Winding Wick Candles Creator Tiana Coats on Taking the Leap of Faith

Back story: Originally founded in 2015, Winding Wick Candles is the brainchild of Dallas native Tiana Coats. After sitting in her cubicle at her desk job, Tiana dreamed of starting her own business, and to move away from the ho-hum life of a 9-5. After identifying her creative interests, Tiana came up with the idea to start a candle business and a few weeks later quit her job to pursue Winding Wick Candles full time.

After taking a hiatus to focus on raising her son alongside her husband, the business fired back up again in October of 2018, and she began to build back her brand. After experimenting with different formulations and packaging, Tiana came up with her now iconic latte design, setting her products apart from typical candles. This innovation resulted in a massive surge in orders, and setting Tiana on the path she’s on today expanding her products and brand.

Since then, Tiana launched her successful Youtube channel, garnering over 21K+ subscribers, strengthened her presence and relationship with Etsy, and has been featured in the national press for her products. Tiana is excited to keep pushing the boundaries of candle making and branding and looks forward to sharing her passion for creativity and business with others.

From the outside looking in, who is the businesswoman Tiana Coats?

I am someone that has found my passion, and I am thrilled that I am able to share that with others. Having my own business never crossed my mind growing up. Making candles has changed my life, and I am dedicated to making unique creations that others can find joy in.

Was there a defining moment that brought you into the business world as an entrepreneur?

I remember landing what I thought was the perfect office job. It was 9-5 and I had my own cubicle. I quickly realized I was not happy with my career. I was very creative as a child, and I felt that part of me was fading away. I started to daydream at my desk about all sorts of business ideas. I didn’t have any friends at work, and there were some days where I wasn’t even spoken to for the whole 8 hours. I was surrounded by people but it felt lonely.

I remember watching a YouTube video one day talking about how you could make money selling used books on Amazon. I got an Amazon seller account and sent in all the books on my bookshelf to the Amazon warehouse. I was surprised when some of my books sold. This was when I knew that making money online was possible.

What was it about candles that caught your attention as a business opportunity?

I would go out and buy candles every week, but I never saw a unique candle in the stores. They all looked very similar. I came across dessert candles online, and it seemed like a dying art. I didn’t see many people making these candles. There were not many tutorials out there for this candle style so it took a lot of trial and error, but I knew it would be an interesting product to sell.

How have you adjusted your business model to accommodate online sales and the pandemic?

I actually ended up hiring my first employee during this time. I really thought business was going to tank in 2020, but the opposite happened. Because of our success in 2020, I am planning to work on new projects to expand the business.

Which social media platform gives you the biggest edge for your business?

I think YouTube has been great for my business. People can see the behind the scenes of my business and it builds trust with the viewers. I have enjoyed connecting with the audience on YouTube. I also discovered that I really enjoy editing videos. Not only do I get to connect with new people every day, but YouTube serves as another creative outlet for me.

What was the biggest surprise to you about financing this particular business?

Making candles doesn’t take a huge investment up front, but you will soon realize that the testing phase can be costly. Finding the perfect wick for a candle can be a long process.

We could probably talk all day about the challenges you’ve turned into opportunities but is there one particular hurdle that stands out to you?

Last year, I launched my online course called Candle Biz Academy. I saw a gap in the market. There were so many people interested in a program that taught them how to make and sell candles, and this type of program did not exist. I have never taught a class in my life, but I decided to create the program. It was a huge learning curve. I was the only one who filmed, edited, and worked on the back end of the course all while running my candle business. Even though there was a lot of upfront work I am glad I took the leap. The course has been successful, and I plan on expanding the teaching side of my business.

What’s the most satisfying for you about what you do?

I love being able to create my own path. I find it extremely rewarding to be my own boss. It has enabled me to spend more time with my family.

What’s you best selling candle?

My bestseller is Strawberry Shortcake. I think it is the most attractive looking candle and catches a lot of attention. The strawberry details looks so realistic, and I frequently get asked if they are real strawberries in the candle. Everything is made of wax!

Any special guidance for those looking to start a business in this day of social media and online commerce?

I think it is easier than ever to start your own business. The start up costs are very low. Also, there is a plethora of free information out there. Starting a business is a marathon. Don’t expect overnight results. You will probably fail a lot in the beginning, but I see that as an opportunity to learn and improve your brand and business. Be consistent!

Where can we find you online?

https://www.instagram.com/windingwickcandles/

https://www.youtube.com/c/tianacoats

https://windingwickcandles.com

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About the Author

Dr. Jerry Doby Editor-in-Chief of The Hype Magazine, Media and SEO Consultant, Journalist, Ph.D. and retired combat vet. 2023 recipient of The President's Lifetime Achievement Award. Partner at THM Media Group. Member of the U.S. Department of Arts and Culture, the United States Press Agency and ForbesBLK.