Meet D’Shawn Russell of Southern Elegance Candle Company
Discover how D’Shawn Russell turned a simple candle-making hobby into Southern Elegance Candle Company — a seven-figure brand built on resilience, storytelling, and a whole lot of Southern charm. Image: Southern Elegance Candle Company
Meet D’Shawn Russell, the woman behind Southern Elegance Candle Company, who transformed a post-divorce hobby into a thriving seven-figure brand. What began as a few homemade candles for friends became a steady light through life’s twists and turns — and now, a way to share a touch of Southern comfort with the world. We caught up with D’Shawn to talk business, resilience, and why peace and quiet are non-negotiables.
What inspired you to launch your company?
I started Southern Elegance as a hobby. I was just making candles for fun and giving them to friends and family. Then, life took a turn. I went through a divorce, and right after that, COVID hit. What started as something to keep me busy turned into something that helped me survive. I leaned all the way in, started selling locally, and before I knew it, it had grown into a real business.
What were the biggest challenges?
Building a seven-figure business didn’t happen overnight, and it wasn’t all sunshine and roses. One of the biggest struggles was getting capital. As a minority woman-owned business, traditional banks weren’t exactly lining up with open arms.
That’s why when I discovered PayPal Working Capital, I jumped at it. PayPal had been my payment processor from day one — my website checkout, my craft fair reader, all of it ran through them. And being able to tap into PayPal Working Capital and Business Loans with ease was game-changing.
That funding let me stock up on critical supplies during supply chain delays without risking a cash crunch. On top of that, I juggled late nights bootstrapping the whole operation — teaching myself e-commerce, sourcing, packing, and shipping … all while rebuilding after divorce and surviving the pandemic. But every hard decision, every sleepless night, and every extra loan was worth it.
Your scents tell a story. How do you choose your scents, and why is that storytelling element important to you?
For me, it all starts with memory. I pull inspiration from my own life growing up in the South — things like Sunday dinners, porch conversations, family reunions, and that feeling of being wrapped up in tradition. I think about what scents tell those stories. Maybe it’s the smell of peach cobbler, fresh-cut grass, or even tobacco leaves drying in a barn. Every candle has to mean something.
The narrative part is the heart of the brand. We’re not just selling candles, we’re sharing pieces of Southern life, especially the parts that often get overlooked or erased.
What advice would you give to other Black women entrepreneurs who feel discouraged by obstacles, whether financial or otherwise?
First, let me say this: you are not crazy, and you are not imagining it. The obstacles are real, and the system is not set up for us to win easily. But just because the game is rigged doesn’t mean you can’t still play and win it your way.
My advice? Start where you are with what you’ve got. Use every resource available, even if it’s small. PayPal Working Capital helped me when traditional banks wouldn’t even take a meeting. And don’t let pride stop you from asking for help or getting creative with funding.
Most importantly, give yourself permission to rest, pivot, and evolve. You don’t have to carry the world on your back to prove your worth. You’re already enough. Keep going, even if you have to crawl. And know that your success is not just for you; it’s for every Black girl watching who needs to see that it can be done.
Who or what inspires you most in business and life?
The women who came before me, especially my great-grandmother, are the heartbeat of everything I do. She was strong, wise, and full of grace. The kind of woman who could run a household, raise a family or a church, and still have dinner on the table with a smile.
I’m also inspired by Southern belles everywhere who carry that same quiet power, turning everyday routines into moments of beauty. They taught me that elegance isn’t about being fancy, it’s about showing up with love, pride, and purpose. That spirit is what I pour into every candle.
How do you find calm amid the chaos of running a business?
To be honest, sometimes I don’t. There are days when everything feels like it’s on fire, and I just have to ride it out. But when I do make time to slow down, I lean into the simple things: A quiet cup of coffee before the world wakes up, lighting one of my candles and just breathing, or spending time with my sisters, laughing about absolutely nothing.
I’ve also learned to stop glorifying hustle and start prioritizing peace. Rest is not a reward; it’s a requirement.
What would people be most surprised to learn about you?
Most people are surprised to learn I didn’t set out to be an entrepreneur at all. I was a school teacher, and candle-making started as a simple hobby, something to relax and unwind.
I never imagined it would grow into a seven-figure business. Oh, and here’s the kicker: I’m actually a bit of an introvert. I love creating moments for others, but I’m happiest behind the scenes with a hoodie on, my hair tied up, and a candle burning while I plan my next quiet comeback.
What’s the best advice you’ve ever received?
The best advice I’ve ever received was simple but powerful: don’t quit. And not in the cute, motivational-poster kind of way. I’m talking about the real, messy version of not quitting. The version where you’re crying at 2 a.m., trying to figure out how to ship 300 orders with no boxes, or wondering how you’re going to pay yourself and your team.
That advice stuck with me because it reminded me that success isn’t always loud or pretty. Sometimes, it’s just choosing to get up and try again when everything in you says to walk away. Not quitting doesn’t mean you don’t rest, cry, or pivot; it means you don’t let those hard moments have the final say.
Faith, family, and friends notwithstanding, what three things can’t you live without?
- Coffee: The real MVP of my mornings. Without it, I’m just a confused, slightly grumpy candle lady wandering the house.
- A good playlist: Music keeps me sane, whether I’m deep in work mode or cleaning up the chaos. A little Erykah, a little Beyoncé, a little gospel, I need it all.
- Peace and quiet: After running a business, solving problems, and juggling life, I need silence like oxygen. Give me a candle, a blanket, and a room with no noise, and I’m in heaven.
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Jenna von Oy Bratcher
Jenna von Oy Bratcher is StyleBlueprint's Associate Editor and Lead Nashville Writer. The East Coast native moved to Nashville almost two decades years ago, by way of Los Angeles. She is a lover of dogs, strong coffee, traveling, and exploring the local restaurant scene bite by bite.