Making Scents

on Fifth Avenue South

If you’re downtown and your nose is leading you to 300 Fifth Avenue South, there’s a reason. The latest newcomer to Fifth Avenue South, Aroma360, is all about the sense of smell.

Based on the concept of aromachology, Aroma360 provides health scenting solutions for your home or business along with the benefits they can provide when it comes to human behavior.

So, what’s the difference between aromachology and aromatherapy, a term with which more people may be familiar? While aromachology looks at why and how scents trigger a psychological response in humans, aromatherapy looks at what scents cause a specific physiological response. They both can be therapeutic.

Aromachology can be a great business tool by using scents to stimulate sales, enhance perceived value or increase feelings of trust and calmness. Scent is a powerful marketing tool that is widely underused. In fact, smell is the most primal of the five senses and can hold surprising sway over cognition, emotion and even other senses.

Store Manager Caroline Kennelly, who grew up in Florida but spent several years working in retail in New York City, is thrilled about coming back “home” and working for such a unique and cutting-edge company like Aroma360.

Caroline says, “People are turning to scenting because of the stress of our times and the impact of scents on how you are feeling. For example, citrus gives you a sense of awakeness, so many businesses use it in their offices to help keep employees alert. Homeowners, on the other hand, might use vanilla in their homes to create a sense of calmness and of being nurtured. The smell of peppermint helps with concentration, and a lot of students use it when studying for exams.”

While Aroma360 is privately held and currently has four stores in Florida, it has already become the leading force in the scent marketing industry. In addition to Naples, Aroma360 is also located in Miami, Palm Beach, and Boca Raton.

The company boasts hundreds of clients spanning 22 countries and has designed more than 90 custom scents to reflect the brands of some of the largest companies and hotels around the world, including Lexus, Ferrari, Marriott, Four Seasons, Margaritaville, Ritz Carlton, Biltmore, Bellagio Las Vegas, and the Atlantis Hotel Paradise Island Bahamas, among others.

Regardless of the industry, scent can not only attract customers but can also build emotional connections, improve brand perception and create a unique experience that will leave a lasting impression. According to Caroline, scent is the strongest of the five senses tied to memory and emotion. By using a strategically chosen fragrance that will communicate a positive brand identity, a business can form stronger relationships with its customers through scent memory.

Aroma360 also works with homeowners to help them select from the company’s signature scents or even custom design one for their homes. “Fragrance is an accessory that’s often overlooked in the design of a home. But just as important as your choice in furniture, lighting and artwork, scent adds depth and character to your home, making it more inviting and relaxing,” says Caroline. Additionally, Aroma360 uses therapeutic grade essential oil blends in all its oils, assuring clients receive the maximum health benefits from their scenting experiences.

“All of our scents are safe for children and pets,” says Caroline. “We follow the research and safety standards established by our industry organizations, including the Research Institute for Fragrance Materials (RIFM) and the International Fragrance Association (IFRA) that includes seven multinational companies and 23 national associations in 24 countries.”

Aroma360 products are delivered by two types of Cold Air Technology diffusers. One is a portable line of diffusers that work in any environment and are simply plugged into an outlet. The other is delivered through an HVAC unit that requires a central A/C system to operate. The unique technology, developed by the founder of Aroma360 along with several scientists, breaks down the fragrance oils into a dry mist of nanoparticles with the use of cold, filtered air. This dry fragrance mist is released into the HVAC ducts sending a consistent and even scent experience into desired areas of the home or business.

Aroma360 chose Naples for its newest store because so many of the company’s online clients live here. "We love being on Fifth Avenue South," says Caroline. “It’s such a fun and lively part of town where friends and family come to shop, dine, and play. A store like ours is an exciting place to visit because we are so unique.”

Aroma360 also offers a line of accessory pieces, including candles, reed diffusers and room sprays that make perfect gifts for those with a discerning sense of smell. “We are always telling visitors to come on in and sniff around,” Caroline says with a smile.

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Truluck’s Valet Parking During the Construction Off 4th Avenue

There is temporary construction near Truluck’s. To reach our valet parking when headed south on 6th Street, go left onto 4th Avenue South or when heading north on 6th Street go right onto 4th Avenue South. Valet is located on the north side of the restaurant on 4th Avenue South.

