Voices of Inspiration: Interview with Laurence Williams of Scentivize Candles

Inspiration and Origin
Laurence Williams, the creative mind behind Scentivize Candles, embarked on his entrepreneurial journey during the unprecedented times of the COVID-19 pandemic in 2020. After being severed from his corporate job due to the uncertainty surrounding the virus, he found himself contemplating his next steps. It was during this period of reflection that his partner, Stephen, suggested he create something he loved. “His initial thought was incense, but I knew that wasn’t something I would be passionate about. I immediately thought of candles,” Laurence recalled.

Armed with a notebook and a thirst for knowledge, Laurence dove into the world of candle making. “I grabbed a notebook and took to the internet to find as much information as I could on candle making, fragrances, waxes, etc. After going down the proverbial rabbit hole on YouTube, I bought a few items to get started, made my first candle, and immediately fell in love.”

Crafting the Scentivize Experience
When it comes to creating his unique scent blends, Laurence emphasizes the importance of variety. “A majority of the scents are already premade that I buy from a local vendor here in Georgia. I wanted to have a scent for every nose, which is why my scent profile ranges from sweet/fruity to floral and earthy to masculine and clean.”

The design philosophy behind Scentivize is deeply personal. “I knew IMMEDIATELY that I wanted the main color to be black. I’m a Black business owner, so it only made sense. Plus, black is such a regal, timeless, and sophisticated color. It also complements any design décor, making the candles seem like a piece of artwork.” To add a touch of richness, Laurence incorporated gold into the packaging, paying homage to his roots in New Orleans, where black and gold symbolize his hometown.

Sustainability is another cornerstone of Scentivize’s mission. While Laurence hasn’t obtained certifications yet, he aims for a sustainable future. “The wax that I use is predominately soy (70%), which is a natural clean-burning wax from a renewable source. The wicks are 100% cotton, and the vessels can be reused as small storage containers or gift cannisters. I purposely chose these items so that my customers can get more than one use out of the majority of the items they receive.”

The Entrepreneur’s Journey
Every entrepreneur faces challenges, and Laurence is no exception. “One of the main challenges was trying not to get overwhelmed with so much information. There are so many nuances in creating a candle that it can be a bit much. You have to hone in on what exactly you want to do and accomplish.”

Initially, he also struggled to expand beyond his local area, especially during the pandemic when delivery services were unreliable. However, he adapted by researching the best parcel service for his needs and communicating transparently with his customers. “I was lucky because all of my clientele were extremely understanding of the delivery issues. I made sure to notify them via email or text whenever I had updates on their orders.”

To grow Scentivize, Laurence implemented several effective strategies. “With the help of an amazing friend, I was able to create and navigate an incredible website where existing and potential customers can view photos, see pricing, and get product descriptions prior to purchasing.” He also recognizes the power of social media and word of mouth in expanding his customer base. “Whenever I post a photo/video/reel about the products, I actively engage with everyone who comments or likes the post. The majority of my customer base has come from existing customers sharing their experiences on social media.”

Looking Ahead
As for the future, Laurence has exciting plans for Scentivize. “I want to incorporate wax melts into the product line. I know a lot of consumers who have candle warmers and don’t necessarily want to deal with the open flame that a candle has, so this would be an amazing alternative.” He also aims to participate in local markets to connect with customers face-to-face, expanding his reach and fragrance offerings.

Advice for Aspiring Entrepreneurs
Laurence has valuable advice for aspiring entrepreneurs: “DON’T GIVE UP. Learn everything you can about the product or business you want to start. Become an expert in it. Even if it’s something that is already in the market, there’s always a way to tweak it and make it different and unique to you and your brand.”

Connect with Readers
Readers interested in Scentivize can find Laurence’s candles online at scentivize.com or reach out via email at [email protected]. He also invites followers to connect on Instagram @scentivizecandles, where they can view photos, videos, and reels showcasing his products.

Final Thoughts
In closing, Laurence expresses his gratitude: “I appreciate all of my customers (past, present, and future). Without you, Scentivize would have never gotten off the ground the way it did. For that, I am eternally grateful. If you’re thinking about starting a business, know that there is no right or wrong way to begin. Just begin. As you go along, all the information you need/want will find its way to you.”

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