We caught up with the brilliant and insightful Lori Parnell a few weeks ago and have shared our conversation below.

Lori, thanks for joining us, excited to have you contributing your stories and insights. If you could go back in time do you wish you had started your business sooner or later

I started Black Culture Candles in 2021. It was during the pandemic. The Black Lives Matter movement was in full swing and Black Joy seemed hard to find. But, watching people from different countries, cultures and ethnicities stand in solidarity with us was truly inspiring. This period in time afforded me the opportunity to reflect on what was happening and the understanding and unity we felt inside that solidarity.

I was in a place where I was looking for something impactful to do. As a hobby candle maker, with a sensitive sense of smell, I spoke with my daughter, who has a MS in Psychology, about how scent, emotion and memory are all intertwined, and that conversation along with the time we were experiencing in history, sparked the idea for Black Culture Candles. I wanted to create something that celebrates Black Joy and those nostalgic experiences that connect all of us.

If I’d started sooner, I don’t think I would’ve been as intentional about the mission of my business, but I certainly would’ve had more energy for the physically demanding work of candle making and vending at shows and events, as I’ll be 61 this summer,

But, on the flip side, starting in 2021 allowed me to capture the essence of a powerful moment in history. The timing was perfect for channeling the collective emotions of that time into my brand. I often think about the quote, “The best time to start was yesterday. The next best time is now”. While starting sooner could’ve been beneficial in some ways, the journey and timing have been perfect for shaping Black Culture Candles into what it is today.

So, do I wish I’d started sooner? Sometimes, but the unique timing of my start has allowed me to create a brand that truly resonates with people who celebrate Black Joy and the shared experiences that connect us all.

Awesome – so before we get into the rest of our questions, can you briefly introduce yourself to our readers.

I’m Lori Parnell, CEO of Black Culture Candles, an inclusive luxury brand that celebrates the moments that connect us. We offer fine, handcrafted, eco-conscious candles with unique custom fragrances that are inspired by our shared memories and experiences.

I’ve always believed that scent has a unique ability to evoke memories and emotions. I still remember how my grandmother’s garden smelled and the feelings of love that well up in me every time I come across it. Black Culture Candles is all about celebrating those nostalgic moments, I draw inspiration from the rich and vibrant history of Black culture and the share memories and experiences that connect all of us.

I offer everyone the opportunity to take a unique scent journey that honors these shared experiences. For example, our Grandma’s Garden candle is dedicated to to memory of our grandparents who produced nutritious food, tended to growing plants and grew beautiful flowers. This candle remembers the legacy of grandma’s hands in the soil with notes of fresh florals, crisp green tea and deep rich amber. We also offer our best selling Black Love candle that’s inspired by the relationships that sustain us; our family, friends, traditions and culture, with notes of sandalwood, amber, orchid and a hint of orange. My scents are unisex and run a little deeper and richer.

What sets Black Culture Candles apart is our dedication to crafting an experience. We’re offering a vision of joy, culture and connection. Our candles are about celebrating the small, meaningful moments and the experiences that connect us all. Our candles are crafted using the highest quality non-toxic ingredients, ensuring a smooth, clean and long-lasting burn. We use a luxurious eco-friendly wax blend which is renewable and biodegradable. Our sustainably forested wood wicks, offering a natural, crackling ambiance and further reducing our environmental impact. We avoid using harmful additives, opting instead for natural, phthalate-free fragrance blends. One of our unique features is our beautifully etched imported glass jars. These jars are designed to let in candlelight as the candle burns down, creating an effect that enhances the overall sensory experience.

I’m most proud of how our brand has resonated with people from all walks of life. Our customers are passionate about self-care, making their homes a wonderful place to be and they appreciate the power of well-crafted candle to enhance their environment.

How’d you build such a strong reputation within your market?

What’s truly helped me build my reputation is the ability to take people on a scent journey that deeply connects them to our brand values and mission. At Black Culture Candles, each scent is carefully crafted to evoke specific memories and emotions that celebrate Black Joy, culture and the shared experiences that unite us. This immersive experience allows our customers to not only enjoy a luxurious product but also feel a personal connection to the stories and heritage behind each candle.

Consistency has also been a cornerstone in our business. We maintain unwavering quality in our products, ensuring that every candle is handcrafted with the highest standards. This process strengthens our brand’s credibility and trustworthiness. Being transparent and authentic in our storytelling has resonated with our audience. Sharing the inspiration behind candles like Grandma’s Garden or Black Love helps our customers see themselves in our brand and feel like a part of our journey. Our dedication to shining a light on cultural experiences creates a strong emotional bond with our customers.

By consistently delivering a high-quality product and staying true to our mission, we’ve build a loyal customer base that values and supports what we stand for. This approach has not only established our reputation but has also grown a community that celebrates and shares in the joy and connection our candles represent.

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

When it came to funding Black Culture Candles, we started small and chose to self-fund the business. It was crucial for us to avoid accumulating debt and to ensure that the business could support itself from the very beginning. This decision meant that we had to be very strategic and resourceful with our initial capital.

We began carefully planning and prioritizing our expenses, focusing on the essentials needed to create a high-quality product. Investing in eco-conscious materials like our coconut-apricot wax and sustainably forested wood wicks was a priority, as these aligned with our brand’s values and mission. One of the unique features we invested in early on was our beautifully etched glass jars.

We also knew that branding and marketing would be key to our success, so we dedicated a portion of our budget to creating a strong brand identity and marketing strategy that would resonate with our target audience. By starting small, we embraced a philosophy of slow, organic growth. This allows us to grow our business at a sustainable pace, reinvesting our earnings back into the business without overextending ourselves.

We leveraged social media and word-of-mouth marketing to build a loyal customer base, which helps us expand our reach without incurring significant costs. This grassroots approach not only kept our expenses manageable, but also allowed us to connect with our customers on a personal level, fostering a sense of community around our brand.

By being mindful of our spending and focusing on sustainability, quality, and effective branding, we were able to build a solid foundation for Black Culture Candles. Our etched glass, which beautifully displays candlelight, adds a special touch that our customers love. This approach has allowed us to grow steadily while staying true to our mission of celebrating 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

Image Credits

Image of Lori Parnell, CEO of Black Culture Candles was taken by The Green Photograph