We’re excited to introduce you to the always interesting and insightful Roanna Cange. We hope you’ll enjoy our conversation with Roanna below.
Roanna , appreciate you joining us today. So let’s jump to your mission – what’s the backstory behind how you developed the mission that drives your brand?
At Equals Me, our mission is to empower everyone to embrace their unique selves—LOUD and PROUD—while raising awareness for the autism community. Our son is autistic, and every day, we get to see the world through his eyes—a world filled with beauty, creativity, and endless possibilities. He teaches us to think outside the box and reminds us that there’s always more than one way to do things. He is one of the biggest reasons behind the name Equals Me—a reflection of our family, our journey, and our commitment to giving back to the community. We want everyone to find a product that speaks to them, something that truly equals who they are.
During my postpartum journey, I was faced with the overwhelming reality of early intervention professionals suggesting Joshua showed signs of autism and needed an evaluation. It was in the middle of COVID, and as a first-time mom already struggling with postpartum depression, I felt completely lost. I didn’t know where to start or how to navigate the world of autism. I made endless calls, only to be met with wait times stretching months to over a year. Finally, I found Bierman Autism Centers, where Joshua was evaluated and received his diagnosis. That moment changed everything—it taught me how important it is to advocate for my son, the importance of showing up fully no matter what, and the need to educate family and friends about autism. But I knew I couldn’t stop there. I wanted to raise awareness in a big way.
What started as a self-care practice—making candles to help with my postpartum struggles—quickly turned into something bigger. I began bringing my candles to markets, using them as a way to connect with the community and spread autism awareness. I want the autism community to know they are seen, heard, and valued. I want everyone to know they are important. As a new mom, I know firsthand how easy it is to feel lost, to feel like you’re not doing enough. I want other moms to light my candles, hear my story, and realize they are superheroes—capable of anything. My goal is to spread the message that everyone is unique, and that is their superpower. No matter how hard the journey gets, I will always stand by that mission.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
I founded Equals Me after having my first son, Joshua and going through postpartum depression. Seeking a self-care routine to prioritize my mental health, I turned to burning candles and taking time to myself. However, I quickly noticed black smoke coming from the wicks, which led me to research what was actually in the candles I was using. This journey led me to uncover the differences between paraffin, soy, and soy-blend waxes, as well as the impact of cotton versus wooden wicks. After learning about the toxins released from paraffin candles—including increased soot—and the harmful effects of synthetic fragrances containing phthalates, I became determined to create a safe, non-toxic alternative that customers can burn with confidence and peace of mind. Candles was the first craft that I learned to make, I started asking myself—what else can I create? This curiosity sparked a passion for crafting unique items for friends and family. I loved the challenge of making products typically found in big-box stores, knowing that I could design and gift them myself with a special twist. With a deep love for home decor, I wanted to create pieces that reflected the rustic, minimalist aesthetic I adored. That passion led me to explore new crafts, from making cozy blankets to designing concrete decor. I became captivated by the endless possibilities of creating beautiful, one-of-a-kind items that I want to share with the world.
Where do you think you get most of your clients from?
Markets are my go-to! Since my main product is candles, and people love to smell them before buying, markets became the perfect way to introduce my brand—especially as a new business with no established credibility. They allowed me to grow my presence, connect with my community, and build meaningful relationships with my customers. One of the most rewarding parts is watching people smell my candles and seeing how it evokes special memories. Hearing their stories in the moment, as they relive those experiences through my candles, is truly incredible. A big part of my brand is uniqueness—no two pieces are exactly alike. Selling in person gave my customers the opportunity to choose the candle and jar that spoke to them the most, making the experience even more special.
We’d love to hear the story of how you turned a side-hustle into a something much bigger.
When I first started Equals Me it started as a hobby where I would gift friends and family candles, I then started to go to artisan markets. These markets are more than just selling for me, I attend these markets to further connect with people and our community. The amount of people I’ve met who either are or know someone who is autistic is amazing. It helps build a community where I once felt alone.
One day, I spoke with an organizer from the Makers Show Seaport Market about their Snowport Market—a two-month holiday event. I wanted to apply, but the deadline had already passed. I was nervous about the commitment it required—time, inventory, and preparation—but I asked about it anyway to prepare for the following year. To my surprise, the organizer encouraged me to apply for the waitlist, saying they loved my candles and thought I’d be a great fit. I hesitated, unsure if I was ready, but that same weekend, a customer asked if I’d be at Snowport because she loved my candles. What a coincidence, I thought.
That night, I went home and applied, convinced I’d be waitlisted. This was the biggest holiday market in Boston—how could I possibly get in, especially applying so late? But I prayed on it, trusting that if it was meant for me, God would make a way. A week later, I got an email: I was accepted. Panic set in immediately. How?
Then I realized—this wasn’t luck or coincidence. This was exactly where I was meant to be. I accepted the opportunity and jumped into action, preparing inventory, ordering supplies (even more than I could afford), and securing capital through Shopify to fund production. I hired a team, called in my best friend for help, and with my family by my side, we got to work. Those two months were the most nerve-wracking, thrilling, and transformative time in my business. I learned how to manage a team, handle payroll, track time sheets—everything HR-related.
By the end of the market, I had made more money in those two months than I had in the entire rest of the year combined. I was in shock. That’s when I started seriously thinking about leaving my corporate 9-to-5. Balancing both was stretching me thin, but I kept resisting the idea. I told myself, Not yet. Not after just one successful event. I need the security of my job, but I knew God put this in my path for a reason
The feeling wouldn’t go away. I prayed constantly, asking for guidance. One day, I asked for a sign. I told myself, If my sales increase in the first quarter of the new year, I’ll take the leap. I’ll give myself until May 1st, and if I don’t hit my sales goals, I’ll stay.
That same day, a client reached out for a wholesale order. When we met, they placed an order for over $4,000. I was speechless. That was my confirmation. If that wasn’t enough, my manager soon informed me that my company was downsizing again, and my role was being demoted. That same day, I quit—and I never looked back.
Contact Info:
- Website: https://equalsme.co
- Instagram: equalsme.co
- Youtube: equalsmeco
- Other: TikTok: Equalsme.co
