Humans are gifted with five senses, but scent has a particularly powerful way of connecting us to memories, emotions, and meaningful moments. For Amanda Buhse, however, the journey into home fragrance began during one of the most painful chapters of her life.
While recovering physically and emotionally from a life-threatening ectopic pregnancy, Amanda began making candles at her kitchen table with a close friend. What started as a creative outlet became an unexpected source of healing and purpose. It gave her something hopeful to focus on during her recovery and ultimately planted the seed for what would become Coal and Canary.
With a background in graphic design, Amanda Buhse saw an opportunity to create a candle brand that felt fresh, modern, and full of personality. She combined fragrance with thoughtful names, bold packaging, and visual storytelling to create products that did more than simply scent a room – they made people feel something. That deeply personal beginning, paired with her creative vision, became the foundation of a brand built around connection, emotion, and memorable experiences.
Humble beginnings, Industry recognition
Amanda launched Coal and Canary in 2014 with approximately $40, no formal business plan, and a willingness to learn along the way. Within three months, the brand reached an unexpected milestone when its products were selected for the Grammy and Academy Awards gift bags.
The experience taught Amanda Buhse that confidence is not something you need before you begin; it is something you build by taking the first step. By trusting her creativity, embracing challenges, and remaining open to learning, she transformed a painful chapter into a thriving business.
The year that redefined her leadership
By 2020, Amanda had already weathered many of the challenges that come with building a growing brand, but that year brought a major turning point. Several years earlier, Amanda and her business partner had launched a separate perfume company alongside Coal and Canary. In 2020, when her business partner decided to focus exclusively on the perfume business, Amanda became the sole owner and leader of Coal and Canary.
The transition was both professionally and personally significant. Before she had time to fully adjust, Coal and Canary’s Instagram account – one of the company’s most important marketing and sales platforms – was hacked. Then, in March, the COVID-19 pandemic brought widespread closures, uncertainty, and an entirely new set of challenges for small businesses. Faced with multiple crises at once, Amanda Buhse had to quickly adapt, trust her instincts, and determine what the next chapter of the company would look like.
Leadership snapshot
| Then | Now |
| Creative but uncertain | Confident and vision-led |
| Worked behind the scenes | Comfortable using my voice |
| Searched for purpose | Leading with purpose |
| Afraid of failure | Resilient and adaptable |
| Tried to do everything myself | Strategic decision-maker |
| Said “yes” too often | Protecting my time and values |
| Focused on survival and approval | Focused on impact, community, and legacy |
| Eager to prove myself | Creating opportunities for others |
Where fragrance meets storytelling
Amanda Buhse has always viewed Coal and Canary as more than a candle brand. Her goal has been to create products that make people feel something, whether it’s joy, nostalgia, comfort, confidence, or even a laugh.
Amanda’s background in graphic design has influenced the way she approaches every product she creates. She doesn’t see a candle as just something to light, it starts with an idea and comes together through its fragrance, name, packaging, and photography. Every detail has a purpose, helping each collection tell its own story while giving Coal and Canary a personality that people instantly recognise.
While home fragrance can often feel traditional, Coal and Canary stands out with playful names, bold scent combinations, and products people love to display and gift. Three simple questions guide every new launch: Does it smell incredible? Does it tell a great story? Will it create a moment worth sharing?
That same philosophy shapes the customer experience. Whether in-store, online, or at a local market, Amanda Buhse wants every interaction to feel warm, personal, and memorable, staying true to the creativity and authenticity that define Coal and Canary.
Balancing creativity with business vision
Creativity and business have always gone hand in hand for Amanda. Every new product starts with an idea she genuinely gets excited about, but before bringing it to life, she asks a few important questions: Does it fit the brand? Will customers love it? Can we produce it well and grow it sustainably? She believes the best ideas are the ones that are both creative and commercially smart.
One of the biggest decisions she made was opening Coal and Canary’s permanent store at The Forks Market. Until then, the business had grown through wholesale, online sales, and pop-up markets. Opening a storefront was a big step, but it gave customers a chance to experience the brand in person and gave Amanda Buhse valuable insight into how they discovered, explored, and connected with the products.
