We caught up with the brilliant and insightful Jen Munson a few weeks ago and have shared our conversation below.
Jen, we’re thrilled to have you on our platform and we think there is so much folks can learn from you and your story. Something that matters deeply to us is living a life and leading a career filled with purpose and so let’s start by chatting about how you found your purpose.
In November of 2021, I faced one of the most challenging experiences of my life when I was hospitalized with COVID-19, battling pneumonia, ARDS, and respiratory failure. I was placed on a ventilator to help me breathe and woke up while still connected to the machine. It was a frightening moment, but it also became a turning point in my life. I was introduced to essential oils, and I was immediately struck by their healing power—not just physically, but emotionally as well. The soothing, grounding effect that fragrance had on me during such a difficult time made me realize the profound impact scent can have on our well-being.
However, I also realized that essential oils and aromatherapy can be expensive and often feel out of reach for many people. I wanted to find a way to make the power of fragrance more accessible to everyone. That’s when I had the idea to turn my passion into a business that would bring the benefits of fragrance into people’s everyday lives.
I started a candle business that wasn’t just about buying a candle—it was about creating an experience. In addition to purchasing candles, I wanted to offer people the opportunity to come in and make their own. The process of crafting something with your hands, selecting scents that resonate with you, and then taking home a personalized creation adds a whole new layer to the healing power of fragrance. It’s about offering people an accessible way to connect with scent in a way that’s not only affordable but also personal and meaningful.
My purpose evolved out of that desire to share the joy and therapeutic benefits of fragrance with others, making it an experience that anyone can enjoy, whether it’s through a candle they purchase or one they create themselves. I believe that everyone deserves a little piece of comfort, and sometimes, something as simple as a candle can make all the difference.
Thanks, so before we move on maybe you can share a bit more about yourself?
I’m the owner and creator behind Tin Roof Candle Co., a small business focused on bringing the therapeutic power of fragrance to everyday life. I handcraft 100% soy candles, wax melts, room sprays, and perfume rollers—all made with love and a commitment to high-quality, sustainable ingredients. I believe in offering products that are not only good for the environment but also good for the soul. My candles are crafted to create a warm, inviting atmosphere while promoting relaxation and well-being.
One of the things I truly love about my business is the opportunity to share the craft of candle making with others. I host candle-making workshops where people can come in, choose their favorite scents, and make their own custom candles. It’s a fun, creative experience that allows people to engage with fragrance on a deeper level. For me, it’s about more than just selling products—it’s about creating an experience that people can connect with, whether they’re learning something new or simply enjoying the process of creating something special for themselves.
What started as a way to make fragrance accessible has grown into a business that also fosters community, creativity, and mindfulness. I’m passionate about empowering others to explore the art of candle making, and I find joy in seeing people light up (literally and figuratively) when they create their own unique products.
If you had to pick three qualities that are most important to develop, which three would you say matter most?
Looking back, I think there were three key qualities and skills that really shaped my journey:
Resilience:
My experience with illness, being hospitalized, and recovering from such a serious condition taught me the importance of resilience. There were moments when starting a business felt overwhelming, but my determination to follow through on my vision and share the healing power of fragrance kept me going. Resilience is about pushing through the tough times and learning to embrace challenges as opportunities for growth.
Advice: Don’t be afraid of setbacks or challenges—they’re part of the process. When you hit a wall, take a step back, regroup, and keep going. Resilience is developed by staying committed, even when things aren’t going smoothly.
Creativity & Craftsmanship:
The ability to craft high-quality, unique products has been central to my business. From the beginning, I was passionate about creating candles that weren’t just beautiful, but also made with care, using natural, sustainable ingredients like 100% soy wax. Creativity also plays a huge role in how I design new scents, products, and experiences for my customers. In this business, staying creative has helped me set myself apart and continue to innovate.
Advice: If you’re starting a business, make sure to invest time in developing your craft. Whether it’s learning new techniques, experimenting with different designs, or finding your unique style, creativity is a powerful tool that will help you stand out. Don’t be afraid to explore new ideas and keep refining your skills.
Community Building & Relationship-Building:
My passion for candle making really took off when I realized how much people love the experience of creating something with their own hands. Building a community of customers who not only buy my products but also engage with the process has been key. I’ve learned that people appreciate being part of something—whether it’s a workshop, a local event, or even just a conversation about fragrance. Relationships and trust are at the core of every successful business.
Advice: In today’s world, people want to feel connected to the businesses they support. Take the time to build relationships with your customers, whether it’s through social media, in-person events, or personal interactions. People love to feel heard, seen, and valued. By nurturing these connections, you create a loyal customer base that’s also a support system as you grow your business.
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?
As a solopreneur, one of the biggest challenges I face is the feeling of throwing things at the wall to see what sticks. There are so many decisions to make, from product offerings to marketing strategies to customer engagement, and sometimes it can feel overwhelming trying to figure out what will resonate most with my audience. The uncertainty of whether an idea or product will succeed is something every small business owner contends with, especially when you’re handling everything yourself.
To resolve this, I’ve learned that simplicity and focus are key. Rather than trying to tackle everything at once, I’ve honed in on a few key strategies:
Tracking What Sells and Identifying Trends
One of the first steps I took was to pay closer attention to what products are consistently selling well in my store. I keep a close eye on customer preferences and seasonal trends, as well as what’s currently popular in the broader market. This helps me avoid spreading myself too thin by focusing on what’s actually resonating with my customers.
Focusing on the Store’s Vibe and Customer Experience
I’ve also put more emphasis on refining the overall experience I want to offer in my store. This means curating the environment to feel welcoming, inspiring, and comfortable—so that when customers walk in, they immediately feel excited to explore. It’s important for me that people not only love the products I offer but also enjoy the shopping experience itself. Listening to customers and gathering feedback has been essential in ensuring the store feels like a place they want to return to.
Making Customers Feel Comfortable and Engaged
I believe that creating a positive, personalized experience is one of the best ways to build a loyal customer base. I’ve been focused on providing an inviting atmosphere, where customers feel comfortable asking questions, exploring new products, and even creating their own candles. Offering workshops and creating a hands-on environment has been one way to engage with customers in a deeper way, making them feel both excited and included.
By simplifying my approach, tuning in to trends that work in my store, and listening to the needs of my customers, I’ve been able to create a business that feels more intentional and aligned with what my customers truly want.
Contact Info:
- Website: https://tinroofcandlecompany.com
- Instagram: tin roof candle co. jen munson
- Facebook: tin roof candle co. jen munson
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