Business Spotlight with Feven Iyassu

Posted by Beatrice Miangogo on

Another FAB interview with another awesome woman and entrepreneur, we're excited to be sharing with you amazing stuff from the founder of "SOY & JOY" who is none other than Feven Iyassu. I really hope you find this as insightful as I did.
Dive in, have fun, and get inspired!

  • •What is your brand name?
My brand is called Soy & Joy.

  • •How long has your business been in existence?
I initially came up with the concept in 2015 and took time to test making candles such as wicks, fragrances, wax and various glass jars to see which of these components would best together. Making candles is a lot more than just melting wax and putting into a glass – each fragrance reacts different and everything from the temperature you add fragrance to the room temperature can affect the final product.

  • •What was the inspiration behind starting your business?
I was fed up of going into stores and only being able to find cheap paraffin wax candles that no longer had a scent once burnt to the halfway point. I saw very few soy wax candles available and the ones I did see where priced £25+. I found a niche in that I saw very few slogan candles that myself and my friends would buy and decided to make my own.

  • •Why did you decide to do what your business does?
I’ve always loved candles, wax burners, plug ins…basically anything that makes my home smell amazing. Now, when people come over they smell my own candles burning or a scent I’m testing!

  • •Briefly describe your business (what is your niche?).
Our candles are made from 100% soy wax (no nasties). Soy wax burns cleaner and longer. The slogans/quotes vary from positive affirmations to popular culture slogans and each candle has a little joy hidden in the wax – a positive affirmation charm that can be attached to a key ring.

  • •What is the main goal of your business?
My main goal is to make people realize that the black soot you get on candle jars are not right – trim your wick and switch to soy wax which burns cleaner and longer. We’re all so conscious of what we put into our bodies that we sometimes over look the small everyday things in our homes. I want people to enjoy my candles, enjoy the long lasting scent and have positive or sassy affirmations around their home.
  • •Why did you sign up to Ebony Street Market?(write in full)
I think Ebony Street Market is a great platform to highlight the numerous African and Caribbean businesses in the UK. I’m a firm believer in supporting these businesses and it’s only once we start supporting each other that progress can be made within our communities. There are so many businesses that it can be hard to search but having these businesses on one platform makes purchasing and supporting much easier.

  • •What advice would you give other people who want to start a business in your field?
Honestly just go for it and make it happen! I spent over a year going from a feeling of self doubt mixed in with hurdles and then one day I just decided to just do it. Striving for perfection delayed my path – however I came to the realization that things can be tweaked along the way and it’s better to strive for progress than perfection.

  • •Where do you see your business in 5 years?
I see my luxury candles in high-end stores and gift stores –whether under my brand or wholesale white label. I see my quote/slogan candles in boutiques, gift stores and pretty much everywhere. I would love to expand my range to other products…so watch this space. 

  • •How would you describe your business experience so far?
It has been a journey – from the wax I was using being discontinued to late night frustration over fiddly wicks! People see an Instagram feed and fall into a trap of thinking business is easy and all about "meetings” and glossy pictures. People don’t see the late nights and hard work you put into your brand behind the scenes. I wouldn’t change how everything worked out, as that’s the way it was meant to happen but I have learnt valuable lessons along the way, for which I am grateful.
Well lovelies, unfortunately you've reached the end of this awesome interview, but because I love you, I'll be coming your way again with more fabulous interviews with amazing business owners that are thriving in the paths they've chosen.
Click the link below If you'd like to shop some amazing candles from "Soy & Joy", but before then, a preview of some of her products.
Till I come your way again, lots of love from me to you.

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