Business Monday

August 10, 2014

Doctor Aromas spreads its aromatherapy through the air

Doctor Aromas is spreading its aromatherapy through the air — into homes, condos and retail stores.

Company: Doctor Aromas

Location: 1999 NE 148th St.,

North Miami.

Service: Sells dispensers and cartridges that emit aromatherapy in the air through the client’s central air conditioning system. The client can control the strength, timing and choice of scent. Residential dispensers cost $35 and canister refills cost $75.

Years in business: Seven.

Management team: Violeta Horne, owner and operations manager; Marcelo Zelicovich, owner, in charge of the technical department and product development.

Revenues: 2009: $197,189; 2010: $257,718; 2011: $349,512; 2012: $574,688; 2013: $888,060; 2014: projecting $1.5 million.

Employees: 12

Milestones: The Doctor Aromas aromatherapy concept was created more than 20 years ago in Argentina by Marcelo Zelicovich, who then brought it to the United States. “We arrived here with $300 in our pockets 10 years ago, and in 2013, we had revenue of $1 million,” Zelicovich said. “We love what we do as we make the experience of entering a building more pleasurable and sophisticated.”

Today, Doctor Aromas serves more than 250 high-end condominium buildings in Miami-Dade County, as well as about 2,000 homes and retail stores. Among its clients are seven Trump towers in Sunny Isles Beach, many of the buildings on Brickell Key, and condos in Naples, West Palm Beach, Atlanta and Dallas, said Violeta Horne.

The company has grown along with the industry, she said. The products are sold from Doctor Aroma’s showroom, online and at home shows.

In 2013, the company was named one of the 12 most innovative products by ISSA (International Sanitary Supplies Association), competing with products from companies like Clorox, Rubbermaid, P&G and others.

This year, Doctor Aromas was approved as a “National Preferred Vendor” for FirstService Residential, which manages about 6,000 condo buildings across the United States.

Most recently, at the end of June, the company began placing its aromatherapy product at the sales center for Brickell City Centre. “Our expectiation is to be an invisible force in that incredible project,” Horne said.

Impact: “Our aromatherapy through the HVAC is a new concept that no other company can apply in private homes and offices,” she said.

Keys to success: A commitment to quality, excellent customer service and a fast response to solve problems, Horne said.

“People really enjoy having our scents in their home, and that is helping us grow the residential side of our business, by word of mouth,” she said. “We offer a system that is available to anyone. It doesn’t have to be an expensive or sophisticated system in order to scent your home with a quality product.”

Strategy for next steps:

• Opening kiosks in Miami-Dade shopping malls;
• Naming distributors in different cities in Florida and around the country;
• Offering a new and more functional online shopping cart, which will be uploaded in the next few weeks.


Small Company Spotlight highlights recent business milestones such as major contracts, mergers or acquisitions by established South Florida companies with 300 or fewer employees. To be considered, companies must be willing to discuss revenues over the past five years. Email ideas to

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