Today we’d like to introduce you to Dakota Jackson.

Hi Dakota, thanks for joining us today. We’d love for you to start by introducing yourself.

In September 2022, we dove into the world of entrepreneurship by launching our company, District Heroines. It all started when I tore my quads playing recreational alumni softball on the National Mall. Stuck at home and bored out of my mind with my sister, I jokingly suggested to Haley that we create DC-themed candles. Her response? “But we know nothing about candles…” And honestly, we didn’t. We were never big candle people, which makes it even funnier. Despite our inexperience, we saw an opportunity for humorous representation of DC, and somehow, that led us to candles.

Determined to make our idea work, we turned to YouTube to learn the ropes. That very night, we filed our LLC paperwork, having no idea what we were getting into. Haley started designing, and I called lawyers to trademark a brand that didn’t even exist yet. At the time, we barely understood what the trademarking process entailed. Literally googling questions like “what is the difference between a trademark and copyright.” We watched countless videos on everything from forming an LLC to the basics of candle-making.

After experimenting with many name ideas using our initials, we finally landed on District Heroines—”DH” for Dakota and Haley. A heroine is defined as the chief female character; a woman admired and idealized for her courage, outstanding achievements, and noble qualities. We wanted our brand to reflect our favorite aspects of Washington, D.C., while also symbolizing female empowerment.

Our goal was simple: to create candles that capture the humor and spirit of D.C.’s various communities. When we launched, we started with just eight scents, but we’ve since expanded our collection to over 30!

In the beginning, we made so many mistakes—from figuring out how to build and run a website to using the wrong type of labels on our candles and even struggling with shipping logistics (breaking way too many candles in the process). Thankfully, our initial launch was a hit, and we sold around $30,000 worth of candles in the first two months. Without any background in marketing or photography, we relied on the strength of our concept to attract customers. But we were way over our heads. That holiday season, we sold so many candles and I slowly watched my apartment transform into a mini candle factory.

One of our standout products became the Mission-Navy Yard Candle, inspired by the fun and sometimes messy experiences of being in your 20s in D.C. When we approached the Mission Group about partnering, we were thrilled when they agreed. This partnership opened up valuable connections in the local influencer community and helped us gain traction.

Those first few months flew by as we scrambled to keep up with the overwhelming demand. I will never forget waking up—partially hungover—from my corporate holiday party to my phone buzzing nonstop. We had hundreds of orders and messages congratulating us. As it turned out, we had been featured in Washington Magazine as one of the top gifts to buy in the district. It was both thrilling and terrifying. Now, we proudly display a framed collection of all our press clippings to remind us of this incredible journey. I like to joke that the candles made politico before my own political career did! HA

Starting District Heroines has been about more than just creating candles—it’s about building community and connection through our shared experiences in Washington, D.C. We’ve learned so much, and frankly, I tell people every day that it has made me a better person. Knowledge is power, and we’ve gained so many lessons over the last two and a half years.

Would you say it’s been a smooth road, and if not what are some of the biggest challenges you’ve faced along the way?

GAH- where do we even big? Just when we think we have figured everything out, there is another challenge in front of us. Right now, the biggest challenge we’re facing is trying to scale while balancing full-time jobs—and it’s not easy. We have not made the jump to full time candles and that is partially because of the added level of stress to perform. We have always feared that if we fully lean into creating a live hood off the candles, it will naturally create more stress and we don’t want the candles to ever feel like it is something we have to do. The reality is we LOVE our company and just aren’t ready to make it full time, yet.

We’re are also still running District Heroines out of a 2-bedroom apartment, and that’s led to constant growing pains. We’re struggling with inventory shortages because we don’t have the space to store enough stock, and we’re constantly dealing with shipping delays from our suppliers. Every time we think we have things under control, a new issue pops up, whether it’s a production hiccup or something as simple as running out of supplies because we didn’t anticipate demand.

On top of all that, we’re doing everything for District Heroines outside of regular business hours since we both maintain full-time jobs. This means our typical “work day” for District Heroines is often from 7 PM to 2 AM. It’s exhausting, and it’s hard to find time to focus on the big picture when we’re in the weeds every day just trying to keep up with orders and customer needs. There’s no “off” switch, and it feels like we’re always catching up, especially when we don’t have the luxury of devoting all our energy to the business.

