Rising Stars: Meet Myoshi Maul

Today we’d like to introduce you to Myoshi Maul. She and her team share their story with us below:

Pure Roots Candle Co was founded by Myoshi Maul, in friendship with a purpose. While we grew to understand our true purpose; a discussion about our lifelong battle with eating disorders and the lack of financial resources for women like us, caused us to identify a way to support healing for ourselves and others through entrepreneurship.

Myoshi Maul founded Pure Roots Candle Co in 2021 with a desire to pay for eating disorder treatment for co-founder Janna Johnson. As we learned our craft, we found healing. Through the creative process, we began to uncover layers of generational trauma that impact us, our families, and ultimately our communities. Creators pull from personal experience when developing artistic projects. It was no different for us.

As we began to discover our purpose, healing came naturally. The partnership allowed us to hold space for each other on a much larger scale. Our products became a means of personal healing and a way to invite others into this healing journey as well. It was never about the candles, but rather the intent behind the candles, a vessel of hope and healing, community, empowerment, and self-love.

Today we can say with conviction, our goal is to help others find healing, empowerment, and community by offering solutions to help with mental, physical, spiritual, and emotional well-being, one light at a time. We offer natural products adorned with crystals poured with intention. From concept to completion, each product has a purpose and is designed with thoughtful consideration.

As we continue our journey, co-founders Myoshi Maul and Janna Johnson work with like-minded artists who focus on healing and well-being.

Alright, so let’s dig a little deeper into the story – has it been an easy path overall, and if not, what were the challenges you’ve had to overcome?
This company has come with many lessons. It has been a journey of self-discovery but also challenges to overcome.

Finding the product was easy, but the design process, the vessel identification, and the over-indexing on scents were barriers to early success.

The best part of the process was finding ourselves, especially in the face of setbacks. Broken glass, bad pours, using candle dye (they don’t), identifying scents, it was endless. Through trial and error, we discovered there is actually science behind candle making.

The easy part of the business was knowing that we loved candles and crystals but we did not have an audience, we knew nothing about marketing and very little about product sales.

Youtube has a treasure trove of chandlers willing to offer free advice, which we took. Learning and applying the science was easy and made candle-making simpler. Now, the labels….that was a different story.

Designing and fabricating a label that represented us, and our scents were tricky. Janna hadn’t touched graphic design in 20 years. There was a huge trial and error period. Creatively seeing the design was easy, Getting the design onto the candle vessel properly consumed hundreds of hours. There were lots of trashed prototypes, re-imagining, and just getting skilled in new design software was a massive undertaking. Design is ever-changing, as we grow as a company so do our designs and concepts for scent and healing journeys.

The current and most pressing challenge is the need to re-brand. Early on when we selected the name of our company, Pure Roots, we selected the name in homage to the neighborhood where we make our products. We really wanted to ensure that people knew we were authentic so we filed for a trademark for our company name. We learned a few months ago that we lost the trademark bid and that in 2023 we will have to rebrand our product line, our website, and all of our packaging and physical marketing materials. While this is not optimal, it is good that we learned this lesson early in our journey. As we mature, we learn more, and we’ve hired an attorney to assist us with this process.

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
Our soy wax candles are not only people-friendly but also pet friendly. When we started this company, it was important to us to represent ourselves in what we wanted to share with the world.

We believe that we can help others heal their trauma as we are healing our own. Can a candle heal a person? Well, maybe not, but it can provide a reminder of hope and light. Our candles are poured with intention, the crystals that adorn our candles are cleared and charged and you can be sure the name of the candle matters.

While there are many chandlers, we are unique in our approach and our final product. When we find a candle scent that we want to produce, we understand what the purpose is for that candle is. For example, Meditate is poured for your meditation and mindfulness practices. Our candles come with natural crystals or naked, meaning crystal-less. If you ordered a crystal meditation candle, the crystals on the candle are selected that aid in the meditation process. We offer candles for clearing chakras, supporting reiki practices, and many more!

Our clients tell us we have the best and most unique scents that fill the room with warmth, light, and scent. Pure Roots co-founders both have dog packs and our candles are pet friendly. We make our candles by hand and hand-set the natural crystals you find atop them. There is no factory, there is no paraffin, no dye, and no junk. Only natural products for your consumption.

What do you think about happiness?
We are both single moms raising young men. Seeing our boys have a growth mindset, and watching them see what we can do with this company, gives us joy. We wanted to create a business that can offer ethical job opportunities for others. We want to create and hold space for others who are learning to be entrepreneurs like us so that can provide coaching opportunities. While we are still young in our own journey, we can still light the way for others.

We are happy when others do well. Ultimately, our plan is to expand opportunities that build equitable spaces for all communities.

Contact Info:

• Website: www.purerootsascension.com
• Instagram: @pure_roots_ascension
• Facebook: Pure Roots Candle Co

Image Credits
Janna Johnson