Janet Westling, a Sawgrass resident with an entrepreneurial bent, launched Fragrances of Florida after she read about a similar venture in Napa Valley and decided that the many popular destinations of Florida could use defining scents. Westling found a chemist in Atlanta to help develop the first scent, Ponte Vedra the Fragrance, which evokes ocean breezes, manicured flower gardens and the relaxed sophistication of Ponte Vedra. The product soon expanded to include more fragrances , companion soaps and note cards. Today, the perfumes soaps and beach notes are popular around the Jacksonville area and other beach communities in Florida. In addition to residents and visitors, the market includes destination and corporate event planners that need creative products to include with promotional packages.