Dianna Allen

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Dianna Allen is an American entrepreneur. Dianna started TERRA in 2019.[1]

Dianna Allen, founder of TERRADianna Allen, founder of TERRA




@diannamallen (3.5K followers)


@diannamallen (700 followers)


Early Career

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Dianna started TERRA in 2019. They detail the beginnings of their company in their Starter Story interview: [1]

Q: How did you get started on TERRA?

This is a long one, so bear with me! Back in 2014, I dabbled into the hobby of soapmaking. I was working 2 jobs at the time and would make bath bombs and sugar scrubs for my friends. For the next 3 years, I found myself casually selling these products with no intention of ever being a serious business.

From December 23 to January 22 (my 30 days), I received a total of 9 pre-orders. $180. I did it. I created my business with less than $100 and made it all back within 30 days.

During 2017, I wanted a change in my life –– something drastically different. I sold all my belongings, went through a divorce, and found myself flying solo across the world with no agenda. I had no idea how long I would be gone, where I would go, or what any plans were.

For 2.5 years, I found myself in Thailand, Malaysia, Vietnam, Bali, Philippines, Sweden, Cyprus, Bulgaria, Macedonia, and Britain. It was wild, to say the least!

Along the way, I picked up the skill of graphic design to be able to make an income while abroad. Having sold those bath products previously, I latched on to the closest joy I knew, and that was being involved in the process of creating a physical product. So, with the graphic design under my wing, I specialized in product packaging designs.

And while this job was fun in the beginning, that feeling eventually wore off. And eventually, I returned home.

In December 2019, I returned to my home of St. Louis and I was eager to begin something of my own again. Being away for so long helped me uncover what I truly enjoy, which was having a physical craft rather than something digital.

Immediately my mind went to candle making. This was something that I always wanted to get into, but never had the time previously. And now understanding that hands-on creative feeling, I made sure not to make any mistakes this time around and dive right into it.

I didn’t have much money at the time, having spent almost all of it overseas and again as I reacquainted with everyone and everything is back home. But I knew I wanted to start a candle business.

So, instead of waiting for the perfect time or saving money to begin, I just put up what I could. I had $100. I told myself that if I spent $100 to start this candle business and could make $100 back within 30 days, that I could become successful.


I remember tweeting about this little challenge I set for myself and many found it encouraging and inspiring. That tweet eventually made its way around and the first person to ask me where they ordered was a well-known designer, Tobias van Schneider… and that was the beginning of it all.

Source [1]



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