The mission of TouchTheFireTwice is to share my love for fine/home fragrance as an enthusiast, educator, and reviewer who inspires others to increase their fragrance knowledge and understanding, ultimately enhancing the scent memories they build and cherish.

Through TouchTheFireTwice I hope to make luxury brands and fine fragrance blends more accessible to mainstream enthusiasts who historically have had few opportunities for exposure, while also opening the eyes of the fine fragrance world to see the value and enjoyment of fragrances that may historically be viewed as anything other than the high-brow exquisite expressions of aspirational journeys they’ve always loved.

(Scroll for My Expanded Mission.)

Today I work toward achieving my mission by inspiring, relating, storytelling, educating, reviewing, and sharing my love for all fragrance with fellow enthusiasts through TouchTheFireTwice.

The majority of my reviews are for products I purchase independently, though I also partner with brands to share new products, review, and provide feedback/consultation.

To further my mission, my ultimate goal is to take my life-long passion for fragrance and pair it with my nearly two decades of experience in community building, relationship-based sales, and customer experience/support within the hospitality, startup, SaaS, financial tech, and e-commerce industries to enter the fragrance industry.

In my non-fragrance career I deliver impressive results across all stakeholders by defining strategic visions and purpose, and building teams and programs to empower and enable growth. This consistently results in industry-leading team engagement, high customer satisfaction, and record revenue and business results — a true growth mindset and win for all.

I'm open to all opportunities in the fragrance industry, so please contact me directly to have a conversation, learn more about my relevant experience, and/or request my resume.

There’s a divisive problem in the fine/home fragrance industry that I want to help solve:

Enthusiasts in the ‘mass market’ category feel excluded from what is assumed to be the exclusive high-brow fine fragrance world, while enthusiasts and noses of the fine fragrance world may dismiss the tastes and interests of mainstream consumers as low-brow or lacking value.

Frankly, both sides are right, and yet both sides are wrong. I wish to bridge that divide, as I believe there are missed opportunities for enthusiasts and brands of both worlds to find value across the spectrum.

I love high-end, pure and natural fragrances built from 16+ notes artistically crafted by a master perfumer to take me on a journey.

I also can enjoy a well-produced mass market fragrance, even one considered to be a “low-brow berries & cream bakery” style fragrance by those in the fine fragrance world.

Why turn up our noses, literally and figuratively, to anything that smells good and transports us, creating a scent memory? Isn’t that why we all have a passion for fragrance?

I strive to be a changemaker that results in a world where…a luxury brand proudly creates an exquisite, unmatched quality “berries & cream bakery” style fragrance, and where a mass market brand takes the risk to create a complex, sultry, “saffron woods & peppered plum” style fragrance. There is room for crossover, and I believe brands on both ends of the spectrum would be bolstered, not diluted by engaging all fragrance enthusiasts.