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Did you know by Weisberg Wealth Management

The U.S. hit the debt ceiling - $31.4 trillion - on January 19th, 2023, but the Department of the Treasury has been undertaking a set of “extraordinary measures” to extend the ceiling and could run out of measures as soon as June 1st. The debt ceiling has been raised 78 times since 1917 and has never experienced a default. If you have questions please reach out to Rich Weisberg, CRPS, Financial Advisor, RJFS and President at Weisberg Wealth Management at 239-367-7152 or Located at 400 Fifth Avenue South Suite 302.

Securities offered through Raymond James Financial Services, Inc., member FINRA/SIPC Investment advisory services are offered through Raymond James Financial Services Advisors, Inc. Weisberg Wealth Management is not a registered broker/dealer and is independent of Raymond James Financial Services.


Arts, Culture & Entertainment

Join us here on Fifth Avenue South for these upcoming events.

Miradas de Mujeres: Isabelle de Borchgrave and The World of Frida Kahlo

Now to June 11

Naples Art Institute Miradas de Mujeres: Isabelle de Borchgrave and The World of Frida Kahlo presents a collection of paper dresses and built environments by renowned Belgian artist Isabelle de Borchgrave, which was inspired by the style and life of the iconic Mexican artist Frida Kahlo. This exhibition honors a conversation between two women who have never met, but who nevertheless shared the same love of fabric, patterns, and colors.

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ARTScool Summer Youth Art Program

June 5 to July 28

Naples Art Institute ARTScool students will learn by participating in immersive art activities incorporating varied techniques and media, including painting, drawing, paper, clay, printmaking, sculpture, and more! Classes sell out fast so don’t wait to register!

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Disney and Pixar's Finding Nemo Jr.

June 22 to 23

Gulfshore Playhouse Explore the big blue world with this lively new stage musical based on the beloved Pixar film!

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The Hunchback of Notre Dame

July 5 to 23

The Naples Players Get your tickets early and don't miss out on this timeless retelling of Victor Hugo's renowned novel. This show will be performed at Community School of Naples (13275 Livingston Rd.)

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Aura Photography at Silver Eagle Gallery

June 21 & 22 | 11:00 a.m. - 7:00 p.m.

Come and enjoy the opportunity to experience your energetic signature in living color through the powerful perspective of Aura Photography. An Aura session includes a short pretalk about our Chakra and Aura energies, followed by a hand sensor energy scan which creates a full-color printout. We will discuss the colors, charts, and graphs from an intuitive perspective then you will also receive an email containing your scanned picture and a multiple-page analysis generated by the software. Sessions are $40 and usually last approximately 15 minutes. To book your session email: or call 239.403.3033

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Father's Day BOGO Special

June 17 | 12:00 p.m. - 4:00 p.m.

Historic Palm Cottage Hey Dads! Plan Your Father’s Day Visit Today! Naples Historical Society celebrates all dads this month with a Father’s Day BOGO special – buy one house tour and get another one free on Saturday, June 17 from 12:00 p.m. to 4:00 p.m. Bring the whole family to see the fully restored Historic Palm Cottage!

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Evenings on Fifth

June 8 | 6:30 p.m. - 9:30 p.m.

An array of live musical performances up and down the sidewalks of Fifth Avenue South, plus dining, shopping, and more.

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Fifth Avenue South Business' Updates

Journey's 360 Travel

Oceania Cruises Upgrade Sale up to 4 Category Upgrade
Book by June 30, 2023

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Join us for our Grand Reopening on June 2!
Women's clothing store that offers a curated collection of chic, unique women's clothing, jewelry, and accessories.

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Bras as beautiful as they are innovative. No compromises.
Reopening on Fifth Avenue South on June 2!

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White House Black Market

White and black are the foundation for it all. Life as you want it. Success as you define it. And the fashion you want to wear, day and night. Style and substance, 24/7. Effortless, refined looks that feel tailor-made. We are reopening on Fifth Avenue South on June 2.

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Marilyn’s luxury boutique offers a unique selection of European clothing and accessories. We are dedicated to helping women look good and feel special. Located at 375 Fifth Avenue South.

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Introducing Ken Allen
Truluck’s has appointed Ken Allen as General Manager of Truluck’s Naples. Ken has focused his leadership skills in the hospitality industry for the past 25 years with Landry’s Management, Inc. where he served as Regional Vice President. His hands-on leadership style delivers an emphasis on people, systems, and hospitality and is a perfect fit for Truluck's strong company culture.

