Using Impact as a Business Model with Chief Candle Lady and Food Giver, Sarah Spitsen
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Photo Credit: Kenzie McAndrew
Feya Candles was founded in 2014 by Sarah Spitsen at her kitchen table the day following her first candle store’s closure. Lucky enough to be raised by strong women, she did not give up her dreams and decided to establish and name Feya after two of those amazing influences. Sarah was determined to create a company that lives like they lived: giving back to others and making the world a better place. Feya Candles’ compassion for human life and their love for others goes into every product they make and gives back to people that need it most.
Can you tell our readers about your background?
I began my first candle company as a hobby while at the University of Nebraska - Lincoln. One year out of college I knew I had to choose between the career I started and candles. Three months later I completed the build-out on a brand new space and called the store Hallow Candle Co in the heart of Lincoln, Nebraska. One year into Hallow, I ended up divorced, penniless, and had nowhere to live. Not ready to give up, I finished out the lease on my brand new space and closed my shop on December 31st, 2013. The very next day, on January 1st, 2014, I chose to open Feya Candle Co from a kitchen table. Inspired by my Granny Faye & Aunt Pamela who had helped raise me, and passed too young, Feya will always give back with food and aid to those who need it most. Feya has grown over the last few years to hundreds of thousands of meals and soap bars given worldwide, and will soon dig a well system for a medical center in Northern Uganda. I am now married to an amazing man, we have two beautiful children and are living happily ever after in Lincoln, Nebraska.
What inspired you to start your business?
Feya began out of both hardships and the love for others. I was at a low point, divorced, a failed company, and near financial ruin. I grasped onto the inspiration and teachings of my deceased Granny (Faye) and Aunt (Pamela), the day after closing my first business, I transitioned it into a candle company that would dedicate itself to standing for something. Faye & Pamela helped raise me with the understanding that providing a meal for someone was one of the purest ways to show someone you care. With their memory and inspiration, I started Feya, a company that would make amazing products and chooses to always live as they lived - by giving to others. Today Feya has home and fragrance products that are high-end, ethically made, and always giving back. From meals to soap bars, to clean water initiatives and plans to bring education to communities that are underserved, Feya has a plan of lifting individuals out of extreme poverty worldwide.
Where is your business based?
Lincoln, Nebraska.
How did you start your business? What were the first steps you took?
My first company started with a lot of research. I studied psychology in college and was working as a Kindergarten teacher when I had the idea for my first store. I took to online resources, learned how to write my business plan, balance my company books and market to customers. It wasn’t the most effective education, but it was trial by fire and I learned a lot very quickly. From the time my first store opened, I joined a networking group, Business Network International (BNI), and always surrounded myself with entrepreneurs and business reps that knew more than I did. They, along with the countless podcasts, entrepreneurial biographies and other networking events, taught me more than any traditional education could have.
What has been the most effective way of raising awareness for your business?
Finding cheerleaders! Our best return customers are those who believe in the impact we’re making and making a connection with those customers has been integral to those customers spreading the word for us. At one point in the company, when we weren’t doing so hot, I sold all my belongings, and lived out of my car to tour the country introducing stores to Feya. It was a crazy idea and unbelievably hard - but it saved the company and spread the word in a way I couldn’t accomplish with the limited following we had online.
What have been your biggest challenges and how did you overcome them?
I started the company at my own personal rock bottom. I was mentally exhausted, had nothing in the bank (other than debt) and always felt like I didn’t know what I was doing. My solution was naming the company Feya for the women in my life who inspired me. I didn’t expect it at the time, but it slowly healed me. Every time I explained the name, I began telling a story of generations of women who faced hardships, picked themselves up, solved the problem and lived with beauty and grace. After each retelling, that story slowly became my own, and as I came out of my dark place, spreading the light to others was all I wanted to do, and I did it with candles. No matter how tough the challenge was, I could do it, because I had rewritten my story.
How do you stay focused?
Self awareness is extremely important in any entrepreneurial journey. I’ve spent a lot of time understanding myself, my strengths, and what I need support with. Surrounding myself with people who have different strengths than I do helps me focus on what I’m skilled at. Taking breaks also helps. I know when my mind is telling me to take a break that I should listen, because when I come back, I’m always more focused.
How do you differentiate your business from the competition?
We believe in community over competition. Candles is one of the oldest industries. We work with a very oversaturated product, but that’s ok because we know what we’re about! We have a short list of rules within Feya, use only the good ingredients, create packaging that reflects who we are, and always make a positive impact with everything we do. When we are focused on doing what we do well, we always find customers that are the right fit for us.
What has been your most effective marketing strategy to grow your business?
As long as I can answer: will this idea further our company mission? It tends to work out. Find your core, use it as a guide, and always keep yourself aligned with it.
What's your best piece of advice for aspiring and new entrepreneurs?
When you feel you’re getting burned out or just plain frustrated, take some time to find YOUR purpose. It’s different for everyone, but if you can include your purpose in your everyday life, you’ll keep the excitement going when things get tough. It’ll also feel that much better when things go better than expected.
What's your favorite app, blog, and book? Why?
Talk Triggers by Daniel Lemon and Jay Baer. It is a beautifully written and straight forward explanation of marketing for people, like myself, who aren’t experts at marketing.
What's your favorite business tool or resource? Why?
People are my favorite business resource! I believe being successful in business means surrounding yourself with people who are smarter than you. I am very aware of the aspects of business that I don’t excel at. When I surround myself with individuals who can teach me, fix things, or totally own projects I shouldn't be doing, we operate so much better.
Who is your business role model? Why?
Sarah Blakely from Spanx is my business role model. Her tenacity and belief in herself is empowering for so many. When I’m nervous or working on a big opportunity, I try and channel my inner Sarah Blakely for a little extra umph!
How do you balance work and life?
To me, work and life are the same. They both impact me considerably, so I choose not to always separate them. Not making them concretely separate allows me to understand when I’m truly needed in both work and life aspects. I will never miss an important event in my husband or children’s lives for work, and when my hours need to flex up for work, my family supports me by being flexible too.
What’s your favorite way to decompress?
We have Wednesday Yoga at our office, open to anyone who wants to join. I’m always in attendance.
What do you have planned for the next six months?
Lots of growth. Our company scaled 1600% over the last year and we’re looking at a large growth trajectory already this year in 2021. We are hiring a lot of staff and onboarding them alongside our growth, so we’ve taken on quite the task.
How can our readers connect with you?
You can follow our channels @feyacandles on most social platforms or you can reach out to me at hello@feyacandle.com.
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