Looking back, that decision helped shape the next chapter of Coal and Canary. It strengthened the brand’s local presence, brought Amanda closer to her customers, and reinforced her belief that lasting growth comes from balancing creativity with thoughtful business decisions.
A commitment to quality and customer connection
Amanda believes trust has always been built through consistency. From day one, Coal and Canary has focused on creating high-quality products that customers can confidently bring into their homes.
Every product is made in small batches using carefully sourced materials and tested to meet the brand’s standards. Just as importantly, Amanda Buhse believes there’s always room to improve.
That same commitment extends to customers, suppliers, employees, and retail partners, with every relationship built on honesty, respect, and accountability. Customer feedback has also helped shape the brand, inspiring better products, improved packaging, and new ideas.
For Amanda, trust isn’t built through one big moment; it’s earned through the small things done well, every single day.
More than a candle
One conversation has stayed with Amanda Buhse more than any other.
While attending a trade show, a woman stopped by to tell her that Coal and Canary candles had been her daughter’s favourite. She always had one burning at home, and the fragrances had become part of her everyday life.
The woman then shared something Amanda will never forget. Her daughter had passed away the year before, and at her funeral, the family lit dozens of Coal and Canary candles in her memory.
That moment gave Amanda a completely different perspective on the impact of her work. It’s easy to get caught up in production schedules, inventory, and sales, but it reminded her that once a candle leaves the workshop, it becomes part of someone’s life. Sometimes it marks a celebration, sometimes it offers comfort, and sometimes it helps people honour someone they love.
For Amanda, the story reinforced why quality, care, and intention matter so much. Every candle carries the possibility of becoming part of someone’s most meaningful memories, and that’s a responsibility she never takes for granted.
Creating opportunities for women to lead
Amanda Buhse believes empowering women is about creating opportunities to lead, grow, and be heard.
That belief is reflected in Coal and Canary, a proudly 100% female-owned business that has created employment and leadership opportunities for women throughout its history. Beyond the brand, Amanda Buhse continues to champion women as Chair of The Winnipeg Chamber of Commerce and through public speaking and Made in Winnipeg, helping more women see themselves in leadership.
The moments that mean the most to her are when someone says her story gave them the confidence to start, speak up, or chase an idea they had been holding onto. To Amanda, real empowerment is about opening doors and helping the next generation of women believe they belong.
Making an impact beyond the brand
- Chair, The Winnipeg Chamber of Commerce
- Helps shape conversations that support the growth of Winnipeg’s business community.
- Champions a business environment that is inclusive, forward-thinking, and collaborative.
- Brings the perspective of an entrepreneur and creative founder to discussions around leadership, economic growth, and the realities of running small and medium-sized businesses.
- Public Speaker
- Shares honest insights on entrepreneurship, resilience, branding, creativity, and leadership.
- Believes the most meaningful conversations include not only the successes, but also the setbacks and lessons learned along the way.
- Passionate about encouraging more women to trust their ideas, pursue entrepreneurship, and step confidently into leadership.
- Storyteller & Community Advocate
- Co-hosts The Exec Hotseat Podcast, giving entrepreneurs and business leaders a platform to share their journeys in their own words.
- Created and hosts Made in Winnipeg, a television series that celebrates local makers and small businesses, shining a spotlight on the passion, creativity, and hard work behind their success, especially women-owned businesses.
- Mentor & Collaborator
- Supports entrepreneurs by sharing her experiences, offering practical advice, and making meaningful connections.
- Regularly collaborates with local businesses and creatives, believing that even one conversation or introduction can change the course of someone’s entrepreneurial journey.
- Leading with Purpose
- Sees leadership as an opportunity to create impact beyond her own business.
- Believes success isn’t just about building a great company; it’s about using her voice, experience, and platform to open doors, uplift others, and help build a stronger business and creative community.