Father’s Day at Truluck’s
This Father’s Day weekend (June 16-18) Truluck's will serve a light and summery twist on an Old Fashioned made with bourbon, mandarin lime, cardamom infusion, and bitters ($15). Truluck's menu is filled with entrees dads will love like their mouth-watering Surf & Turf, Prime King Crab Legs, and Miso-Glazed Seabass. Reservations are recommended.

Sip Sip Hooray!
Raise those spirits with some superb summer cocktails and wines at Truluck’s. Join us as our skilled mixologists whip up sensational moments by the glass. Beverage Director, Dave Mattern, spotlights our newest summer cocktails such as The Backward Glance, Sea Plane, Rum Fashioned, Smoke in the Garden, and Summer Romance. You won’t believe the magic they’re mixing into every sip. It’s a must-try summer menu you don’t want to miss.

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bha! bha! Persian Bistro

Summer Offering!
Prix Fixe $49, 3-Course Dinner
Sunday through Thursday, 5:00 p.m. - 6:00 p.m.

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Call of Africa's Native Visions Galleries

New seascape paintings by award-winning South African artist Rob MacIntosh.

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Sails Restaurant

Champagne Brunch
Saturday 11:30 a.m. $95
Sunday 11:30 a.m. & 2:00 p.m. $115
Unlimited Menu Course by Course

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Purpose Advanced Esthetics

Botox Party!
Meet our wonderful injector, Rebecca Price. She is a Physician Assistant with over 10 years of surgical experience. With an artistic hand, she has a passion and an eye for aesthetics. Reserve you spot by calling or texting Genevieve at 239.572.2938.
Special $10/Unit - Friday, June 16, 10:00 a.m. to 3:00 p.m.

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Bistro 821

Summer Schedule
Monday: Closed
Tuesday: Taco Tuesday, Happy Hour All Night
Wednesday: Live Music, 6:00 p.m. – 8:00 p.m., 50% Off Summer Pasta Menu
Thursday: Prime Rib Night
Friday: 50% Off Bottles of Wine ($100 or less)
Saturday: $15 Smash Burger & Beer, 25% Off All Apps
Sunday: Early Dining All Night
Daily: Happy Hour 4:00 p.m. to 6:00 p.m., Early Dining 4:00 p.m. to 5:30 p.m.

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Ocean Prime

For the Dads Who Try to Set A PRIME EXAMPLE Join us Sunday, June 18, to celebrate Father’s Day beginning at 4:00 p.m.

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In The News

Chico’s To Reopen Fifth Avenue South Stores In Downtown Naples

Fort Myers-based women’s clothing retailer Chico’s FAS is set to reopen its Fifth Avenue South Chico’s, Soma and White House Black Market stores June 2 in downtown Naples after closing due to extensive damage from Hurricane Ian last year. The stores offer a curated selection...

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TNP Expands Kidzact Program After 300% Increase In Students Over Five Years

The Naples Players (TNP) is pleased to announce the expansion of their KidzAct summer camp sessions. After a 300% increase in students since 2018, the arts education organization is now offering morning and all-new afternoon classes, providing a new opportunity...

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TNP Receives $1.5m Donation From Rocco & Joan Di Lillo

The Naples Players (TNP) is announcing today that local philanthropists Rocco & Joan Di Lillo have donated $1.5M towards TNP's capital renovation. “This donation recognizes the power of live performing arts and how it plays a role in lifting spirits,...

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4th Avenue South in Naples to Close for Construction

The Naples Players (TNP) and The City of Naples announce that, to ensure the safety of drivers and pedestrians during The Naples Players' $20M renovation project, 4th Avenue South will be undergoing regular – and prolonged – closures through December of 2023....

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Dine on Fifth

Join us here on Fifth Avenue South for a great meal.

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Shop on Fifth

Shop a variety of stores here on Fifth Avenue South.

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Play on Fifth

Join us here on Fifth Avenue South for some fun.

See All the Ways to Play on 5th


Concierge Services on Fifth

Many concierge services are offered right here on Fifth Avenue South.

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Fifth Avenue South | The Crown Jewel of Naples

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649 Fifth Avenue South I Naples, Florida 34102

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