Introducing D’Shawn Russell of Southern Elegance Candle Company

From Hobby to Seven-Figure Success: The Story of D’Shawn Russell

D’Shawn Russell is the visionary behind Southern Elegance Candle Company, a brand that has grown from a simple post-divorce hobby into a thriving seven-figure business. What began as a way to pass time and bring joy to friends and family has now become a source of comfort for people around the world. Through resilience, creativity, and a deep connection to her roots, D’Shawn has built a company that celebrates Southern life in every scent.

A Journey of Resilience and Growth

D’Shawn’s journey started with a simple passion for candle-making. Initially, it was just a fun activity she shared with loved ones. However, life had other plans. After going through a divorce and the challenges of the pandemic, she found herself seeking solace in her craft. What began as a personal project soon turned into something much bigger.

“I leaned all the way in,” D’Shawn recalls. “I started selling locally, and before I knew it, it had grown into a real business.” The transition from a hobby to a full-time venture wasn’t easy, but D’Shawn’s determination helped her overcome obstacles along the way.

Overcoming Challenges

One of the biggest hurdles D’Shawn faced was securing funding. As a minority woman-owned business, traditional banks were not always supportive. That’s when she discovered PayPal Working Capital, which became a game-changer for her business. “Being able to tap into PayPal Working Capital and Business Loans with ease was game-changing,” she says.

The financial support allowed her to stock up on supplies during supply chain disruptions without worrying about cash flow. But it wasn’t just about money—D’Shawn also had to manage the logistics of running a business while navigating personal challenges like rebuilding her life after a divorce and surviving the pandemic.

The Power of Storytelling Through Scent

For D’Shawn, each candle tells a story rooted in memory and tradition. She draws inspiration from her upbringing in the South, capturing the essence of moments like Sunday dinners, porch conversations, and family reunions. Scents like peach cobbler, fresh-cut grass, and tobacco leaves drying in a barn are more than just fragrances—they’re emotional connections to a way of life.

“The narrative part is the heart of the brand,” she explains. “We’re not just selling candles; we’re sharing pieces of Southern life, especially the parts that often get overlooked or erased.”

Advice for Black Women Entrepreneurs

D’Shawn knows the struggles that many Black women face in the entrepreneurial space. She encourages others to start where they are with what they have. “Use every resource available, even if it’s small,” she advises. She also emphasizes the importance of asking for help and being open to creative solutions.

Most importantly, she urges entrepreneurs to give themselves permission to rest, pivot, and evolve. “You don’t have to carry the world on your back to prove your worth. You’re already enough.”

Inspiration from the Past

D’Shawn finds inspiration in the strength of the women who came before her, especially her great-grandmother. “She was strong, wise, and full of grace,” D’Shawn says. “The kind of woman who could run a household, raise a family, or a church, and still have dinner on the table with a smile.”

She also admires the quiet power of Southern belles who turn everyday routines into moments of beauty. “Elegance isn’t about being fancy—it’s about showing up with love, pride, and purpose.”

Finding Calm in the Chaos

Running a business can be overwhelming, and D’Shawn admits there are days when everything feels like it’s on fire. However, she has learned to prioritize peace over hustle. “Rest is not a reward; it’s a requirement,” she says. When she does find time to slow down, she enjoys simple pleasures like a quiet cup of coffee, lighting one of her candles, or spending time with loved ones.

Surprises About D’Shawn

Many people are surprised to learn that D’Shawn didn’t set out to be an entrepreneur. She was a school teacher before starting her candle business. “Candle-making started as a simple hobby, something to relax and unwind,” she shares. “I never imagined it would grow into a seven-figure business.”

Another surprise? D’Shawn is actually an introvert. “I love creating moments for others, but I’m happiest behind the scenes with a hoodie on, my hair tied up, and a candle burning while I plan my next quiet comeback.”

The Best Advice She Ever Received

The best advice D’Shawn received was simply: “Don’t quit.” This advice stuck with her because it reminded her that success isn’t always loud or pretty. Sometimes, it’s just choosing to get up and try again when everything in you says to walk away.

Essential Items in Her Life

When asked what she can’t live without, D’Shawn lists three things:

• Coffee: The real MVP of her mornings.
• A good playlist: Music keeps her sane, whether she’s working or cleaning.
• Peace and quiet: After running a business and juggling life, she needs silence like oxygen.

D’Shawn’s story is a testament to the power of resilience, creativity, and staying true to oneself. Through her candles, she continues to share the warmth and beauty of Southern life with the world.