We caught up with the brilliant and insightful Cassie Wheeler a few weeks ago and have shared our conversation below.

Hi Cassie, thanks for joining us today. Let’s start with the story of your mission. What should we know?

The mission that Angels Touch Candle Co. strives for is to bring more awareness to stillbirths, miscarriages, and pregnancy loss, while also providing support for parent(s) who have endured such a tragedy.

We lost our beloved, Adeline, at 27 weeks in May 2020. I felt alone in my grief and it was hard not feeling support from family who didn’t know how to comfort us.

Because we have experienced this tragedy, I aim to bring awareness to others who have experienced the loss of a baby and offer support and comfort where it’s needed.

We hope to partner with local hospitals in the future to provide “comfort baskets” to newly grieving parents and hope to start local support groups for the community. 1 in 10 pregnancies results in a stillbirth or miscarriage. We want to be there for as many parents as we can.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My name is Cassie. I’m a 33 year old mom who recently moved to Casa Grande from Phoenix! I’m a full-time Sr. Staff Accoutant by trade and part time candle maker/owner of Angels Touch Candle Co.

I started Angels Touch in November 2020 after losing my daughter, Adeline, at 27 weeks in May. I originally wanted to create something in her honor and to keep her memory alive, while also providing a quality, safe, and non-toxic candle for an affordable price. Affordable being the key word!

I did extensive research on candle making for several months before attempting it. I took in pre-orders for only 12 candles in November and was completely sold out within three days. After that, the orders flooded in once people saw the quality and price of the candles. They quickly fell in love with them.

Over the years I’ve learned how to continually provide great quality candles, while also consistently bringing on new products and introducing new collections. We did our first major vendor event at Valley Palooza in April 2024, which did amazing, and I plan to be back for 2025!

My main goal is not only to spread awareness of stillbirths and pregnancy loss, but to have fellow bereaved parents feel supported, heard, and understood.

Can you tell us about a time you’ve had to pivot?

A time I had to put my business on the back burner was when I got pregnant with my son. The fragrance oils I use for the candles would make me too nauseous to even be around them. The oils I use are non-toxic, so I could have probably worked around it but decided to give myself a break and enjoy my pregnancy.

I started back up again about two years later and picked up where I left off like nothing had changed! Now my three year old son helps me in the candle shop. One of the biggest things I had to teach myself in this was giving myself grace. It’s okay to be a mom, work full time, and be a candle maker. As long as you’re doing what you love, nothing else matters!

Any fun sales or marketing stories?

When I was at Valley Palooza in April, a woman walked up and asked how much a candle was. When I told her the price, she scoffed and walked away. Immediately, I felt down and started thinking negatively about myself. Then as the day went, I received more and more sales to where I sold out of my entire inventory that I had brought! It gave me hope and made me feel good. The day had completely turned around and I learned that even though small unexpected things happen, that bigger and better things can still come through and change everything.

Contact Info:

• Website: https://angelstouchcandleco.com
• Instagram: @angelstouchcandleco
• Facebook: https://www.facebook.com/angelstouchcandleco
• Other: TikTok: @angelstouchcandleco