Business Owner Stories

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Ruth Negro and Elizabeth's Inspired Creations

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I am very happy to introduce Ruth E. Negro who I met at a recent vendor fair. She makes all-natural scented candles and fragrances, as well as tumblers, oil warmers and other accessories. She is very active on Instagram and Facebook as well, so be sure to click on the links below for great gift ideas. Below she shares some of her wisdom and insights on being a successful small business owner.

Can you briefly describe what you do?

I hand-craft made-to-order products for weddings, birthdays, and corporate events. All my products can be customized: from candles, melts, room/linen sprays, diffusers, oils, and mugs.

So where did this idea come from?

My motivation to start a small business began when I was laid off for the 2nd time in 2017. It was a very scary time in my life. It took me almost a year looking for new employment.

I was stressed, so I decided to purchase a franchise with very little research. I tried my best to promote it by purchasing products and started doing pop-up events. I tried to keep it going but after 2 years I lost interest in that as well. This was because when people asked how the products were made or what ingredients were used I couldn't answer because I didn’t make them myself. So I finally closed the store

I was really depressed. I felt like a failure but I did not want to give up. I had always been creative, and I love candles so that helped get me started again. I began researching everything there was about candle making. I joined Facebook groups, and watched video tutorials online, and I was determined to make this candle business work.

I bought supplies and I started with 3 different types of wax to test in different jars. As my crazy dream was taking shape, I started making very high-quality candles. I drove my friends crazy asking them to test candles for me, but I wanted to create a product I could be proud of. It took me almost a year before I felt comfortable enough with the candles. I chose to use 100% soy wax.

In September 2020, I decided to rebrand under my own name. To this day, I believe that is one of the best decisions I've made. I Now love what I do. I call my candle-making my happy place: when I feel stressed and overwhelmed, I go to my happy place and create. It is a bit like my own personal therapy.

I have now added so many more products. Sometimes my crazy creative ideas take over and there is no stopping me. I'm proud to say that I have been asked to make candles for weddings, birthdays, and other large events. I have also collaborated with other vendors for a fundraising campaign for cancer.

I'm most happy when I'm out doing events. I get to meet new people and share my passion, and I have so many repeat customers who look for me at these events. It makes me so proud and happy!

Wow. That is quite a story. Can you describe what your typical workday is like?

This is what a typical pop-up is like, but most of the work actually happens before the shows.

Aside from the shows, I'm blessed to work from home. I have a crazy hectic job, especially when it comes to the logistics. I handle all domestic shipping working with different network partners. It can be stressful but it keeps me very busy. Working from home has its rewards it allows me some flexibility to take breaks and go to my happy place (my workshop) whenever I need to. I still live in a small place, but I have made my dining room and living room my work/business office. Everything has its place for candle making, associated work, and my crafting projects.

What would you say is your best-selling product?

WOW! I have several best-selling products right now. My cocktail-inspired candle collection has been a hit ever since I launched it at the LA Wine Festival back in 2021. It has inspired different wines and cocktails that I blend from popular fragrances to make them smell just like people’s favorite drinks.

My everyday candles are also best sellers. The White Sage & Lavender, is especially popular and is calming because it makes you feel good. Honestly, there are quite a few products that are really popular and prices range from $7.00 to $45.00.

Cocktail and wine inspired products tend to be very popular.

What would you say sets you apart from the competition?

Being in customer service during most of my prior career has provided me with a lot of experience. I pride myself on delivering top-notch customer service from beginning to final delivery. My customers love my creativity, my passion, and the care & love I put into every product they order. You can read the reviews on my website.

There is lots of competition in my industry but to be honest I don't see them as competition because we all offer something different. In my business, my customers can always expect quality products and excellent customer service. I'm passionate about what I do and will make each and every order a top priority.

Does social media play an important role in your business?

Honestly, social media is not my strongest skill. I mainly use Instagram and Facebook. I’m not really active on LinkedIn, Pinterest, or other platforms. My work keeps me very busy. I typically post as I go. I used to schedule posts in advance but these days it is hard to put too much work into perfect posts. I know this is something I probably need to work on, lol.

What are your thoughts on working with computers in your business?

I mainly use my iPhone to communicate. I also use my laptop to do updates to the website and create product labels. I also use Canva to help me create some of my marketing materials. For the business, I use QuickBooks currently, but I’m always on the lookout for other programs that will make it easier to manage the business, keep track of inventory, handle shipping, etc.

I was using a program called Later to schedule social media posts. I also use PhotoRoom to edit photos. I do have other apps but these are the ones I mainly use daily.

What are your thoughts regarding outsourcing work?

I'm a one-woman show. I’ve only been in business for 3 years, and I can’t say it is as profitable enough that I am able to outsource any type of work at the moment.

How do you manage customer retention and Email mailing lists?

Unfortunately, I have not been collecting email addresses. I always forget this when I do popups and my website has very little traffic, so I don’t capture email addresses there.

How do you balance work and personal time?

Right now there is no time for vacations or leisure time! My way of relaxing is staying home and binge-watching Netflix or sports. I'm a sports nut. I enjoy watching baseball, football, hockey, and basketball games. I do try to attend different seminars when they are convenient and available. This is mostly to learn more about increasing sales, marketing, and social media interactions.

What are your thoughts regarding the environment, social issues, and being a partner to the community?

It is important for fragrances to use non-toxic, natural ingredients.

I try my best to use reusable and recycled glass products for candles. I'm working on limiting the use of plastic containers for my wax melts. This is still a work in progress, but I am trying to find better options. I work with just one company for my fragrance oils. This is important because good fragrances need to have toxic chemicals removed to that they produce less soot and smoke when candles are burning.

What is your outlook for the future?

My industry seems to be very saturated at the present time but I'm not planning on giving up. I'm always trying to find new ways to be creative with my products, and to add something new to my lines. I hope to have my own store in 5-10 years. I really want a space where I can sell my products and also be able to host workshops and teach other people how to be creative.

My goal for the upcoming year is to be able to get out there and introduce my products to retail stores, spas, and wineries. I would like to focus more on wholesale rather than retail. Doing popup events by myself has been a significant burden. The loading, unloading, the set-up, etc., can be a killer on the back, LOL.

Running a business is about building positive relationships with your customers.

Do you have some final thoughts to share with our readers?

If you want to start your own business, don't wait. Start now, but please do make sure you do your research. Start small, be smart and be realistic. This is not a get-rich-overnight undertaking. It takes hard work and dedication. In my experience, it is going to take years for people to trust you and your products. If you are not passionate about it, then don't do it; without passion you are likely to fail.

To connect with Ruth and Elizabeth's Inspired Creations: