Keta Burke-Williams is the Co-Founder & CEO of fragrance line Aspen Apothecary. Keta went to Dartmouth where she studied Portuguese and religion. After graduation, she worked at Kraft-Heinz in their sales rotation program where she experienced all sides of the CPG business. She left Kraft to work at Carnival Cruises corporate office before attending Harvard Business School. At HBS, Keta came up with the idea to create a line of CBD infused perfumes. This became Aspen Apothecary.
While Aspen is still in its early days, we’re excited to have Keta Burke-Williams on the pod to discuss the logistics of building a fragrance company. In this episode of DTC pod, you’ll hear Blaine & Ramon talk with Keta about creating a scent, finding a manufacturer, finding her voice when pitching to VCs, optimizing for online and offline sales, being smart with your resources, and tapping into your network.
8:20 - 9:20 The inspiration behind Aspen
15:43 - 16:06 Consumer trust is fragile
32:34 - 33:24 Why being cheap is smart
19:06 - 19:43 How to sell a scent online
26:03 - 26:47 Combatting imposter syndrome
40:10 - 40:49 Don’t underestimate your network!
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Keta Burke-Williams - Founder of Aspen Apothecary
Ramon Berrios - CEO of Trend.io
Blaine Bolus - COO of OmniPanel