Life, Values & Legacy: Our Chat with Jalen Woodard of Conyers

We recently had the chance to connect with Jalen Woodard and have shared our conversation below.

Jalen, it’s always a pleasure to learn from you and your journey. Let’s start with a bit of a warmup: What are you most proud of building — that nobody sees?
What I’m most proud of building — that most people never see — is the legwork behind rebranding my business. On the surface, people see the finished product: a polished logo, elegant packaging, and a refreshed company name. But what they don’t see are the countless hours of focus, research, and strategy that make those pieces come together. I’ve spent months studying market trends, analyzing customer feedback, and aligning every decision with the long-term vision I have for my brand.

It takes discipline to step back from just creating and instead build a foundation that ensures sustainability and growth. From sourcing the right materials to developing a cohesive identity that resonates with customers, the behind-the-scenes work requires both patience and foresight. That hidden process is what I’m most proud of, because it’s what transforms a simple rebrand into a lasting legacy for my business.

Can you briefly introduce yourself and share what makes you or your brand unique?
My name is Jalen Woodard, and I am the founder of Home Fragrances by Rashaad LLC, formerly known as Rashaad Candle Co. I launched my business on April 20, 2021, with the simple goal of creating candles that brought comfort and serenity into everyday spaces. What began as a passion project quickly grew into something much larger, thanks to the overwhelming support of my community — especially the students of Savannah State University, who helped me sell out my very first collection within a week of launching.

What makes my brand special is the balance between elegance and intentionality. Each product — whether it’s a candle, reed diffuser, or room and linen spray — is designed not just to scent a room, but to create an atmosphere of peace, reflection, and connection. As part of our 2026 rebrand, I’ve been deeply focused on research, design, and strategy to elevate the brand into something more refined and long-lasting. This journey has been about more than fragrance; it’s about building an experience that inspires calm, beauty, and meaning in people’s daily lives.

Great, so let’s dive into your journey a bit more. Who saw you clearly before you could see yourself?
The person who saw me clearly before I could see myself is my stepmother — who I call Mom. Long before I fully recognized my own potential, she consistently reminded me that I was a light in this dark world and that I had something meaningful to contribute. She motivated me in moments when I doubted myself and reassured me that my voice, my creativity, and my vision were worthy of being shared.

Beyond encouragement, she instilled in me the morals and values that continue to guide me every single day — integrity, resilience, and compassion. Those lessons are deeply woven into the way I live and the way I build my business. Her belief in me not only gave me confidence but also set the foundation for the way I approach challenges, opportunities, and the people I serve through my work.

What did suffering teach you that success never could?
Suffering taught me more about myself than success ever could. Through difficult seasons, I discovered my true strength, discipline, and resilience. I learned patience, how to manage stress, and how to maneuver through life’s challenges in ways that shaped me into a more grounded and authentic person. Those lessons became the foundation of who I am today and how I approach both my personal journey and my business.

In contrast, success often taught me how to mask who I really was. It pushed me to fit into molds, to compartmentalize hardships, and in some ways to hide the very struggles that gave me depth. While success brought recognition, it sometimes stifled my growth and hindered me from reaching my full potential. Suffering, though painful, allowed me to see myself clearly — not just for who I was in the moment, but for who I could become.

Next, maybe we can discuss some of your foundational philosophies and views? Is the public version of you the real you?
Before this year, the public version of me was merely a shadow of who I truly was. I often felt the need to wear masks — to fit expectations, to keep parts of myself hidden, or to move through spaces without showing the full depth of who I am. That version was safe, but it wasn’t complete.

Now, through honesty and self-acceptance, I’ve learned to shed those masks and step fully into the person I’ve always been — a creative, an innovator, and someone with a natural wit and perspective to share. I know I’m often misunderstood as being rude, standoffish, or indifferent, but the truth is the complete opposite. I may not be the most outgoing person, but at my core I am a giver and an empath, someone who cares deeply about others and the world around me. The public version of me today is finally aligned with the real me.

Thank you so much for all of your openness so far. Maybe we can close with a future oriented question. When do you feel most at peace?
I feel most at peace when I’m creating and bringing ideas to life. Whether it’s developing a new fragrance, refining packaging, or planning the next step for my business, the process of building something from vision to reality gives me a sense of clarity and calm. It’s in those moments of focus and flow that I feel most connected to myself and my purpose.

I also find deep peace in spending time with my family and close friends. Being surrounded by the people who truly know me and support me creates a grounding balance in my life. Their presence reminds me of what really matters, and those shared moments of laughter, reflection, and love restore me in ways nothing else can. Together, creating and connection are where I find my greatest peace.

Contact Info:

• Instagram: @homefragrancesbyrashaad (Business) and @therashaad (personal)