Meet Lori Parnell

We caught up with the brilliant and insightful Lori Parnell a few weeks ago and have shared our conversation below.

Lori, so good to have you with us today. We’ve got so much planned, so let’s jump right into it. We live in such a diverse world, and in many ways the world is getting better and more understanding but it’s far from perfect. There are so many times where folks find themselves in rooms or situations where they are the only ones that look like them – that might mean being the only woman of color in the room or the only person who grew up in a certain environment etc. Can you talk to us about how you’ve managed to thrive even in situations where you were the only one in the room?

Thank you so much for having me.  

I grew up in an all white neighborhood with strict parents and it was such an  isolating experience. The friends I made at school lived too far away to see outside  of school, and I didn’t feel accepted or have any friends in my neighborhood. This  isolation, while challenging, pushed me to develop my own identity without many  external influences. My lifelong task has been to become the fullest expression of  myself as a Black woman. 

Dealing with being the only Black person in various environments, including work,  was a familiar experience. This situation can carry a significant burden, as I was  often seen as the representation of the entire Black community, instead of being  seen as an individual. Consequently, it was crucial for me to have an unwavering  sense of self and a clear understanding of my own identity. Thriving in isolating  situations requires me to be firmly grounded in who I am, understand what my  purpose and goals are, and assert my right to be there regardless of the racial  makeup of the room.  

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

Sure, I’m a lifelong resident of Akron, I graduated from The University of Akron  twice, and am the founder and Scent Journey Guide for Black Culture Candles.  

Black Culture Candles a luxury brand celebrating Black Joy through the art of scent  and universal experiences. Our mission is to take you on a scent journey through  our collective memories and shine a light on the joyful experiences that connect us.  Our candles are handcrafted with the highest quality non toxic ingredients to ensure  a beautiful and long-lasting burn. 

Black Culture has such a rich and vibrant history of joy and solidarity in the face of  adversity. Our candles are literally shining a light on the collective memories that  connect all of us.  

My favorite memories are the joy I experienced getting together at my  grandmother’s house with my extended family. Coming from such a large family and  having such a loving and supportive relationship with my grandmother gave me the  scent inspiration for my Grandma’s Garden candle. The experiences that inspire my  candles are universal, but the scent development is done through a Black cultural  lens.  

The idea for Black Culture Candles was born at a time when Black Joy was hard to  find. But, watching people from other cultures and ethnicities stand in solidarity with  us was awe-inspiring. I wanted to capture the feeling of that moment; the joy, the  understanding, and the unity of that moment. This led to a conversation I had with 

my daughter about how scent, emotion, and memory are all intertwined. I wanted to  create something that celebrates Black Joy and the nostalgic experiences that  connect us. 

Experiences like Grandma’s Garden. This candle is inspired by my relationship with  my own grandmother and dedicated to the memories of our grandparents whose  passions produced nutritious foods, tended to growing plants, and grew beautiful  flowers. This scent remembers the legacy of grandma’s hands in the soil, with notes  of fresh florals, crisp green tea, and deep rich amber. I want our candles to be a  celebration of culture and connection. 

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

 Looking back over the last two years as a business owner, there are three essential  areas of knowledge I highly recommend: 

Personally knowing what you want and why you want it. No matter the situation,  knowing this about yourself will give you the motivation to get through the peaks and  valleys of both life and business. I also believe in continuous self growth and  development. As I age, I’m constantly discovering new and different aspects of  myself.  

For business, I can’t stress enough knowing your target audience and  understanding their needs and preferences and how your product or service fits into  that. This process is never finished and evolves as your business grows and  evolves. Understanding your audience will guide your branding, marketing and  product development and is crucial to the growth of your business.  

I’d also recommend keeping meticulous financial records and having a clear growth  plan. Knowing where you ultimately want to be and understanding the financial  aspect of your business helps you create a foundation to build your business on.  

Additionally, building a supportive community of people who encourage and support  you on your entrepreneurial journey is crucial. Growing a business is a collaborative  effort, and having a network of support can make all the difference in achieving your  goals. 

In my experience with Black Culture Candles, these areas of knowledge have been  instrumental to my company’s development. Without understanding our audience,  maintaining financial discipline, and having a clear growth plan supported by a  supportive community, I would not still be in business. 

What do you do when you feel overwhelmed? Any advice or strategies?

I’ve come to accept that stress and overwhelm are just an aspect of  entrepreneurship. There are instances where I become so immersed in the daily  tasks and time demands that I don’t even realize when I’m getting overwhelmed.  When I’m stressed I tend to suffer from insomnia, experience exhaustion throughout  the day and stop prioritizing doing things I enjoy like tacos with my son, a meal with  friends, enjoying hobbies and making time to nurture the relationships that mean the 

most to me. 

Thankfully, my support system of family, friends and mentors play a crucial role in  helping me recognize when I’m stressed and overwhelmed. They know me well  enough to spot the signs and have no problem repeatedly, but lovingly reminding me  to take time for rest. I take their advice seriously because I know they have my best  interests in mind and I take steps to alleviate the pressure. This includes pulling  back, reducing my workload, and asking for help. 

Prioritizing rest and making time for activities outside of my business is absolutely  essential. It’s easy to lose sight of yourself when you’re fully dedicated to growing a  business. Stress can have severe consequences, and being aware of its presence  or having people around you who can recognize the signs is really important. By  acknowledging the impact of stress and taking the necessary steps to manage it, I  can maintain a healthier balance between my personal and entrepreneurial life.

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