Today we’d like to introduce you to Rachel Diedrich.
Hi Rachel, so excited to have you with us today. What can you tell us about your story?
Diedrich Candle Company started very simply—with a love for creating a warm, welcoming home and the idea that scent can bring back a memory, change the feeling of a room, or make an ordinary day feel a little more special. What began as something small in our home gradually grew into a family business that my husband, William, and I have built together.
In the beginning, we learned everything as we went. There was a lot of testing, pouring, relabeling, packing orders, setting up at markets, and figuring out what our customers truly connected with. Some of our biggest lessons came from simply talking with the people who stopped at our booth, smelled every candle, and shared the memories a fragrance brought back for them. Those conversations helped shape the heart of our business.
Over time, our candles began finding their way into more homes and local boutiques. In 2026, we took one of our biggest steps yet by completely rebranding the company. We introduced new vessels, labels, scent collections, and a new website that better reflect who we are today. It was exciting, but also a little scary. Our customers were familiar with the way our candles had looked for years, so changing something they already loved required a lot of thought and trust in the direction we wanted to take.
Today, Diedrich Candle Company is rooted in Midwestern comfort and the belief that everyday moments deserve to feel special. Our candles are hand-poured in Norborne, Missouri, and we try to create fragrances that feel familiar—like fresh laundry, coffee around the kitchen table or Christmas time with loved ones.
We are still a small family business, and that is something we never want to lose. Our children see the work that goes into it, our home is often filled with candle supplies and shipping boxes, and many days involve balancing family life with production, markets, wholesale orders, and everything else that comes with owning a business. We have grown considerably from where we started, but the heart behind it is still the same: made by our family, for yours.
We all face challenges, but looking back would you describe it as a relatively smooth road?
It definitely has not always been a smooth road. Like most small-business owners, we have had to learn a lot through trial and error. There have been products that did not work, markets that did not turn out the way we hoped, supply delays, rising material costs, and plenty of moments when we questioned whether we were making the right decisions.
One of our biggest challenges has been growing without losing what made people love our candles in the first place. Our recent rebrand was a major investment for us, both financially and emotionally. We changed our vessels, labels, website, and overall presentation because we believed it was the right next step for reaching more customers and growing beyond local events. At the same time, change can be difficult. Some longtime customers missed our previous jars and pricing, and hearing that feedback was hard because we care deeply about the people who have supported us.
Markets have also taught us that a great product does not automatically mean every event will be successful. You can spend weeks preparing, bring hundreds of candles, and still have a slow weekend because of the weather, the crowd, or simply the type of event. Those experiences can be discouraging, but they have helped us better understand where our brand fits and where we should focus our energy.
Another challenge is balancing the business with family life. Because we are a small family operation, there is no separate department for production, marketing, customer service, packing orders, or planning events—it is all us. Some days are exhausting, and our home does not always look or feel separate from the business.
Even through the difficult seasons, we have kept going because we genuinely love what we create and the relationships we have built through it. The struggles have made us more thoughtful, more adaptable, and more confident about the kind of company we want Diedrich Candle Company to become.
Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I am a registered nurse and the co-owner and candle maker behind Diedrich Candle Company. Although nursing and candle making may seem very different, both require patience, attention to detail, and genuinely caring about the people you serve.
What sets us apart is the personal connection behind each scent. We create warm, familiar fragrances that feel like home, and we care deeply about every candle we send into someone else’s.
If we knew you growing up, how would we have described you?
I was very outgoing and creative growing up. I was raised on a farm in the country, which gave me a strong appreciation for family, hard work, and the simple comforts of home. I have always enjoyed creating things and connecting with people, so it makes sense that those qualities eventually became such an important part of Diedrich Candle Company.
Pricing:
- Hand-poured 9 oz soy candles: $18 each
- Pick any three candles: $50, including a gift box
- Flat-rate nationwide shipping: $7.95
- • Available online and through select local boutiques
Contact Info:
- Website: https://diedrichcandleco.com/
- Instagram: https://www.instagram.com/diedrichcandle?stkn=cDk4YjZsNWpscW42&utm_source=qr
- Facebook: https://www.facebook.com/share/186e26QHsj/?mibextid=wwXIfr
