Today we’d like to introduce you to Demetria Fitzgerald.
Hi Demetria, can you start by introducing yourself? We’d love to learn more about how you got to where you are today.
My journey began in 2017 when I moved from Virginia to Atlanta for a promising job opportunity. Unfortunately, the job turned out to be a toxic environment, and I resigned within a year. Despite my experience and education, I struggled to find the right job fit and realized I needed a new direction.
With a background in making things, a trait inherited from my family, I explored candle making after coming across a kit in 2018. This hobby quickly turned into a passion, and I saw potential for a business. Inspired by my love for Black culture and community, the idea for Candles 4 the Culture came to me like a divine revelation. Our brand celebrates Black culture through evocative scents that pay tribute to beloved songs and movies.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way? Looking back, would you say it’s been easy or smooth in retrospect?
It hasn’t been a smooth road at all. While I’m a natural maker, the business aspect of being an entrepreneur isn’t intrinsic to me. Initially, I was able to grow the brand organically through social media, especially Instagram. However, with changes in social media reach and the current economy, it’s become more challenging to expand.
I’m thankful for accelerator programs that provide inexperienced business owners like myself with the tools to grow. In the past, I’ve wasted time, money, and effort on campaigns that didn’t bear fruit. But with the knowledge I’ve acquired through trial and error, along with the education from these programs, I am increasingly optimistic about the future and feel significantly more confident in the trajectory of our growth. As a result of professional guidance, I’m more clear than ever on who my customers are and how to reach them.
Thanks for sharing that. So, maybe next, you can tell us a bit more about your business.
At Candles 4 the Culture, we specialize in offering self-care solutions tailored specifically for Black millennials. What sets us apart is our unique approach to candle making. While traditional candle brands focus solely on enhancing physical settings, our candles provide an additional psychological benefit.
We carefully curate our scents to evoke feelings of pride, self-worth, and nostalgia inspired by beloved songs, movies, and themes within Black American culture. This distinctive feature enriches our customers’ self-care practices, resulting in a more fulfilling experience.
What we’re most proud of brand-wise is our commitment to providing a holistic self-care experience for our customers. We understand the distinct challenges faced by Black millennials, and our candles offer them comfort and solace in their journey.
Can you talk to us about how you think about risk?
I’m definitely a risk-taker, a quality I believe is essential for entrepreneurs. My willingness to take risks is rooted in my faith in God. When I receive a vision from Him, I wholeheartedly believe in its potential, even if it seems out of reach. This conviction has led me to abandon the security of a full-time job more than once. While some might see risk assessment as a crucial aspect of entrepreneurship, I find that my trust in God’s plan guides my decisions. Each leap of faith is a testament to my belief that if I stick to His plan, I can’t lose.
Contact Info:
- Website: www.candles4theculture.com
- Instagram: https://www.instagram.com/candles4theculture/
- Facebook: https://www.facebook.com/candles4theculture
- Yelp: https://www.yelp.com/biz/candles-4-the-culture-mableton
