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

Hi Kelsey, thanks for joining us today. Let’s start with the decision of whether to donate a percentage of sales to an organization or cause – we’d love to hear the backstory of how you thought through this.

In my twenties, I found a lot of fulfillment as a social worker. Transitioning to Primrose full-time was exciting but left me with a bit of an identity crisis and a desire to continue supporting meaningful causes. We decided to donate 1% of our total sales to a new international or local Indianapolis charity each quarter, allowing our contributions to grow with Primrose’s success. The constant stream of news and tragedy can be paralyzing, so I wanted to create some form of hope amidst the chaos. It’s something we’re incredibly proud of, and it’s a small way we can all make a difference, one sale 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 previously worked as a social worker, but like many in the field, I experienced burnout. Seeking creativity beyond my job, I explored dozens of hobbies, and candle making is the one that stuck! I grew up with an OBSESSION for candles (thanks mom), and I quickly found the process of making them just as addictive as burning them. What began as a hobby quickly morphed into Primrose, initially intended for casual markets to sustain this newfound passion. Despite its rapid growth locally in Indy, navigating the unfamiliar territories of finances and marketing proved challenging and I felt imposter syndrome creep in, often citing that I’d never taken a business class when I felt embarrassed by not knowing how to do many of the behind the scenes aspects. I found most of my growth when I was finally willing to ask “dumb” questions, find mentors, and overcome my perfectionism. The most gratifying aspect of Primrose is its evolution into a family business. I’m so proud to have hired my sister part-time in 2022 and welcomed my husband full-time in 2023. We’re still figuring this thing out one day at a time, but I feel less alone in the journey!

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

When I first launched Primrose, I fell into the trap of believing that social media metrics were the ultimate measure of success. I fixated on amassing a large following, convinced that it equated to business success. I soon learned that followers don’t necessarily translate to sales. I wasn’t gaining a large following, but my sales were consistent and even growing. Realizing that my focus should be on nurturing relationships with existing customers who already buy candles 5+ times a year rather than constantly chasing new ones was a game-changer. I shifted my approach to fostering loyalty among current customers. This shift not only resulted in increased revenue but also made running the business more enjoyable! Now, I prioritize using platforms like Instagram and email to engage authentically with my customers rather than solely focusing on acquisition. I’ve come to understand that satisfied customers are not only repeat buyers but also invaluable sources of new business through word of mouth and positive reviews. I can now appreciate that it’s not about the quantity of followers, but rather the quality of engagement. After all, our team of four is approaching the five-year mark, and we still have under 3,000 IG followers!

Are there any books, videos, essays or other resources that have significantly impacted your management and entrepreneurial thinking and philosophy?

Profit First by Mike Michalowicz has been instrumental for me in managing my business finances. Initially, I was completely clueless about bookkeeping and struggled to navigate how to allocate my revenue and ensure consistent pay for myself. Profit First provided me with a clear plan to follow, offering structure and guidance in an area that used to overwhelm me. While I may not adhere to the plan as strictly now that I’m more comfortable and competent, the principles outlined in the book still serve as a guideline. Implementing the author’s strategies has allowed me to breathe easier and feel more confident in managing Primrose’s finances. It may not work for every business, but if someone finds themselves flailing in this area like I was, I recommend this as a starting point!

Contact Info:

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

Image Credits
Made Market for the market display photo. Beth Wilson Photography for the rest.