We were lucky to catch up with Joya King recently and have shared our conversation below.

Joya, thanks for taking the time to share your stories with us today Alright, so you had your idea and then what happened? Can you walk us through the story of how you went from just an idea to executing on the idea

My name is Joya, and I’m the owner of JoyAromas Candle Company. JoyAromas began as a simple idea for my undergraduate capstone project — a Shark Tank–style presentation where I had to pitch a fully developed business concept. What started as an assignment quickly turned into something I genuinely loved. As I researched, tested fragrances, and learned the science behind candle-making, I realized I wasn’t just completing a project — I was discovering a passion.

During COVID, when life slowed down and people were craving comfort and peace in their homes, I felt a real purpose behind what I was creating. I kept refining my formulas, experimenting with waxes and wicks, and crafting scents that brought warmth and calm into a space. The more I created, the more I knew this was something I wanted to continue beyond the classroom.

After months of testing, learning, and building the brand, I officially launched JoyAromas on August 28th, 2021. That moment was the true shift from idea to execution — turning a class concept into a real, intentional business rooted in quality, creativity, and care.

Today, that same passion guides every product I make. Each candle begins as an idea and becomes something tangible through patience, craft, and joy — just like the brand itself.

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?

At JoyAromas, I specialize in hand-crafted, thoughtfully blended candles made with care, intention, and quality ingredients. Every product is designed to bring warmth, peace, and personality into someone’s space — whether that’s through soothing aromatherapy profiles, nostalgic seasonal blends, or fun, feel-good scents that make your home feel like you.

What sets me apart is that this isn’t mass-produced, impersonal, or rushed work. Each scent is developed with meaning, tested with intention, and created to solve a simple but universal problem: people want their space to feel comforting, grounding, and beautifully their own. JoyAromas helps people elevate their environment, destress after long days, and create rituals of peace and self-care.

I’m most proud of the fact that something that began as a class project grew into a brand that has touched real people’s homes and routines. JoyAromas is a reminder that creativity can bloom in the most unexpected places, even during difficult times. Building this business taught me resilience, artistry, and the impact of small comforts — and I bring all of that into every product I offer.

For anyone discovering JoyAromas for the first time, I want them to know that my brand is rooted in authenticity, quality, and heart. These aren’t just candles — they’re moments, memories, and mood-shifters in a jar. My commitment is always to create something that feels personal, elevates your everyday life, and reflects the joy behind the name.

If you’re looking for beautifully crafted scents with meaning, intention, and personality, that’s exactly what JoyAromas delivers.

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

One of the biggest lessons I had to unlearn on my JoyAromas journey is that growth has to happen fast to be meaningful. In the early stages, I felt pressure to keep up with bigger brands — launch more products, scale quickly, and match the pace of companies with teams, budgets, and access I simply didn’t have. I had to constantly remind myself that comparison is the thief of happiness, and that my journey was going to look different because I was building something with my own hands, resources, and heart.

There were moments when I questioned whether I was “moving slow,” but I learned that patience is a form of power too. I’m pouring my heart into something that requires time, patience, and resources — and that’s okay. I don’t have the same access as major retail brands, but what I do have is intention, authenticity, and a commitment to high-quality craftsmanship.

How do you keep in touch with clients and foster brand loyalty?

I build brand loyalty by staying genuinely connected to my customers and creating meaningful experiences. I frequently do pop-up shops around the Atlanta metro area, which give people the chance to smell the scents in person, learn about the brand, and connect with me directly.

I also offer monthly subscription options, giving customers a consistent, curated scent experience and early access to new releases. For those who want something more personal, I love working on custom candles for events, gifts, and special occasions — it makes the brand feel truly tailored to each customer.

To show appreciation, I created JoyAwards by JoyAromas, a rewards program that thanks supporters for choosing to shop small. All of these touchpoints help me stay connected, build trust, and create a community that feels valued and appreciated.

Contact Info:

• Website: https://www.JoyAromas.shop
• Instagram: @joyaromas.candleco
• Facebook: JoyAromas Candle Company, LLC

Image Credits

Natalye Scott