Conversations with Michelle Golden

Today we’d like to introduce you to Michelle Golden.

Hi Michelle, we’re thrilled to have a chance to learn your story today. So, before we get into specifics, maybe you can briefly walk us through how you got to where you are today?
When I was a child, I always tried my hand at whatever craft my mother gave us to do during the summer. Whether it was painting, sewing, or another creative project, I eagerly joined in. My mother was a true artist in every sense of the word. She painted beautiful oil paintings, wrote poetry, created sculptures, and seemed able to turn anything she set her mind to into something truly beautiful and special. I was constantly comparing my work to hers, and because I could never match her talent, I convinced myself that I simply wasn’t creative.

That belief stayed with me for years, until everything changed around 1998. My mother took a cold process soap-making class and came home excited to share what she had learned. Together, we made my first batch of soap, and something clicked. There was a sense of wonder in blending simple ingredients and watching them transform into something both beautiful and useful.

What began as a shared activity soon became a passion of my own. I experimented with different oils, fragrances, and techniques, determined to learn everything I could. Resources were limited then—a few library books and dial-up internet—but I learned through plenty of trial and error and a lot of kitchen mishaps. Those early years taught me patience, persistence, and the value of never giving up.

Around 2010, I discovered wooden wicks, which sparked my candle-making journey and opened up another creative outlet. What started with soap making grew into a broader love of crafting and helped me discover a creative side of myself that had been there all along.

The lessons my mother shared became the foundation of Southern E-Scentuals. Her encouragement, guidance, and willingness to teach inspired me to keep learning, creating, and eventually turn a hobby into a business. Even today, I carry those memories with me every time I step into my workshop to create something new. In many ways, every product I make is a tribute to the creativity and inspiration she passed on to me.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Like most small business owners, I’ve experienced both challenges and successes while building Southern E-Scentuals.
Early on, I believed determination alone would be enough to grow my business. But despite years of hard work, real progress didn’t come until around 2015. With my family’s encouragement, I found the confidence to say, “Let’s try one more time.” Their belief in me gave me the strength to keep going and helped Southern E-Scentuals become what it is today.
One of the biggest chapters of my journey has been the challenges of growing and sustaining a small business. That renewed momentum brought growth—and new obstacles. As the business expanded, I had to learn online sales, social media, and how to navigate an ever-changing digital landscape. When I started, I didn’t even know what a hashtag was. Even now, keeping up with technology and online marketing remains one of my biggest hurdles. I’ve had to learn to ask for help, weigh the cost of outside services, and trust others with important aspects of the business. While I know I can’t do everything myself, relying on others hasn’t always come naturally. Like many small businesses, I also faced the uncertainty of COVID-19, retail closures, shifting markets, reduced consumer spending, and ongoing economic pressures.
Beyond business challenges, personal hardships tested my resilience in ways I never expected. Losing my parents and brother within a short period of time affected me deeply and at times made it difficult to stay focused on both daily operations and long-term goals. I have endured broken bones, surgeries, and the challenges of recovery. Managing grief while running a business and healing from injuries required strength, patience, and determination. While I’m not as young as when I started, I still have the same excitement and passion that inspired me more than 25 years ago—I just move a little slower now.
Looking back, these experiences—both professional and personal—have shaped not only Southern E-Scentuals but also the person I’ve become. Every setback and success taught me something about perseverance, adaptability, and growth. The support of family, friends, and customers reminded me that no one succeeds alone, and the challenges I faced reinforced the importance of moving forward even during life’s most difficult moments. Through it all, persistence, flexibility, and passion have carried me forward, helping me grow as both a business owner and a person.

Thanks – so what else should our readers know about your work and what you’re currently focused on?
I am the owner and creator behind Southern E-Scentuals, a handmade bath, body, home fragrance, and wellness brand based in Georgia. I create a wide variety of products including candles, soaps, bath and body products, perfumes, laundry products, and aromatherapy items. What I enjoy most is developing unique fragrances and creating products that evoke memories, comfort, and a sense of Southern charm.

One thing that sets me apart is that I don’t fit neatly into a single category. Many makers specialize in one product line, such as candles or soap, but I’ve always enjoyed exploring different creative outlets. My customers can find everything from handcrafted soaps and candles to magnesium creams, perfumes, laundry products, and seasonal collections. This variety allows me to continuously create, experiment, and offer something new.

If there is one thing I’m most known for, it’s my scents. Fragrance creation is my passion, and I love blending notes that tell a story or capture a feeling. Many of my collections are inspired by Southern living, nostalgic memories, nature, and everyday moments that people can connect with. Whether it’s the smell of a Georgia peach, a cozy farmhouse kitchen, fresh laundry on the line, or a relaxing aromatherapy blend, I strive to create products that bring comfort and joy.

What I’m most proud of is turning a dream that began more than 25 years ago into a full-time business. There were many times when it would have been easier to quit, but I continued learning, adapting, and growing. Today, I’m proud to have built a brand that reflects my creativity, values, and love for handcrafted products while connecting with customers who appreciate quality, authenticity, and a little Southern charm.

What does success mean to you?
Success means something different to me than simply revenue or sales numbers. Of course, every business needs to be profitable to survive, but the moments that mean the most to me can’t be measured on a spreadsheet.

For me, success is seeing a customer light up when they smell one of our products and it instantly reminds them of a special memory. It’s watching a child experience a fragrance they love for the first time and seeing the smile on their face. It’s hearing from customers who tell me our soaps or skincare products have helped improve their skin or become part of their daily self-care routine.

I also find great fulfillment in helping other small business owners. Whether it’s sharing knowledge, helping someone develop their own product line, or encouraging them to pursue their dream, I love being able to give back to the maker community that has supported me throughout my journey.

At the end of the day, success is knowing that something I created made someone’s day a little brighter, helped them feel better, brought back a cherished memory, or inspired them to follow their own passion. Those connections are what keep me motivated and remind me why I started Southern E-Scentuals in the first place.

The money is important, but the relationships, the smiles, and the impact we have on others are what truly define success for me.

Contact Info:

• Website: https://Www.southernescentuals.com
• Instagram: @southernescentuals
• Facebook: @southernscentuals