We were lucky to catch up with Jacie Boyd recently and have shared our conversation below.
Jacie, 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?
My resilience as the Owner of Westward Wick is forged in the unique transitions of my life. Moving across the country, succeeding in the demanding corporate real estate world, and then pivoting to the challenges of being a stay-at-home mom of two, taught me that adaptability is essential. Starting this company required the same grit and determination I honed in my previous chapters. Every late night spent pouring wax and every market challenge I face today is met with the same tenacious spirit—a spirit that is deeply rooted in my commitment to building a safe, beautiful brand for my family and for others.
Let’s take a small detour – maybe you can share a bit about yourself before we dive back into some of the other questions we had for you?
What we do at Westward Wick is simple: we create clean, high-quality home fragrance that you don’t have to worry about. We believe the most important and special thing about our brand is our commitment to non-toxic ingredients. We never use phthalates, carcinogens, or harsh chemicals. Every candle is poured with natural soy wax and every car freshener is made with safe, premium ingredients, ensuring you only breathe in beautiful, safe scents. Looking ahead, we’re thrilled to announce we’re focusing on expanding our reach! You can currently shop our full collection, including our popular new Car Fresheners and Wax Melts, exclusively on our website at westwardwick.com. We’re working hard to bring you more unique, clean scents and expand our presence on other platforms soon.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
1. Adaptability & Resourcefulness
Impact: Navigating a career change, a cross-country move (Michigan to Phoenix), and the transition from corporate structure to solo candle-making requires immense flexibility. This skill allowed you to quickly pivot my product line (e.g., adding car fresheners) and adjust to new sales channels (Amazon, farmers markets).
Advice for Beginners: Embrace the ‘messy middle’. Don’t wait for perfection. Instead of stressing over an elaborate website, launch with a simple solution (like direct email orders or a basic Amazon listing). Learn to Google everything and fix things yourself before paying someone else. Your budget forces you to be resourceful, which is a powerful asset.
2. Corporate Discipline & Execution
Impact: My real estate background instilled the ability to treat my candle business like a serious enterprise, not just a hobby. This covers effective time management, attention to detail (crucial for clean ingredient sourcing and labeling compliance), and the discipline to show up even when sales are slow.
Advice for Beginners: Take your business seriously from DAY ONE. Create a weekly business hour block on your calendar (even if it’s 9 PM after the kids are asleep) and treat it like a non-negotiable client meeting. Use simple tools to track your inventory and expenses—you don’t need fancy software, a basic spreadsheet is enough to keep you organized and compliant. Just stay on top of it!
3. Mission-Driven Clarity
Impact:My mission—creating a safe, non-toxic environment for my children—is my guiding star. This clarity makes every decision, from sourcing wax to marketing, easy. It resonates deeply with customers who share my value for clean living.
Advice for Beginners: Figure out your ‘why’ beyond just selling. If you get stuck or overwhelmed, always return to your original purpose. For me, it’s my children. For you, it might be something else, but let that purpose inform your brand’s story and product choices. It’s the most powerful marketing tool you have.
How would you describe your ideal client?
My ideal client is the “Conscious Comfort Seeker”—a discerning consumer who prioritizes health, quality, and atmosphere.
Core Characteristics:
1. Health-Focused & Ingredient Conscious: They are likely parents, new homeowners, or pet owners who are actively researching ingredients and striving for a non-toxic home and car environment. They understand why soy wax and being phthalate-free matters. They read the labels and appreciate my story about protecting my children.
2. Appreciates Sophisticated Scents: They are looking for elevated, balanced fragrances (like Cashmere Pumpkin or Sea Salt & Orchid) rather than overly sweet, artificial, or heavy synthetic scents. They view home fragrance as an essential piece of decor and ambiance. They want their home to smell welcoming and luxurious, but clean.
3. Values Supporting Small & Female-Owned Business: They actively seek out and support small businesses, recognizing the quality and personal attention that comes from a stay-at-home mom entrepreneur.
4. The Convenience-Oriented Professional: Despite being conscious about ingredients, they need convenient shopping options. They appreciate the ability to find me quickly and reliably on my website and platforms like Amazon Prime, which fits into their busy schedules.
Key Takeaway:
My ideal client typically values ethics as much as aesthetics. They are looking for products that make their home both beautiful and safe, and they see my candles and other products as an investment in their family’s well-being.
No matter who they are, we appreciate their support and promise to continue to provide great products for them, their family, and friends!
Contact Info:
- Website: www.westwardwick.com
- Instagram: https://www.instagram.com/westwardwick/
- Facebook: https://www.facebook.com/profile.php?id=61566716625598
- Youtube: https://www.youtube.com/@WestwardWickLLC
