We caught up with the brilliant and insightful Heather Joslin a few weeks ago and have shared our conversation below.

Heather, appreciate you joining us today. Naming anything – including a business – is so hard. Right? What’s the story behind how you came up with the name of your brand?

Why Burnt at Both Ends Candle Co.? The name Burnt at Both Ends Candle Co. came from the need to always overextend myself and fit in “just one more thing” even when there isn’t time for it. I have four kids, two dogs, a husband and a more-than-full family calendar. I even had a full-time job but decided to leave that to focus fully on my family, myself and—of course—my candle business. I feel like my husband and I are literally burning candles at both ends to keep up!

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 back background and context?

I make soy candles in tins, jars, fun containers, wax melts, reed diffusers, room sprays and enjoy making custom scents for companies. I’m most proud of creating new and unique scents that aren’t offered by others. I love getting ideas from my customers on what other scents they have interest in, taking that information and creating unique scents that are tailored to their palette.

My love for crafting
I’ve been crafting since the moment I could pick up a crayon.
My mother was an avid crafter of anything and everything: calligraphy, beads,
macramé, pottery, paint, you name it. And if someone was interested in learning, she would teach them!

One of my favorite memories is when my mother invited all 26 girls in my 5th grade class to make gifts for the holidays. I remember feeling like I was “in my element.”

My Mother isn’t my only crafting inspiration—my grandmothers quilted, beaded and sewed, too. During Christmastime, they would host a craft show in our basement.

My first-ever craft? Candy suckers in molds. I might have eaten way more than I sold! 😉

What do I like about candle making/benefits of soy candles
Believe it or not, I find it calming to make candles. Also, I really enjoy candles and things that smell nice but don’t pollute the air with toxic chemicals. I feel burning candles can really benefit mental health—whether it’s the smell, the ambient light they give or the meditative quality they embody.

And with my agriculture background in mind, I wanted to support soybean farmers. That’s how I came to choose a 100% soy wax made with soybeans grown in the U.S. Another benefit is that soy wax burns 50% longer than paraffin wax candles and doesn’t leave the black soot on your ceiling.

Burnt at Both Ends Candle Co. products are dye- and phthalate-free and made with fragrance and essential oil blends.

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

I began making candles for birthday gifts and Christmas gifts. I was never planning to sell them, but as I gave more and more away, friends and family started to ask to buy them. Of course, I didn’t let them—but there was finally a point when my husband looked around and asked, “How many people do we have that we can give Christmas gifts to?” (Oops.) At that point, I had made well over 100 candles.

Then, one of my cousins asked once more, “When are you going to get a website up for your candles? I have friends who want a candle too!” That was my turning point—I decided I needed to start selling! I built a website and launched my candle business in October 2020. This was during the heart of the pandemic, and I was so appreciative and amazed by all the support from friends, family, friends of friends, local support—so many people. I feel truly blessed to have had such amazing people who have supported me since the beginning.

Key Milestones
In the fall, of 2021, I started selling my products in two local stores, in addition to already selling online and at craft shows. This created a lot more growth for me.

In the Spring of 2022, I left my full-time job to focus on my candle business and this is when I increased my focus on growing my business. As of today, my products are represented online, in twelve local businesses and at a handful of makers markets/craft shows I attend.

Can you tell us about what’s worked well for you in terms of growing your clientele?

I have found the most effective way to promote my products is to be as visible as possible and share my story. I try to branch out to a variety of sales channels by selling at Craft Shows, in retail stores, Farmers Markets, and creating custom orders. I’ve found that even at the events that weren’t as successful, getting that face time with people, telling my story, and sharing the benefits of my products has provided future opportunities.

Also, I try to stay active on social media, but am careful not to overdo it. Along with announcing new products and sales, I use my channels to promote the stores I am selling at, and to advertise the shows I am attending. This not only helps my visibility, but also promotes the businesses that are supporting me so we can be mutually successful.

Contact Info:

• Website: www.burntatbothendscandleco.com
• Instagram: https://www.instagram.com/burntatbothendscandleco/
• Facebook: https://www.facebook.com/burntatbothends1

Image Credits
Rachel Lahlum Photography