We’re excited to introduce you to the always interesting and insightful Jordyn Walker. We hope you’ll enjoy our conversation with Jordyn below.

Jordyn, thanks for taking the time to share your stories with us today Parents play a huge role in our development as youngsters and sometimes that impact follows us into adulthood and into our lives and careers. Looking back, what’s something you think you parents did right?

Reflecting on what my parents did right brings me back to how they taught me the value of resilience, kindness, and genuine connection—qualities that have shaped me as a person and as the owner of Lit Wix, my candle business. From an early age, my parents instilled in me the understanding that success doesn’t come overnight; it takes hard work, patience, and a dedication to connecting with others in a meaningful way.

One of the best examples of this was in the beginning of Lit Wix. I was figuring everything out on my own: crafting each candle with care, handling the logistics, and finding ways to market the brand on a tight budget. Rather than giving direct advice, my parents shared stories from their own journeys, showing me that persistence through tough times and staying true to my values would help me grow, not just as an entrepreneur but as a person. They always reminded me that people remember how you make them feel, and that building trust and loyalty comes from creating a genuine connection.

This advice has deeply shaped how I run Lit Wix. It’s not just about making candles; it’s about building a community that feels seen and valued. To this day, I put extra care into each product, from creating custom labels and playlists to ensuring every order feels unique. I want my customers to feel like they’re part of something special because that’s what my parents taught me: that business is about people, and that connecting with others in a meaningful way is what creates loyalty.

Their values are now a core part of Lit Wix and my approach to each day, with resilience, care, and connection guiding every decision. I hope to carry forward their legacy by building something meaningful—one candle, one connection at a time.

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’m Jordyn Delani Walker, a Houston native and founder of Lit Wix, a candle brand born out of my love for creating meaningful experiences and my personal journey with mental health. My path to starting Lit Wix began during my undergraduate years when I was studying computer science and playing collegiate tennis at Alderson Broaddus University. Like many students, I faced mental health challenges, and burning candles paired with music and therapy became part of my coping strategy. That combination created a sense of peace and helped me find balance.

After graduation, I became obsessed with learning how to make candles burn better, stronger, longer, and cleaner. Although candle-making is complex and costly, it quickly became a passion. Then, when COVID-19 hit, I was inspired to turn that passion into a business. Lit Wix was my response to the massive pivot I needed to make in 2022, blending my love for ambiance with a purpose that means a lot to me—bringing awareness to mental health.

Lit Wix offers hand-poured candles in custom scents, sizes, and labels, each one thoughtfully crafted to create a vibe that feels comforting and personal. I also host mobile candle parties, which give people a chance to come together, be creative, and make their own candles in a fun, hands-on setting. Lit Wix is about more than just creating candles; it’s about creating moments that foster connection, awareness, and peace.

What sets Lit Wix apart is the combination of customization, community, and a deeper mission. Each candle comes with its own story, with scents and even a playlist that make it unique. My clients can trust that they’re getting a quality, one-of-a-kind experience—whether they’re buying a single candle or hosting a custom event.

I’m most proud of the connections I’ve built and the way Lit Wix has become a part of people’s lives. For anyone new to Lit Wix, know that it’s about more than just candles. It’s about creating space for joy, peace, and awareness around mental health, something I hold close to my heart.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

I sell Lit Wix candles primarily through my own website. Choosing to sell directly on my site gives me complete control over the brand experience—from the visual design to the customer journey and all the personal touches in between. It allows me to create a unique, cohesive experience that feels true to the Lit Wix brand, which is something that’s central to me.

The main advantage of using my own site is that it allows for a deeper connection with my customers. I can share the story behind each candle, provide options for custom labels, and include playlists, all of which add to the personalized experience that Lit Wix is known for. I also avoid platform fees and limitations that often come with marketplaces like Amazon or Etsy, which helps me manage costs and maintain my brand’s unique identity.

However, the biggest challenge with selling on my own site is building and driving traffic since I don’t benefit from the visibility that established platforms provide. With my own site, I put more energy into marketing, social media, and collaborations to grow awareness. But for me, this effort is worth it because it allows Lit Wix to remain authentic and connected to its mission.

What’s been the best source of new clients for you?

The best source of new clients for Lit Wix has been a blend of genuine community connections and word of mouth. Working at SoulCycle was a game-changer for my brand, giving me access to a supportive network and allowing me to form real connections with people who appreciate thoughtful products. During Black History Month, SoulCycle and I partnered to gift 50 lucky riders with Lit Wix candles. The response was incredible, and soon regulars at the River Oaks location in Houston began buying my candles. This collaboration opened up even more opportunities, leading to partnerships with events like Fresh Faces and collaborations with local realtors and businesses in the area.

Word of mouth has also been powerful, as customers love sharing Lit Wix with friends and family. Hosting mobile candle parties has been another fantastic way to introduce people to the brand; these events give clients a fun, hands-on experience that makes Lit Wix memorable. Social media has been a strong connector, too, allowing me to reach people who share my love for unique, meaningful candles.

All these connections—from SoulCycle to community events—have allowed me to grow Lit Wix organically, expanding my reach while keeping that personal touch.

Contact Info:

• Website: https://lit-wix.com/
• Instagram: https://www.instagram.com/litwixcandle/
• Facebook: https://www.facebook.com/LITWIXCANDLE
• Linkedin: https://www.linkedin.com/company/lit-wix/
• Other: Tik Tok: https://www.tiktok.com/@litwix.us