commerce and traditional market model from business to a brick and mortar shop and space for hosting workshops was a long, expensive process,” Flett recalled.
The journey included unexpected obstacles. “Confidence include waiting for approvals and permits and hidden costs such as more than $ 4,000 to spend a traffic engineer for a parking garage,” she said.
The experience learned valuable lessons about financial management on a scale.
“I learned that it is important to follow costs and to guard the cash flow,” said Flett. “Your overhead costs grow considerably as soon as you open a store. As we have scaled, keeping all balls in the air and managing cash flow is a challenge.”
She described a phase that encounters many growing companies. “I think most companies that have scaled will relate that the messy middle is a minefield,” she noticed. “It is essential to really get to know your figures at this stage to spend too much or get caught on not being able to fulfill promises.”
Tackling operational bottlenecks has become a continuous focus. “Enable systems that improve efficiency, and strengthening your team is going a long way,” said Flett. “You also get better at delegating. It is something I keep working on, because I know that I can be the bottleneck in the company and have to go out of my own way to keep growing.”
The growth strategy has yielded results. Flett shared that the company has more than doubled its wholesale footprint in the past 12 months.
“With regard to financial growth, we have more than doubled our wholesaler footprint in the last 12 months and we now generate seven digits every year in our retail trade, wholesaler and workshop arms,” she said. “For a small, family business, we are really proud of how quickly we were scaled while we remain faithful to our values.”
Advice for Aspirant -founders
Available from almost a decade of entrepreneurial experience, Flett offered practical guidance for those who are considering starting their own companies.
Her advice revolves around thorough preparation and self -awareness. “Do your research into who your audience is and really learn to know and understand their needs and buying behavior,” she advised. “Understand how much time and money will be spent on acquiring new customers and invoicing this to your prices.”
She emphasized the importance of the goal from the start. “Define your values early and spend time deep in you ‘why’,” said Flett. “During the difficult times it will come back to why you started your company in the first place, keeping flame alive.”
Her final counsel focused on mindset and perspective. “Celebrate the small victories and enjoy the journey,” she said. “There is always something to do as an owner of a small company, so you feel comfortable and work on an abundance of mindset.”
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