Today we’d like to introduce you to Shelley Richards.
Hi Shelley, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Soy & Serenity Candle Co. was born from something deeply personal — my love for all things that smell good and my longing for a cozy, inviting home. For years, I’d walk into big candle stores, excited to find new scents, but I’d always leave with a pounding headache that lingered for hours.
I didn’t understand why at first. But when I began researching, I discovered what so many don’t realize — most store-bought candles are filled with chemical-laden fragrances and cheap fillers that release hidden toxins into the air. The very thing that was supposed to bring peace into my home was actually making me sick.
That realization lit a spark in me — if I wanted candles in my home, they had to be different. Safer. Cleaner. Honest.
So in November of 2018, I poured my very first soy candle in my kitchen. It wasn’t perfect, but it was the start of something that felt meaningful. As I learned, I fell in love with the process.. blending wax and fragrance, pouring with intention, and creating something that felt alive with warmth and purpose. Candle-making became more than a craft; it became therapy. It grounded me, healed me, and reminded me that serenity can be created, one mindful moment at a time.
Over the years, that small spark has grown into Soy & Serenity Candle Co., a brand built on care, quality, and connection. Every candle is hand-poured with 100% natural soy wax, phthalate-free fragrance oils, and eco-friendly cotton wicks, clean ingredients that let you fill your home with scent, not smoke or toxins.
But beyond the wax and fragrance, my mission is simple: to bring serenity into everyday spaces. Every product I make carries a piece of my story, from that first imperfect candle to the thousands I’ve poured since. My hope is that each one reminds you to slow down, breathe deeply, and find a little peace in the glow.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
It definitely hasn’t been a smooth road, but I think that’s what makes it meaningful. Starting a small business from scratch; especially one so hands-on like candle making.. It comes with a lot of trial and error. In the beginning, I spent countless late nights testing fragrances, adjusting wick sizes, and re-pouring candles until I got them just right. There were moments when I questioned if I was even capable of turning my passion into something sustainable.
Beyond the technical learning curve, one of the biggest challenges has been balance. Balancing business and family, creativity and logistics, inspiration and burnout. Like many small business owners, I wear every hat: creator, marketer, photographer, accountant, and shipper. It’s rewarding but also exhausting at times.
Then in 2020, when COVID hit, everything changed. Products I relied on—like jars, wax, and even wicks—became completely unavailable almost overnight. I had to find new distributors, retest every formula, and rebuild my entire product line from the ground up. That meant new testing phases, new photography, new listings, and a completely updated website. On the outside, things may have looked smooth, but behind the scenes I was holding everything together with sheer determination. There were days I felt like I was barely staying afloat.. but I just kept swimming.
Looking back, those moments shaped me the most. They taught me patience, adaptability, and the power of perseverance. Every challenge, from supply chain chaos to self-doubt, reminded me why I started Soy & Serenity in the first place: to create clean, intentional candles that bring calm to others, even when life feels anything but calm.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
One of my favorite parts of what I do is creating private label and custom label candles. It’s such a rewarding process. Not only do I get to handcraft each candle, but I also get to collaborate with other businesses and individuals to bring their vision to life. I can completely customize any candle label to match a brand’s aesthetic, from elegant and minimal to bold and modern.
My years as a bartender taught me how to blend with precision; balancing fragrance notes is a lot like mixing a perfect cocktail. That skill has carried over beautifully into candle making. I’ve created custom-scented candles for distilleries, including Loggerhead in Sanford, Florida, where my candles are still sold in their gift shop. Each one was designed to match their spirits exactly, from scent to label design.
I’ve also worked with hair salons to replicate the scent of their favorite professional products, and I absolutely love the challenge of matching those fragrances. For me, this kind of creative work is pure joy.. it’s where artistry meets intention.
I also specialize in custom wedding candles, which are some of my favorite projects to make. There’s something magical about creating a scent and design that perfectly captures a couple’s story. It’s an honor to play even a small part in making their big day feel more personal and memorable.
These specialty projects allow my creativity to truly shine. Whether I’m designing for a business or a bride, my goal is always the same; to create something that feels meaningful, beautiful, and completely one-of-a-kind.
We all have a different way of looking at and defining success. How do you define success?
For me, success isn’t just about numbers or growth charts.. it’s about freedom and fulfillment. It’s being able to take a day off when I need to, spend time with my family, or slow down without asking anyone’s permission. I built Soy & Serenity Candle Co. to work around my life, not the other way around.
True success, to me, is when my business grows to a point where I can lift others up too. My dream is to one day bring in other moms who need flexible work, women who want to earn an income while still being present for their families. I know what that struggle feels like, and I want to create a space where they can thrive on their own terms.
If I can build something that gives others the same sense of freedom and balance that I’ve worked for, that’s the real definition of success.
Pricing:
- Signature Soy Candles (10 oz): $24.99 Hand-poured with 100% soy wax, phthalate-free fragrance oils, and eco-friendly cotton wicks.
- Wax Melts: $7.99 The same clean-burning fragrance in a wick-free form — perfect for flameless scent lovers.
- Room Sprays: $14.99 Long-lasting, toxin-free home sprays for instant freshness in any space.
- Custom Wedding Candles: starting at $15.99 Personalized labels and scents created to capture your love story and wedding aesthetic.
- Private Label / Custom Business Candles: pricing varies by order size Fully customizable labels and fragrances tailored for boutiques, distilleries, salons, pet stores and other small businesses.
Contact Info:
- Website: https://soyandserenity.com
- Instagram: _soyandserenity_
- Facebook: Soy & Serenity Candle Co.
