Today we’d like to introduce you to Hannah Minks.
Hannah, we appreciate you taking the time to share your story with us today. Where does your story begin?
I DJed weddings for a little over a decade as a side hustle, and it was a blast (teaching/nonprofit work has always been my full-time gig). When the pandemic swept the globe, I wondered how I could still meet people in their experiences of having to cancel/postpone their wedding plans. I’m sure that was a disappointing experience, even if necessary for the greater good.
So, I put together a box called “The Disappointment Party.” It had a dinner playlist, then a fun and dance playlist—all paired with mystery packages to unwrap at various points of the evening. The very first object in the box was a handmade candle to kick off the experience with a candlelit dinner. I hoped it would help couples have a great time together at home while honoring the cancellation of an important day.
As it turns out, I really enjoyed the candle-making part! So, I kept doing it. Then I thought I’d try selling them, and I named the business East York Street after the street where my grandparents lived—a home where I experienced a profound love that I hope comes across in all the offerings from the shop. The whole atmosphere of their house was very special to me, so I similarly try to build an atmosphere for anyone who stumbles upon the East York Street corner of the internet. I make playlists for various moods a person might themselves in, I share life stories to help build relationships and community, and I love taking extra care in packaging orders so it truly feels like a special treat to receive a box of candles in the mail. At the heart of everything is my desire to be something more than a mere economic transaction—I hope a sense of kinship and appreciation for home come through above anything else.
The business will be turning three this November, and since then, it’s been an incredible privilege to see the candles find a place on store shelves in various shops across the country and to have had the blessing of transitioning to this being my full-time work. I’m truly stunned to be able to say that! But more than anything, it’s been a gift to have built relationships with “regulars” and all the lovely and kind people who follow along with the journey of the shop.
We all face challenges, but looking back, would you describe it as a relatively smooth road?
Gosh, you know, I’m incredibly lucky that it has been a relatively smooth road. During the holidays, there had been moments of panic when more orders rolled in than materials I had available to fill them. It chokes me up a bit to reflect on that because, wow— what an ideal problem! I’m very, very lucky. In the midst of those moments, though, it can quite stressful—to fall behind or grow too fast could also be the demise of a business. Everything has had a way of working out, thankfully.
I’d also say that being the sole gal running the business can present some challenges. I’m grateful to have a supportive family full of good sports willing to pitch in and help, but for the first couple years of the business, I was living totally alone and pumping candles out of my apartment in Chicago during the pandemic. That was an incredible time because it felt like I could get into a flow and still be finding ways to stay connected to people through the business, but the flip side is that my life became the business. That can be dangerous territory, I’ve learned! There has to be a great deal of intentionality with one’s schedule so that you don’t lose yourself to the business. It can be difficult to effectively build a dynamic life that still makes time for friends, family, relationship, rest, etc.
Alright, so let’s switch gears a bit and talk business. What should we know about your work? What are you known for? What are you most proud of that sets you apart from others?
These days I’m a candle-maker/small business owner, professionally speaking, but prior to that, I had studied theology and taught the subject for a good handful of years. I also spent some time in the nonprofit world doing work to bring people of diverse religions together for shared service projects, so I’ve always been drawn to the big questions of life and how to build community with one another during our short, mysterious time on this earth. In some ways, it seems like making candles is a strange and sharp pivot from all of that, but I’m not sure that’s entirely the case!
I’ve learned that the history of scented candles is religious in nature. The fragrances were designed to be ritual reminders of who we are and the meaning we hope to make of our lives. It seems to me that our modern-day candle practices aren’t too far removed from those beginnings! We light candles to warm our home, prepare for company, relax and unwind, get rid of stale energy—a number of reasons beyond simply smelling nice. Because scent is most closely linked with memory, candles even have the power to transport us. All that considered, it feels very natural that I’d be drawn to candle-making as someone who has studied the lives of monks and mystics from all kinds of different religious traditions. The candle has provided literal and metaphorical light since ancient times, and I truly believe that history means something even when we light them in our homes today.
