In this episode of the Main Street Business Insights podcast, host Matt Wagner speaks with Rachel Latimer, Owner and Scent Specialist of DANE Fragrance in Ukiah, California.

They discuss Rachel's professional journey and the unique challenges faced by entrepreneurs, especially those operating in the fragrance manufacturing space. Rachel shares insights on navigating the retail and wholesale dynamics of her business, the significance of authenticity over trends, and her future aspirations, including innovative, scent-forward art installations projects and educational workshops.

Key Takeaways Include:

- Differentiating your business in a crowded space: According to IBISWorld, there are 223 perfume and fragrance manufacturing businesses in the United States. Hear from Rachel about how she ensures DANE Fragrance stands out.

- Managing both B2B and B2C business models: DANE Fragrance utilizes a B2B business model to help support its local storefront and direct to consumer product offerings.  

- Following trends: The fragrance industry is defined largely by fads and trends in product design. Rachel Latimer chooses to reject these trends to support her own unique creative vision: "“I stay clear [of trends] that I don't care about because what I am and what I feel is represented in my work, not what somebody told me to feel.” 

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