We recently connected with SHERRELL HALL and have shared our conversation below.

Hi SHERRELL, thanks for joining us today. Let’s kick things off with your mission – what is it and what’s the story behind why it’s your mission?

At 13th and Canna, our story began with a simple truth — every space deserves to smell as good as it looks and feel as good as it smells. Born at the intersection of luxury and lifestyle, our brand was created to elevate everyday moments, especially for those who live loud and love hard, but also value privacy, peace, and intentionality.

We started this journey as two Black women who saw a gap in the market — there were plenty of beautiful candles, and there were odor-eliminators, but rarely both in one. So we created something that was as effective as it was elegant. Every 13th and Canna candle is designed to eliminate odor, elevate ambiance, and refresh your ritual — without ever compromising on aesthetic or experience.

Our mission is rooted in empowerment through environment — creating luxury products that support your wellness, affirm your identity, and light the way to self-care. Whether you’re winding down after a long day, lighting up with friends, or curating the vibe for a solo moment, our candles are here to hold the space for you — loud, discreet, and unapologetically you.

SHERRELL, 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?

On the corner of connection and creativity, you’ll find 13th and Canna—an intersection for candle lovers and closet smokers alike. What began as a dream between two best friends has blossomed into more than just a candle business- it’s a community, a vibe, and an experience.

From there, 13th and Canna has grown into a lifestyle brand where luxury meets authenticity. We blend hand-poured candles with carefully curated scents and an unapologetic nod to cannabis culture, bridging the gap between relaxation and self-expression.

At 13th and Canna, every detail matters. Each candle is crafted with love and intention. From bold, conversation-starting names to luxurious, long-lasting aromas, our products create moments that linger long after the flame is gone. **During testing, we found that our candles not only eliminate cannabis odors but also tackle pet, cooking, and other household smells. Our customers have confirmed—this product is both effective and essential!

We believe in celebrating life’s simple pleasures- unwinding after a long day, vibing with friends, or savoring the quiet moments that bring joy. More than a brand, we are a meeting place for kindred spirits- those who appreciate great scents and the freedom to be their true selves.

THE PROBLEM OUR PRODUCT SOLVES

Traditional candles may look good and smell nice—but they often fall short when it comes to actually eliminating strong odors. From cannabis and cooking smells to pet and household scents, most candles only mask odors temporarily with overpowering fragrance or artificial notes.

On the other hand, odor-eliminating products tend to sacrifice design and luxury—offering harsh chemicals, uninspired scents, and packaging that doesn’t align with modern, elevated lifestyles.

13th and Canna bridges this gap.

We solve the problem of choosing between aesthetic and function by creating luxury, odor-eliminating candles that neutralize unwanted scents without compromising on style, wellness, or mood. Our products are designed for those who live boldly, love deeply, and deserve a space that reflects both their lifestyle and their standards—for the loud and discreet.

How did you build your audience on social media?

We built our social media audience by staying true to our brand voice, showing up consistently, posting daily, community engagement, and creating content that resonates with both lifestyle and need.

By mixing high-quality product photography with relatable, real-life scenarios, we connected with an audience that didn’t just want candles — they wanted a vibe. We also used Instagram to tell our story — who we are as founders, why our products matter, and how our customers use them in everyday life.

Our advice for brands just starting out would be stay consistent, know your niche, prioritize visuals, tell your story, and remain in engaged.

How about pivoting – can you share the story of a time you’ve had to pivot?

One of our biggest pivots came when we realized that while customers loved our candles, they were also asking for solutions beyond the home — specifically, for their cars, travel bags, and on-the-go spaces. We originally set out to be a luxury home fragrance brand, but our community kept hinting at a deeper need: odor elimination with mobility.

Instead of sticking to our initial product roadmap, we listened and made the strategic decision to expand our product line with luxury odor-eliminating on-the-go car sprays. This shift required us to rethink our supply chain, test new formulations, and adapt our messaging to speak to a broader use case — but it paid off. The new product quickly became a customer favorite and opened up fresh opportunities in wholesale, auto, and gifting spaces.

This pivot taught us the power of listening and staying flexible. Growth often means moving with your audience, not ahead of them — and being willing to evolve, even when it means rewriting your own blueprint.

Contact Info:

• Website: https://www.13thandcanna.com
• Instagram: https://www.instagram.com/13thandcanna/
• Facebook: https://www.facebook.com/13thandcanna1/

Image Credits

LB Photography
ToriWright