Rachel Latimer is the seasoned perfumer and creative mind behind DANE Fragrance & DANE Labs, a dual-concept artisan perfumery nestled in a small storefront on Main Street in Ukiah, California.
With over a decade of experience in high-end fragrance development, Rachel has built a business that’s as much about storytelling as it is about scent. Each DANE fragrance is a “concept fragrance” rooted in vivid life experiences, from the echoing humidity of a desert dust storm to the reverberating roar of a redwood mountain pass. The result? Bold, emotionally resonant perfumes that transcend trends and invite wearers to explore deeper sensory freedom.
What sets Rachel apart is her twofold approach. In addition to running a direct-to-consumer boutique, she operates a full-service scent laboratory. Visitors can step inside DANE Labs and view large windows revealing Rachel and her team in action, blending bespoke scents for corporate clients, specialty consumer brands, and even innovative art installations.
At the same time, DANE Fragrance offers an immersive retail experience both online and in-store, including hands-on workshops where guests can design their own signature fragrances. From birthday parties to custom scent projects, these interactive classes provide a unique creative outlet for all ages and experience levels. Rachel’s commitment to quality and ethics runs deep. Her products adhere to stringent fragrance regulations to ensure skin safety and responsible production. Looking ahead, she’s continuing to scale through education, wholesale partnerships, and avant-garde scent sculptures, including an upcoming collaboration to capture the nostalgic aroma of car exhaust for an innovative mechanical engineering firm.
Want to learn more about the DANE Fragrance Story? In July 2025, DANE Fragrance owner Rachel Latimer was featured on our Main Street Business Insights podcast. In the episode, host Matt Wagner, Chief Innovation Officer at Main Street America, spoke with her about her professional journey and the unique challenges faced by entrepreneurs in the fragrance manufacturing space.
Ready to shop? Visit DANE online to explore her evocative fragrance line, reserve a workshop, or inquire about custom scent services at danefragrance.com or danelabs.com.
Once you receive your order, make sure to grab some pictures and use hashtag #MadeOnMain and tag Main Street America and DANE Labs in your posts!