Lori Parnell shared their story and experiences with us recently and you can find our conversation below.
Lori, we’re thrilled to have you with us today. Before we jump into your intro and the heart of the interview, let’s start with a bit of an ice breaker: What do you think is misunderstood about your business?
Honestly, a lot of people see my business and think, “Oh, she just sells candles.” But what I really create are experiences. I’m inviting people into these quiet, intentional moments that bring back memories, spark joy, and help us feel connected. Black Culture Candles isn’t just about a nice scent, it’s about celebrating the beauty in everyday Black life through fragrance.
For me, it’s all about guiding people on a scent journey through joy, culture, and connection. Every fragrance is inspired by real memories and shared experiences. My process is slow and very deliberate. I don’t launch new scents just because something’s trending. Sometimes people assume that means I’m still figuring things out or that it’s just a small candle business. What they don’t realize is, it’s never been about the candles alone, it’s about everything the scent represents. Each candle is slow-made and carefully designed. There’s a deeper story in every one, whether it’s Saturday morning cleaning with the music going, a grandmother’s garden, or the kind of love that really sustains you.
I keep things minimal and purposeful. There aren’t a hundred scents to choose from, and that’s intentional. I’m not chasing fast growth. I’m building something lasting; a cultural legacy. Black Culture Candles is really turning into a storytelling platform. So, if I had to name the biggest misunderstanding? It’s the idea that these are just candles. They’re not. To me, it’s memory in a jar. It’s scent as a language. It’s Black joy that’s quietly preserved and beautifully lit.
Can you briefly introduce yourself and share what makes you or your brand unique?
Sure thing. I’m Lori Parnell, and I’m the founder of Black Culture Candles. I run a luxury artisan candle studio here in Akron, Ohio. What I do is pretty simple at its core: I make slow-made candles designed to take people on a scent journey through joy, memory, culture, and connection. Every fragrance is inspired by those shared memories and little moments that shape who we are. It might be the smell of a perfect summer day from childhood, or just the comfort of a quiet Friday night at home.
Right now, I’m really excited about getting ready to launch my new website. It’s going to be a more immersive experience. There’s a scent quiz, deeper storytelling about each candle, and a new rewards program for loyal customers. I’m also working on a candle series inspired by some of my favorite Black authors and poets, with each scent paired to original etched designs and stories that reflect their work.
For me, this isn’t just a business about candles. It’s about honoring memory, celebrating artistry, and shining a light on the everyday beauty of American Black life; one story and one scent at a time.
Amazing, so let’s take a moment to go back in time. What relationship most shaped how you see yourself?
Honestly, the relationship that’s shaped me the most is the one I’ve had to build with myself; especially after so many years of being told who I should be.
For a long time, I was always the helpful one, the dependable one, the person who kept things together for everyone else. But eventually, I started to wonder: What do I actually need? Who am I when I’m not carrying other people’s expectations?
Motherhood really brought that question to the surface. Raising my children who are both so smart, compassionate, and aware, pushed me to get real with myself. They noticed things about me that I hadn’t seen. They weren’t afraid to ask tough questions, or call me out when I was playing small or settling. Because of them, I finally started choosing myself, and I learned to do it without feeling guilty.
But honestly, a lot of that work happened alone, in those quiet moments, sometimes while healing or just sitting with myself. Creating Black Culture Candles came out of that process. It let me honor the parts of myself I’d hidden, and make something true to who I really am, not just who I thought I was supposed to be.
Now, I protect that relationship with myself as fiercely as I’ve always protected my kids. It’s become the foundation for everything else I do.
If you could say one kind thing to your younger self, what would it be?
I’d tell my younger self, you don’t have to earn your rest.
You don’t have to prove your worth by taking on too much or making yourself smaller just to fit in. You don’t have to stretch yourself thin to be noticed or loved.
You’re already enough; just as you are, even when you’re quiet or just being still.
And all those things you feel so deeply, the memories you carry, the beauty you see in little things, the way you love without asking for anything back, none of that is a flaw. Those are your gifts. One day, those same things will become the foundation of something real and meaningful. One day, they’ll become your voice.
So a lot of these questions go deep, but if you are open to it, we’ve got a few more questions that we’d love to get your take on. What’s a cultural value you protect at all costs?
For me, it’s joy. That’s the cultural value I protect, no matter what.
I’m talking about the kind of joy that lives in memories, in music, in scent, in the way we connect and care for each other. It’s in how we celebrate, how we make each other comfortable, and how we give ourselves room to just be.
With Black Culture Candles, I do everything I can to protect and share that joy. It shows up in every part of what I do, from the scents themselves to the etched designs, the storytelling, and even how each candle is packaged. Nothing is rushed or thrown together. I want people to feel cared for and really seen.
Whether it’s a scent that brings back a favorite childhood summer or one that helps you reclaim your space after a long day, my whole goal is to create moments that let you rest in joy. For me, that’s what cultural stewardship really looks like.
Before we go, we’d love to hear your thoughts on some longer-run, legacy type questions. What is the story you hope people tell about you when you’re gone?
I hope people say I really paid attention. That I noticed the beauty in everyday life and that I listened; not just to what was said, but to what people really meant. I hope people remember that I made them feel seen, because I truly cared. I want people to say I created something meaningful, that I took my time and didn’t rush just to keep up. That I told the truth, even when it was hard. That I honored my culture and my story, without feeling like I had to explain or justify it.
More than anything, I hope people remember how my work made them feel; maybe comforted, maybe inspired, maybe just a little more at home in themselves. I want to leave behind something that makes the world a little warmer, a little softer, a little more intentional. And when it comes to my children, I hope they say I didn’t just take care of everyone else. I hope they say I learned to take care of myself, too. That I made my own path and walked it all the way through.
Contact Info:
- Website: https://blackculturecandles.com
- Instagram: https://www.instagram.com/blackculturecandles/
- Facebook: https://www.facebook.com/BlackCultureCandles/
Image Credits
Image of Lori was taken by The Green Photograph
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