Meet Lori Parnell

Today we’d like to introduce you to Lori Parnell.

Hi Lori, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start maybe you can share some of your backstory with our readers?
Thank you so much for having me. I’m Lori Parnell, the owner of Black Culture Candles. We’re an inclusive luxury brand that celebrates Black Joy, Culture and Connection. We offer fine, handcrafted candles with unique custom fragrances inspired by our shared memories and experiences.

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?
Starting and growing Black Culture Candles hasn’t been a smooth journey, but it’s been a deeply rewarding one. As with many Black-owned businesses, we’ve navigated a series of challenges that have tested our resilience and creativity.

A significant challenge has been establishing a niche in a crowded market. Our mission of Celebrating Black Joy and taking our customers on a scent journey through the moments that connect all of us meant that we weren’t just selling candles; we’re inviting people to experience and connect with Black culture on a sensory level. This unique proposition requires me to not only ensure our products are of the highest quality but also convey our story in a way that resonates deeply with our audience.

The very name and mission of my business has been a point of contention for some. Being a brand that celebrates Black culture, I’ve sometimes faced misunderstanding and biases. We’ve encountered people and entities that were hesitant to embrace our narrative, fearing it might be too niche or polarizing. This has tasked me with not just selling candles but also helping people navigate their concerns and misconceptions about Black culture. It’s been a challenge, but also an opportunity to educate, to share the joy, beauty, and richness of our experiences, and to bring people together in understanding and appreciation.

Despite these obstacles, each challenge has reinforced my commitment to our mission. Every candle we create is a message of joy, connection, and culture. It’s a reflection of the strength and solidarity of our community, and that makes the journey rewarding.

Appreciate you sharing that. What else should we know about what you do?
At Black Culture Candles, we craft artisan candles that are more than just a source of fragrance; they’re a sensory bridge to collective memories and experiences. Specializing in unisex scents, our candles are designed to resonate with everyone, drawing inspiration from the shared moments that connect us. What sets our candles apart is not just their unique scents but the thoughtful presentation and creation process behind each one. Our candles are known for their etched glass containers, which add an element of elegance and uniqueness to each piece, making them a sensory and visual experience.

Our scents are carefully curated to take our audience on a scent journey through our shared memories and experiences, creating a sense of connection and joy. This is where our expertise truly shines, blending scents that evoke emotions and stories that make each candle a conversation starter and piece of shared heritage.

What I’m most proud of is how Black Culture Candles grew from a conversation with my daughter about scent, emotion and memory, into a full-fledged business. It stands as a testament to the power of dreams and the impact of sharing one’s culture and experiences through creativity and entrepreneurship.

What truly sets us apart is our commitment to quality and sustainability. We use a high-quality vegan wax and sustainably forested wood wicks, ensuring that our candles are environmentally friendly. Our process of etching imported glass and meticulous attention to packaging detail ensures that each candle is an experience. It’s this dedication to creating unique scents, combined with our sustainable practices and commitment to storytelling through scent, that makes Black Culture Candles a distinct and cherished brand.

Are there any books, apps, podcasts, or blogs that help you do your best?
In building and growing my business, I’ve leaned on a select suite of resources that have been instrumental to the growth of Black Culture Candles. While it’s easy to get lost in the availability of tools and platforms, I’ve found it crucial to focus on those that genuinely add value to our mission and operations. For instance, Canva has been a game changer in creating social media and marketing graphics.

I’m very mindful of not diluting my focus with too many new resources, choosing instead to deepen my understanding and utilization of the tools that align with my goals. Alongside digital tools, I’ve found invaluable support and knowledge through more traditional avenues. The Akron and Medina public libraries have been instrumental in research and product development.

The mentorship and guidance provided by SCORE, Motar, and Bounce Innovation Hub have been pillars of support. These organizations have not only offered practical business advice but have also connected me with a community of entrepreneurs who share similar values and visions. Their insight is particularly relevant as we navigate the unique challenges and opportunities that come with running a Black-owned business dedicated to celebrating culture through scent.

The most important resource is the unwavering support of friends and family, which has been the backbone of Black Culture Candles. Their belief in our mission and their readiness to lend a hand, give feedback, spread the word or just provide encouragement, has been a source of strength and motivation.

It’s the combination of digital tools, community resources, mentorship, and personal support networks that fuels our ability to do our best work. These resources remind us that building a business is a collaborative journey that thrives on shared knowledge, experiences, and support.

Contact Info:

• Website: https://blackculturecandles.com
• Instagram: https://www.instagram.com/blackculturecandles/
• Facebook: https://www.facebook.com/BlackCultureCandles/
• Other: https://www.northsidemarketplace.com