Our goal for this year is to find a warehouse space in DC. We have some amazing ladies that help us with our candle company and if we had a place to actually grow, expand, and produce, I think it could really boost us to the next level. We’re so passionate about our candles and the community we’re building, but it’s a struggle to keep up with everything that comes with running a growing business. We’re constantly having to prioritize and make tough decisions. We know we need to streamline our operations, find ways to deal with the logistics, and start thinking about expansion, but it’s hard when we’re stretched so thin. The other component to our challenges is capital. We have never taken outside capital, so the company survives entirely off of its own profits. This is very hard to do. You have to project growth while also not growing too quickly.

The whole situation is definitely a rollercoaster—one moment, we’re celebrating a big order or feature, and the next, we’re buried under inventory management issues or dealing with the stress of shipping delays. It’s a lot to juggle, and it’s definitely testing us, but we’re pushing through. We believe in the brand, and the impact we want to have, and that’s what keeps us going.

Can you tell our readers more about what you do and what you think sets you apart from others?

One of the biggest things I don’t talk about often is the separation between my corporate job and our candle company. When we first launched, I kept it mostly to myself, not sharing it with coworkers or people outside our personal circle. I was afraid my job wouldn’t take it well if they knew I had a side hustle. I had worked hard to land my “successful, big-girl job,” and I worried that having a small business on the side might make people take me less seriously.

While I now realize that fear was unfounded, I still catch myself subconsciously hiding half of my reality. I often tell Haley that we need to do a better job of sharing our full story. We work tirelessly—running this company at night and on weekends—and that dedication is something to be proud of. We should also do more to encourage others to pursue passions outside of their 9-to-5 jobs.

These days, I’ve fully embraced the dual lifestyle of my corporate career and our candle business. While I don’t share much about my 9-to-5 on social media, those who know me professionally are incredibly supportive of our small business. It’s surreal and humbling to spot our candles around D.C. when I’m at meetings for my day job—it’s a powerful reminder of how far we’ve come.

In a way, running District Heroines has actually made me better at my corporate job. It’s expanded my knowledge, given me a new perspective, and helped me relate to different aspects of business in ways I never expected.

If we knew you growing up, how would we have described you?

Growing up as sisters in a military household, we moved every four years, experiencing a wide range of lives along the way. I was born in Fort Hood, TX and Haley at Fort Knox in Kentucky! If you’ve ever been part of the military community, you understand how challenging it is to create a sense of home wherever you land. We spent many years away from extended family and had to build a sense of family within our community. With our dad frequently deployed, my sister Haley, our mom, and I became incredibly close—we kind of had to be.

With our candle business, we aimed to cultivate a sense of shared experience—something we longed for during our childhood. We wanted to foster a collective mindset that embraces being “in on the joke” while also feeling connected to a larger community. As military “brats,” we often missed the feeling of belonging and never imagined we would have the opportunity to spark that connection in others through our scents. Our upbringing in such a dynamic environment has given us a unique ability to connect with people on a deeper level.

Haley and I never expected to own a business. I earned my degree in Economics and Political Science from the University of Illinois, followed by a Master’s in Public Administration. I specifically moved to D.C. to work in politics after a typical summer internship on Capitol Hill. Haley attended the University of Kentucky, earning a degree in Interdisciplinary Studies, and now works in advocacy every day. Despite our full-time jobs in completely different fields, our small business has become a creative outlet—a way to channel our passion and creativity beyond our daily routines.

Our childhood shaped our adaptability and built our resilience. The love we have for this little company drives us to pour our hearts into making it a success. There’s nothing quite like witnessing others enjoy a product you’ve crafted! That said, there are mornings when we’re up at 4 a.m. pouring candles for orders, and it can be exhausting. But then we attend an event, see the laughter sparked by the phrases on our candles, and we’re reminded why it’s all worth it. As Theodore Roosevelt said, “Anything worthwhile is never easy.”

Pricing:

• $35 12 oz candles
• $18 for tins

Contact Info:

• Website: https://www.districtheroines.com
• Instagram: district_heroines