We were lucky to catch up with Carmen Starks recently and have shared our conversation below.

Carmen, appreciate you joining us today. How did you come up with the idea for your business?

I noticed that a lot of candles focused on scent alone, but not necessarily on the experience or the feeling they left behind. I’ve always been drawn to how scent connects to memory how it can instantly take you back to a place or a moment so I wanted to create something more intentional.

As I built, I realized there was something missing with brands, especially in hospitality and events. They’re always looking for ways to create a lasting impression, and I knew that through my creative process candles could become part of that experience something guests could take home and continue connecting with.

That’s when it clicked for me. I wasn’t just creating candles I was helping turn moments into something tangible and lasting.

Seeing brands use the candles that I create as keepsakes, and watching guests take that experience home, really confirmed that this idea had impact and was worth building.”

As always, we appreciate you sharing your insights and we’ve got a few more questions for you, but before we get to all of that can you take a minute to introduce yourself and give our readers some of your background and context?

My journey into this work didn’t start in a traditional way it actually began at home.
After buying a store-bought candle that burned extremely fast, I remember saying out loud, “I could make a better candle.” My husband didn’t let that comment go unnoticed. Not long after, he gifted me candle-making supplies with a note that read, “You said you could make a better candle let me see you do it.” That moment sparked everything.

What started as a challenge quickly turned into something much bigger. As I began creating, I realized how powerful candles can be not just as products, but as experiences.

Over time, I’ve grown Starks Candles into a brand that offers both thoughtfully crafted collections and custom candles for businesses, particularly in hospitality retail and events. I have help many brands create lasting impressions by turning their atmosphere into something tangible that their guests can take home and continue to connect with.

Beyond the products themselves, a big part of my work is rooted in community. I host candle-making workshops and also volunteer my time in peer spaces to give others the opportunity to experience candle making for themselves. Creating space for people to learn, connect, and create has been just as important to me as building the business.

What sets me apart is the intention behind everything I do. I’m not just focused on how a candle smells, but on how it makes people feel and what it represents.

What I’m most proud of is not only how much the brand has grown, but how I’ve been able to build it while raising three children. It’s taken a lot of discipline, long days, and consistency, but it’s also made the journey that much more meaningful.

At the core of it all, I want people to know that Starks Candles are built with purpose. Whether it’s through a custom collaboration, a workshop, or a single candle, my goal is always the same to create something that leaves a lasting impression. As Maya Angelou said, people will forget what you said and did, but they’ll never forget how you made them feel.

We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?

One of the biggest lessons I’ve had to unlearn is the belief that I wasn’t good enough.

That mindset didn’t come from one place it was something that built up over time. It showed up in the way I questioned myself, second guessed my decisions, and sometimes hesitated to fully step into opportunities, even when I was capable.

When I started my business, that feeling followed me. I would create something I was proud of, and then immediately wonder if it was enough if I was enough. Especially stepping into spaces with brands and opportunities that felt bigger than me at the time.

But as I continued to build, I realized that waiting to feel “ready” or “qualified” was only holding me back. I had to start choosing myself, even when doubt was still present.

The turning point for me was understanding that growth requires you to unlearn the narratives that no longer serve you. I began to focus less on perfection and more on progress showing up, improving, and allowing my work to speak for itself.

Now, I don’t let that feeling lead. It may show up from time to time, but it doesn’t get to decide what I go after.

Unlearning that has been one of the most freeing parts of my journey and it’s allowed me to build with more confidence, intention, and clarity.

Let’s talk about resilience next – do you have a story you can share with us?

One of the biggest examples of resilience in my journey has been building this business without really knowing how and choosing to move forward anyway.

When I started, I didn’t have a background in business or financial support to lean on. There wasn’t a clear roadmap for me. I was learning everything in real time, making mistakes, figuring things out as I went, and still trying to show up with confidence.

At the same time, I was raising three children. So my days didn’t just revolve around building a brand they were filled with real life, responsibility, and moments where I had to put everything else first and then come back to my business with whatever energy I had left.

There were nights I questioned if I was doing enough, or if it would all come together the way I hoped. But I kept going. Not because it was easy, but because I believed in what I was building and what it could become not just for me, but for my family and my community.

That experience changed me. It taught me how to trust myself, how to keep showing up even when things feel uncertain, and how to build something meaningful without having all the answers.

Resilience, for me, has looked like quiet consistency choosing to keep going, even on the days no one sees.

Contact Info:

• Website: https://Www.starkscandleco.com
• Instagram: https://www.instagram.com/starkscandleco/
• Linkedin: https://www.linkedin.com/in/carmen-starks-331242274?utm_source=share&utm_campaign=share_via&utm_content=profile&utm_medium=ios_app

Image Credits

Image credit: Tammy Zelez photography