Stacy Miller didn’t have an entrepreneurial background or formal training in fragrance, but when she launched a humble side hustle in 2017, she had a clear vision: to create nontoxic, emotionally resonant products that elicit comfort and joy. By Jessica Petrucelli
From Side Hustle to Franchise Powerhouse
Stacy Miller didn’t have an entrepreneurial background or formal training in fragrance, but when she launched a humble side hustle in 2017, she had a clear vision: to create nontoxic, emotionally resonant products that elicit comfort and joy.
Fueled by the transformative power of scent and a simple goal of creating products that were safe, natural and gentle enough not to trigger her husband’s asthma, Miller grew her brand organically through local markets and word of mouth. She built the Sea Love concept around clean ingredients, boutique offerings and an intentional coastal design – all ideals that quickly resonated with customers seeking more than just fragrance.
However, the real turning point for Sea Love came during the 2020 pandemic. Instead of retreating, the company leaned into the moment, recognizing the deep emotional need for calmness and connection. Miller’s company became the first to franchise the concept of DIY scent blending, offering immersive, sensory-rich experiences that turned customers into creators.
“We weren’t just selling candles,” said Miller. “We were helping people express themselves, care for themselves and reconnect with their senses.”
At the heart of Sea Love is a powerhouse team of women who lead with creativity, collaboration and care. From strategy to design, each member brings unique strengths, and they’re united by a shared belief in the brand’s mission. That spirit of support extends to Sea Love’s franchisees, many of whom are women drawn to the brand’s blend of hospitality and entrepreneurial opportunity.
“There’s a unique strength women bring to this industry: emotional intelligence, intuition and an eye for detail,” Miller said. “When those qualities are paired with strong business acumen, the result is extraordinary. Our franchise network is filled with driven, talented women who are redefining what entrepreneurship looks like, and I’m incredibly proud to be part of that.”
Sea Love’s Certified Scent Stylist® program equips franchisees with tools to guide guests through personalized scent journeys, turning retail into ritual.
“Our model invites people to slow down, engage their senses and create something meaningful,” said Miller. “It’s retail with soul.”
The brand also champions other women-owned businesses, curating handcrafted goods, home décor and wellness products that complement Sea Love’s aesthetic and values.
“We’re rooted in community, and we love celebrating female makers and entrepreneurs,” said Miller.
One of the company’s most heartfelt initiatives is its collaboration with the Girl Scouts. The Sea Love Scent Badge offers young girls hands-on experience in fragrance, creativity and entrepreneurship. As a former Girl Scout leader, Miller sees this as a way to nurture confidence and curiosity in the next generation.
“It’s more than a badge,” she said. “It’s an invitation to imagine and lead with heart.”
Looking ahead, Sea Love is expanding with intention by growing its franchise network, enhancing training and evolving into a full lifestyle fragrance brand.
“Our goal isn’t rapid growth, it’s meaningful growth – with the right people, the right tools and the right heart behind every location,” Miller emphasized.
From basement beginnings to boutique brilliance, Sea Love is proof that purpose, passion and a little fragrance can go a long way.
Jessica Petrucelli