
Meet the Founder: Michelle Rosenthal of South Scent Candles
Today, I’m thrilled to be joined by Michelle, the inspiring founder of South Scent, a beautifully crafted candle brand born from her love of creating something calming and purposeful.
Based on the stunning South Coast of New South Wales, Michelle’s journey began during the quiet of lockdown, where candle making became her sanctuary. What started as a personal escape quickly evolved into a thriving business that brings warmth and serenity into homes across Australia.
After being introduced to South Scent by a mutual friend over 12 months ago, I haven’t purchased another candle brand since. Her captivating range of scents fills my home with the same amount of love Michelle pours into each candle and the ceramic jars not only look aesthetically pleasing but I love repurposing them as pots for my succulents.
Let’s learn more about Michelle’s journey, the essence of South Scent, and what inspires her to keep creating these delightful pieces of art.
W&CF: Thank you so much for joining me Michelle. I know this is a time most of us would rather forget, but I would love to go back to lockdown as that is when you started your candle making journey which has since evolved into South Scent. What inspired you to start making candles?
Michelle: Thank you for the lovely introduction! I began making and testing candles as a hobby during Covid everyone seemed to be picking up a new skill and this became mine. As I experimented with blending different scents to create unique combinations, my passion for it grew, and soon I was making candles for friends and family. Over time, I found myself searching for a specific jar design that I couldn’t find anywhere, which sparked the idea to start South Scent and create my own custom jars.

W&CF: There can be risk and reward when you decide to turn your hobbies into a hustle (business). At what point did you know there was something more to just making candles for yourself, friends and family? What influenced your decision to transition from hobby to business?
Michelle: Turning a hobby into a business does come with its share of risk and reward, but for me, the turning point came when I realised there was a real demand for what I was creating. Even though the candle space is quite saturated, friends and family weren’t just enjoying the candles, they were encouraging me to sell them because of how unique and high-quality they were. The real shift happened when I was searching for a specific jar design that I couldn’t find anywhere. That challenge sparked the idea of not just creating candles, but building a brand with my own custom jars and aesthetic that reflected my vision. I wanted to offer something distinctive and meaningful, and that’s when I knew it was time to take the leap and turn my passion into South Scent.
W&CF: One of the biggest challenges I face when purchasing your candles is deciding which scent to get next because they all smell amazing! What inspires the unique scent combinations you craft and how do they reflect your personal experiences or environment?
Michelle: Thank you so much, that's such a wonderful challenge to have! Honestly, when I started creating scents, I didn’t follow any rules or trends, I just made combinations that made me feel good. I experimented with blending fragrances I loved, and it became all about what felt right to me. Each scent I created was something I genuinely enjoyed and wanted in my own space. I think that personal connection and passion for the blends really come through, which is why I think people connect with them too! There is also a scent for everyone in the range.

W&CF: I won’t lie, I was immediately attracted to your beautiful ceramic candle jars as they look so aesthetically pleasing and more like pieces of art than a candle. Can you share the process behind designing your ceramic jars and how they easily integrate with various home decors?
Michelle: So many compliments! The design of the ceramic jars was such a personal and intentional process. I wanted them to feel more like timeless pieces of decor rather than just candle containers, I set out to create something that was both functional and beautiful. The design is simple and timeless, with neutral tones and natural textures that work effortlessly with a variety of styles. After testing countless samples and working with multiple manufacturers, I finally found the perfect jar that brought the vision that I had in my head to life.
W&CF: I know this will be a tricky one, but from all the candles in your collection do you have a personal favourite scent and what makes it special to you?
Michelle: I always get that question at the markets, I do love them all but the woodsmoke + lemon myrtle holds a special place in my heart, that is the first one I ever made and loved. The smokiness mixed with the citrus is just amazing to me, I do love an extra earthy scent.

W&CF: When you’re not making candles and attending local markets you are a mother. As a new mum, have you encountered any challenges in balancing motherhood with running South Scent?
Michelle: Balancing motherhood with running South Scent has definitely been a learning experience! With a toddler, one of the biggest challenges is managing my time effectively and wearing so many hats, mother, business owner, creator, and everything in between. It can be hard to find a rhythm, especially when both roles are so demanding and rewarding in their own ways. I’ve learned to embrace flexibility, prioritise tasks, and celebrate the small wins, whether it’s a successful market day or just finding a quiet moment to recharge. I’m also incredibly grateful for my supportive partner Chris.
W&CF: As a vegan I don’t use candles made from beeswax so I really appreciate that your range is created using natural soy wax. In what ways does South Scent prioritise sustainability and how do you source materials to align with these values?
Michelle: I’m so glad you feel good about using our product! We choose natural soy wax because it’s biodegradable, renewable, and vegan-friendly, a thoughtful alternative to paraffin or beeswax. We also love incorporating Australian made oils in our candles and pairing them with ethically sourced wooden wicks from the USA. As for our jars, they’re designed to be reused as a mug, planter, or anything you like in the hope that they’ll continue to have a purpose and avoid ending up in landfill.
W&CF: You’re a regular on the market scene and I love visiting your stall! How has the local South Coast community influenced your business and what role does community support play in your brand's growth?
Michelle: Visit anytime! The South Coast community has had such a positive influence on South Scent. It’s an incredibly supportive and connected area, and being part of this community has allowed me to not only grow my business but also build meaningful relationships with customers and other local small business owners. The people here truly value local, handmade products, and that genuine support has helped South Scent flourish from a small hobby into a brand. Community feedback has been essential to shaping our products and making sure we’re offering something that resonates. I’m so grateful for the connections I’ve made and the continued support.
W&CF: I am currently burning Patchouli and Tigerlily and it is SO beautiful! Are there any new products or scent families on the horizon for South Scent that you're excited about?
Michelle: Oh yes the patchouli is a fan favourite, the most recent scent added to the range. I am so excited for this question! We have so many new products on the horizon, we recently added a room mist to our range and soon enough you will see two more exciting products that I can’t yet reveal which may also include a new scent somewhere in there, follow our socials to stay in the loop!
W&CF: I have loved seeing South Scent grow and I can’t wait to see what is next! Where do you see South Scent in the next five years and what goals are you aiming to achieve?
Michelle: I would love to have South Scent in more boutique stores and homeware shops throughout the South Coast, although I would love to build more online presence and become a household name as a sustainable home fragrance brand.
FAST FIVE
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Favourite place in the world: Japan
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The beauty product you can't live without: Embryolisse moisturiser
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Book you are currently reading: “The book you wish your parents had read”
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A song that lives rent free in your head: Doechii
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A life changing event or experience: Giving birth LOL
- Who or what inspires you the most in life? Women in business

W&CF: Thanks so much for chatting to us Michelle, I have loved learning more about you and South Scent x