Today we’d like to introduce you to Ariel Hollowood
Hi ariel, 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?
It all began with real estate and a series of rejections. I genuinely enjoyed every aspect of the industry, from construction and architecture to interiors, buying, and selling. I worked as a realtor for six years and had a vision of integrating a design service, believing that retail would be the way to achieve it (big laugh five years later). While exploring the Atlanta market, I faced a lot of rejection simply because I didn’t have a physical storefront. The final stop of the day was a candle company, where the sales representative was incredibly rude, leaving me feeling smaller than ever. Though I usually have thick skin, that day’s rejections really hit me hard. It sparked a wave of anger and determination within me. After going home, I slept on it and woke up ready to dive into researching candle making. Fast forward to today, and rejection has become a cornerstone of my brand. We now have a brick-and-mortar store, another one opening in March, and our fragrance products are sold in over 1,000 retailers across the US and Canada.
There’s so much more to my journey, but as a non-writer, expressing it in words is quite challenging for me.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Absolutely not; I genuinely believed I would lose my business in 2023.
In 2022, I had an off-site location, but unfortunately, the bakery below it caught fire, and we lost everything inside. That off-site location had helped support my main brick-and-mortar store. After the fire, I struggled to identify my niche for the physical store. While I knew candles were my core product, my decor items weren’t selling as they had at the off-site location. I attempted wholesaling, but we didn’t have many accounts, and with two locations, I couldn’t dedicate the attention they needed. The end of 2022 was decent due to the holiday season, but I needed to save as much as possible because we discovered I was expecting our daughter, due in July 2023, which historically is a low sales month for us.
As 2023 progressed, I found myself exhausting every financial resource available. We refinanced our home, I maxed out my credit cards, and my credit suffered as a result; I genuinely felt out of options. My stress levels were through the roof, and I had hit rock bottom. In April, I attended my church for the first time in months, and the sermon titled “Here to Stay: Here to Obey” resonated deeply with me. Every part of that message was exactly what I needed to hear.
The months continued to pass, and we still faced challenges. In June, just a month before giving birth, I woke up in tears, overwhelmed by bills, employee wages, and my inability to pay them. It was the first time I had to set aside my pride and ask for help; for those who know me, I used to resent asking for assistance. Thankfully, I had someone in my life who didn’t ask questions and believed in my potential.
July arrived, and we welcomed our daughter. I underwent a complete staff change, and while the store still struggled, we managed to get by. As the holidays approached, I didn’t have the extra funds to purchase my usual holiday decor, so I pivoted to gifts, which were more affordable and sold faster. This shift made a tremendous difference and resulted in my highest-grossing holiday season ever. Because of this success, I was able to fund our booth at the Atlanta Winter Market 2024, which ultimately launched our wholesale venture and is now my biggest business.
Thanks for sharing that. So, maybe next you can tell us a bit more about your work?
I connect scents to memories, and that’s why I own a fragrance and gift store. It’s amusing that when we were at the market, the booth next to us asked what distinguishes me from other candle manufacturers, and I found myself unable to answer. I reflected on this for months, repeatedly asking myself, “What truly sets me apart?” The reality is, while I create candles just like every other candle company, no one else shares my story, my passion, my ideas, or has the same community support as I do. My narrative is what makes me unique. My ability to adapt to change also differentiates me. The impact I can have through this business and the people I invest in further set me apart. Ultimately, the greatest difference lies in my capacity to transform rejection into something far more significant.
Is there something surprising that you feel even people who know you might not know about?
I have severe social anxiety, yet I try to mask it with my enthusiasm and warmth. It’s like there’s a constant tug-of-war inside me. I often find myself overthinking every interaction, replaying conversations in my head, and worrying about how I came across. Despite this, I genuinely enjoy making new friends and hearing their stories, this does motivates me to push through the anxiety. I try focusing on the positive aspects of socializing, but seem to still struggle with it.
Contact Info:
- Website: https://www.hollowoodathome.com
- Instagram: hollowood_home_candle
- Facebook: https://www.facebook.com/homeandcandle/
Image Credits
Photos by Elizabeth- Elizabeth Lavendar