In terms of what I’m most known for, people seem to like that I pair each scent with a bespoke playlist. I like that it gives people a more textured experience, and I also like that it helps send a message about what they might feel from the atmosphere of a particular candle. It’s so challenging to buy a scent online—if only I could transmit a sample whiff through a screen! Until then, I like that the playlists can also help paint a picture of what folks might be in for if they’re trying to decide if and how to commit to a particular candle.
As for what I’m most proud of and what might set me apart from others, I’m glad for two things: 1) the candles have remained fairly affordable as far as quality, handmade items go, and 2) it consistently feels less like I’m selling a product and more like I’m sharing something that builds relationship with people. To the first point, part of the reason I decided to monetize candle-making was because I myself have always been drawn to interesting scents and more small batch-type products, but they have always been a stretch for my budget. If you’re not buying a candle at a big box store, it seems like the majority of the options available are luxury brands that can range anywhere from $36-$120. I could never afford it! I figured there must be other people like me who appreciate buying nicer things from smaller brands and could use a more accessible price point to do so. To the second point, I’m so glad that every time someone decides to purchase a candle, it feels like a warm introduction to another human being. So many people heavily critique capitalism and consumerism for good reasons, and I like taking those critiques and making the experience of an economic transaction feel as human-centered as possible. I write each person a handwritten note addressing them by name, I include a business card that has a photo of my grandfather as a young boy celebrating his first communion (holding a candle), and I try my best to package everything like it’s a special gift (no packing peanuts, and lots of care). It’s all very personal. I’d like to think that people feel that when they open it—and not because they paid money for something, but because there’s a human being on the other side of that transaction who is truly so grateful that anyone chose to spend their hard-earned dollars on something they created. That’s an honor! And people should know that. People should feel that.
Where we are in life is often partly because of others. Who/what else deserves credit for how your story turned out?
Wow, who else doesn’t deserve credit would be an easier question! The business can only live and breathe insofar as people support it. My own family would be first and foremost on that list (I’m sure that comes as no surprise since this thing is named after my grandparents’ home)! But truly, I won the lottery with my family. I have encountered all kinds of ways that people can be born into circumstances that makes life more challenging. Social location, mental illness, abuse of all sorts. It’s hard to be born, develop, survive, and thrive. My family has always loved, trusted, supported, and believed in me. I can feel in my bones that this has made all the difference, and I’ll try my best to pay it forward!
I’ve also been lucky enough to have very patient and generous friends. I have friends who offer to help fold tissue paper, who have patience with me when I need to shift plans because of work demands, who check in with me if I’ve fallen quiet for a long while. That’s a tremendous blessing.
And last but not least, the stores and people who have taken a chance on me deserve a great deal of credit. The first who comes to mind is Ashley Hosmer. What. A. Gal. When I was first starting out, I had sent her a message on Instagram asking if she might be open to giving me feedback on my candles. I’m not social media savvy whatsoever, and I’m sure I seemed like a doofus messaging an influencer in this way. But gosh, she was receptive and wildly, wildly kind. Not only did she offer feedback, but it was honest and positive feedback, and she did so publicly without me even asking that of her. I remember refreshing my email the day she shared about the candles, and I had to pick my jaw up from the floor. My family and I shed tears of joy together because about 100 orders came in overnight, and I have no doubt that the inertia of that has been an invaluable anchor ever since. In terms of stores, Hazel James Home was the first to carry the candles, the most beautiful shop owned by an amazing mother-daughter duo. It’s hard to talk about them without welling up. Their support when I was just starting out provided the affirmation and encouragement I needed to make this my full-time gig, and beyond that—they are incredible women who anyone would be lucky to know.
Pricing:
- 9oz candles are $24 each
- 4oz candles are sold in a trio for $36
- a sampler pack of 4oz candles of each scent is $68
Contact Info:
- Website: eastyorkstreet.com
- Instagram: https://www.instagram.com/eastyorkstreet/
- Other: https://open.spotify.com/user/121287664?si=fc4c5fe973d04509
Image Credits
Lauren Driscoll Photography
