Today we’d like to introduce you to Michael Gaines, Jr.
Hi Michael, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
Divine Radiance Candles is a brand I started on August 16th, 2020 in the midst of the pandemic.
The idea for making scented and abstract came from my love of candles and deals. I figured why should I pay for candles I can easily make myself. After spending some time learning the actual math behind the candles and tinkering to find my own mix I was able to produce my first candle.
After burning it around the house for a while some friends of mine started to ask where I got the candle from. When I explained to them that I made it they begin to push me to start selling my own line of candles. I started my business of with 4 scents selling locally in my hometown Jacksonville, Florida and now I have over 29 scents along with abstract and wax melt candles.
In my first year, I was able to accomplish every goal I put in front of myself and moved into year two with confidence. However as with all things the lows began to come as I moved down to South Florida. Back home my family began to went through some struggles financially after companies began laying off employees.
This affected my mother and moved me to begin promoting my business at a higher level to help sustain myself so I didn’t need to reach back to them for handouts. I rededicated my business to my mother who is my life always came through when it was needed.
Today every decision I made on the business side involves me positioning myself in the best way to uphold the values she’s given me and in turn, give that to others.
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?
As with anything in life, there are no easy paths. The main struggle I had was learning that being a business owner means you can never clock out. Every day you have to continuously switch which hat you’ll be wearing whether it’s a marketing manager or public relations specialist.
You have no choice but to fall in love with the process and in the end, you realize that you’re learning valuable skills that can be translated across the board. Another struggle I had was learning how I could make my candles sustainable and home-friendly unlike many candles on the market today.
Most candles found in big names shops contain harmful additives and wicks.
For me, I wouldn’t want to give anyone something I wouldn’t use myself so the journey of finding healthy and sustainable products to use in my candles was tough but I can be proud of my brand being that I can consider it one of the most air friendly and home-friendly brands out there.
Can you tell our readers more about what you do and what you think sets you apart from others?
To set my brand apart from the crowd I now am perfecting what I call abstract candles. Abstract candles are similar to the “Is it cake” trend from earlier this year. I make candles that look and smell exactly like bowls of cereal, underwater coral reefs, and lattes with whipped cream.
I want my candles to staple pieces of home decor and a conversation starter for my customers. Imagine walking into your friend’s house and thinking they got new fish but really it’s a candle.
That’s my vision for my abstract candles. I also pride myself on the work I’ve done to make my candles healthier candle. I used 100% virgin soy wax, 100% raw beeswax, and zero additives and have managed to replicate the scent throw of big-name candle companies.
Being able to burn a candle and not fill your home with harmful chemicals found in other candles is a big thing for me. I feel wherever I end up living I make a name for myself fairly quickly and now I am known as the “Candle Guy” or “Candle Man”.
Most of my interactions now involve a transaction or promises to buy a candle. I’m still a lie to set myself apart from the brand and be my own person however and I find that to be what I’m most proud of.
Can you share something surprising about yourself?
I believe most people find me being a man is the most surprising thing.
The candle market is dominated by women-owned brands and men are a major minority in this area. I rarely pay myself when posting about my candles so when I frequent pop-up shops and my online customers meet the face behind the candles many are shocked to see a 6’2 stocky man behind the table.
I find it useful however because I don’t even have to open my mouth to draw attention to my candles.
Pricing:
- 8 oz scented candles $20
- Abstract Cereal Bowl Candle $50
- Cinnamon Chai Latte Candle $20
- Abstract Wax Melts $6
Contact Info:
- Website: Divine-radiance-candles.square.site
- Instagram: Instagram.com/divineradiancecandles
