The pitch
What walked into the Den
Kristy Miller of Guelph runs The Scented Market, an eco-minded home fragrance and candle brand, and she pitched in the season 17 finale.
She sought $250,000 for just 5 percent, a valuation of $5 million for the growing company.
After the show
What happened next
It ended in a deal on the finale stage. Arlene Dickinson and Michele Romanow came in together, taking 15 percent between them for the $250,000 Miller asked for. She kept her number but gave the two of them triple the slice she first floated.
The shop is busy and current. In July 2026 it was showing a Summer Collection for 2026 and a Scent of the Month dated that July, all through a working checkout.
Our read
The Hub verdict
The equity swing is the number to watch. Kristy Miller floated 5 percent and closed at 15, giving Arlene Dickinson and Michele Romanow a combined stake for the $250,000 she asked. She protected her raise and tripled the slice to get two Dragons on board, which on a finale is a defensible trade.
It is the right trade for home fragrance, where the hard part is not making candles but winning shelf space and repeat orders, and two Dragons with consumer-marketing and e-commerce reach are worth more than ten points of equity. The shop backs that up: a Summer Collection for 2026 and a Scent of the Month dated that July, all running through a working checkout, which is a brand still setting a seasonal calendar rather than coasting on an appearance.