The future of home fragrance
Amanda believes the next five years will be shaped by something surprisingly simple: human connection. As technology and AI continue to transform the industry, she believes the brands that will truly stand out are those that feel authentic, tell meaningful stories, and build genuine relationships with their customers.
| What Amanda Sees Ahead | How Coal and Canary Is Responding |
| Authenticity will matter more than ever. Consumers want to know who is behind a brand, why a product exists, and what the company stands for. | Staying true to its roots. Coal and Canary continues to build direct relationships with customers through its store at The Forks, local markets, social media, and its online community. |
| Personalization will continue to grow. Home fragrance will become more personal, with customers choosing scents that reflect their mood, lifestyle, and daily rituals. | Expanding the product range. The brand continues to expand beyond candles, thoughtfully introducing new products that reflect Coal and Canary’s signature creativity, personality, and commitment to quality. |
| Customers will expect complete brand experiences. From packaging to retail spaces and digital platforms, every interaction will matter. | Creating a consistent experience. Every touchpoint is designed to feel unmistakably Coal and Canary, whether customers shop in-store or online. |
| The strongest brands won’t chase every trend. They will evolve while staying true to who they are. | Growing with purpose. Coal and Canary continues to innovate without losing the creativity, warmth, and personality that define the brand. |
Amanda’s Vision
“I believe the future will belong to brands that combine innovation with authenticity. At Coal and Canary, we’re embracing that future by growing thoughtfully, listening closely to our customers, and continuing to create products and experiences that feel personal, memorable, and full of life.”
Day in a leader’s life
| Time | What Keeps Amanda Going |
| 7:30–8:00 a.m. | Morning Reset – Starts the day with meditation to feel grounded, focused, and ready for what’s ahead. |
| 8:00–9:30 a.m. | Planning the Day – Reviews emails, prioritizes tasks, and plans the day while staying flexible. |
| 9:30 a.m.–1:00 p.m. | Building the Brand – Focuses on product development, strategy, operations, and a new business venture in the works. |
| 1:00–5:30 p.m. | Leading & Connecting – Spends afternoons in meetings, speaking engagements, networking, podcast recording, or filming Made in Winnipeg. |
| 5:30–8:30 p.m. | Community & Growth – Attends Chamber events, spends time with her husband, or works on online courses. |
| 8:30–10:30 p.m. | Creative Recharge – Unwinds by painting, writing music, or creating poetry to recharge and stay inspired. |
| Open Letter To Future Women Entrepreneurs, You don’t need every answer before you begin. You don’t need a perfect business plan, unlimited resources, or complete confidence. You simply need the courage to take the first step and the willingness to keep learning along the way. I started Coal and Canary with approximately $40, a creative vision, and no certainty about where it would lead. Confidence didn’t come first; it grew through taking action, making mistakes, adapting, and continuing. Build your business around purpose. Know why your work matters, who it serves, and never compromise your values. Protect your creativity, but also understand your numbers. Passion starts a business; financial knowledge helps sustain it. Not every opportunity is meant for you. Learn to set boundaries, trust your instincts, and don’t compare your beginning to someone else’s middle. Every entrepreneur faces uncertainty, but resilience is choosing to keep moving forward, even when the path feels difficult. Most importantly, leadership isn’t about being the loudest person in the room. It’s about trusting your voice, using it with confidence, and creating opportunities for others. Walk into the room before you feel ready. Share your idea. Take the chance. Success isn’t measured only by what you build, but by who you become and the doors you open for those who follow. From, Amanda Buhse, Founder & CEO Coal and Canary |
Key takeaways
- Start before you’re ready: Confidence grows through action, not waiting.
- Lead with purpose: Build something that creates meaning, not just profit.
- Turn challenges into growth: Resilience is choosing to keep moving forward.
- Stay authentic: Lasting success comes from knowing who you are and staying true to it.
- Lift others as you lead: Great leadership is about creating opportunities and opening doors for others.
Quick takes
| Category | Amanda’s Pick |
| Go-To Tool | Adobe InDesign – An essential tool for bringing together branding, typography, imagery, and messaging to create visually compelling, cohesive brand stories. |
| Words to Live By | “It’s not your aptitude, but your attitude that will determine your altitude.“ — Amanda’s Mom |
| Advice for Future Entrepreneurs | “Start before you feel ready. Clarity and confidence are often created through action.” |
| Must-Read Book | This I Know by Terry O’Reilly – A thoughtful read on marketing, creativity, and human behaviour, filled with practical lessons on building ideas that truly connect with people. |
