Alright – so today we’ve got the honor of introducing you to Alicia Brown. We think you’ll enjoy our conversation, we’ve shared it below.
Alicia, thanks for joining us, excited to have you contributing your stories and insights. What’s the backstory behind how you came up with the idea for your business?
When I came up with the idea for The Wick and Wine Experience, it wasn’t during a moment of calm—it was in the middle of chaos. I had just been laid off from my job in advertising, and I was trying to navigate feelings of uncertainty and loss. For me, candles became my therapy. Lighting one at the end of a tough day gave me a sense of calm and control when everything else felt so unstable. I realized that these simple moments of self-care weren’t just helping me—they were transforming me.
The spark for the business hit me one day when I was pouring a candle at home. I started thinking about how something so small—a flickering flame, a beautiful scent—could shift my entire mood. I thought, What if I could help other people find these moments of peace too? But I didn’t want to stop there. I wanted to bring people together, to create an experience where they could laugh, connect, and take a break from the weight of life. That’s when the idea really started to come to life.
I knew it was a worthwhile endeavor because I wasn’t just solving a problem—I was creating an experience. So many of us, especially overworked professionals, feel disconnected. We’re constantly running on empty, rarely stopping to check in with ourselves. I realized there wasn’t a space that combined self-care, creativity, and community in the way I envisioned. Sure, there are candle-making classes and wine events, but no one was blending those elements into a fully immersive, relaxing, and fun experience. That’s what excited me most—being able to build something that not only helped people create candles but also gave them the space to reconnect with themselves and others.
What made this feel even more possible was my background in advertising. I understood how to craft experiences that people remember, how to tap into emotions, and how to market something with heart. The logic came from seeing the gap in the market—self-care often feels like a solo journey, but I wanted to make it a shared experience. That blend of personal and communal care is what makes The Wick and Wine Experience stand out.
At the heart of it, this business wasn’t just about creating candles. It was about creating moments of joy, connection, and calm in a world that doesn’t slow down. That’s why I believed it would work—and why I’m so passionate about seeing it grow.
Alicia, 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?
I’m Alicia Brown, the founder of The Wick and Wine Experience, a business born out of personal transformation and a passion for creating spaces where people can reconnect with themselves and others. Before I ventured into the candle-making world, I spent years in advertising, working with some of the biggest brands like U.S. Army, Mastercard, and Feeding America. But after being laid off during a period of personal hardship, I found solace in something surprisingly simple—candles.
The act of creating and lighting a candle became my form of self-care, offering moments of peace in a chaotic world. That personal experience led me to think: What if I could create a space where people could experience that same calm while also connecting with others? That’s when the idea for The Wick and Wine Experience was born.
At The Wick and Wine Experience, I offer a unique, hands-on candle-making experience paired with wine and good company. It’s not just about crafting candles—it’s about providing a sanctuary where people can step away from their busy lives, relax, and tap into their creative energy. We host corporate events, bridal parties, nonprofit experiences, and more, all designed to foster connection, creativity, and relaxation. I also created Hike 4 The Culture, a wellness initiative that takes Black and Brown professionals on hiking trips to recharge and connect with nature. Both businesses are dedicated to helping people make time for self-care in a world that demands so much of us.
What sets us apart is that we blend personal growth with community connection. While many candle-making experiences are about simply making a product, The Wick and Wine Experience is about the journey. From the initial pour to the final flame, it’s a holistic, relaxing experience where people can truly unwind, bond, and create something special.
I’m most proud of how both my business and my community-focused initiatives—Hike 4 The Culture—have helped people find moments of peace in their busy lives. My mission is to remind people that self-care doesn’t have to be solitary. It can be an experience shared with others, and it doesn’t have to be complicated. Whether it’s through a candle-making event or a hike in the woods, I want my clients to feel valued, recharged, and inspired.
What I want potential clients, followers, and fans to know is that The Wick and Wine Experience is about much more than candles. It’s about creating memorable moments, forming connections, and giving people the space to breathe, laugh, and recharge. It’s about embracing the power of pause, and making self-care a part of our everyday lives. I’m here to help people find joy and peace, no matter how hectic life gets.
We’d love to hear a story of resilience from your journey.
One of the most defining moments of my journey happened when I was laid off from my job in advertising. It was a huge blow—not just professionally, but emotionally as well. I felt weak, uncertain, and like I couldn’t get it together. Everything I had worked for suddenly seemed out of reach, and I found myself questioning my future. There were days when I didn’t know how I would get through it.
But what helped me push forward during this dark time was being involved with the Black Candle Makers Club. Connecting with others who were also pursuing their dreams gave me the strength to show up, even when I felt at my lowest. I realized that just because I didn’t have the resources I thought I needed at the time—like money for candle jars—didn’t mean I couldn’t keep moving forward. I may not have had the finances, but I could design something on Canva, create plans, or even listen to Coffee with Nikkie on YouTube to stay inspired and motivated.
That’s when I realized resilience isn’t about having everything in place—it’s about doing what you can, with what you have, and showing up every day, no matter how small the step. The Black Candle Makers Club became a reminder that I wasn’t alone in this, and that I had everything within me to keep going, even if I didn’t have all the answers right away.
Okay – so how did you figure out the manufacturing part? Did you have prior experience?
Yes, I manufacture all of my candles myself. When I first started, I knew very little about the process, so I turned to YouTube to learn the basics. I watched countless tutorials, tried different methods, and learned a lot through trial and error. However, as I became more serious about my business, I realized that I needed a deeper understanding of the craft and the safety considerations that come with making candles.
That’s when I found the Black Candle Makers Club. The classes I took through the club were game-changers. They taught me the safe and proper techniques for making candles, from understanding the right wick sizes to selecting the safest waxes and fragrances. The club also provided invaluable insights into working with vendors who specialize in high-quality, safe materials for candle-making, which helped me find the right suppliers for my needs.
One of the biggest lessons I’ve learned is the importance of safety and quality. Initially, I was focused on getting candles made as quickly as possible, but I quickly realized that rushing the process could lead to mistakes or unsafe products. Over time, I’ve learned to slow down, focus on the details, and prioritize safe practices, which has ultimately resulted in better products for my clients.
Manufacturing candles has been a learning journey, but the support I’ve received from the Black Candle Makers Club and my commitment to learning has helped me build a business that I can be proud of. It’s not just about making a product—it’s about making sure that product is safe, high-quality, and something people can trust.
Contact Info:
- Website The Wick and Wine Experience
- Instagram: thewickandwineexperience
- Linkedin: https://Linkedin.com/in/aliciabrown
Image Credits
Alicia Brown