Written by Monica Dao | Photos courtesy of Jayne Chase

For Jayne Chase, Palm Beach is more than a place—it’s a feeling. She founded Perfectly Palm Beach in 2025 as a way to translate the island’s unmistakable charm into fragrance. Her lifestyle brand evokes warm ocean breezes, citrus groves, and the island’s effortless elegance. Her original, signature home fragrance has expanded from a collection of candles to diffusers, body care and home essentials.

Continuing to evolve the brand while staying true to its roots, Chase recently collaborated with Lilly Pulitzer nationwide and launched the Good Day Palm Beach podcast. For Chase, it’s all about celebrating a community she knows so well.

Q. What is it about this place that continues to inspire your collections?
There are a few places like it around the world, where generations of families have gathered over time like St. Tropez, Nantucket or places in the Hamptons. Palm Beach is like that, it has a deeply embedded DNA.

Q. For those who may be discovering Perfectly Palm Beach (PPB) for the first time, how do you describe the brand?
Fragrance is all about memories. As a little girl I remember landing at PBI, the airplane doors opening and the rush of warm air, fresh ocean and citrus. PPB encapsulates the casual elegance of Palm Beach. It’s clean and fresh, but special and unique all at the same time. It captures everything about Palm Beach that I love.

Q. You began with home fragrance and have since expanded into other products. How do you decide when it’s the right time to grow the brand?
We responded to our customers and retail partners. We only make a move when it feels right.

Q. You’ve worn many hats throughout your career. Which role has taught you the most and why?
Every experience has taught me a lot and each job aligns with every specific things happening in my life. But being on national television taught me how to create a tightly crafted message that needs to be delivered in a 2–3-minute segment. Social media makes that even harder because swipes come quick. So I’ve learned how to get to the point fast!

Q. Every fragrance tells a story. Is there one scent in your collection that feels especially personal to you?
I think our first product, Signature. It really smells like Palm Beach. It’s just a smell that’s here… nowhere else I’ve ever been.

Q. You’ve recently launched your podcast, Good Day Palm Beach. What inspired this next chapter, and what conversations are you hoping to bring to the community?
I’ve been doing it for years, but this year we changed the name, aligned with Privet Studios in Nora and added two co-hosts who are fabulous. We each bring a new perspective to the show which I think it needed and we all have unique and extraordinary Rolodexes, so we are going to bring top talent and stories to the community. I’m so excited for our second season!

Q. Palm Beach has such a distinct identity. How do you balance honoring its traditions while keeping your brand fresh and relevant?
Understanding the past, helps us relate to the present. I really try to honor both and I care about its past and its future.

Q. Looking back, is there a moment when you realized Perfectly Palm Beach had become something much bigger than you originally imagined?
Yes, a real milestone was our partnership with Lilly Pulitzer, and we became a national brand. They are a wonderful iconic brand that I’ve worn my whole life and the easiest people I have ever worked with. I love all of them.

Q. Creativity clearly runs in your family. Has having two creative sons— an actor and a television producer— influenced the way you approach your own work?
Thank you for even asking about them. They are amazing boys, fathers and creatives. They have such a cool perspective on the world as their generation has lived through Covid, school shootings, Wall Street and banks collapsing and other tough life changing events. They live their lives deeply connected to their passions and they help me stay open-minded because their generation sees the world differently. It’s important to understand what makes them tick. They’re the future.

Q. What are you most excited for this coming season?
We’re launching Holiday 2026 soon and then a collection that captures the luxury of gala season!

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