Rising Stars: Meet William Diedrich of Norborne, MO

Today we’d like to introduce you to William Diedrich.

Hi William, we’d love for you to start by introducing yourself.
Our candle business started from a very personal place. My wife Rachel and I began this journey during a time when we were navigating the emotional and financial challenges of infertility. We were looking for a creative outlet — something we could build together that not only brought in extra income but also brought light (literally and figuratively) into our lives. That’s when we poured our first candle.

What began as a few batches on the kitchen counter quickly turned into a passion. We focused on hand-poured soy candles that were clean-burning, strongly scented, and safe for our family — and yours. We started selling at local markets, and the response was overwhelming. People loved the unique scents, the long-lasting burn, and the story behind our business.

As the business grew, so did our purpose. We now donate a portion of our revenue to support infertility clinics — a way of giving back to others on a similar path. Today, our candles are sold online, at local boutiques, and in several small businesses around Missouri. We’ve built a loyal community that shares our love for home, wellness, and meaningful gifts. Every candle still feels personal to us, and we’re so proud of how far we’ve come.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
It definitely hasn’t been a smooth road — but I think the bumps have shaped our business in the best way.

When we first started, we were learning everything from scratch: how to make a quality candle, how to build a brand, how to market ourselves on social media — all while juggling work and raising our children. There were a lot of late nights and trial and error. We’ve poured batches that didn’t set right, ordered the wrong supplies, and spent long hours at markets where we barely broke even.

One of the biggest challenges has been getting consistent online traffic and growing our sales beyond local markets. We’ve had to work hard to build awareness, especially in such a saturated industry. But with time, word of mouth, and a loyal community, we’ve started gaining momentum.

On a personal level, running a small business while going through infertility treatments was emotionally and financially draining. But it also gave us purpose and a way to turn something painful into something meaningful. That mission has kept us going, even on the hard days.

Can you tell our readers more about what you do and what you think sets you apart from others?
Outside of the candle business, Rachel is a full-time nurse, and I work in supply chain management, helping oversee inventory for customers. Our full-time jobs definitely keep us busy, but they’ve also shaped how we run our business. Rachel brings so much care and attention to detail — she’s got a nurse’s heart, and it shows in everything from how we connect with customers to how we choose scents that bring comfort and calm. My background in supply chain has helped us stay organized with inventory, streamline production, and manage logistics — which is especially important during busy seasons like fall and Christmas.

Even though candles aren’t our full-time jobs, we treat the business with the same dedication and passion. What started as a side hustle has grown into something really meaningful — not just for us, but for the people who support us. We’re proud to be building this together while balancing careers, family life, and a mission that’s close to our hearts.

Can you tell us more about what you were like growing up?
Growing up, I was always the kind of kid who liked to figure things out — practical, curious, and usually working on some sort of project. I loved building things, organizing (even though that sounds a little nerdy), and finding ways to make things run smoother. I was pretty laid-back, but I’ve always had a strong attention to detail, especially when it came to things I cared about.

Rachel, on the other hand, has always been incredibly nurturing and creative. She was the one organizing neighborhood games, baking with her grandma, or making something by hand. From an early age, she knew she wanted to help people — and becoming a nurse just made sense. She has a heart for others and an eye for beauty, which really shows in the way we choose scents and create candles that are comforting, warm, and thoughtful.

Together, we balance each other really well. I bring the structure and logistics side, and Rachel brings the heart and creativity. Even as kids, those core parts of who we are were already there — now we just get to channel them into something we’ve built side by side.

Pricing:

• Standard 12 oz soy candle – $16
• Wax melt – $6

Contact Info:

• Website: https://diedrichcandleco.com/
• Instagram: https://www.instagram.com/diedrichcandle?igsh=cDk4YjZsNWpscW42&utm_source=qr
• Facebook: https://m.facebook.com/DiedrichCandleCo/