Dionne Palmer on creating a memorable and joyful scent experience – Small Business Retail Sessions (S1E8)

Welcome to the Small Business Retail Sessions podcast, brought to you by Enterprise Nation's Powering the High Street programme, in collaboration with EDF.

This series explores the major challenges that today's retailers are facing – from declining footfall and vacant shop-fronts to the post-pandemic recovery and increasing demand for sustainability.

Episode eight: Dionne Palmer, co-founder of My Signature Aroma

Dionne Palmer is the co-founder of My Signature Aroma, a scent bar based in Brixton Village that allows customers to craft their own bespoke fragrance in-store.

Alongside her co-founder Frank, Dionne launched the business in 2020 with a mission to make niche fragrances more accessible and personal.

What began as an online-only store during lockdown is now a vibrant bricks-and-mortar destination where scent meets creativity, community and self-expression.

In this episode, Dionne shares the story behind the business, the value of face-to-face connection in retail and how personalisation, fun and empowerment are at the heart of everything My Signature Aroma does.

Topics discussed in the episode

• How lockdown inspired Dionne and Frank to fill a gap in the fragrance market

• The challenges of selling scent online – and why in-person experiences are so powerful

• How they created a "cocktail-style" scent bar where customers mix their own signature fragrance

• What it means to centre creativity and individuality in product design and customer service

• The role of workshops and education in deepening customer engagement

• The power of community: how Brixton has shaped the business

• Building customer loyalty through personal connection and meaningful interactions

• Marketing lessons learned – from social media to viral moments and local word of mouth

• Plans for growth, including new store locations, international expansion and team building

• Why empowerment and joy are the feelings every customer should leave with

   

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