Based just minutes from Washington, D.C., LeneNicole Candle Company is a Black woman-owned small business dedicated to crafting candles that speak to the mind, body, and soul. Founded by Darlene Parks, this Maryland-based company has redefined the luxury candle market with its focus on non-toxic, high-quality products that resonate with emotions and individuality. Driven by a passion for self-expression and the transformative power of scent, Parks created LeneNicole Candle Company as a response to the lack of relatable, distinctive candles in big-box stores. Each collection is designed to illuminate spaces while evoking memories, celebrating life’s moments, and inspiring self-care. With a guiding mantra of “candles that express your mind + mood,” the company invites customers to discover the art of self-expression through the glow of handcrafted candles.
What was the inspiration behind your brand?
The inspiration behind LeneNicole Candle Co. stems from a deep passion for creativity, self-expression, and the transformative power of scent. Founded in a kitchen with no capital, the journey began as a testament to resilience and a desire to create something meaningful. LeneNicole was built to evoke emotions, celebrate life’s moments, and bring comfort and joy to homes. It is inspired by the belief that candles are more than just products — they are vessels for memories, self-care, and connection. Every detail, from the fragrance blends to the storytelling behind each candle, reflects a commitment to quality, authenticity, and a genuine love for the craft.
Do you believe in work-life balance? If so, how do you maintain it?
Maintaining work-life balance as a mom, wife, and entrepreneur requires intentional planning, clear boundaries, and self-care. It starts with setting designated work hours and sticking to them, allowing time to fully transition into family life without distractions. Delegating tasks and asking for help — whether from your spouse, extended family, or hired support — ensures that the weight of responsibilities is shared. Prioritizing quality time, such as family dinners or weekend activities, fosters connection and helps maintain focus on what matters most. Involving your family in your business journey, such as seeking their feedback or having them attend events, creates a sense of inclusion and understanding. Equally important is carving out moments for yourself, whether through a quiet morning routine, a solo outing, or simply enjoying the comfort of a candle-lit space to recharge. Planning and communication are key; using shared calendars or regular check-ins keeps everyone aligned. Above all, embracing flexibility and giving yourself grace on imperfect days ensures that balance is achieved over time, not in isolated moments.
What’s your best piece of advice for aspiring and new entrepreneurs?
My best piece of advice for aspiring entrepreneurs is to start where you are with what you have and trust the process. Success doesn’t come from waiting for the perfect moment or having all the resources upfront — it comes from taking that first step and being willing to learn along the way. Understand that challenges and setbacks are part of the journey, but they’re also opportunities for growth and resilience. Stay focused on your “why,” the deeper reason behind your business, because that will keep you motivated when things get tough.
Build a strong foundation by staying true to your values, delivering quality, and connecting authentically with your audience. Finally, don’t be afraid to ask for help, seek mentorship, or pivot when necessary. Every step forward, no matter how small, is progress toward your vision.
Connect via Instagram: @lenenicolecandlecompany
