We recently connected with Lori Parnell and have shared our conversation below.
Lori, thanks for taking the time to share your stories with us today We’d love to have you retell us the story behind how you came up with the idea for your business, I think our audience would really enjoy hearing the backstory.
Between Covid-19, the lock-down and the death of George Floyd, 2020 was a rough year. It was a heart-breaking year.
But, watching people from other cultures and ethnicities stand in solidarity with us was awe inspiring. I wanted to somehow capture the feeling of that moment; the joy, the understanding, the unity of that moment.
This lead to a conversation my daughter and I were having about how scent, emotion and memory are all intertwined. I wanted to do something that celebrates Black joy, culture, and those nostalgic experiences that connect all of us. Black Culture Candles is the physical representation of our shared experiences. We create candles that are inspired by and celebrates Black Culture by creating scents that tell a story of our shared experiences. In late 2021, Black Culture Candles was introduced to the public.
Lori, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?
Black Culture Candles is where we celebrate joy, culture and connection through the transformative power of scent. My journey to this point has been as multifaceted as the scents I create, rooted in a deep passion for fashion, marketing, and, most importantly, storytelling through sensory experiences. Holding two degrees from The University of Akron in Fashion and Marketing, my professional path has spanned museums, healthcare, non-profits, fashion, finance and logistics. This diverse experience has honed my ability to connect with a wide range of audiences, understand their needs, and deliver beyond expectations.
The inception of Black Culture Candles was a natural progression of my lifelong commitment to elevating and celebrating the richness of the shared experiences in Black culture. Our candles are more than just products; they’re a journey through our collective memories, a celebration of joy and connection. Each scent is carefully crafted to evoke specific emotions and memories that connect us to each other and our heritage in a joyful way.
What sets us apart is not just the quality of our handcrafted, etched, non-toxic candles but the intention behind them. Our commitment to non-toxic ingredients ensures a safe, beautiful, and long-lasting burn, reflecting our dedication to our customers’ well-being and satisfaction.
I’m most proud of the community we’ve built around Black Culture Candles. It’s a space where people can find joy, and a sense of belonging. Our candles have become a beacon of light, celebrating the universal experiences that connect all of us, regardless of background.
For everyone exploring our world of scents, know that Black Culture Candles embodies a shared journey of joy and memories. Every candle we pour is an invitation to experience, understand, and appreciate the beauty and resilience that underpin our stories. Lets embark on this scent journey together, lighting the many ways in which joy and solidarity unite us all.
What do you think helped you build your reputation within your market?
Building the reputation of Black Culture Candles within our market has been a journey rooted deeply in authenticity and integrity. From day one, our mission was clear: to celebrate Black Joy through the art of scent, connecting people with their memories and each other. This vision has guided every decision we’ve made, from selecting the highest quality, non-toxic ingredients for our candles to the stories we share through each fragrance.
What truly helped us build our reputation, however, was the support of our community, the wisdom of mentors and the continuous learning from various programs I’ve been fortunate to enroll in. These resources have not only provided invaluable insights into the business world but have also kept me grounded in the values that matter most. They taught me that success is more than just sales; it’s about the impact you make on your community and the connections you foster.
Moreover, authenticity has been at the core of everything we do. We’ve always strived to be transparent about our processes, our inspirations, and our challenges. This honesty has resonated with our customers, creating a bond of trust. They know that when they purchase a Black Culture Candle, they’re getting more than just a product; they’re getting a piece of a larger story, one that honors and celebrates the rich tapestry of the moments that connect us all.
Integrity has also been crucial. In a world where shortcuts are often rewarded, we’ve chosen the path less traveled, ensuring that our business practices reflect our commitment to quality, sustainability, and ethical production. This dedication to doing things right, even when it’s not the easiest route, has distinguished us in the eyes of our customers and peers alike.
In essence, our reputation has been built on the foundation of living the values we cherish most. By leaning into the lessons from our mentors, committing to continuous growth, and always placing authenticity and integrity at the forefront of our operations, Black Culture Candles has become more than a brand. We’ve become a trusted partner in our customers’ journey to celebrate and reconnect with their heritage and each other.
Do you sell on your site, or do you use a platform like Amazon, Etsy, Cratejoy, etc?
At Black Culture Candles, we prioritize maintaining the integrity and quality of our products, which directly reflects in our choice of sales channels. We sell directly through our website and our retail location at Northside Marketplace, in addition to participating in local markets and pop-ups. While we have experimented with larger platforms like Amazon, we found that the trade-offs in terms of control over the quality of delivery and the substantial fees did not align with our brand values and operational goals.
Our Choice: Our decision to focus on selling through our website and physical store is rooted in the desire to provide a personalized, quality-focused experience to our customers. This approach allows us to control every aspect of the customer experience, from presentation to packaging, ensuring that each candle arrives in the hands of our customers just as it left ours—with care and intention.
Pros:
Control Over Brand Experience: Selling directly allows us to curate the customer journey, ensuring that our brand values and the essence of Black Joy are communicated effectively.
Quality Assurance: We have complete oversight over the entire process, from production to delivery, ensuring the quality remains consistent.
Customer Relationships: Direct sales foster a closer relationship with our customers, allowing for immediate feedback and the ability to address any concerns directly.
Reduced Fees: By selling on our platform, we avoid the hefty commissions and fees charged by third-party marketplaces.
Cons:
Visibility: Larger platforms can offer more immediate exposure to a broader audience, which we sacrifice to some extent by choosing to sell directly.
Resource Intensive: Managing our sales channel requires more hands-on effort in terms of marketing, customer service, and logistics.
Scaling Challenges: Growth can be more gradual as we are building our customer base organically, without the leverage of a platform’s vast audience.
In conclusion, our choice reflects a strategic decision to prioritize the quality of our products and the authenticity of the customer experience over rapid scaling or exposure. We believe that by staying true to our values and focusing on creating meaningful connections with our customers, Black Culture Candles can grow sustainably while celebrating and sharing joy, culture and connection through the art of scent.
Contact Info:
- Website: https://blackculturecandles.com
- Instagram: https://www.instagram.com/blackculturecandles/
- Facebook: https://www.facebook.com/BlackCultureCandles
- Linkedin: https://www.linkedin.com/company/black-culture-candles
- Youtube: https://www.youtube.com/@blackculturecandles
- Other: Northside Marketplace: 21 Furnace St, Akron OH 44308 https://www.pinterest.com/blackculturecandles/
Image Credits
Group image: Lori Parnell Second Image: The Green Photograph