Interested in starting your own entrepreneurial journey but unsure what to expect? Then read up on our interview with Tiffany Williams, Founder of Aud & El, located in Westborough, MA, USA.

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

My business is Aud & El. We are a small candle company with a big focus on mental health. My customers are women who are overworked, over-committed and feeling like they need to lean into a slower, softer way of life.

Tell us about yourself

My business began from my own need to live slowly and with care. I have a rare neuro-immune disease that is easily triggered by stress and overwhelm. I decided to change my priorities and slow things down for my body and my mind. I am motivated each day by all the women who have subscribed to my membership and are taking time out each month to focus on mental health and their own self-care.

What's your biggest accomplishment as a business owner?

My biggest accomplishment as a business owner is simply opening! So many great ideas never see the light of day because we are afraid or self-sabotage. Committing and starting was easily my greatest accomplishment. We've only gone up since!

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

For me, it's the business side of things. I'm great with connections, people, and creating an incredible product. It's the planning, bill paying, and technical side of things that I struggle with. We have to remind ourselves that we can't do it all, and we should find help for areas that are a struggle for us!

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

  1. Just start; done is better than perfect. Get your gifts out into the world. You can always adjust the course later.
  2. Believe in yourself and your offer. If you have something that you truly believe in, if you're working from your authentic self, then you'll succeed.
  3. Community and networking. Don't be afraid to reach out to people who are a little beyond where you are. It's inspiring to hear their stories!

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.

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