About ROMA

It started with a walk into a bank lobby.

The second the door opened, I was hit with this wave of scent — warm, clean, expensive-smelling. The kind of custom fragrance you'd expect from a five-star hotel, not a regular Tuesday errand. I remember thinking: why doesn't my own home feel like this?

That feeling stuck with me. I started looking into it, and realized banks, hotels, and luxury retail stores have been using whole-space scent for years — it's a real, deliberate part of how they make people feel something the moment they walk in. It's just never been something a regular homeowner could actually get. The technology existed. The price tag just didn't make sense for anyone outside a five-star hotel budget.

So I set out to change that.

ROMA exists to bring that exact feeling — the one I had walking into that lobby — into everyday homes, at a price that actually makes sense. Not a candle in one room. Not a plug-in that fades by Thursday. Your whole home, smelling like something you'd remember, the moment you walk through the door.

I tested the idea the only way that made sense to me: in my own house first. I installed a unit, connected it into my own HVAC system, and waited to see if anyone would notice. They did — immediately, and without me saying a word. Guests would walk in and ask what that smell was before they even sat down. That reaction is the whole reason ROMA exists today.

We're just getting started here in Utah, installing homes one at a time, the same way we started — testing it in real houses, with real people, before anything else.

If you've ever walked into a space and felt like it was just better because of the way it smelled — that's the feeling we're trying to bring home.

— Anthony
Founder, ROMA