We were lucky to catch up with Justine Parra recently and have shared our conversation below.

Justine, 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?

Hahaa! This is my favorite question. I have a super close knit family, we all live like 3 minutes from each other. Well, years ago my Nawnee (grandma) had purchased a sign making machine (way before Cricut was a thing) and she started making signs for any and everything. My Gramps has always had the best green thumb and has the most beautiful luscious gardens. She ended up making a big sign for the garden that said ‘Paradise’ and witty Gramps said “you should have put Parradise!” So now, we all use “Parradise” I cant even say “paradise” the right way anymore! When I was in the beginning stages of my small business(es) I knew I wanted to include Parradise. Burning Parradise came to me and felt perfect and a little edgy for my candle business and Parradise Breads is sweet and simple for my sourdough business.

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 Justine, a small-town entrepreneur with love for creativity and bringing happiness to others and their homes. Growing up in a family with a rich artistic background, I’ve always been drawn to being a creative, hustling and sharing that joy with those around me. Its in my blood!

In 2020, when the world stood still, I took my first leap into the world of small business ownership with ‘Burning Parradise,’ my candle business inspired by the serene landscapes and scents of Arizona. Each candle is crafted with love, featuring Arizona-inspired scent names that evoke memories of desert sunsets, refreshing citrus groves, and crisp mountain air.

Building on my love for artisanal creations and a desire to expand my entrepreneurial journey, in 2024 I ventured into the universe of sourdough with ‘Parradise Breads.’ Operating as a cottage business, I handcraft delicious sourdough loaves, scones, muffins, and more. Every batch is infused with the same passion for quality and joy that defines my brand.

What sets me apart is not just the products I offer, but the heart and soul I pour into each creation. Whether it’s lighting up someone’s home with the warm glow of a Burning Parradise candle or filling their kitchen (and stomachs) with the aroma of freshly baked sourdough from Parradise Breads, I’m dedicated to spreading happiness one delightful experience at a time.

I’m your girl if you’re looking to add a touch of Arizona-inspired ambiance to your space or craving the comforting taste of artisanal sourdough. I want to make every moment a little brighter and more delicious.

How about pivoting – can you share the story of a time you’ve had to pivot?

In 2023, I had to pivot, just slightly, but enough to rattle me. When I started my company I used copper tins. My candle line is Arizona inspired so the copper candle tins added the perfect touch. The manufacturing company I was using for my candle tins became out of stock after years of using them. Of course, I thought they would come back in a few weeks. Month after month I was getting the run around and very weak responses about the restock date. I normally order in bulk so I had enough to keep me going for a while but it just became clear that the copper tins were not coming back. I decided to start using black tins just recently. They’re sleek and look good with my labels.

How did you put together the initial capital you needed to start your business?

Being a small business is hard. Rewarding but hard. When I first started I was using any extra money I had from my 9-5. Once I launched I took the very scary leap of quitting my full time job and finding part time work so I could have more time to focus on my small business that I loved and fulfilled me. Luckily, I did well with online and market sales. It’s becoming more of a challenge with every cost in the world increasing. It’s getting harder to always have an overstock.

Contact Info:

• Website: burningparradise.com
• Instagram: @burningparradise
• Facebook: https://www.facebook.com/BurningParradise/