Inspiring Conversations with Adi Reuveny, Elle Smith, Meg Welch of Persephone Candleworks

Today we’d like to introduce you to Adi Reuveny, Elle Smith, Meg Welch

Hi Adi Reuveny, Elle Smith, Meg Welch, please kick things off for us with an introduction to yourself and your story.
Persephone Candleworks was born out of a desire to take a step away from the droning toil of office life and create something to be truly proud of. Wanting more control over our career paths and the opportunity to truly express our creativity and utilize our strengths, we decided to take a leap and start our own business where we could design unique products we believe in. We were also concerned by the types of chemicals found in many mass-produced candles and wanted to provide an affordable artisan alternative that was safe for people, their pets, and the environment. Owning our company allows us to craft scents and labels that tell meaningful stories while avoiding toxic ingredients. It’s been very fulfilling to work for ourselves and bring unique handcrafted candles to the market that promote the well-being of earth creatures.

The most important factor behind our success has been our intentionality in all aspects of the Persephone Candleworks brand. We are intentional about thoughtfully crafting each product down to the smallest detail – from using only natural, high-quality ingredients to designing vintage-inspired labels that tell a story. Our intention is to create candles that are both beautifully designed home accents as well as clean-burning wellness instruments. We approach every customer interaction and business decision with care, prioritizing transparency and forging real connections. It is this commitment to intentionality, from the functional to the aesthetic, that keeps our customers loyal and makes our brand recognizable. People appreciate that we’ve put our heart into nurturing not just a brand, but a community with shared values of well-being, craftsmanship, and care for this earth and its beings.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
Owning a small business is far from easy, but it is incredibly rewarding. We’re lucky in that the three of us have very complementary skill sets—where one of us struggles, another can step in. That teamwork, along with the incredible support of our small business community, has made the journey feel less daunting.

One of the biggest challenges has been figuring out the best way to focus our time and energy. We’ve found that creating clear goals and working backward to achieve them has helped us stay on track. Having a direction makes it easier to prioritize what truly moves the business forward.

Markets, while an amazing way to connect with customers, come with their own set of struggles. We’ve had everything from painfully slow sales days to the very real challenge of selling candles in the heat (turns out, soy wax doesn’t love the sun as much as we do). But we treat every experience as a learning opportunity—you can’t grow unless you try. Even if we only make one sale, that’s one new person who gets to experience our product. And yes, we finally bought a fan. Best investment ever.

Great, so let’s talk business. Can you tell our readers more about what you do and what you think sets you apart from others?
Persephone Candleworks is more than just a candle company—it’s a full sensory experience. Every aspect of our candles, from the scent blends to the design, is created with deep intentionality. We craft clean-burning, non-toxic candles that not only fill a space with unique and thoughtfully layered fragrances but also bring a touch of old-world charm through our antique storybook-inspired labels. Our candles are meant to be felt, heard, and experienced—housed in matte black jars with crackling wooden wicks that add an extra layer of ambiance.

What sets us apart is the storytelling woven into everything we create. Each scent tells its own tale, reflected in the carefully written descriptions on the back of every candle. One of our favorites, Good Day All Day, is a bright and earthy blend of citrus, pine, patchouli, and lavender—designed to evoke a sense of “crunchy jubilance” because we all deserve a good day, all day.

More than anything, we want Persephone Candleworks to be a brand that brings joy, fosters community, and leaves a lasting impact. Whether through the connections we form with our customers, the partnerships we build with other small businesses, or simply the happiness sparked by lighting one of our candles, we want our legacy to be one of creativity, care, and positivity.

And, of course, we’re always looking ahead—our upcoming spring collection is shaping up to be one of our best yet, featuring a little bit of everything: earthy, fruity, masculine, floral—you name it. We can’t wait to share it with you.

Alright so before we go can you talk to us a bit about how people can work with you, collaborate with you or support you?
There are so many ways to support and collaborate with Persephone Candleworks, and we love connecting with like-minded individuals and businesses!

✨ Wholesale & Stockists – We’re always looking for new shops to carry our candles. If you own a boutique, gift shop, or other retail space and want to stock unique, clean-burning candles with a story to tell, we’d love to chat! Our wholesale line sheet is available, and we’re happy to help curate a selection that fits your shop.

✨ Markets & Events – We love participating in markets and pop-ups, and we’re always open to collaborating with event organizers, fellow makers, or businesses looking to create a memorable shopping experience. If you’re hosting an event and think our candles would be a great fit, reach out!

✨ Social Media & Word of Mouth – One of the simplest (and most appreciated!) ways to support us is by engaging with us on Instagram. A like, comment, share, or story tag goes a long way in helping small businesses like ours grow. And of course, telling a friend about our candles is our ultimate love language!

✨ Custom & Corporate Gifting – While we primarily focus on our signature collections, we occasionally take on custom projects for businesses or events. If you’re looking for unique, high-quality candles for client gifts, special occasions, or brand collaborations, let’s talk!

✨ Simply Light a Candle – At the end of the day, every single purchase means the world to us. Whether you’re discovering our brand for the first time or you’re a longtime customer, lighting one of our candles and letting it become part of your daily ritual is the greatest support we could ask for.

We’re always open to new ideas and partnerships, so if you have something in mind, don’t hesitate to reach out!

Contact Info:

• Website: https://www.persephonecandleworks.com/
• Instagram: https://www.instagram.com/persephonecandleworks/