Community Highlights: Meet Irina Novak-Calki of Scentrique

Today we’d like to introduce you to Irina Novak-Calki.

Hi Irina, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
I didn’t set out to build a fragrance business. My background is in corporate fundraising, where I learned the importance of relationship-building, trust, and communicating value. These skills later shaped how I approached retail and brand curation. Over time, I became deeply drawn to niche perfumery: independent houses with strong creative direction, craftsmanship, and storytelling behind every bottle.

Scentrique started in Vancouver, BC as a response to what I felt was missing in the market. I wanted to create a space where fragrance could be experienced thoughtfully and without pressure: welcoming, elevated, and centered on education and exploration. From the beginning, curation was key. Every brand we carry is selected intentionally, with a focus on quality, originality, and how it fits into a broader olfactive conversation.

As the business grew, so did our community. We expanded our e-commerce platform, events, and sampling programs, allowing us to connect with customers across Canada and the U.S. Opening our Denver location felt like a natural next step — an opportunity to bring the same service-driven, experiential approach to a city with a growing appreciation for independent brands and the art of niche perfumery. Today, Scentrique sits at the intersection of luxury retail, education, and community, and we continue to evolve while staying true to our original vision.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It hasn’t been a completely smooth road. Opening in a mall environment introduced new layers of complexity, from design restrictions to extended approval processes that require patience and adaptability. These constraints pushed us to be more intentional and creative while staying true to our brand identity.

Entering a new market also brought external challenges, including new tariffs, cross-border logistics, and the need to build brand awareness from the ground up. Educating a new audience and establishing trust takes time, especially in a category like niche fragrance. Ultimately, these challenges have strengthened our operations and clarified our long-term strategy.

As you know, we’re big fans of Scentrique. For our readers who might not be as familiar what can you tell them about the brand?
Scentrique is a niche fragrance retailer specializing in independent, artisanal perfume houses from around the world. We focus on thoughtful curation, education, and a highly personalized customer experience—both in-store and online. Our goal is to make niche fragrance approachable, whether someone is discovering perfume for the first time or is a seasoned collector.

What sets us apart is how intentionally we curate and how we support exploration. We offer extensive sampling options, guided consultations, and educational events that allow customers to experience fragrance at their own pace. Every brand we carry is selected not just for quality, but for originality, craftsmanship, and a clear creative vision.

Brand-wise, I’m most proud of the community we’ve built. Scentrique isn’t just a place to buy perfume—it’s a space where people learn, connect, and develop confidence in their personal taste. Whether through our boutiques, e-commerce platform, or sampling programs, we aim to create a meaningful, discovery-driven experience that stays with our customers long after they leave the store.

Can you talk to us about how you think about risk?
I don’t think of myself as a reckless risk-taker, but I do believe in taking intentional, well-considered risks when the long-term vision is clear. For me, risk has always been about balancing instinct with data, and being willing to move forward even when conditions aren’t perfect.

One of the biggest risks we took was opening our first physical store during the first year of COVID. At a time when uncertainty was high and many retailers were pulling back, we chose to invest in an experiential retail model centered on human connection and discovery. More recently, expanding into the U.S. during a period of economic volatility, rising costs, and recession concerns was another major leap—especially while continuing to invest in brick-and-mortar retail when much of the industry was shifting online.

Those decisions were grounded in a belief that physical spaces still matter, particularly in categories like fragrance that rely on sensory experience and trust. While these moves carried real risk, they also reinforced our positioning and resilience as a brand. I’ve learned that the most meaningful growth often comes from leaning into uncertainty with clarity, discipline, and a strong sense of purpose.

Contact Info:

• Website: https://www.scentrique.us
• Instagram: https://www.instagram.com/scentrique
• Youtube: https://www.youtube.com/@scentrique
• Other: https://share.google/86LqSATyIN3yy2m3d