Crafting Curated Collections | The Secret to Product Sales
If there’s one thing I’ve learned in my years of crafting collections for both MWFC and our candle business, it’s this:
A good product collection needs a good story. A good story creates a connection with your customers. And that connection is what sells products.
When you pair the right mix of fragrances with a theme that speaks to your audience and captivates them, magic happens.
That’s exactly why I wanted to share my favorite tips for crafting curated collections that not only grab attention, but also connect with your customers in a way that excites them and keeps them coming back for more.
Plus, at the end, I’ll tell you how to grab your free Build a Curated Collection Guide, filled with six 'planned for you' theme ideas for spring and summer collections to help you hit the ground running.
Let’s dive in!
Why Collections Work
A collection shouldn't be a random assortment of products- it should be an experience.
Your collection theme needs to:
- tell a story to your audience
- get them interested
- connect them to not only the products, but your brand as well.
Through creating collections in my own candle company, I began to notice a pattern.
The collections that outperformed all others were the ones that fostered an emotional connection.
When I put together a collection, it’s so much more than just picking a handful of fragrances. Everything is intentional.
Here’s what I focus on every time:
1. Sparking Curiosity
A cohesive theme is key to grabbing attention. When everything ties together, names, fragrances, and overall vibe, it pulls customers in and makes them want to learn more.
Focus on what you're selling in your marketing.
Before they buy your products, they need to buy the story your collection is telling- so move that to the forefront of your marketing.
2. Creating Variety
Collections need to include a little something for everyone. A mix of fragrance families like fruity, bakery, earthy, and fresh ensures that every customer will find something they love.
Plus, variety often leads to customers buying multiple products, which is a win-win!
I speak on creating a well-rounded collection a little more in Midwest Makers Podcast: Episode 2- check it out if you want to dive deeper into this!
3. Building Connection
A collection works best when it feels personal and meaningful.
It should reflect what your customers care about, whether that’s the thrill of adventure, the serenity of nature, or a touch of nostalgia.
Think about how a good book can sometimes make you feel like you're actually in the story watching everything unfold...that is the same thing you want to do with your collections.
When your collection resonates with them on an emotional level, it becomes an experience they want to be a part of, not just a product you're selling.
Collections 101: How to Build Your Own
If you are new to creating product collections, let me reassure you- this is a simple formula to follow.
Here’s my step-by-step process for creating a collection that sells:
1. Start with Your Theme Concept
When choosing a theme, you can pick literally anything you can imagine...but it's important to keep a few things in mind:
- What is the vibe you want your customers to feel?
- What is the purpose behind the theme?
- Is this a theme that your audience can connect with?
This will give you a starting place to build off of.
Your theme should be specific enough to feel unique and intentional, but broad enough to include different scent categories and appeal to a variety of customers.
2. Choose Your Fragrances
Once you’ve got your theme, it’s time to pick fragrances that fit the vibe.
Variety is key here! Aim for a mix of scent families, like fruity, floral, woody, and fresh, so there’s something for everyone.
And don't limit yourself to what fragrances can fit into a collection...you can make almost anything work with the right positioning. (more on that in the next section!)
Think about how these fragrances complement one another and how they tell your story.
We actually released six new fragrances that can easily be renamed and rebranded to fit in almost any collection- if you want scents that inspire you, try this bundle!
3. Name Your Products to Spark Curiosity
Here’s the truth: names sell.
The right product name grabs attention and gives your customer an expectation on what they will experience when they smell it.
When naming, I always think about:
- How does this fit the collection’s vibe? (yet stand on its own!)
- Will this name make someone pause and think, Ooh, I need to know more?
- Or even, is this name clever and will make someone laugh? (names that make customers laugh sell!)
One of my favorite tips- add a layer of intrigue.
A name like “Wanderlust” isn’t just a scent, it’s an invitation to dream of far-off places.
And names like this can typically be any scent you want! What does "wanderlust" smell like to you? Is it fruity, earthy, fresh, floral, oceanic? You get to decide!
Creating Collections = Fragrance Possibilities Are Endless
Collections give you the freedom to reimagine, rename, and retell the story behind a scent in a way that fits your brand and your vision.
The truth is, you can position any fragrance, regardless of its original name or “intended” season, into anything you want it to be.
If you’re limiting your fragrance selection to a single category or season, you might be holding yourself back more than you realize. Some of the most unique and memorable collections can be made of fragrances you might not even think to include.
Maybe you’re thinking, “There’s no way I can make a summer collection using winter scents.” But you absolutely can, and it’s often easier than you think.
Fragrance is emotional. It’s tied to memory, mood, and imagery more than it is to a label. When you shift the name and the story, you shift the entire experience for your customer.
Here are a few examples:
Instead of leaning into its holiday roots, think about the feeling it gives...bright, dreamy, happy. This could easily become Aurora Borealis, Summer Sunset, or Good Vibes. With the right name and design, it transforms completely.
This scent doesn’t have to live in December. Strip away the holiday name and you’re left with a fragrance that places you right into a cool, dark forest. It can become Midnight Pine, Cozy Nights, or Mountain Trails- perfect for a nature-inspired collection!
What about spring/summer scents for fall and winter? Same rules apply here. Remember, ignore the scent name and the notes- think about the fragrance's vibe. It could easily be renamed to Ghouls Night Out for spooky season, or Merry & Bright for the holidays. These names don't tie to a specific scent- they tie to a feeling!
The key is to stop asking, “What is this fragrance supposed to be?” and start asking, “What could this fragrance become?”
Pro tip to renaming fragrances: Forget the original fragrance name. Forget the scent notes. Focus on what the fragrances makes you feel. Use a name that doesn't describe the scent itself, but the vibe of the scent.
When you approach your collections this way, your fragrance library opens up in a whole new way.
No more exclusions, no more feeling confined to a handful of fragrances...now you’re creating experiences, telling stories, and making a best-selling collection with no limitations.
Need more inspiration for renaming your fragrances?
Check out our Fragrance Renaming Tool for tons of rename inspiration and blend ideas, too!
Let’s Make This Easy for You: Free Collection Guide
Now that you’ve got the basics, I want to help you take things to the next level. That’s why I put together the Building a Curated Collection Guide - a free resource filled with ideas to help you hit the ground running.
Here’s what’s inside:
- several unique 'done for you' collection ideas for spring/summer
- fragrance suggestions for each theme to give you a place to start
- renaming ideas to make your products stand out and sell
This guide gives you everything you need to transform any fragrance into a story that feels completely you.
PS: A Little Extra Tip From Me!
As you build your collection, think about how you can make it immersive.
Could you share behind-the-scenes content while you’re working on your products?
Maybe where you got your inspiration from, what memories you pulled from to create your collection, or what the theme means to you.
Can you create a mood board to show your customers the inspiration behind the theme?
Show images that inspired you, the vibes you are going for, colors that you think of when you smell the fragrances- anything to immerse them and make them want to experience it, too.
These little details make your audience feel like they’re part of your process, and help them understand exactly what they will experience when they try your products- giving them more incentive to buy in.
I hope this guide helps you build a collection that your customers can't get enough of! And please share your creations with us on socials- tag us at @midwestfragranceco so we can cheer you on!
Happy making!
Hi! I'm Kenna!
Co-founder of Midwest Fragrance Company, business builder since 20, fueled by coffee and grounded by yoga. I’ve learned (mostly the hard way) what it takes to grow a maker business, and I share those lessons here… the real ones, not the highlight reel.
At MWFC, we sell all the supplies you need to create scented products that truly shine ✨
Want to keep following along? Find us on Instagram @midwestfragranceco
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