Meet Joi Riley

We’re excited to introduce you to the always interesting and insightful Joi Riley. We hope you’ll enjoy our conversation with Joi below.

Hi Joi, so excited to talk about all sorts of important topics with you today. The first one we want to jump into is about being the only one in the room – for some that’s being the only person of color or the only non-native English speaker or the only non-MBA, etc Can you talk to us about how you have managed to be successful even when you were the only one in the room that looked like you?

Being the only one in the room that looks like me isn’t new. It’s a position I’ve been in many times, and one I’ve learned to own with grace, confidence, and purpose. I’m a proud Black woman who was raised by two married parents who loved me deeply, supported me endlessly, and laid a foundation that made me believe I was always enough! Even in rooms that tried to suggest otherwise.

In elementary school and college, I was often the only Black student in the classroom. That experience taught me early how to hold my head high, push for excellence, and exceed expectations. I didn’t just aim to keep up—I aimed to lead. That drive came from my upbringing. My parents invested heavily in me, through both love and opportunity. They made sure I excelled in academics and extracurriculars, encouraging my growth as a classically trained violinist, a professional dancer, choreographer, and instructor. I’ve had the honor of performing at national events, on TV and radio, and in front of celebrities because excellence was expected, and I rose to meet it.

As both a woman and a Black person, I’m often seen as the “underdog”, but I’ve learned that this is actually my superpower! When I enter a room, I bring a perspective, energy, and presence that can’t be duplicated. I’ve had to fight to prove my value in healthcare as a nurse as well. Especially when it came to being bedside and patients refusing to have me as their nurse because of my color, or thinking I was the housekeeper and suprised when I would inform them that I was in fact the charge nurse or manager. Fighting for fair wages, respect, and even advocating for myself as a patient. But I’ve also seen firsthand how faith, family, and community can fuel success.

I’m blessed with a husband who is not only my partner in life but an entrepreneur himself, running his own successful company (Earth’s Solutions Environmental Services, LLC). He shows up for me in every way, and our families have wrapped themselves around my business like a village—helping with classes, vendor events, and cheering me on every step of the way.

Being “the only one” has never made me shrink. If anything, it’s pushed me to shine. It’s a spotlight position—one that makes you unforgettable when you show up fully as yourself. I walk in rooms knowing I’ve earned my place, and I stay knowing I belong. And that mindset is what has allowed me to lead, create, and grow a business rooted in excellence, intentionality, and legacy.

Thanks, so before we move on maybe you can share a bit more about yourself?

I’m the founder and lead chandler of J.R Candle Company, a scent-based lifestyle brand that transforms spaces and minds through intentional fragrance. At our core, we handcraft clean, non-toxic candles, room sprays, and flameless options like our coco melt bars are all poured with love, rooted in wellness, and designed to elevate everyday living. Our products are made locally in St. Louis, MO, using coconut apricot wax, FSC-certified crackling wood wicks, and fragrance oils that are safe for both people and pets.

What makes J.R Candle Company special isn’t just what we make; it’s how we make people feel! Every product is a sensory experience curated to spark joy, calm, confidence, or creativity. Our candles do more than smell good, they set the tone, shift the energy, and create space for care and connection. From the crackle of the wick to the way our sprays refresh a room, everything we create is about ambiance, healing, and good vibes.

One of the most exciting things happening right now is our expansion into B2B partnerships. We’ve recently collaborated with several local businesses—boutiques, florists, realtors, cigar lounges, wellness spas, and corporate teams—to offer wholesale, blank-label, and private-label options. Whether a business wants to carry our curated line or create their own custom-branded scent, we make it easy with quick lead times, clean ingredients, eco-luxe packaging, and white-glove support from scent to shelf.

We’ve also launched a dedicated wholesale IG page at @jrcc_wholesale (https://www.instagram.com/jrcc_wholesale) and are proudly listed on Faire, giving stockists and retailers even easier access to partner with us.

We’re currently expanding our scent library and developing new product offerings to bring even more dimension to our customers’ sensory experiences—think new seasonal blends, more flameless options, and elevated packaging that complements any aesthetic, from cozy to luxe.

At J.R Candle Company, we’re not just in the business of candles, we’re in the business of creating unforgettable moments through scent. Whether you’re shopping for your home, your wellness practice, your business, or your brand, we help you create a vibe that lingers.

If you had to pick three qualities that are most important to develop, which three would you say matter most?

1. Resilience – Entrepreneurship will test your mindset more than your skillset at times. I’ve learned how to pivot, pause, and push through when things got uncertain. That resilience didn’t come from business books, it came from life and its bumpy roads. From being the only one who looked like me in the room and showing up anyway. From my nursing career, where advocating was non-negotiable. From motherhood, where grace and grit are required daily. My advice would be to learn how to self-regulate. Know when to rest, when to go hard, and when to ask for help. Build that muscle early.

2. Creativity with Strategy – I’m an artist and a builder. Whether I’m designing a scent or mapping out a marketing plan, creativity fuels my brand but strategy sustains it. I’ve learned how to blend vision with structure, and that’s where the magic happens. For those just starting, I’d say don’t just post content. Instead, build systems. Don’t just sell a product, actually build a brand. Studying your industry, tracking your numbers, and making decisions rooted in both creativity and data!

3. Relationship Building – My village has been everything. From family members who help at events, to customers who become advocates for my products and share their testimonials, to wholesale clients who trust me to represent their brand through private-label partnerships. These relationships have opened doors that strategy alone couldn’t. I push people to show up for others as well as themselves. Connect genuinely! Pour into your community and give more than you expect to get. The right relationships will sustain you when the algorithm doesn’t… that’s a bar! LOL

To anyone early in their journey, I’d say to always trust your own pace, stay curious, and stay rooted in your “why.” Everything else can be learned but character, clarity, and connection are your real competitive edge.

One of our goals is to help like-minded folks with similar goals connect and so before we go we want to ask if you are looking to partner or collab with others – and if so, what would make the ideal collaborator or partner?

I’m looking to partner with businesses that value luxury, intentionality, and great scent experiences. This includes:

Realtors who offer curated gift baskets for new homeowners

Short-Term Rental hosts who want signature room sprays or diffusers for their properties

Coffee shops, boutiques, and hotel gift shops with lifestyle or self-care sections

Wellness spas, chiropractors, and restaurants seeking ambient aromatherapy

Corporate gifting programs looking for high-quality, locally made fragrance products

I also offer wholesale and private labeling, with custom scent development, packaging design, and retail strategy—including SRP. Alongside candles, room sprays, and diffusers, I produce dry body oils, whipped crèmes, and scrubs for complete brand experiences. Wholesale/private labeling clients can order and see pricing at jrcandlecompany.faire.com or can always email me at info@jrcandlecompany.com for questions. Always stop by the storefront Tuesday – Saturday at 4256 Manchester Ave, St. Louis, MO 63110 to smell, touch and inquire our products. We can hold a quick meeting and figure out your needs.

Contact Info:

Image Credits

Alexis Qualls – Park Central Development
Jamar Pinkston – Church Productions
Raven Elyse – Monarch Studios
Joi Riley – J.R Candle Company

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