Alright – so today we’ve got the honor of introducing you to Haley Jackson. We think you’ll enjoy our conversation, we’ve shared it below.
Haley, we’re thrilled to have you sharing your thoughts and lessons with our community. So, for folks who are at a stage in their life or career where they are trying to be more resilient, can you share where you get your resilience from?
Growing up as sisters in a military household, we moved every four years, experiencing a wide range of lives along the way. If you’ve ever been part of the military community, you understand how challenging it is to create a sense of home wherever you land. With our candle business, we aimed to cultivate a sense of shared experience—something we yearned for during our childhood. We wanted to foster a collective mindset that embraces being “in on the joke” while also feeling connected to a larger community. As military “brats,” we often missed the feeling of belonging and never dreamed we would have the chance to spark that connection in others through our scents. We believe that our upbringing in such a dynamic environment has given us the ability to connect with people on a deeper level.
Our childhood shaped our adaptability and built our resilience. The love we have for the little company we’ve created drives us to pour our hearts into making it a success. There’s nothing quite like witnessing others enjoy a product you’ve crafted! Don’t get us wrong—there are mornings when we’re up at 4 a.m. pouring candles for orders, and it can be challenging to keep going. But then we attend an event, see the laughter sparked by the phrases on our candles, and we’re reminded why it’s all worth it. As Theodore Roosevelt said, “Anything worthwhile is never easy.”
Thanks for sharing that. So, before we get any further into our conversation, can you tell our readers a bit about yourself and what you’re working on?
In September 2022, we dove into the world of entrepreneurship by launching our company, District Heroines. It all started when Dakota jokingly suggested we create DC-themed candles, and I replied, “But we know nothing about candles!” Despite our inexperience, we felt there was a place for humorous candles that captured the unique essence of Washington, D.C.
Determined to make our idea work, we turned to YouTube to learn the ropes. We watched countless videos on everything from how to form an LLC to the basics of candle-making.
We named District Heroines after our initials, “DH, Dakota and Haley.” We aimed to create a brand that reflected our favorite aspects of Washington, D.C., while also symbolizing female empowerment.
Our main goal was simple: to create candles that reflect the humor and spirit of the various communities in D.C.When we launched, we started with just 8 scents, but we’ve since expanded our collection to over 30!
Growing up in a military family, we moved around every four years, which gave us a chance to meet and connect with a wide range of people. We wanted our candles to foster a sense of belonging and connection—something we always craved during our childhood as we adapted to new places.
Our initial launch was a hit, and we sold around $30,000 worth of candles in the first two months. Although we didn’t have a background in marketing or photography, we relied on the appeal of our concept to attract customers.
One of our standout products became the Mission-Navy Yard Candle, inspired by the fun and sometimes messy experiences of being in your 20s in D.C. When we approached the Mission Group about partnering, we were thrilled when they agreed. This partnership opened up valuable connections in the local influencer community and helped us gain traction.
A particularly memorable moment for us was when Washington Magazine featured our candles as one of the top gifts to buy in the district. We woke up to a flood of notifications and orders, completely unaware that we were going to be highlighted. It was both thrilling and astonishing. Now, we proudly display a framed collection of our press clippings to remind us of this incredible journey.
Starting District Heroines has been about more than just creating candles; it’s about building community and connection through our shared experiences in Washington, D.C.
There is so much advice out there about all the different skills and qualities folks need to develop in order to succeed in today’s highly competitive environment and often it can feel overwhelming. So, if we had to break it down to just the three that matter most, which three skills or qualities would you focus on?
Looking back on our entrepreneurial journey with District Heroines, there are three key qualities that have been instrumental to our success. First, resilience and perseverance were essential, as we faced countless challenges in the early days—from supply chain issues to product-testing failures—but our ability to push through setbacks kept us moving forward. Second, being self-taught and resourceful played a huge role. Without the resources to hire experts, we leaned heavily on online tutorials and free resources, learning everything from candle-making to business strategy. Lastly, building a strong sense of community and networking was a game-changer. Through collaborations with local businesses and engaging with our customers directly, we grew a loyal following and expanded our reach. Our advice to aspiring entrepreneurs is simple: embrace failure as a learning experience, take advantage of free resources to build your knowledge, and never underestimate the power of community. Building connections—whether online or in person—can make all the difference in growing a successful brand.
What is the number one obstacle or challenge you are currently facing and what are you doing to try to resolve or overcome this challenge?
Right now, the biggest challenge we’re facing is trying to scale while balancing full-time jobs—and it’s not easy. We’re still running District Heroines out of a 2-bedroom apartment, and that’s led to constant growing pains. We’re struggling with inventory shortages because we don’t have the space to store enough stock, and we’re constantly dealing with shipping delays from our suppliers. Every time we think we have things under control, a new issue pops up, whether it’s a production hiccup or something as simple as running out of supplies because we didn’t anticipate demand.
On top of all that, we’re doing everything for District Heroines outside of regular business hours since we both maintain full-time jobs. This means our typical “work day” for District Heroines is often from 7 PM to 2 AM. It’s exhausting, and it’s hard to find time to focus on the big picture when we’re in the weeds every day just trying to keep up with orders and customer needs. There’s no “off” switch, and it feels like we’re always catching up, especially when we don’t have the luxury of devoting all our energy to the business.
We’re so passionate about our candles and the community we’re building, but it’s a struggle to keep up with everything that comes with running a growing business. We’re constantly having to prioritize and make tough decisions. We know we need to streamline our operations, find ways to deal with the logistics, and start thinking about expansion, but it’s hard when we’re stretched so thin.
The whole situation is definitely a rollercoaster—one moment, we’re celebrating a big order or feature, and the next, we’re buried under inventory management issues or dealing with the stress of shipping delays. It’s a lot to juggle, and it’s definitely testing us, but we’re pushing through. We believe in the brand, and the impact we want to have, and that’s what keeps us going.
Contact Info:
- Website: https://www.districtheroines.com
- Instagram: district_heroines
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