Jess Tay is as straightforward as they come. As the director of Flaming Queen—a name that reflects the multi-brand retailer and distributor of home fragrances and accessories rather than an LGBTQ+ term—Tay cuts to the quick like many of the scents her company brings in, setting the mood without any preamble.
While it can be said that the products Flaming Queen boasts are a reflection of Tay’s personal style and preferences, she reveals a more pragmatic approach to her curation process.
When it comes to selecting the products Flaming Queen carries, Tay considers the label’s origins, uniqueness, and relevance. The majority cater to the wants of her customer base. Her home fragrance selections, for example, include brands such as Baobab Collection, Dr. Vranjes Firenze, and The Aromatherapy Co.
Flaming Queen also has its own brand of high-quality essential oils and diffusers to stimulate the senses and add warmth to any home, as well as massage oils to help soothe the body and mind.
It was the complexity and sophistication of fragrances and their styles that cultivated her interest in luxury home products. The ability to add value through the use of premium home fragrances, which not only change the ambience of a room but also serve as a decorative pièce de résistance that ties it all together, is rewarding.
The first step to embarking on any endeavour, however, is never a walk in the park. Tay admits to a case of getting butterflies but is all about taking the plunge. Her passion for home fragrances was sparked by memories from her youth, such as recalling the joy of helping out at her grandfather’s provision shop. “Thus, the idea of setting up my own business has been there since I was a little girl.”
As the brain’s crown of memory, the hippocampus deals with emotions. Sensory information, such as sight, touch, hearing, and taste, travels to the thalamus (crucial to sensation, movement, and motivated behaviour), which passes it to the hippocampus.
Smell has a different effect. Odours skip the thalamus and head straight to the olfactory bulb. That triggers detailed memories and intense emotions as it connects directly with the amygdala, which stores rememberances of events and emotions, and the hippocampus.
“Smell is one of the most significant human senses. A premium home fragrance by top perfumers can be intriguing and significantly enhance the [atmosphere].”
Jess Tay on her love for high-quality home fragrances
The look of the bottle adds a decorative slant to the process as well. As for Tay’s scent preference, her go-to is Flaming Queen Essential Oil – Eucalyptus Certified Organic, which comes in handy for reducing symptoms of cold and relieving muscle and joint pain. Another is Lavender Bulgarian—“I always carry [it] with me [as it] helps to ease tension and relaxes me.”
For Flaming Queen, the smell of success would be the key fragrance in its olfactory arsenal, but passion alone isn’t enough. For a business to survive, Tay says it needs to take into account factors such as market demand, financial sustainability, and a strong team.
As with any business, Flaming Queen faces challenges, with competition being a major obstacle. Nevertheless, Tay remains committed to providing customers with the best products and services in the industry.
Producer: Adora Wong
Art Direction: Ed Harland
Videography: Alicia Chong
Photography: Mun Kong
Photography Assistant: Ren Jie Teo
Hair & Makeup: Aung Apichai
