We were lucky to catch up with Tashah Johnson recently and have shared our conversation below.

Alright, Tashah thanks for taking the time to share your stories and insights with us today. What were some of the most unexpected problems you’ve faced in your business and how did you resolve those issues?

One of the most unexpected challenges I’ve faced with Candlessentials came about in spring/summer 2020. I had just reopened the business after a three-year hiatus and was getting things back on track. I was super optimistic about the brand’s future and had a growth plan in place. But then, two wild twists happened simultaneously due to major events in our nation.

First, our business experienced a huge surge of sales overnight as consumers shifted their spending habits and began shopping more intentionally with Black and Minority-owned businesses. We were thrilled but also caught off-guard by the rapid expansion.

And at the same exact time, we ran into serious supplier issues due to manufacturing closures and shipping delays throughout the country. We had strategically built relationships with suppliers who met our unique needs for our custom packaging, but suddenly, they couldn’t fulfill our orders in a timely manner. Our turnaround times jumped from two weeks to over two months. With inventory flying off the shelves, we couldn’t stock our classic products quick enough.
Determined to maintain momentum from our growing customer base, I had to think creatively, take a risk and pivot where possible.

Tashah , before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?

As someone who is passionate about both sustainability and artisanal craftsmanship, I founded Candlessentials with a mission to create environmentally-friendly, handcrafted candles that make a positive impact. My journey into the candle-making industry began with a deep appreciation for the calming and transformative power of scents, my love for beautiful design, and a desire to offer products that are both high-quality and eco-conscious. Embracing a plant-based lifestyle over 20 years ago opened my eyes to the broader implications of consumption habits in our country, which fueled my desire to make a difference beyond just food.

At Candlessentials, we provide a range of small batch candles made from ethically sourced materials. Our products are designed to not only add a touch of elegance to any space but also to promote well-being through the power of soothing and invigorating aromas. We take pride in solving our clients’ needs for unique, sustainable, and memorable gifts, as well as enhancing their homes and personal spaces with our delightful scents.

What sets us apart from others is our unwavering commitment to sustainability, ethical sourcing, and providing high-quality, unique products. We believe in creating products that not only delight our customers but also contribute positively to the environment and the communities we serve. Our customers LOVE our plantable boxes. It offers the feeling of receiving two gifts in one. The gift of a wonderfully scented candle, and the gift of a fun project that results in beautiful wildflowers.

I am most proud of the positive impact our brand has made both on the environment and in the lives of our customers. By providing eco-friendly products and championing sustainable practices, we’ve been able to inspire others to make conscious choices while enjoying the simple pleasures that our candles bring.

I want people to know that Candlessentials is more than simply a candle company. It’s a brand that genuinely cares about the eco-conscious living and influence we have on our environment and the way we shop. When you choose our products, you’re not only elevating your surroundings but also supporting a company that’s dedicated to making a difference.

As a Creative Producer, my life revolves around organic gardening, plant-based eating, and conscious consumerism – all aimed at living more intentionally and inspiring others to do the same. I am firmly committed to creating products and experiences that reflect this ethos, and am passionate about advancing sustainability and eco-friendly living.

We’d really appreciate if you could talk to us about how you figured out the manufacturing process.

Yes, we make all our products in-house. I’ve always loved creating things so when I got into candles, I was determined to learn the craft myself. Thank you YOUTUBE, lol. I made a ton of mistakes and spent a pretty penny on supplies, but it was all part of the process.

At the very beginning, I had the chance to outsource production to a larger manufacturing company that made candles for some really well-known brands. But after talking to the owner, I realized I needed to keep things in-house. I didn’t want to be just another brand selling basic products. I wanted to create something with intention and really know every little detail about it.

One of the biggest lessons I’ve learned about in-house manufacturing is to triple your initial budget for materials and testing. It’s crucial to give yourself room to make mistakes and adapt because changes are inevitable. I tested hundreds of candles with various waxes, wicks, scents, and containers before finalizing the first line of products.

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

Spring/summer 2020 was the season of pivoting. We had orders pouring in, but we were running out of products to sell. So, I decided to take a leap and temporarily change our product packaging and branding. Our signature black vessels were a customer favorite, but we just couldn’t get them produced in time, so I sourced clear glass options instead. I also had to narrow down our scent selection.

I was fully transparent with our customers about the changes, reassuring them that it would only be temporary. While some were disappointed, many understood the situation and were just happy to still be able to purchase our high-quality candles. I took new brand photos myself and updated our website to showcase the new look. Within a few months, we were able to return to our original packaging, and our customers were delighted.

Contact Info:

• Website: www.candlessentials.com
• Instagram: @candlessentials
• Facebook: facebook.com/candlessentials
• Linkedin: https://www.linkedin.com/in/tashahjohnson/
• Other: https://www.tiktok.com/@candlessential.s

Image Credits
Millie Wilbert