Alright – so today we’ve got the honor of introducing you to Palak Shah. We think you’ll enjoy our conversation, we’ve shared it below.
Palak, looking forward to hearing all of your stories 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.
Infusion Candle Co. began as a personal exploration of identity before it ever became a business. In 2018, I took a candle-making class and created a scent that immediately felt familiar and grounding in a way I had not experienced before. It reminded me of home, culture, and memory, and it made me curious about how scent could express identity. Over time, I kept returning to that experience and began asking myself how something so personal could grow into something meaningful for others. I was born in Chicago and raised between two cultures, constantly moving back and forth between very different worlds, and those cultural influences were always being infused into my daily life. As a South Asian American woman, I learned that my identity was shaped by the overlap of those experiences rather than by choosing one over the other. In April 2020, during a moment of global uncertainty and reflection, I founded Infusion Candle Co. with the intention of creating a brand that brings people back to their roots. The name Infusion reflects the way cultures, traditions, and perspectives blend together over time. From a business perspective, I saw a clear gap in the home fragrance space. While candles were abundant, very few brands were rooted in cultural storytelling, and South Asian culture was largely absent. Infusion felt like a worthwhile endeavor because it offered something distinct. Each candle is inspired by a different aspect of South Asian culture, designed not only to scent a space but to spark memory, conversation, and connection. My vision for Infusion Candle Co. is for it to exist as more than a candle brand, but as a cultural hub that encourages cross cultural bonds and invites people to reflect on identity, heritage, and belonging. Infusion candles are an expression of duality and a reminder that we do not have to choose between the worlds that shape us, but can honor and celebrate them both.
Great, appreciate you sharing that with us. Before we ask you to share more of your insights, can you take a moment to introduce yourself and how you got to where you are today to our readers.
I am the founder of Infusion Candle Co., a Chicago-based candle brand rooted in culture, storytelling, and identity. I was born and raised in Chicago in a South Asian household, growing up between two very different worlds and learning early on how to navigate the space between them. That experience deeply shaped who I am and how I see the world. My professional background is in finance, but creativity has always been a grounding force for me. I was drawn to candle making after taking a candle-making class in 2018, where I created a scent that felt instantly familiar and personal. That moment sparked a deeper curiosity about how scent could be used not just decoratively, but as a way to express memory, culture, and belonging.
Over time, candle making became more than a creative outlet. I began to reflect on the home fragrance space and noticed that while candles were widely available, very few brands were rooted in cultural storytelling, and South Asian culture in particular was largely absent. In April 2020, during a period of reflection and uncertainty, I founded Infusion Candle Co. as a way to bring people back to their roots and to create space for connection through scent. The name Infusion reflects my lived experience of cultures, traditions, and perspectives blending together over time. It represents the idea that identity is not singular, but layered and evolving.
Infusion Candle Co. creates hand-poured soy candles inspired by different aspects of South Asian culture, rituals, and everyday moments. Each candle is intentionally named and thoughtfully developed to spark memory, conversation, and emotional connection. While our products are candles at their core, what we truly offer is an experience. We create products that invite people to slow down, reflect, and feel seen, whether they are reconnecting with their own heritage or experiencing a culture through scent for the first time.
The problem we solve is not a lack of candles, but a lack of representation and meaning in the home fragrance space. Many brands focus on aesthetics or trends, but Infusion Candle Co. is story-driven. Our work centers culture, identity, and intentionality, offering something that feels both deeply personal and widely relatable. What sets Infusion apart is the way we celebrate duality. We do not ask people to choose between worlds, backgrounds, or identities. Instead, we honor the beauty that exists in the overlap.
What I am most proud of is building a brand that stays true to my identity while creating space for others to connect, reflect, and feel at home. Infusion Candle Co. is more than a candle brand to me. It is a cultural hub, a storytelling platform, and a reminder that our lived experiences deserve to be seen and celebrated. I want people to know that Infusion is about embracing who you are, where you come from, and all the influences that shape you. At its heart, Infusion is a reminder that we do not have to choose one part of ourselves over another. We can celebrate them all.
We often hear about learning lessons – but just as important is unlearning lessons. Have you ever had to unlearn a lesson?
One of the most important lessons I had to unlearn was the belief that I needed to have everything fully figured out before moving forward. Coming from a finance background, I was conditioned to value certainty, structure, and having a clear plan before taking action. When I started Infusion Candle Co., that mindset initially held me back. I questioned whether the brand was ready, whether the product was perfect, and whether I was qualified to build a creative, culture-driven business. Over time, experience taught me that waiting for perfect conditions often meant delaying growth and connection. Some of the most meaningful progress came from launching before I felt fully ready, learning from customers, and allowing the brand to evolve naturally. Unlearning perfectionism helped me trust my instincts, embrace iteration, and build a brand that feels authentic rather than rigid. It reshaped how I approach both business and creativity, reminding me that progress comes from action and intention, not from waiting until everything feels complete.
What do you think helped you build your reputation within your market?
What helped me build a reputation within my market was leading with intention and staying deeply rooted in purpose from the very beginning. I was clear early on that Infusion Candle Co. was not just about creating candles, but about telling stories through scent that reflect culture, memory, and identity. Every detail, from scent development and naming to packaging and customer experience, is approached thoughtfully and with care. Rather than chasing trends or rapid growth, I focused on consistency, quality, and authenticity. Over time, customers and partners came to recognize Infusion as a brand that stands for something meaningful. Listening closely to feedback, evolving thoughtfully, and showing genuine appreciation for the community that supports the brand helped build trust organically. That trust, paired with a clear brand vision, is what I believe has shaped Infusion’s reputation and allowed it to grow through word of mouth and real connection.
Contact Info:
- Website: https://www.infusioncandleco.com/
- Instagram: https://www.instagram.com/infusioncandleco/
- Facebook: https://www.facebook.com/infusioncandleco/
- Linkedin: https://www.linkedin.com/company/infusion-candle-company
- Other: TikTok – https://www.tiktok.com/@infusioncandleco
