We’re looking forward to introducing you to Audrey Shaw. Check out our conversation below.
Good morning Audrey, we’re so happy to have you here with us and we’d love to explore your story and how you think about life and legacy and so much more. So let’s start with a question we often ask: What do you think is misunderstood about your business?
I think one of the biggest misunderstandings is that people sometimes assume Trü Blends is part of a multi-level marketing model – when in fact, it’s a completely different kind of experience. Trü Blends is a luxury fragrance activation where every scent is hand-crafted, guided by scent stylists, and designed to reflect the guest’s own personality and mood.
Each of the essential oils we use on out blending bar is carefully sourced for purity, quality, and sustainability. We care deeply about where our materials come from – and about how our products are packaged, always striving to minimize waste and make choices that respect both people and the planet.
We don’t sell products through distributors or memberships – we create personal experiences. Our blending bars are sensory experiences where artistry, nature, and self-expression come together. Once guests experience it, they instantly understand that it’s not just about fragrance – it’s about connection, creativity, and conscious luxury.
Can you briefly introduce yourself and share what makes you or your brand unique?
I’m Audrey Shaw, founder of Trü Blends, a luxury natural fragrance experience that helps people connect to scent in a personal and memorable way. What we do is a little different – we don’t sell perfume off the shelf. Instead, we guide guests through the process of blending their own custom fragrance using 100% natural essential oils that are carefully sourced for purity and sustainability.
It’s been a journey getting here. There have definitely been some failures along the way – product lines that never took off, concepts that sounded great in theory but didn’t connect in practice, and plenty of trial and error as I figured out what people really responded to. What I learned is that the magic happens when people are part of the process. Creating something that’s theirs – a scent that tells their story – is what makes the experience so meaningful.
That discovery completely changed the direction of the business. Trü Blends evolved into what it is today – an immersive, sensory experience that blends artistry, sustainability, and connection. Whether it’s a corporate activation or an intimate event, each experience allows guests – and brands – to express themselves through scent in a way that feels intentional and unforgettable.
Great, so let’s dive into your journey a bit more. What part of you has served its purpose and must now be released?
I think the part of me that’s served its purpose is the version that believed I had to do everything myself and that it all had to be perfect before I could move forward. In the early days of Trü Blends, I held on tightly to every detail, wanting every element to be just right. But I’ve learned that true creativity and real success come from collaboration, not control.
Some of the most meaningful moments in this business have happened when I trusted the people around me, my scent stylists, event partners, clients to bring their own ideas and energy into the process. Releasing that need to be the one steering every moment has opened the door to so much more joy, connection, and innovation.
Now, I focus on progress over perfection and on building with others instead of alone. That shift has made everything lighter, more fluid, and far more fulfilling, both in work and in life.
If you could say one kind thing to your younger self, what would it be?
I’d tell her to stop trying to carry everything alone. You don’t have to prove your strength by doing it all yourself and that collaboration doesn’t dilute your talent; it expands it. Some of the best things I’ve ever created happened when I trusted others enough to step in and share their vision.
I’d remind her that it’s okay not to have the full picture, that the beauty of the journey is in how it unfolds. Every setback, every “almost” closed contract, all the wondering if your idea is a good one and if YOU are worth it all adds up to something bigger than you can see at the moment.
My years in event production taught me how to lead under pressure and adapt on the fly, but also how to listen, collaborate, and make space for magic in the process. I think my younger self needed to know that success isn’t about being the one holding it all together, it’s about building something authentic, sustainable, and shared. And that’s exactly what I’m doing now with Trü Blends.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What are the biggest lies your industry tells itself?
I think the biggest lie is that people want fast, flashy, and mass-produced experiences. In reality, people crave authenticity and something real, something that feels made for them. The beauty industry in particular has spent decades convincing people they need to fit into a mold, when what we actually want is to feel connected to ourselves. Trü Blends was created as the opposite of that. The intention is to provide a chance for people to slow down, explore, and create something that reflects who you are, not who a brand tells you to be.
Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. What do you understand deeply that most people don’t?
I’ve learned that most people aren’t really looking for more things, they’re looking for more meaning. Whether it’s in events, work, or everyday life, it’s the personal moments that stick with you.
I’ve seen it over and over again, people remember how something felt, not how it looked. It’s the connection, the laughter, the story behind it that makes it special. That’s true in my business too. A scent on its own is just a fragrance, but when someone blends it themselves and it becomes theirs, that’s where the personal connection is.
I guess what I understand now is that details matter, but connection matters more. When you make people feel something real, that’s what lasts.
Contact Info:
- Website: https://tru-blends.com
- Instagram: @trublendsaroma
- Facebook: https://www.facebook.com/trublendsaroma/
Image Credits
D’Ann Stelly, Carol Craig, Michele Sodon
