Interested in starting your own entrepreneurial journey in candle making but unsure what to expect? Then read up on our interview with Aubrey Graf-Daniels, Owner  of Eleven11creations, located in Scarsdale, NY, USA.

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

I create candles and decoupage from locally found clam and oyster shells.

My customers are varied and range from people who like to give them as gifts or keep the artistic pieces for themselves.

Tell us about yourself

I have always had a love of the ocean and collected shells. I was inspired to start creating the candles and decoupage while I was in Charleston and saw an oyster candle.

What's your biggest accomplishment as a business owner?

I love being an entrepreneur. I have a background in art and have had to reinvent myself several times to adapt to the ever-changing economy, and I am proud that I was able to build a business during the pandemic.

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

I would say the hardest thing is uncertainty. You want your business to grow, be successful and contribute to the world, but when things are slow, the uncertainty creeps in, and you begin to question yourself. I always try to turn inward, remember why I started my company, and trust that everything works out.

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

  1. It sounds cheesy, but if you can dream it, you can build it.
  2. Don't take "no" personally. You may hear it a lot; it just means that you haven't found the right "yes," but don't give up.
  3. Don't be afraid to change your mind regarding all aspects of your business.

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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