Alright – so today we’ve got the honor of introducing you to Jessica Duckworth. We think you’ll enjoy our conversation, we’ve shared it below.

Jessica, appreciate you joining us today. So, naming is such a challenge. How did you come up with the name of your brand?

As a second generation Danish-American, hygge was embedded in so much of my upbringing. Hygge is the practice of seeking contentment through coziness and camaraderie; this is a defining characteristic of Danish culture. I feel lucky to have grown up practicing Danish traditions and learning about Danish culture. When it came time to name my business, I knew the name had to include the word ‘hygge’. Naming my business Hygge Home Goods felt like the best way to honor my culture and heritage and embody my brand.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

My journey into candle-making started as a hobby in my kitchen in 2017. I was disappointed with the candles on the market; they were either ridiculously expensive or made with toxic ingredients like lead-based wicks and paraffin wax. I started making candles for myself with the empty candle containers I had saved over the years. Once I started to get better at making them, I decided to turn my hobby into a side-hustle. I started an Etsy page for Hygge Home Goods and began shipping my candles around the country. A few years went by and I was finally done with the corporate grind… My passion was in making candles. I pulled the plug on my finance job in 2021. Hygge Home Goods became my new full-time career.

My mission was to create an affordable candle line that used only healthy, recycled and sustainable materials.

A lot of thought and careful consideration goes into each of the ingredients and materials for each candle. All of the candles I make are hand-poured into recycled glass containers made from wine, beer, and champagne bottles that I cut and process myself. All candles are made in small batches with natural, non-toxic ingredients. I purposefully leave each candle packaging and dust-cover free to reduce waste. The labels are even made from recycled paper. Whenever I am able, I get materials like wicks and warning labels from reuse centers or other candle makers who no longer need them. Every candle is unique while still being affordable, good for consumers and the environment.

I think the thing I am most proud of with my candle business is that the sustainability mission has become a community affair: many customers save their used containers to return for another life. Additionally, friends, customers, and people from all around my area donate glass bottles to recycle into candle containers. I regularly leave markets with bags full of glass bottles. It’s nice to know that my customers and community share my mission as much as I do.

What’s been the most effective strategy for growing your clientele?

The most effective strategy for me has been simply getting my products in front of people. Farmer’s markets and local maker’s markets have been an amazing way to do just that. I love being able to get instant feedback and connect with my customers while selling in person. It’s a much different experience to watch your customers interact with your product than to look at stats online. I have been able to build up a large local clientele and they expect me to be at certain markets throughout the year. Markets have also been the best way to meet and network with other creatives, makers, and local business owners. It’s truly been the most effective way to grow clientele and connect with my community.

What’s a lesson you had to unlearn and what’s the backstory?

I think the biggest lesson I had to unlearn is that growth isn’t everything: your business doesn’t have to grow to be successful.

The goal of quitting my job in finance was to find better work-life balance for my mental and physical health. Quickly into my self-employed journey, I started spreading myself too thin. I wasn’t asking for help, I didn’t have any open time in my schedule and I wasn’t giving myself any time for rest. For at least the first year and a half of my business, I was only focused on doing more, growing more, selling more… I started to lose touch with how and why it all started. I was expecting unrealistic things out of myself and my business. This put me right back in the situation that I was trying to get away from in my corporate job. My health was starting to suffer and I was overwhelmed. I had to unlearn the narrative that more productivity = more success. We all deserve to rest and take a step away from our creative/business endeavors as much as we feel required to continuously pursue them.

I’ve found that the best (albeit the most cliché) way to find balance and peace in running my business has been to enjoy the process. I try to lean into the challenges and enjoy the growth that comes from each one. I no longer try to force growth and scaling has become less of a priority. This has helped me to keep the magic of my creative process alive. I am trying new things and expanding in ways that I hadn’t necessarily thought of before – for example, hosting markets instead of just participating in them.

I still feel like I have more lessons to unlearn, but for now I am focused on incremental growth and enjoying the process.

Contact Info:

• Website: hyggehomegoods.myshopify.com
• Instagram: @hyggehomegoods
• Other: Etsy: www.etsy.com/shop/HyggeHomeGoods