Merchants of Beauty: Scents Inspired by NYC

I’m thrilled to introduce you to Ava Ghiotti!

Ava is the kind of person you want to be around – not only because of her strength and resilience but also because of her infectious enthusiasm and positivity. She’s a passionate, brilliant and kind soul. She created a high-end candle company and launched right as COVID hit, but that didn’t stop her. Determined to make her dreams come true, she summoned her innovation superpower and determination to propel her forward! Her candles tell stories and spark joy for me and they make such a great gift! I use candles everyday for so many reasons, including to help me lift my mood, set my intentions and create a ritual to keep me grounded. I have the Glow N Flow candle, and absolutely love the scent. It brings me great pleasure to support quality products and great people, and with Merchants of Beauty you get both!

What should we know about you?

As a Los Angeles based makeup artist and event coordinator, I was always drawn to storytelling, project visualization and creating experiential experiences.  Relocating back to New York City in late 2012, I began the development of Merchants of Beauty. 

Combining my love for storytelling, design, and meaningful objects I set out to elevate the candle experience.  I created Merchants of Beauty from the notion that meaningful objects can capture the essence of moments and memories, sparking conversation that can lead to your next great adventure

The collections that I design for Merchants of Beauty are born from my love of objects, inspired by my travels and most of all a determination to capture the essence of the world around me; it is my hope that you find a bit of your essence in the collections I have put together.

Why do you love what you do?

I love the what I do simply because I love to capture moments.  My goal as the Founder and Creative Designer behind Merchants of Beauty is to make experiences tangible through creative products.  I enjoy the challenge of capturing the essence of a mood through scent, color and design.  I design pieces that inspire your mood and inspire you to curate your environment.  I love using candles as a vehicles to create meaningful experiences and transport through scent, setting your story in motion.

Tell us about your superpowers!

I would have to say resilience and tenacity.  The opportunity to build a small business from scratch has afforded me the chance to shift my perspectives around challenges.  There is a certain resiliency that you build up as you slowly realize that creative problem solving will become a skill that you will lean into so frequently.  Small businesses face a number of challenges before even launching and the tenacity to stand strong with your vision in the face of every “no” that you will hear builds the strength to keep moving steadfast and forward.  Know your why and stay connected to it and don’t forget to have fun along the way! 

What else should we know?

Merchants of Beauty is all about creating environments and complimentary pairings to inspire mood.  As Creative Designer, I love exploring creative pairings that allow mood to be elevated and reimagined.  I am currently focusing on scent and taste to elevate mood through an IG LIVE series, Candles N’ Cocktails.  This series pairs mixologist featured signature cocktails inspired by our current collection fragrance notes.  As I continue to explore pairings that inspire mood, I am excited to focus on reimagining home environments though scent and color.

Is there a special offer you’d like to share with us?

I would love to offer all of Coach Tosca’s audience 10% off.  Code: TOSCA10. Valid: through 10/28/20