This week’s Founder Friday features Ebony Flett, who launched Victoria’s first bespoke perfume destination. She shares lessons on sustainable growth, delegation and knowing your numbers.
“I wanted to create something inclusive, sustainable, and meaningful – not just products, but experiences that helped people connect to moments in their lives. Candles were the start, but the bigger story was always about sensory storytelling.”
This week’s Founder Friday series, Dynamic Business sat down with Ebony Flett, the founder behind Red Hill Candle Co. & Perfumery, a sensory destination on the Mornington Peninsula that’s redefining how Australians experience fragrance and handmade products.
Why this matters: Flett’s journey offers practical insights into sustainable growth strategies for product-based businesses, from managing cash flow during expansion to the importance of continuous learning and strategic focus. Her experience navigating the transition from home-based operations to bricks-and-mortar retail provides valuable lessons for entrepreneurs considering similar growth paths.
What began as a garage hobby nine years ago has evolved into a seven-figure business with more than 140 stockists around Australia, proving that strategic focus and sustainable growth can transform a passion project into a thriving enterprise.
Spotting the gap
Flett’s entire career had been in the tourism and events industry, a sector she remains passionate about. Whilst studying for a Master of Business Administration and working full-time, she started making candles as a hobby.
It was the intersection of these experiences that revealed an opportunity. “I noticed a gap in the market for sensory experiences, especially on the Mornington Peninsula,” Flett said. “Our sense of smell is powerful and strongly linked to memories.
“Who doesn’t want to remember their visit to this stunning region? I always had the dream of creating a business that brings joy to others, moments to connect and a greater appreciation for handmade products. What we created over the past five years does exactly that.”
After launching in 2016 and selling at local markets, Red Hill Candle Co. quickly gained traction. Before long, Flett had outgrown her garage and moved into a warehouse.
Fast forward to today, and the company has expanded beyond candles to include Victoria’s first bespoke perfume destination, launched in September 2025. Red Hill Perfume Co. has already secured 40 stockists and partnerships with four international airports, with its first fragrance collection selling 800 bottles in just one week of pre-orders.
“It’s about creating an immersive destination where creativity, scent, and storytelling come together,” Flett said. “We’re proud to bring the first destination perfumery to the Mornington Peninsula.”
Growing without compromise
For a business spanning manufacturing, ecommerce, wholesale, a retail store and daily workshops, strategic planning has been essential.
“Growing sustainably and having one major focus area each year has served us well,” Flett explained. “It enabled us to build strong foundations across all revenue streams and systems that perform well.”
The approach reflects a deliberate choice to prioritise quality over rapid expansion.
“As a multifaceted business with manufacturing, ecommerce, wholesale, retail store and hosting daily workshops we’ve had to be strategic with our time and finances,” she said.
Continuous learning has played a crucial role in the company’s development. Flett invests heavily in her own leadership development and connects with other entrepreneurs for support and guidance.
“Another important strategy has been continually learning and investing in myself as the leader of the business and finding a network of entrepreneurs I could journey with,” she said. “Last year I attended the SHE-Com Bali retreat and left with so many like-minded friends that help make this wild ride of entrepreneurship so much more fun.”
She currently works with leadership coach Amy Summers from Craft Coaching and Development, participates in Ecommerce Equation, and collaborates with product coach Mel Robbins from The Lot Co.
“After close to a decade in business, upskilling and working on myself and the team is still as important as ever,” Flett noted.
What sets Red Hill Candle Co. apart in a crowded market is its commitment to genuine customisation and constant improvement.
“We never stop improving,” Flett said. “We’re in a race to the top against ourselves and live with the purpose to make people’s lives better. We’ve adapted with the market to remain relevant and continue to offer more services without compromising on quality.”
She emphasised the authenticity of the customisation experience offered to customers.
“Most places offering custom candles and perfume are just customising a sticker, but we put the customer in charge of blending a unique fragrance and customise a label with the name of their choice,” Flett explained. “It is a unique offering – there’s nothing else like it in Victoria.”
The company’s commitment extends beyond products to creating meaningful experiences. The new Muse Charm Bar and Charm Library Experience exemplify this philosophy.
“The Charm Library is a bookable 30-minute guided session to create personalised charm jewellery with meaningful symbols and stories,” Flett said. “The goal is to turn jewellery into a storytelling experience rather than just an accessory.”
“We’re constantly releasing new scent profiles for our guests to use and products which meet consumer demand.”
Navigating the messy middle
The transition from a home-based, predominantly ecommerce and artisan market model to operating a bricks-and-mortar store presented significant challenges.
“Taking the leap to go from a home-based predominantly ecommerce and artisan market model of business to having a bricks and mortar store and space for hosting workshops was a long, expensive process,” Flett recalled.
The journey included unexpected obstacles. “Setbacks included waiting for council approvals and permits and hidden costs like spending over $4,000 on a traffic engineer for a carpark assessment,” she said.
The experience taught valuable lessons about financial management at scale.
“I’ve learned it’s important to track expenses and monitor cash flow,” Flett said. “Your overheads grow significantly once you open a store. As we’ve scaled, keeping all the balls in the air and managing cash flow has been a challenge.”
She described a phase many growing businesses encounter. “I think most businesses that have scaled will relate, that the messy middle is a minefield,” she observed. “Getting to really know your numbers is essential at this stage to avoid overspending or getting caught out not being able to fulfil promises.”
Addressing operational bottlenecks has become an ongoing focus. “Putting systems in place that improve efficiencies, and empowering your team goes a long way,” Flett said. “Also, get better at delegating. It’s something I continue to work on as I know I can be the bottleneck in the business and need to get out of my own way to continue growing.”
The growth strategy has delivered results. Flett shared that the company has more than doubled its wholesale footprint in the last 12 months.
“In terms of financial growth, we’ve more than doubled our wholesale footprint in the last 12 months, and we’re now generating seven figures annually across our retail, wholesale, and workshop arms,” she said. “For a small, family-run business, we’re really proud of how quickly we’ve scaled while staying true to our values.”
Advice for aspiring founders
Drawing from nearly a decade of entrepreneurial experience, Flett offered practical guidance for those considering starting their own ventures.
Her advice centres on thorough preparation and self-awareness. “Do your research on who your audience is and really get to know and understand their needs and buying behaviour,” she advised. “Understand how much time and money will be spent acquiring new customers and factor this into your pricing.”
She emphasised the importance of purpose from the outset. “Early on define your values and spend time going deep into your ‘why’,” Flett said. “During the hard times, coming back to why you started your business in the first place will keep that flame alive.”
Her final counsel focused on mindset and perspective. “Celebrate the small wins and enjoy the journey,” she said. “There is always something to do as a small business owner, so get comfortable with that and work on having an abundance mindset.”
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