Nostalgic, Fun, and Cozy - So Good Candle Company
Interested in starting your own entrepreneurial journey in candle-making but unsure what to expect? Then read up on our interview with Elizabeth Dampier, CEO of So Good Candle Company, located in Jackson, MS, USA.
What's your business, and who are your customers?
My business is So Good Candle Company! We are a handmade, small-batch home fragrance brand. We aim to create clean, sustainable, scented products for any space. Home, office, car, etc. Our customers are those that are obsessed with anything that smells GOOD! That's kind of where we got the name from So Good. We want you to say, "That smells SO GOOD" every time you smell any of our products! We have room, body, linen sprays, candles, and wax melts. We are expanding our line of products soon!
Tell us about yourself
I'm Elizabeth Dampier, and I am scent obsessed. My mother is the one who got me into beauty and fragrance. Some weekends we would go to a local shop that let you create your own body scrubs, lotions, perfumes, and more. Going there and smelling each scent, having the ability to make blends, and then being able to use and love the product afterward motivated me to bring that to life. When COVID first hit, I finally had enough time to dive into something new, and this was it. I had always loved candles, but most mass-produced candles had always given me headaches, and it just wasn't worth it to me. Bringing a headache-free, clean, fun, unique fragrance experience is what motivates me every single day to do what I do.
What's your biggest accomplishment as a business owner?
My biggest accomplishment as a business owner has been to be able to host my own candle class. I collaborated with a local lodge and held a beautiful day of yoga and candles. Sharing the love of candles in person and seeing how scent makes people feel really made me feel like I had made it. Honestly, I don't measure accomplishments by how big they are, so I have many accomplishments. Selling just one candle has been a huge accomplishment for me. I feel the most accomplished when a customer tells me that they love my brand and they only want to buy my items from now on because they are that good. Feedback from the people I do it for is the most rewarding.
What's one of the hardest things that come with being a business owner?
One of the hardest things is seeing your friends and family not support you. I know that I didn't start my business FOR my friends and family, as they aren't my target audience, but I'm human. I also know that not everyone can buy something, but support comes in so many different ways! It comes by word of mouth, words of encouragement, or a simple like on a post. In my mind, when I see someone work hard and be proud of what they've done, I feel compelled to support them. It's been hard for me to realize that not everyone is that way, and even the people you're close to don't always support you in the way you'd like. The other hard thing is people undermining the work that it takes to run a business. Everyone just thinks, "oh, you're just making candles," or when I mention what I'm doing, it's not important enough to take seriously. A lot of people think that my time is disposable because I just stir candle wax all day. Although that would be nice, there are so many aspects of the business no one gets to see. Running a business takes faith, determination, and risk, and I just wish more people realized that!
What are the top tips you'd give to anyone looking to start, run and grow a business today?
- Do your research beforehand. See if there is a need for what you want to offer in the market. Even if you feel like there is already stuff out on the market, find a way to make yourself different and stand out. It doesn't take much to stand out among the crowd.
- Don't copy or focus on competition. When you copy others, you're doing yourself and your brand a huge disservice, and you lose credibility and most likely won't last in the long run. Be yourself and trust your ideas because they are just as great as anyone else's. Focusing on competition keeps you in the space of feeling like you're not doing enough. It makes you feel like whatever they're doing is better, and you need to do it too. Every business and business owner has their own journey. Accept and embrace yours, not someone else's.
- Be Patient. Patience is key. In a time where we want everything right here right now, we must learn that Rome wasn't built in a day, and if we plan to build a brand that means something in this world, it will take time. Use ALL the time you have before you make it "to the top" to make your brand better and listen to your customers!
Is there anything else you'd like to share?
Listen to your customers! A lot of times, entrepreneurs have a great idea that we think everyone will love, but then their customers end up not liking it. I think it's so important to get feedback from your customers and listen to what scent they are telling you they like, even if you've never tried it. It can be a little tricky to trust yourself while also incorporating feedback, but once you find that balance, you will be able to tell the difference, and you will have more loyal customers!
I'd also say instead of worrying about making a profit (or breaking even) in the first few years, really take that time to grow, shift, and change so that when your time comes, you will be able to handle all of the new customers, all of the money, all of the inventory, etc. I recommend giving out samples or even gifting your products during this time if you can.
People will always remember a gift, especially if your product can leave a lasting impression. Remember, every customer has their own cycle, so it might be another 6months or 2years before they buy a candle, but it will all pay off!
Where can people find you and your business?
Website: https://sogoodcandleco.com/
Facebook: https://www.facebook.com/sogoodcandleco
Instagram: https://www.instagram.com/sogoodcandleco/
If you like what you've read here and have your own story as a solopreneur that you'd like to share, then email community@subkit.com; we'd love to feature your journey on these pages.
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