DShawn Russell


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DShawn Russell is an American entrepreneur. DShawn started Southern Elegance Candle Company in 2016 and is based in RAEFORD.[1]

DShawn Russell,  of Southern Elegance Candle CompanyDShawn Russell, of Southern Elegance Candle Company

Company

Southern Elegance Candle Company

Twitter

@secandleco (534 followers)

Instagram

@secandleco (22.2K followers)

Career

Early Career

No early career info added yet...

Southern Elegance Candle Company

DShawn started Southern Elegance Candle Company in 2016. They detail the beginnings of their company in their Starter Story interview: [1]

Q: How did you get started on Southern Elegance Candle Company?

I started Southern Elegance right after my son was born as a hobby. Initially, I made a bunch of random bath and body products in addition to the candles. When I decided to get serious, I looked at everything and decided to just focus on one product and chose candles because they had the potential to be the most profitable. I chose a niche that I could speak authentically about. My ideal customer was easy to identify because it was basically me. (But, don't use that a marketing strategy. It just happened to work in this case) I was born and raised in the South. I LOVE living here and couldn't imagine living anywhere else. I created a company around all the things that I love to do.

Choose your partners carefully and trust your gut. I made very bad decisions by going against what I thought I should do and listening to “experts” and lost a ton of money.

I was working in education at the time and I absolutely hated it. One day walked into work and quit my job to make candle making a full-time career. I had absolutely no background in sales, manufacturing, marketing or anything business-related. I basically had no clue as to how it was going to work or if this was even a viable plan. Everything was a learning curve, and I spent hours learning a new skill then implementing it.

With very limited resources, (basically no money) I went to the school of Google and Youtube. I took some online classes on Branding and Wholesaling. I hired a business coach and I literally hit the streets selling. For the first year, I would sell my candles at any Church function, fair, festival, school bazaar… I did not care. I sold candles outside in the middle of the summer and the dead of winter. I also sold on any and every online platform that would accept me. Etsy, Amazon, Faire, Modalyst, Houzz, etc. All the money I made went back into building the brand, I was lucky to have a husband to pay the bills but it was tight financially. When I finally felt comfortable I approached stores to carry my products. And we slowly built a base of stores to sustain the company.

Eventually, I moved my retail site to Shopify and settled with Faire for wholesale.

Interview with Candle Science about the beginning of Southern Elegance Candle Company!

Source [1]

References

Contributors

Contributors to this article:

  • Pat Walls, Founder @ Starter Story
  • Wiki Updater