We recently connected with Kristi Doolittle Wick and have shared our conversation below.

Kristi, appreciate you joining us today. How did you come up with the idea for your business?

The Story Behind Loudoun Wicks

I’ve always loved candles—the warmth, the way a scent can transport you, conjure up a memory, and the comfort they bring. But starting a candle company? That wasn’t something I had considered until late 2022, when a close friend who owns a successful candle company in Texas suggested that I start my own here in Northern Virginia. It was one of those lightbulb moments—why hadn’t I thought of this before? With her guidance, I got Loudoun Wicks up and running in just one week and launched my Fall Collection in October 2022. What started as a passion quickly turned into something bigger.

I knew I wanted this to be more than just candles—I wanted it to be a reflection of the place I call home. That’s why I was so excited to create my Hunt Country Collection, featuring candles named after towns in Loudoun County, Virginia. With so many visitors exploring our wineries, historic sites, and charming towns, I loved the idea of giving them a locally made keepsake—something that could bring a piece of Loudoun home with them. What I didn’t expect was how much locals would also embrace them! That’s when I knew this business was going to work—because it wasn’t just about selling candles, it was about creating connections, memories, and a sense of place.

Beyond the love of creating, this company became deeply personal to me. Around the same time I was starting Loudoun Wicks, I was navigating my own health journey, receiving a Multiple Sclerosis (MS) diagnosis after years of struggling with Endometriosis. March is a particularly meaningful month for me—it’s the awareness month for both MS and Endometriosis, two conditions that have shaped my life in profound ways. I knew that if I was going to build something, it had to have a purpose beyond just selling products. That’s why I created Candles for a Cause—a collection dedicated to raising awareness and giving back.

Each year, a portion of sales from this collection is donated to the National MS Society and the Endometriosis Foundation of America. And in 2025, I expanded the collection to include Hopeful Hearts, a candle that supports Heart Valve Disease awareness, honoring loved ones in my life born with this condition. These candles are more than just scents—they’re stories, they’re advocacy, and they’re a way to shine a light on the causes that matter to me.

Loudoun Wicks has also allowed me to collaborate with local businesses and wineries, creating custom candle lines that complement their brands. My background in graphic design (through my company doolittle.design) and wedding stationery and calligraphy (through doolittle.wedding) gave me a unique perspective—I could not only craft high-quality candles but also design labels and branding that told a story.

This business started with a simple suggestion from a friend, but it has become so much more than I ever imagined. It’s about community, creativity, and giving back—and I couldn’t be more excited for what’s to come.

Kristi, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

About Me & My Work

I’ve always been someone who loves to create—whether it’s branding for businesses, designing wedding stationery, or hand-pouring candles. Despite my maiden name being Doolittle, I’ve always tried to do it all when it comes to my creative ventures.

In January 2020, I launched doolittle.design, my graphic design and digital marketing agency, with the goal of helping fellow business owners build strong, standout brands. Originally, I planned to open a custom stationery boutique at the same time, but the pandemic delayed those plans. By March 2022, I officially launched doolittle.wedding, combining my love for design, calligraphy, and weddings into one creative business.

Through years of working closely with wedding professionals, I saw first-hand how many business owners were stretched thin—trying to juggle marketing, branding, client management, and everything in between. With 13 years of experience in design and digital marketing, plus my daily work as a wedding stationer, I realized I was in a perfect position to help. My goal has always been to elevate brands, simplify the process, and create beautiful designs that tell a story—whether for a business or a couple’s wedding day.

Then, in late 2022, my creative journey expanded again—this time, into candles. A close friend who owns a candle company in Texas suggested I start my own here in Northern Virginia, and within a week, Loudoun Wicks was born. Looking back, it’s funny how my business names came to be. While I used my maiden name Doolittle for my design and wedding brands, it still took me over a week to land on Loudoun Wicks—until my husband finally asked, “Why aren’t you using our last name for this one?” Sometimes, the best ideas are right in front of us!

