We’re excited to introduce you to the always interesting and insightful DeAndra Craigman. We hope you’ll enjoy our conversation with DeAndra below.

Alright, DeAndra thanks for taking the time to share your stories and insights with us today. We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.

Oh, let me tell you the heartwarming tale of how my business came to life—it’s a story of creativity, passion, and a quest for immersive experiences that truly connect with people.

As a trained fine artist, my passion for creating immersive experiences was always at the forefront of my mind. I’d often wonder how I could bring even more magic to those who admired my art—whether through installations or sculptures, something fresh and exciting.

Then, the pandemic hit, and while staying creative, I noticed a surge in art print sales. And that’s when it hit me like a burst of inspiration—why not pair my paintings with unique scents, creating a whole new dimension of experience for my art lovers?

And so, the adventure of candlemaking began! Picture me in my little studio, crafting scents that would perfectly complement each painting’s essence. I’d ask myself, “What would someone’s home smell like if they owned this artwork?” It was like a magical fusion of art and aromas, and I was ecstatic about the possibilities!

As I researched various candle brands, seeking inspiration and understanding the market landscape, it became evident that there was an opportunity to offer something distinctive and special. I knew I wanted my candles to not only smell divine but also be aesthetically pleasing, serving as decorative pieces in their own right—something that would make people go “Wow!” And guess what? I couldn’t find anything quite like it out there!

So, naturally, I thought, “Hey, why not create it myself?” And that’s how my journey into candlemaking began.

I worked tirelessly to make candles that were a treat for both the senses and the wallet. It became my mission to make these immersive experiences accessible to everyone because joy should never be limited by price tags.

The logic behind my venture was clear—I was solving a problem that no one else had addressed. I sought to bridge the gap between art and sensory experience, and I found the perfect medium in candles. Today, I’m passionately devoted to my business, bringing joy, beauty, and immersion to the lives of my customers, one candle at a time.

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

Hello there! I’m DeAndra, the creative mastermind behind DeAndra Craigman Studios—yeah, I know, not the most imaginative name, but it reflects my multifaceted nature. You see, I find it hard to fit into one box; some days I see myself as a creative, other times a fine artist, and then there are moments when I embrace my identity as a business owner and a home enthusiast. It all depends on the day and the inspiration that strikes!

Throughout my life, I’ve been on a mission to elevate the art experience for my audience. I’m a lifelong artist, and my journey took a fascinating turn during the pandemic. Amidst the uncertainty, I stumbled upon a wild idea—to create an immersive art experience that engaged not only sight but also smell and sound. It was like a spark of genius!

And guess what? That’s precisely how my candle-making business came to be. I took this brilliant notion and ran with it, crafting candles that became more than just candles—they became gateways to a world of sensory bliss.

As we’ve grown, I realized we’re more than just a candle brand—we’ve evolved into a lifestyle brand. At DeAndra Craigman Studios, we’re all about offering a unique experience to home enthusiasts who crave a touch of luxury and self-care in their lives. Our exclusive line of artisanal candles and premium home decor is carefully curated with the finest ingredients and materials, all designed to create an atmosphere of relaxation and tranquility in your home.

Our brand is deeply rooted in the belief that everyone should have access to luxury living and self-care, regardless of their background or lifestyle. Luxury isn’t just about material possessions—it’s a state of mind, an appreciation of life’s little treasures. We encourage slowing down, savoring the moments, and cherishing the beauty in the simplest things.

At DeAndra Craigman Studios, we take pride in solving the problem of mundane living, offering our clients an escape from the ordinary. Our immersive experiences elevate the ambiance of any space, transforming it into a haven of comfort and style.

What am I most proud of? Seeing my wild idea grow into a thriving brand that touches people’s lives is simply incredible. Being able to share my passion for art, scent, and sound with others and witnessing their joy—there’s no better feeling.

So, to all potential clients, followers, and fans, I want you to know that DeAndra Craigman Studios is not just about candles—it’s about embracing a lifestyle filled with beauty, indulgence, and self-care. Join us on this journey of luxury living and let us help you slow down, appreciate life’s wonders, and elevate your style to new heights. We’re more than a brand; we’re a community that celebrates the art of living.

How about pivoting – can you share the story of a time you’ve had to pivot?

Let me share with you a pivotal moment in my life—a few months ago, to be precise—when I had to make a courageous pivot in my business journey. It was a decision that both terrified and excited me, as I made the bold move to transition out of teaching and dedicate myself fully to running my business.

For someone like me, with a background in fine art and a master’s in art education, the path of becoming an art teacher seemed clear and fulfilling. I had envisioned my future in the classroom, guiding and inspiring young minds through art. But as fate would have it, the pandemic offered me an unexpected gift—time for creativity and self-discovery.

During this period of reflection, my business idea started taking shape, and soon it grew beyond my wildest dreams. I had a vision for what it could become, but I realized that to truly reach those heights, I needed to commit everything—financially and time-wise—to its success.

The decision to step away from teaching was tough. Teaching had been a rewarding and fulfilling profession, and I genuinely enjoyed it. But I came to the realization that while someone else could fill my role as an art teacher, no one else could bring my business to life with the same passion and vision. It was my calling, my baby, and I knew I had to nurture it.

I took a leap of faith, acknowledging the fear but also embracing the excitement of this new adventure. It hasn’t been easy, and I’m still navigating the unknown as it’s only been a couple of months since I made the leap. But what keeps me going on those challenging days are my students—the ones who now see me as a business owner, and my heart swells with pride at being their inspiration.

I imagine a future where my success serves as a beacon of hope for others afraid of taking their own leaps of faith. As a young woman of color, I want to break barriers and show that dreams of running a business can become a reality. I owe it to myself and those I’ve encouraged to be brave and do hard things, to follow my own advice.

Yes, it’s scary, but I’m doing it—I’m embracing this pivot with all my heart and soul. I’m determined to make my business thrive, not just for myself, but for all those who need to see someone like them succeed. I may have left the classroom, but my mission to inspire lives on, and that’s what fuels my fire on the toughest days. With every step I take, I’m crafting a new chapter in my life—one filled with bravery, passion, and the pursuit of greatness. And that, my friend, is what keeps me going, even in the face of uncertainty.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing my clientele has undoubtedly been embracing the role of being the face of the brand. As a relatively young business, building brand awareness and establishing our presence in the market has been a top priority. To achieve this, I’ve focused on being the person behind the great products, making sure people see the genuine passion and dedication I have for my brand.

At pop-ups and markets, I take pride in engaging directly with potential customers, and I’ve noticed how positively they respond when they realize that I am not just the owner, but also involved in crafting each product. Being a one-person team at the moment allows me to wear multiple hats—from social media manager to photographer, from fulfillment to maker. This hands-on approach has allowed my passion for the brand to truly shine through, leaving a lasting impression on those I connect with.

In a world where we often associate quality and standards with larger corporations, I’ve found that my personal touch and authenticity set my brand apart. When customers learn that behind the scenes, it’s just one person—a relatable individual like them—it fosters a deeper connection and trust. People invest not only in the product but also in the person and their journey. As a small business, establishing that human connection has been instrumental in gaining a loyal clientele.

I firmly believe that during the early stages of a brand, building a personal connection is paramount. Meeting people face-to-face, sharing my story, and engaging in genuine conversations have proven to be incredibly beneficial. This approach allows potential clients to see the heart and soul I pour into every product, fostering a sense of authenticity that resonates with them.

So, as we continue to grow, I am committed to maintaining this personal touch and staying connected with my customers. By being the face of the brand, I not only showcase the passion and dedication that goes into each product but also build a community of supporters who appreciate the uniqueness of my journey. Through this strategy, I hope to see my clientele grow and my brand flourish, all while leaving a positive impact on those who choose to be a part of this wonderful journey with me.

Contact Info:

• Website: https://www.deandracraigman.com/
• Instagram: @deandracraigmanstudios
• Facebook: DeAndra Craigman Studios