This discussion truly hits home for me. Southern Elegance Candle Company is located just one county away from where I grew up in North Carolina. Owner D’Shawn Russell hopes her products remind people of the very experiences I remember as a child. Like the smell of the massive magnolia tree that used to be in front of my grandmother’s house, or the way the sweet smell of a Carolina pine tree reminds you it’s spring (but also warns you that pollen season is on the way). As Russell told me, Southern Elegance isn’t just about making your home smell good. It’s about evoking memories and honoring her sense of community.
I came into this conversation absolutely worn out from working my normal job (I work overnight’s as a news producer). But her authenticity, her vigor for sharing her story, and her enthusiasm for the future of her business left me fulfilled and inspired. This woman knows what she’s doing and knows how to strike when the iron is hot. That’s why she’s created a company that logged a million in sales last year… in the middle of a pandemic… and is poised to make even more during this year. If you’re looking to build a business of your own, you need to hear what she has to say about the misconceptions and outright lies some people believe when it comes to entrepreneurship.