We’re excited to introduce you to the always interesting and insightful Briana Stout. We hope you’ll enjoy our conversation with Briana below.
Briana, thanks for taking the time to share your stories with us today Before we get into specifics, let’s talk about success more generally. What do you think it takes to be successful?
That’s a great question. There are many components that contribute to one’s success, but if I had to narrow it down, I’d say the top two traits to possess are grit and faith.
Building a business from the ground up can be a true test of resilience, especially when you’re a one-woman operation. There have been countless moments where I wanted to throw in the towel—whether it was dealing with slow sales, facing burnout, or navigating the uncertainty of the pandemic. I’ve had days where making candles felt like the last thing I wanted to do, but I knew my community was relying on me. I’m naturally self-motivated, so my grit and my inner drive keep me pushing forward.
I’m always one to tell people to have faith because you can bring anything you want into fruition, as long as you believe and work towards it. Having faith in my product and vision is important, but having faith in myself matters more. I remember a time when things weren’t going well and I was doubting whether my business was sustainable. But I had to trust the process, believe in the value I was bringing to my customers, and understand that the challenges I was facing were just temporary hurdles.
One specific moment that stands out is during the early stages of the pandemic. It was a time when I was doubting myself, but then, out of nowhere, I went viral on social media. Over 150+ orders came in within a single day! It was such an exciting and validating moment because it proved that my faith in myself and my business could spark real growth. However, with that excitement came a challenge—I wasn’t prepared inventory-wise for such a huge increase in orders. To make matters more stressful, my vendors were out of stock on many of my supplies due to a slowdown in their operations.
I had to think on my feet and quickly find new vendors in order to fulfill my orders efficiently and on time. It was stressful, but the excitement of seeing my business take off pushed me to tackle the problem head-on. That moment was a testament to how believing in yourself and staying true to your vision can lead to unexpected opportunities. It was a turning point that showed me the power of both perseverance and faith in propelling a business forward, even in uncertain times.
Success doesn’t happen overnight, and there will always be ups and downs. But through perseverance and belief in your mission, it’s possible to overcome anything and build something lasting. My journey has taught me that showing up, even when it’s tough, is what truly separates those who succeed from those who give up.
Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.
For those who may not be familiar with me, my name is Briana Stout, the vibrant creator and founder of illuminate B. Candles—a brand built on intention, self-care, and the belief that scent has the power to transform a space and a mindset. My journey into the candle business wasn’t something I planned; it was something I fell into. It all started in 2019 when I became obsessed with buying candles. One day, I thought to myself, “How hard can it be to make my own?” So, I bought a candle-making kit, and from that moment on, it was history. What started as a curiosity quickly turned into a deep passion.
As I researched the candle industry, I discovered some alarming facts—many brands use harmful chemicals and toxins, like paraffin wax, in their candles. That realization changed everything for me. My passion project evolved into something bigger: a mission to create clean, eco-friendly candles that people could feel good about burning in their homes. I didn’t want to be just another candle brand; I wanted to build something meaningful. That spark led me to spend countless hours testing waxes, perfecting fragrance blends, and ensuring every candle met my high standards. What started as a hobby transformed into a growing business rooted in intention and care.
illuminate B. Candles provides a luxurious, clean-burning experience with handcrafted, soy-based scents designed for wellness-focused individuals looking to restore their mind, body, and soul. I offer over fifteen unique scents, including my 3-wick collection with fun, standout names like “Blacker the Berry” (my best seller, by the way) and “Let That ManGo.”
One thing that truly sets illuminate B. Candles apart—something my customers constantly rave about—is the longevity and immersive sensory experience. My 10 oz. candles burn for over 60 hours, and even after the flame is blown out, the scent lingers, filling the space long after. That lasting effect allows my customers to stay immersed in the mood and ambiance my candles create.
illuminate B. Candles is about more than just selling a product—it’s about creating a connection. From the scent selection to the packaging to the storytelling behind each candle, I want every customer to feel seen, understood, and valued. I know my customers are busy, always on the go, and sometimes inconsistent with self-care, but they also appreciate things that make life feel just a little more special. That’s why I create candles that seamlessly fit into their lifestyle—luxurious, but never out of reach.
I am incredibly proud of the fact that I have been running illuminate B. Candles for five years. Entrepreneurship is a journey filled with highs and lows, and reaching this milestone is a testament to my dedication, resilience, and passion for what I do. From starting with a simple candle-making kit to building a brand that connects with so many people, every step has been a learning experience.
Seeing my candles become a meaningful part of my customers’ lives—whether it’s part of their self-care routine, a gift for a loved one, or a scent that brings back special memories—makes all the hard work worth it.
At the end of the day, illuminate B. Candles is about more than just candles—it’s about helping people create a space that feels like home, a moment that feels like peace, and a scent that feels like them. That’s what I want people to know about me and my brand.
Have you ever had to pivot?
My career has never followed a straight path, and I wouldn’t have it any other way. I started in customer service, where I learned the art of patience and how to anticipate people’s needs before they even said a word. From there, I transitioned into healthcare, a fast-paced environment that sharpened my ability to think on my feet and solve problems under pressure. Then came Recruiting and HR, where I gained a deeper understanding of people, processes, and what truly makes businesses run smoothly. Eventually, I found my way into tech—and that’s where everything started to click.
Each transition wasn’t just about switching industries; it was about recognizing the transferable skills I had picked up along the way and using them to open new doors. But beyond that, I’ve always been a creative at heart with many interests—sticking to just one thing forever has never been my path. I thrive on exploring new spaces, challenging myself, and diving into things that keep me engaged and excited.
By the time I stepped into tech, I had built a strong foundation in communication, strategy, and problem-solving, which made it easier to adapt to the fast-moving, ever-evolving nature of the industry. But even now, I know this is just one chapter in a lifelong journey of learning and growth.
Looking back, I realize that no experience was wasted. Every pivot, every challenge, and every lesson brought me to where I am today.
Right now, I can confidently say that tech is where I want to grow and evolve, because the possibilities are endless. But if there’s one thing I know for sure, it’s that I’m not meant to stay in just one place—I’m meant to explore, create, and embrace whatever comes next.
Where do you think you get most of your clients from?
The best way I’ve gained new customers has been through pop-up shops and large conferences. Events like Invest Fest, Black Girl Art Show, and others have introduced me to so many amazing people who connect with my brand in real time. Nothing beats seeing customers’ reactions when they smell our candles for the first time—the excitement, the surprise, the “Oh wow, I need this!” moment. It’s an experience that online shopping just can’t replicate.
These in-person events allow me to build relationships, share my story, and create a lasting impression. There’s something special about watching people fall in love with a scent and knowing they’re taking home more than just a candle—they’re taking home a whole vibe.
Contact Info:
- Website: https://illuminatebcandles.com/
- Instagram: https://www.instagram.com/illuminatebcandles_/
- Facebook: https://www.facebook.com/illuminatebcandles/
- Twitter: https://x.com/illuminateb_
Image Credits
Kai George (ContentSugar Co.)