Today we’d like to introduce you to LeJeanne Capers.
LeJeanne, can you briefly walk us through your story – how you started and how you got to where you are today.
I was born in New Orleans, Louisiana, and raised in Atlanta in a very diverse part of the city. I remember my mother, Dora (and business partner), receiving candles and soap for her birthday that filled the room with a beautiful aroma. Then there’s the memory of my grandmother selling Avon and letting me open samples to mix my concoctions.
Dora and her mother were entrepreneurs in their respect, and I wanted to follow in their footsteps. In 2009 my position as a Client Sales Executive was eliminated companywide, and I started making soap out of boredom. One afternoon over lunch, a friend asked to purchase 50 bars of soap. She was curating a welcome bag for her destination wedding in Mexico. My first paid order was now complete.
Soon after, I started receiving orders from local shops and event gifting suites. In the beginning, I did not have packaging or a dedicated space to manufacture my products. Most customers picked up their orders from my condo and watched as I made products.
The response was so positive that I dedicated the next few years to research and development. The result is a premium scented candle line. Coupled with my professional background in marketing and passion for developing products, I re-branded my scented candles to Atlas. The name Atlas is from the cultural influence of cartography (the study and practice of making maps). The meaning is a personal reminder that life is a journey.
In 2018, I hosted Atlanta’s first Candle Making Workshop in partnership with Airbnb Experiences. My workshops garnered 5-Star Reviews from guests from across North America and Canada. The following year, I taught over 300 students the Art of Candle Making at the Pinner’s Conference in Atlanta.
I’m looking forward to expanding my digital workshops this year and teaching at The New York Botanical Garden.
I owe a debt of gratitude to my family, customers, and the Indie business community.
Overall, has it been relatively smooth? If not, what were some of the struggles along the way?
The road has not always been smooth. I started my business while in graduate school. Between course work and my internship, there was very little time to focus on growing a business. To overcome this, I hired a business coach to help formalize my product range. Investing in a business coach was the key to accelerating my growth. Before I hired a coach, I struggled with pricing and product placement.
Eliminating products was a long but necessary process. It taught me how to focus on my customer needs and take risks in business. Monetizing my workshops is an excellent example of taking risks. When I first started, I didn’t have a dedicated space to host the classes, which limited my capacity. I hosted in my dining room for the first year, conducting up to three workshops every weekend. This limitation motivated me to build relationships with local shop owners, where I ultimately rented space for my classes.
The workshops have been a great way to conduct market-research and seed my candle testing program.
Alright – so let’s talk business. Tell us about Atlas Candle Company – what should we know?
Launched in 2011 as one of Atlanta’s first independent fragrance companies, Atlas Candle Co. is known for our candle making workshops and premium scented candles.
Last year, we identified a gap in the market with local spas. We added private label match services to connect chandlers with spa owners. I have combined my background in marketing and business school degree to create a product road map for spas to generate revenue through product extensions.
Our most significant achievement is our dedication to supporting food banks. As a young child, I delivered meals with my maternal grandmother. We contribute time and donations throughout the year. I’m equally proud to share my family’s legacy of plant-based Artisanship with the world. Whether I’m leading a talk, teaching a class, or operating the booth at a fair, I genuinely enjoy creating memories for my guests and customers.
Any shoutouts? Who else deserves credit in this story – who has played a meaningful role?
Marla Bosworth of Back Porch Soap (https://backporchsoap.com) taught me how to make soap, lotion, serums, and candles properly. I have taken every single one of Marla’s classes (except hair product formulations). She is a natural skincare business coach and leader. Her classes are phenomenal and set me on a winning path.
Lela Barker of Lucky Break Consulting (https://www.luckybreakconsulting.com) opened up a world of opportunity through her cohort style branding workshops. Lela is the secret weapon in many well-known brands’ arsenal. I’m blessed to work with her and the team at Lucky Break Consulting.
I’m grateful to my friends, who are my best customers. They’re so generous with their time and feedback. My family is my why and keep me honest about pursuing my passion.
Pricing:
- Scented Tealight Candles Starting at $9
- Small Scented Candles Starting at $18
- Large Scented Candles Starting at $28
- Gift Bundles Starting at $35
Contact Info:
- Website: https://www.atlascandles.com/
- Phone: (404) 828-0665
- Email: ljcapers@atlascandles.com
- Instagram: @atlascandles
- Facebook: @shopatlascandles
- Other: https://www.atlascandles.com/pages/candle-addicts-wanted
Image Credit:
Melissa Schollaert, Brand Photographer (http://msp-photography.com/), Tristan Needham, Art Direction + Stylist (https://www.tristanneedhamdesign.com/)
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