At the heart of everything I do—whether it’s branding, wedding stationery, or candles—is a passion for storytelling, creativity, and making a lasting impact.

Have you ever had to pivot?

A Story of Pivoting & Prioritizing

When I started doolittle.design in early 2020, I imagined building on my background in design and marketing for the healthcare industry. But then the world changed. The pandemic turned everything upside down—including my business plans. While it was a stressful time, it was also a time of incredible creativity and entrepreneurship. So many people started their own businesses or turned hobbies into full-time careers, and I found myself designing brands, websites, and marketing materials for small business owners rather than healthcare companies. It was an unexpected shift, but one I embraced fully.

At the same time, I was facing another challenge—learning how to be a business owner while being disabled. In the past, I could push through long hours, juggle multiple projects at once, and meet tight deadlines. But my body couldn’t keep up with that pace anymore. I had to learn to prioritize my health, set boundaries, and accept that I simply couldn’t do it all.

That lesson became even more critical when I was in the process of being diagnosed with Multiple Sclerosis (MS). I had to pause my businesses completely, stepping back from both doolittle.design and doolittle.wedding to focus on my health. Eventually, I realized I was stretched too thin, which led me to let go of doolittle.celebration, an offshoot of my wedding business that focused on party items like cupcake toppers, invitations, and bridal shower games. As much as I loved that aspect of my work, I physically couldn’t take on everything anymore.

Once I started treatment and began managing my health more effectively, I slowly started taking on clients again for both doolittle.design and doolittle.wedding. But I had to do it differently—I now take on a limited number of clients and give myself the space to work at a sustainable pace. And with Loudoun Wicks booming, balancing multiple businesses requires even more intention.

Pivoting wasn’t just about adjusting my business strategy—it was about redefining success on my own terms. It meant learning to prioritize my well-being while still pursuing my passion. And while it wasn’t the journey I originally planned, I’m grateful for where it’s led me.

What’s worked well for you in terms of a source for new clients?

Each of my businesses has grown its audience in different ways, as they serve vastly different markets.

For doolittle.design, most of my clients have come through industry professionals I knew from my years as an art director and graphic designer in D.C., as well as through my LinkedIn connections. The relationships I built in the professional world have been invaluable in bringing in new projects.

For doolittle.wedding, my early clients came from wedding shows, but now, my strongest source of business comes from my local networking groups—Hunt Country Celebrations and Visit Loudoun. These groups have allowed me to build lasting professional relationships and genuine friendships, leading to steady word-of-mouth referrals.

For Loudoun Wicks, my best source of new customers has been meeting people face-to-face. Candles are something you really need to smell in person before buying, so I love connecting with people at my local farmers market, which has become more of a community. I also meet new customers through local wineries and breweries, where I attend pop-up markets and events. Having a last name like Wick certainly helps people remember me—but once they try my candles, they keep coming back. Seeing repeat customers return time and time again has been one of the most rewarding parts of growing this business.

Ultimately, relationships and in-person connections have been the biggest drivers of success for all my businesses. Whether through professional networks, social media, or community events, I’ve found that genuine interactions lead to the best and most loyal clients.

Contact Info:

• Website: www.loudounwicks.com | www.doolittlewedding.com | www.doolittle.design
• Instagram: @LoudounWicks @doolittle.wedding
• Facebook: https://www.facebook.com/doolittle.wedding | https://www.facebook.com/LoudounWicks/ | https://www.facebook.com/kristi.doolittle.design
• Linkedin: https://www.linkedin.com/in/kristi-doolittle-wick/

Image Credits

Headshot and all candle images taken by Danielle Towle Photography

Wedding Images 1 & 2
(1. – d.w_BlackWhite_InvitationSuite, 2. – d.w_ButterflyMonogram_InvitationSuite)
taken by Sanaz Fahimi of Butterfly Photography

Wedding Image 3
(3. d.w_Calligraphy_InvitationSuite)
taken by Alexis El Massih of Alexis El Massih Photography