How Obsession, Ingenuity, and Instagram Built a Candle Empire

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How does a personal gift idea quickly evolve into a thriving brand? Just ask Annabelle DeGrazio, a former lawyer turned entrepreneur, who joins us today to share her inspiring journey of launching a distinctive candle business from scratch. With no prior experience in candle-making, Annabelle committed to learning every aspect of in-house production to ensure top-tier quality and built a successful business. Her story highlights the power of finding a niche and embracing opportunities as they come, and it’s one you won’t want to miss!

How Obsession, Ingenuity, and Instagram Built a Candle Empire

Annabelle DeGrazio didn’t just take a leap of faith—she launched herself from the structured world of law into the creative chaos of entrepreneurship. Today, she’s the founder of a successful candle company, but before the wax ever melted, she was pouring over case law as an attorney.

So how does one go from legal briefs to fragrance blends? For Annabelle, it started with a spark—an idea that wouldn’t go away.

Breaking the Mold

Leaving the legal profession wasn’t a decision she took lightly. Years of schooling, testing, and late nights had gone into becoming a lawyer. “It’s not like you snap your fingers and become a lawyer,” she said. “There’s so much involved.”

So when she told her friends and family she was leaving it behind to start a candle business—an online one, no less—the reactions were… mixed.

“Awkward is a nice way to put it,” she laughed. “People thought I was nuts.”

But the candle flame kept burning. And eventually, as her business gained traction, those funny looks turned into impressed nods.

Leveraging Legal Logic in Business

Annabelle’s legal background isn’t a footnote in her story—it’s a secret weapon. Her analytical skills, attention to detail, and natural problem-solving instincts have translated beautifully to business.

“I’m always looking at data,” she explained. “We’re tracking trends, digging into the numbers, and backing up our intuition with real information.”

It’s this mix of gut instinct and calculated decision-making that has guided everything from product launches to marketing moves. And, she jokes, “It’s always handy having a lawyer friend on speed dial.”

If You Had Two Extra Hours a Day…

Annabelle’s time is precious, and she’s intentional about how she spends it. If given two extra hours purely for income-generating activities? Here’s her go-to plan:

15 Minutes on Social: “I’d post a video talking about a new scent or something exciting we launched.”
1 Hour of Outreach: Whether it’s calling past wholesale clients or seeking new partnerships, she swears by her team’s “phone-a-thons.”
Whatever Time is Left? A walk outside. “Stepping away helps me get creative. Sometimes I’ll come back with a great email idea—or I’ll literally bump into someone who says, ‘You reminded me—I need a candle!’”

The Most Unsexy (But Crucial) Part of Business?

People management.

It’s the one area that’s both deeply human and incredibly strategic. “Managing people is the hardest,” she said. “Everyone has their own lives, their own stressors—and as a leader, that can be heavy.”

But the payoff is worth it. “If you work with your team, they’ll work with you. It’s not always easy, but it’s one of the best investments you can make.”

Annabelle’s story is a masterclass in trusting your gut, embracing your background, and being unafraid to pivot. Her advice for aspiring entrepreneurs? Don’t limit your outreach—email CEOs, reach out to executive assistants, take bold shots. “Why not?” she said. And truly, why not?

In This Episode

Annabelle DeGrazio: Website | Instagram
Boutique Summit 2025
Retail Bootcamp
2025 Boutique Boss Planner
Join The Boutique Hub
Ashley Alderson: Instagram
The Boutique Hub: Website | Facebook | Instagram | Pinterest | TikTok | YouTube

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