The Key to Creating A Truly Irresistible Product with Carmen Starks

Aug 22, 2023

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Carmen is the perfect example of why we should always be careful what we wish for because you never know when the Universe is listening. In a passing moment of frustration at the dwindling lifespan of her go-to candles, she uttered the words “I bet I could make it better” under her breath. Recognizing her limitless potential, her husband gifted her candle supplies that Christmas with a note that read in part “Let me see you do it”. The rest was history.

In today’s episode, Carlyn sits down with inspiring Carmen Starks, Founder and Creative Director of Starks Candle Co., a premium candle company designed to create a lasting impression in commercial and residential spaces. Carmen shares with us why quality and sustainability are woven into the foundation of her company, how her business has become a team effort in her household, why other product-based businesses would greatly benefit from a subscription model, her secret to balancing out revenue levels from quarter to quarter, and so much more!

“Remember that anything that's for you won't miss you. Because sometimes we get so caught up in like making it to the top that you're not even enjoying the process.” - Carmen Starks

This week on Startups in Stilettos:

Meet Carmen (0:52)
How Carmen’s business idea found her (3:11)
The importance of a quality product that’s free of toxic chemicals (5:21)
Carmen expresses her love for the heirs to her candle business throne (8:47)
What Carmen didn't know before going into business (10:38)
Carmen's biggest win to date (13:03)
Why Carmen believes in collaboration and using a subscription model (15:08)
Why it's helpful to offer personalization of products (19:56)
What makes Starks Candle Co. unique amongst competitors (23:53)

Favorite quotes from the episode:

“I think the biggest win for me is encouraging other females to become founders and start a business and just being in this space and actually making a product of good quality” - Carmen Starks
“Even if you're not a product-based business, if you could offer your services as a subscription. I think that it would be a good help for you as far as keeping your revenue level. I feel like July August and June is just really hard. So just planning to have that subscription in place could be really helpful for your business and keeping you going through those hard times.” - Carmen Starks

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