Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Cassity Brown, founder of St. Brown & Co., located in Santa Ana, CA, USA.

What's your business, and who are your customers?

St. Brown & Co. is a luxury candle company featuring non-toxic ingredients and crackling wooden wicks. Our customers are people that enjoy the sensory ambiance and love giving gifts!

Tell us about yourself

The idea for candles quite literally just popped into my head on October 24, 2020. I thought to myself, "candles are pleasant!" From there, I spent hours online figuring out how to make candles, how to start a business, where to get supplies, etc., until I officially launched on December 31, 2020. St. Brown & Co. is a lifestyle business, not only for the end consumer but for myself too. I enjoy creating my products, and I enjoy meeting my customers and selling candles. Creating a way to make a living while also enjoying life motivates me.

What's your biggest accomplishment as a business owner?

St. Brown & Co. has received attention from quite prominent institutions, like Vogue, Vanity Fair, and, most recently, BMW. These are major accomplishments as a business owner that absolutely validate my brand, but on the day-to-day, my most proud accomplishments are when I see my customers loving their candles. My favorite thing is to see a St. Brown & Co. candle in the background of an Instagram Story, not the star of the show, but an integral part of someone's home.

What's one of the hardest things that comes with being a business owner?

Dealing with controversy is the hardest thing about being a business owner. It's been a journey learning which battles to fight and which to be diplomatic about. However, in the end, I always come out on the other side with more knowledge and thicker skin.

What are the top tips you'd give to anyone looking to start, run and grow a business today?

  1. Google it, Youtube it, use the free resources at your fingertips, and you will find your answer.
  2. Figure out how you want your business to look and be okay with that. It's not up to anyone else to decide how big or flashy your business needs to be. Maybe it pays the bills, and that's good enough!
  3. Be considerate of your finances from the beginning & respect your risk tolerance.

Where can people find you and your business?


If you like what you've read here and have your own story as a solo or small business entrepreneur that you'd like to share, then please answer these interview questions. We'd love to feature your journey on these pages.

Turn your craft into recurring revenue with Subkit. Start your subscription offering in minutes and supercharge it with growth levers. Get early access here.