retailworks Founders and Principal Designer shares how the right aroma can keep customsers in your store longer and strengthen your brand
Our sense of smell is unlike any other. It bypasses logical reasoning entirely, connecting directly to the part of the brain that controls emotion and triggers memory. Researchers call it “involuntary memory,” and for retailers, it means the aroma in your store is shaping how customers feel before a single word is exchanged.
In her latest article for The Jewelers Collective Fall 2026 issue, Retailworks founder and president Lyn Falk unpacks the science of scent and what it means for your store’s bottom line. From choosing the right aroma for your brand and target market to avoiding the common mistakes that drive customers out the door, Lyn offers practical guidance rooted in retail psychology.
The Fall 2026 issue also features Lyn in its Behind the Byline section, where she is recognized as one of retail’s most powerful voices on the connection between intentional design and business performance.
Read the full article and find out what your store’s scent could be doing for your business.
