Today we’d like to introduce you to Jordan Yoder.
Hi Jordan, thanks for joining us today. We’d love for you to start by introducing yourself.
What started as a creative outlet quickly grew into something much more meaningful. I’ve always loved creating cozy, intentional spaces, and candle-making began as a way for me to slow down, be present, and pour love into something tangible. I started experimenting at home, learning through trial and error, and sharing my creations with friends and family — never imagining it would turn into a business.
As the response grew, so did my confidence. I realized there was space for a brand rooted in warmth, simplicity, and nostalgia — something that felt personal and inviting rather than mass-produced. What began as a small passion project slowly evolved into The Minimal Wick, built one candle at a time with a lot of heart, patience, and late nights.
Today, I’m incredibly proud of how far it’s come. The Minimal Wick is now an officially registered business, featured in local boutiques and community markets, and supported by a growing group of customers who value intentional, thoughtfully made products. It’s been a journey of learning, trusting myself, and saying yes to opportunities that once felt intimidating — and I’m excited to continue growing while staying rooted in the meaning behind why I started.
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?
Not at all — and honestly, I don’t think any meaningful journey is. One of the biggest challenges has been learning as I go, especially while balancing a full-time career alongside growing a small business. There were moments of doubt, overwhelm, and a lot of trial and error — from sourcing materials and understanding pricing to navigating inventory and the behind-the-scenes logistics no one really talks about.
Another challenge was learning to trust myself. Stepping into something new can be intimidating, and there were times I questioned whether I was “ready” or doing things the right way. I had to work through comparison, fear of failure, and the pressure to move faster than felt natural.
I’m far from perfect and still learning every day — and I’ve come to see that as a strength rather than a weakness. Each challenge has shaped the business into what it is today, teaching me patience, resilience, and the importance of staying grounded in why I started in the first place.
Alright, so let’s switch gears a bit and talk business. What should we know?
At the heart of my work is creating a product that feels intentional, comforting, and personal. I design and hand-pour each piece with a focus on clean aesthetics, thoughtful scent profiles, and the feeling a candle brings into a space — whether that’s calm, nostalgia, celebration, or quiet joy. I specialize in blending familiar, comforting scents with a modern, detail-driven approach to design, creating pieces that feel elevated yet inviting.
My professional life is a balance of structure and creativity. While I work full-time in a fast-paced professional environment, The Minimal Wick allows me to express my creative side and build something deeply personal. Inspired by everyday moments and meaningful memories, I approach each candle as a form of storytelling — from scent development to branding — with intention behind every detail.
What I’m most proud of is the heart behind the brand and the way it has grown organically through community support, local partnerships, and customers who genuinely connect with the story. The Minimal Wick isn’t just about candles; it’s about creating moments. By focusing on quality, connection, and staying grounded in why I started, I allow the brand to grow with intention. That thoughtful approach is what sets my work apart and continues to shape how The Minimal Wick evolves.
We love surprises, fun facts and unexpected stories. Is there something you can share that might surprise us?
Something that often surprises people is how The Minimal Wick actually began. I originally tried my hand at soap-making, but it never fully clicked for me. Shortly after, my sister sent me a candle-making video, and something about it immediately stuck. I began experimenting, learning through trial and error, and kept going even when things didn’t turn out quite right. Over time, that curiosity and persistence shaped what The Minimal Wick has become today. Adding even more meaning to the journey, my late grandmother was also a candle maker, so being able to tap into a craft she once loved has made the process feel especially full-circle and deeply personal.
Pricing:
- Hand-poured candles typically range from $22–$30, depending on size and collection
- Seasonal collections and limited releases may vary
- Custom, gifting, and wholesale offerings available upon request
Contact Info:
- Instagram: https://www.instagram.com/minimalwick?igsh=MXY3dG9kcnR5bHpkNA%3D%3D&utm_source=qr
- Facebook: https://www.facebook.com/share/1BuHEu67M1/?mibextid=wwXIfr
- Other: https://www.tiktok.com/@minimalwick?_r=1&_t=ZT-93fta2tkPYj
