We were lucky to catch up with Valerie Dorris recently and have shared our conversation below.

Hi Valerie , thanks for joining us today. Coming up with the idea is so exciting, but then comes the hard part – executing. Too often the media ignores the execution part and goes from idea to success, skipping over the nitty, gritty details of executing in the early days. We think that’s a disservice both to the entrepreneurs who built something amazing as well as the public who isn’t getting a realistic picture of what it takes to succeed. So, we’d really appreciate if you could open up about your execution story – how did you go from idea to execution?

It all started with my love of candles. For years, they were my go-to for creating a peaceful, inviting space, but I grew frustrated with paying for overpriced, toxic products from larger manufacturers. They often gave me headaches or didn’t smell as great as promised. I began to wonder—could I create something better?

That curiosity sparked an idea. I started researching everything I could about candle-making. I spent hours learning about natural waxes, non-toxic fragrance oils, and clean-burning wicks. My evenings were filled with YouTube tutorials, blog articles, and trial-and-error experiments in my kitchen.

The next step was to gather supplies. I started small, ordering just enough wax, fragrances, and jars to experiment. I turned my kitchen into a makeshift workshop, pouring candles late into the night after working my full-time job. The process was therapeutic, allowing me to pour not just wax, but my heart and creativity into each jar.

Once I perfected my first few batches, I shared them with family and friends. Their feedback was encouraging—they loved the quality and how the scents truly filled the room. That gave me the confidence to dream bigger. I spent the next few months researching business licenses, sourcing high-quality materials in bulk, and designing branding that reflected my personality and values.

Launching UnFazed Candles & More wasn’t easy. I had to balance being a full-time claims adjuster and a single mom of two teenagers while building my business from scratch. But my determination to offer clean, room-filling candles kept me going. Every step—learning to make a website, figuring out social media marketing, and navigating the logistics of shipping—was a milestone.

What started as a personal mission to create better candles has now become a brand built on quality, care, and a passion for bringing warmth to others’ homes. It wasn’t just about candles anymore; it became a way to share a piece of myself with the world.

Valerie , 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?

I’m a single mom of two teenagers, a full-time claims adjuster, and the founder of UnFazed Candles & More. My journey into candle-making began with a love for candles and a need for clean, high-quality alternatives to the ones that often left me with headaches. I didn’t just want candles that smelled good—I wanted candles that were safe, luxurious, and truly transformed a space.

At UnFazed Candles & More, I create hand-poured candles, room and linen sprays, and upholstery deodorizers, offering a range of scents from clean and floral to masculine and sweet. My products solve the common problem of low-quality candles and sprays that fail to fill a room with fragrance or contain harmful ingredients. Each item is made with care, using materials that are gentle yet effective, ensuring an elevated sensory experience for my customers.

What sets me apart is my attention to detail and my commitment to creating products that not only smell incredible but also tell a story. My brand reflects my personality—calm, intentional, and creative. Every product, from my 14 oz mason jar candles to my 2 oz and 4 oz sprays, is designed to bring warmth and relaxation into people’s lives.

I’m most proud of the personal connections my brand has helped me create. Whether it’s a customer who shares how my candles made their home feel more inviting or a follower inspired by my story of balancing work, parenting, and business ownership, those moments remind me why I started.

What I want potential clients and followers to know is that UnFazed Candles & More isn’t just a business—it’s an extension of who I am. It’s proof that with passion and perseverance, it’s possible to create something meaningful and impactful. My hope is to not only provide amazing products but also inspire others to embrace their own journeys, no matter how challenging they may seem.

What’s been the best source of new clients for you?

The best source of new clients for UnFazed Candles & More has undoubtedly been word of mouth. There’s something truly special about someone loving my products so much that they tell their friends and family about them. It’s organic, authentic, and rooted in genuine appreciation for the quality and care I pour into each item.

Whether it’s a family member sharing their favorite candle with a coworker or a customer raving about how my room sprays transformed their space, these personal recommendations have been invaluable. Word of mouth not only brings in new clients but also builds a loyal, connected community around my brand—something I deeply value.

It’s incredibly rewarding to know that people believe in what I’ve created enough to spread the word. That’s the kind of trust and connection I strive for with every product I make.

We’d love to hear your thoughts about selling platforms like Amazon/Etsy vs selling on your own site.

I sell exclusively through my own online store, www.UnFazedCandles.com. This decision came from a desire to have full control over my brand, customer experience, and operations. Having an independent store allows me to showcase my products exactly how I envision them, from the design of the website to the messaging that reflects the values of UnFazed Candles & More.

One of the main advantages is that I own the relationship with my customers. I can engage with them directly, learn what they love, and refine my offerings based on their feedback. It also gives me the freedom to manage pricing, discounts, and promotions without the limitations or fees imposed by third-party platforms.

However, the biggest challenge is visibility. Unlike platforms like Amazon or Etsy, where customers are already browsing, running my own online store means I have to drive all the traffic myself. This requires a strong focus on marketing, social media, and customer retention strategies to build awareness and attract buyers.

While it’s more work, I love that my store is a true reflection of me and my brand. It’s a space that tells my story and lets me connect with my customers on a personal level. To me, the rewards of independence far outweigh the challenges.

Contact Info:

• Website: https://www.UnFazedCandles.com
• Instagram: I sell exclusively through my own online store. This decision came from a desire to have full control over my brand, customer experience, and operations. Having an independent store allows me to showcase my products exactly how I envision them, from the design of the website to the messaging that reflects the values of UnFazed Candles & More. One of the main advantages is that I own the relationship with my customers. I can engage with them directly, learn what they love, and refine my offerings based on their feedback. It also gives me the freedom to manage pricing, discounts, and promotions without the limitations or fees imposed by third-party platforms. However, the biggest challenge is visibility. Unlike platforms like Amazon or Etsy, where customers are already browsing, running my own online store means I have to drive all the traffic myself. This requires a strong focus on marketing, social media, and customer retention strategies to build awareness and attract buyers. While it’s more work, I love that my store is a true reflection of me and my brand. It’s a space that tells my story and lets me connect with my customers on a personal level. To me, the rewards of independence far outweigh the challenges.
• Facebook: https://www.facebook.com/profile.php?id=61562892128180&mibextid=ZbWKwL
• Youtube: @UnfazedCandle
• Other: Tiktok: https://www.tiktok.com/@unfazedcandles?_t=8rbeCzs5XXG&_r=1

  Bluesky: https://bsky.app/profile/unfazed-candles.bsky.social

Image Credits

Valerie Dorris