Today we’d like to introduce you to Ali Miller.
Ali, can you briefly walk us through your story – how you started and how you got to where you are today.
In 2016 my husband and I left our lives in New York City, setting off on a two month, cross-country road trip. We hoped the journey would afford us some perspective and relaxation – not to mention some beautiful scenes – before we settled down in Charleston, SC. We received all that and then some but, we didn’t anticipate the life-altering realizations – many of which were inspired by the results of our 2016 election. Post-election, while still on the road, we had countless conversations around what we could be doing to make the world better, safer, more equal, etc. The seed had been planted – a seed that we couldn’t have shaken if we tried – but they didn’t begin to take root until Charleston.
While settling into Charleston, I picked up a part-time job at a local candle shop learning the art, science, and impact behind the candle industry. It became clear that while a picture could speak a thousand words, scents had the power to trigger memories, change a mood, and bring a surprising amount of joy to people’s lives. At one point I thought, “What better way to inspire and perpetuate change through something as simple, yet powerful, as a candle?”
In 2018 I launched Lucerna Planta – a plant-based (soy), female inspired & empowered candle brand. Each of my 6 signature scents are inspired by a real woman in my life, and each scent is paired with a give back that aligns with the candle core intention. 20% of profits from each scent is donated to the giveback, ensuring that each Lucerna Planta purchase fulfills the mantra “Smells good. Feels good. Does good.”
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
Smooth as a baby’s bottom.
KIDDING!
On this entrepreneurial journey, I’ve been intimidated, discouraged, and confused just as often as I’ve been inspired, joyful, and fulfilled. That’s the truth behind the elusive curtain, and I’m very comfortable sharing that because from an external perspective, I’ve been told countless times that the company seems like a smooth sailing operation. Smoke and mirrors, baby, smoke and mirrors!
While concepting, planning, and launching Lucerna Planta, I was (and still am) working full time as the Event Director for Charleston Wine + Food. Balancing a passion project and a job that you also happen to love is no easy task. Time management, compartmentalization and giving myself the permission/grace to crawl before I walk and walk before I sprint have all been essential tools in my kit. My business model is that of slow, steady growth – and I find comfort in that. I also chose to enter an industry that is extremely saturated. While that didn’t intimidate me from entering, it does require me to constantly evolve, pivot, and reimagine ways to break through the noise.
At the end of the day, no matter how big the challenge, I ask myself, “Is the brand worth it?” The answer is always – always – yes. This company is an extension of my belief system – that women are enormously powerful (even when they don’t realize it) and that they are capable of incredible things. Giving back to organizations that are changing the world gives me purpose and my belief in my brand allows me to persevere through all of the obstacles I’ve encountered.
Alright – so let’s talk business. Tell us about Lucerna Planta – what should we know?
I knowingly entered into a very saturated industry. Home decor, candles, scents – I am in incredibly good company (and a huge admirer of the experts in the field). The primary difference between my brand and all the others is that it was born – and designed – out of the giveback factor.
20% of profits going back to organizations that align with the candle’s story (as each candle has a short story associated) ensures that my customer is able to fall in love with multiple components of the product during the purchasing process. Whether is with an aesthetic (our sustainable packaging and design), a smell (all of which are made from phthalate-free, sulfate-free, paraben-free, and synthetic dye-free fragrance oils), an inspiring story, or a giveback that is moving the needle in awe-inspiring ways – my customer can connect with the product on countless levels.
We are launching our newest scent – Healer – in the coming weeks, which I am particularly excited about. 20% of profits will be donated to the World Health Organization in light of the global pandemic we’re all facing. The beautiful thing about Lucerna Planta is that when the world is asking for help, we can create a candle – a story, a scent – to help support those who are doing the heroic work on the ground.
Healer’s story is ” She’s the calm in the storm, the hand that holds. Grounded in patience and endless compassion, she’s spent her life training to save lives. Breathe, friend, you’re safe here.”
As for future growth, I look forward to evolving organically. We’re in approximately 20 women-owned retail spaces throughout the country – which is important to us. Retailers that align with our mission and intentions ensure that our products are being celebrated in the right ways.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
As a human, the countless women that have taken time to share, teach, and guide me through developmental chapters in my life – too many to name. I am a product of a mother – and a father – who believed that I could accomplish anything. That is a unique privilege and I am grateful everyday. I’m also grateful for the people in my life that have challenged my opinions and perspectives. My husband, my black friends, my LGBTQ allies, my fellow advocates. They constantly push me – and guide me – to listen, learn, and approach life through a more global lens. Navigating growth, unlearning, learning – it can be uncomfortable and I’ve been surrounded by patient, kind people throughout the process.
As it relates to Lucerna Planta, specifically, Charleston is uniquely blessed with an army of strong, driven, entrepreneurial women. The owners/founders of Babiators, Red Clay, Hart Jewelry, Miller Gallery, Eddis & Co, Bellafare, Charleston Wine + Food (just to name a few) – all friends, mentors, and co-conspirators in making the world a bit better through their companies. I’ll forever be grateful for their love, inspiration, and support.
Pricing:
- 20% of all profits are donated to organizations changing the world
- Noir Collection (8oz, 40+ hrs, black glass jar w/ lid) are $30/each
- Debut Collection (10oz, 60+ hrs, clear glass w/ box) are $44/each
Contact Info:
- Website: lucernaplanta.com
- Email: lucernaplanta@gmail.com
- Instagram: https://www.instagram.com/lucernaplanta/
- Facebook: https://www.facebook.com/lucernaplanta/
Image Credit:
Full product (multiple boxes) photo: Alexander Klaes (@apklaesphoto)
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