We were lucky to catch up with Diana Sookram recently and have shared our conversation below.

Diana, thanks for joining us, excited to have you contributing your stories and insights. How did you come up with the idea for your business?

I have always been a die hard candle lover. When I tell you the addiction was real, it was real. I have a different candle in every room. When I got home from work I would light candles everywhere. After cleaning I was lighting candles and freshening up beds, couches etc with room sprays.

My youngest daughter was about 10 months old she was constantly having respiratory infections. We were always leaving the ER with a strong steroid medication and nebulizer treatment. After about the 3rd ER visit I was starting to get concerned as her prescription was the same as my husbands. I wondered what would be causing this to continuously happen. I made a follow-up appointment with her pediatrician and voiced my concerns. She was also concerned and asked me to switch the products I was using in the home to more natural cleaners. That didn’t really help much. After going back and forth we found out it was the store bought candles that were triggering my daughters respiratory infections. Within that time I also noticed my husband was having issues with his asthma.

I couldn’t believe that the one thing that I loved so much could have such a harmful effect on my family. I decided to research how candles were made and boy was I blown away. I looked into each wax the benefits and side effects.

I went on to Etsy to purchase handmade candles and couldn’t believe the prices, I was taken back. The price ranged from $10 to $30. How would I ever be able to cater to my candle addiction with prices like this? I decided to look a the process in candle making. After work I made the stop at Michaels grabbed a few supplies and went to work. I fell in love with the entire process, from melting the wax to measuring the oils.

I made my first candle, which I couldn’t be more proud of, lit it only for it not to have any scent throw. I was so upset! I was no quitter so giving up wasn’t an option. I joined a few facebook groups, to my surprise there was an entire candle making community which I hadn’t known existed. After posting about my failed candle I had an enormous amount of of responses explaining what I might have done and tips to try. They explained why Michael’s wasn’t the best choice to get my supplies from and recommended vendors and suppliers I should look into.

I finally mastered my candle making recipe after tons of failed attempts, was over the moon with joy when I lit my candle for the first and it filled the entire room of amazing scent. I couldn’t wait for them to finish just so I could make more. Whenever we had guests I would load them up with candles so I could have an excuse to make more.

I suffered with psoriasis from the age of 20 didn’t fully get diagnosed until I was 23. I assumed it was a dry rash until it too over part of my scalp and started appearing on my visible body parts arms, legs etcc. I was prescribed several topical steroid ointments that made it worse. I was itching all the time like I was suffering from chickenpox. If I had excessive sugar, carbs or stress it would flare up bringing on my patches.

I started researching home remedies that would help with soothing my psoriasis. After benefiting from my handmade candles, I thought why not try to make a soap that would help me. I told my husband about and he told me “its worth a shot, what do you really have to loose”. That was all the encouragement I needed.

I made a goats milk soap with lavender essential oil and oatmeal. Placed it in the bathroom and we all started using it. After a week my husband told me he had already noticed a difference. Mind you this was a die hard Irish Spring lover. If there was ever anything besides that in the shower, it was problems. I never took before pictures I honestly didn’t think it was going to work as fast as it did. my daughters’ preschool teacher pointed out to me how much my skin cleared up. She was in complete shock at how great my skin looked.

At the time I was making candles and soaps I was also working a part time position. My husband pointed out the distance I was driving to the income I was making wasn’t worth it. He saw how much joy I had making candles and soaps. He suggested the idea of it becoming something I do fulltime.

I was a mom who made products that helped her family by providing a healthier candle and soaps that had purpose. There are tons of makers as they are bakers. But no two cakes will ever taste identical and I use the same concept. My candles are poured with love and have made sure there are no harsh chemicals inside to be harmful to anyone.

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

I am a west indian mom of 3 children. I started my business to help other mom’s and families battle what my family has. I try to explain to my customers current and potential about the harmful effect that can happen when buying from big retail stores.

Candles are manufactured in large quantities with oils and waxes that smell great but at the cost of your health. Body products that help or skin issues only get worse with all the harsh chemicals added.

I have been in business for over 5 years and my biggest accomplishments are helping babies who suffer with ezcema. Many of us don’t realize how much it affects our population. Everytime I get a message or email from a parent expressing their gratitude on healing their babies, or child. Or when a woman who suffers with acne scars sends me before and after pictures and states how happy they are that they no longer need to wear make up to go out. The confidence that my products help them build is what are my wins.

We’d love to hear the story of how you turned a side-hustle into a something much bigger.

I started gifting my family and friends with the candles and soaps for holidays and birthdays. Soon after they came to order for their family and friends.

I was working a part time job, coming home to cook and take care of the kids. I would be up until 1-2 in the morning making products to fill orders. My husband pointed out my part time income wasn’t worth it with the amount of time was out of the house.. We decided then that it would be best for me to stay home and start my business.

I started reaching out to influencers within my community to help promote my products. After a they posted their unboxing and how they really loved the products the orders started pouring in.

I had moments where I would restock my best sellers and they would sell out within hours. I was they best feeling.

What’s been the most effective strategy for growing your clientele?

It’s putting myself out there. Telling my story and sharing my knowledge from what I learned. People trust you when you know what your talking about. Why you made a particular soap or candle the reason and thought process behind it.

I always try to reach out to beauty influencers and ask if they are willing to collaborate with me.

Contact Info:

• Website: www.dianascandles.com
• Instagram: https://www.instagram.com/dianas_candles_soaps/
• Facebook: https://www.facebook.com/dianascandlesandsoaps/