Celebrating International Black Women’s History Month With Shayla Wilson

April is International Black Women’s History Month. We’re highlighting women doing amazing things in business and their communities. One thing we love is Black women in the luxury space.

According to Research and Markets, the luxury candle market was valued at $370.95 million in 2021 and is projected to reach $525.28 million by 2028.

Luxury candles consist of premium fragrances and stylish packaging. Luxury candles are becoming highly popular in self-care routines, aromatherapy, and as a home decor item.

We had the pleasure of interviewing Shayla Wilson, she is a Black woman making a name for herself in the luxury candle industry. We sat down with Shayla to learn more about her back story and her brand, Defined Elegance.

Tell us about yourself. Where’d you grow up? Where do you live now? What was your childhood like?

Shayla: Hello, my name is Shayla Wilson. I grew up in NE Washington, DC, and currently reside in Maryland. My childhood was great. My mom made sure my brother and I wanted for absolutely nothing. We watched her work day and night to make sure she provided for the family. For that, we owe her everything. She is the reason we are strongly determined individuals who will never give up on our dreams. I’m not married but currently in a long-term relationship. No children yet but definitely planning for the near future.

Who do you feel is your target audience?

Shayla: I feel like my target audience is women with families. Women who enjoy luxury.

What was the inspiration behind your brand?

Shayla: I wanted to create affordable luxury candles that everyone could enjoy without having to break the bank in the process. No one should feel like they aren’t deserving or can’t afford the finer things in life due to pricing.

How do you differentiate your business from the competition?

Shayla: I differentiate my business from the competition because a portion of my earnings are donated to my local homeless shelters, and less fortunate children via back-to-school drives, etc.

What has been your most effective marketing strategy to grow your business?

Shayla: I must say attending festivals and pop-ups have been the most effective strategy to grow my business.

What’s your best piece of advice for aspiring and new entrepreneurs?

Shayla: Go for it! Do not hesitate to start that business because you feel like the market is over-saturated. There’s enough room and money for everyone.

What do you have planned for the next six months?

Shayla: I’m planning to expand my brand into bath and body products. I’m also working on securing more retail store locations. I would love to see my candles on the shelves in Target.

Tammy Reese

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