Alright – so today we’ve got the honor of introducing you to María José Cortés. We think you’ll enjoy our conversation, we’ve shared it below.

María José, appreciate you joining us today. Let’s talk about social media – do you manage your own or do you have someone or a company that handles it for you? Why did you make the choice you did?

I manage our social media myself, and with over 10,500 followers, it’s been a key part of growing Di Luna Candles. I chose to handle it personally because I want our brand voice to feel authentic and connected to our audience. Sharing behind-the-scenes content, new products, workshops, and our story as a Latina-owned business has helped build a loyal and engaged community. It’s also been an incredible way to drive in-store visits, promote events, and connect with other small businesses.

For other business owners, my advice is to focus on being consistent and genuine. You don’t need to post every day, but share with intention—your story, your process, and the people behind your brand. Authentic content resonates, and engagement builds trust. Social media is a powerful tool when used thoughtfully, and even without a big budget or team, it can make a significant impact.

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?

My name is Maria Jose Cortes, and I’m the founder and owner of Di Luna Candles, a woman-owned, Latina business based in Tucson. I started Di Luna Candles in 2020 with a deep love for handmade, sustainable goods and a desire to create products that bring beauty, peace, and connection into people’s lives. Our candles are made with 100% soy wax, eco-friendly materials, and natural elements like dried flowers, which make each piece a unique, intentional work of art. Over time, Di Luna Candles has grown from a small candle business into a full gift shop that features curated products from over 50 local and woman-owned businesses.

What sets us apart is our focus on sustainability, craftsmanship, and community. Beyond candles, we offer products like wax melts, reed diffusers, and locally made goods, as well as experiences like candle-making workshops, a make-your-own bath salt bar, and community events. We also host weekly Saturday markets with local vendors, a coffee truck, and flash tattoo artists, creating a space where small businesses and the community can thrive.

I’m incredibly proud of the way Di Luna Candles has become a hub for creativity and connection, while staying true to our values of supporting other small businesses and uplifting our community. For me, it’s about more than selling candles—it’s about creating a space and a product that feels magical, intentional, and connected to something bigger. I want our customers to know that when they shop with us, they’re supporting not just one small business, but many others who share the same values.

Any advice for growing your clientele? What’s been most effective for you?

The most effective strategy for growing our clientele has been a combination of authentic storytelling, community engagement, and creating meaningful experiences. Managing our social media personally has allowed me to share our journey, behind-the-scenes moments, and the intentionality behind our products. This authenticity has helped us connect with our audience on a deeper level and build a loyal, engaged community that truly values what we offer.

In addition to social media, hosting workshops, events, and weekly Saturday markets has been key. By creating experiences—like candle-making classes, make-your-own bath salt bars, and markets featuring local vendors—we’ve turned Di Luna Candles into more than just a shop. It’s become a space for connection and creativity, where customers feel a sense of belonging and excitement. These events not only bring people into the store but also build lasting relationships that keep them coming back and spreading the word.

Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.

I began making candles as a hobby during quarantine to de-stress. Starting with a basic candle-making kit, I taught myself the craft, learning techniques and sourcing high-quality, non-toxic materials online. This self-taught journey led me to establish Di Luna Candles, where we manufacture all our products—candles, wax melts, bath salts, and reed diffusers—with 100% natural ingredients.

Quality control is paramount in our process. We meticulously source natural waxes like soy and beeswax, which burn cleaner and are free from harmful chemicals. Our wicks are lead-free, and we use essential oils for fragrance, ensuring a non-toxic experience for our customers. This commitment to quality and sustainability sets us apart, offering products that are both safe and luxurious.

Contact Info:

• Website: https://dilunacandles.com
• Instagram: https://www.instagram.com/dilunacandles/?hl=en
• Facebook: https://m.facebook.com/dilunacandles/
• Yelp: https://yelp.to/zFK9kuDnEr