From Darkness to Light: The Story Behind Crum Canoe Candle Co.
The story behind Crum Canoe Candle Co. started during a very difficult time in my life. I was battling post-partum depression after having my second child, I was grieving the sudden loss of my father and my husband’s new career meant he would only be home on weekends. I was adjusting to a very new life while also struggling with my pre-existing bipolar depression. It was a dark season for me, emotionally and mentally.
During this time, candles became my solace. They were more than just light and fragrance for me; they were a reminder that even in the darkest times, there’s light. The more I sat with that light, the more eager I grew to transform my darkness into light. I wanted to take my pain and create something as beautiful and meaningful as those candles became to me. I noticed that the candle market was flooded with harmful waxes, wicks, and fragrances, so I decided to make my own candles from renewable, sustainable sources. I used all-natural soy wax, toxin-free fragrance oils, and metal-free wicks. This wasn’t just about creating nontoxic candles; it was about creating something that could bring comfort, wellness and hope.
It didn’t take long for my friends and family to take notice of my candles. They started asking me to make them for their homes, and soon, word spread. I recognized a demand. At the time, my family was struggling financially, and I was looking for ways to replace some of the income we had lost due to my mental health struggles. My husband and I watched a video on how you could potentially make $1,000 a month from candle sales, and we dreamed about it. It seemed too good to be true, but if it was possible, it could be life changing. It was at that moment that I decided if I had to live with a sick mind, I could use it to create something healthy, not just for myself, but for others as well. That became my driving force.
At the time, we were hardly surviving paycheck to paycheck, and I didn’t have access to extra money or good credit. We were young parents who struggled through poverty up until this point. I had to get creative. I started saving coins, bit by bit. It took a full year, but I gradually bought the supplies I needed. As the holidays were approaching, I still didn’t have enough resources to sell to others. That’s when my mom stepped in. She gave me the final $200 I needed to complete my inventory as an early Christmas present. With that, I was able to make two dozen candles and some wax melts to sell. To my surprise, I sold out quickly! That initial success was an incredible boost, and I reinvested the money into the business to buy more supplies. The rest, as they say, is history.
There was a time early on when I faced a huge setback. After my first successful sale, I used a financial tool to securely process my transactions. But when it was time to ship the orders, I logged in to find my account had been frozen due to a spike in activity, which the system flagged as potentially fraudulent. My funds were held for 180 days! I was devastated. Without that money, I couldn’t fulfill my orders, nor could I buy more supplies. I didn’t know what to do, but I couldn’t let my customers down. So, I took a huge risk. I used money we had set aside for bills to ship out the orders and buy more supplies. My husband was understandably upset, but he supported my decision. Thankfully, I was able to sell out again, make back the money, and keep going. It was a stressful, high-risk move, but it paid off. Since then, things have been smoother, but I’ll never forget the resilience it took to navigate that crisis.
Crum Canoe Candle Co. is more than just a candle company—it’s a story of resilience and purpose. Born from personal adversity, we are deeply committed to self-betterment, sustainability, transparency, and mental health awareness. What began as just a messy mom in her kitchen has evolved into a family dedicated to creating mindfulness that nourish us, our sailors and the environment. We use only the finest non-toxic ingredients and are transparent about what goes into each candle. With a strong focus on mental health, our mission is to break the stigma surrounding mental illness, build a deeper connection to personal and environmental well-being, and provide the comforting light that others need during dark times. The Crum Canoe life sail is one of growth, hope, and finding peace amid life’s challenges.
Crum Canoe Candle Co. is more than just a candle company—it’s a testament. We’re deeply committed to self-betterment, sustainability, transparency, and mental health awareness. Our company arose from personal adversity, and through it, we’ve found purpose. What began as a messy mom in her kitchen has grown into a family committed to creating products that benefit both our customers and the environment. We use only the best, non-toxic ingredients, and we’re transparent about what goes into each candle. We also place a heavy emphasis on mental health. Our mission is to break the stigma surrounding mental illness, create a deeper connection to personal and environmental well-being and provide the comfort of light for others facing dark times. The Crum Canoe journey is one of growth, hope, and finding peace amidst life’s storms and hardships.
The evolution has been incredible. When I first started, it was all about creating candles for friends and family. But now, my candles are in homes across the country and even overseas. I’ve worked on custom orders for weddings, memorials, and other special occasions. I’ve been featured in collaboration boxes and even used for staging in public reviews. It’s an honor to see my candles treated as the art they are, and it’s so fulfilling to know that they bring comfort and beauty into people’s lives.
We’re focused on growth, both for the business and for ourselves. I want to continue amplifying mental health awareness and creating content and products that help people live healthier, more mindful lives. We’ve built a wonderful community of “Sailors” who are our customers, and I’m excited to see how we continue to grow together. Ultimately, I want to keep making quality candles that people love, while staying true and deeply rooted to the mission that led me to start this sail in the first place.
With gratitude,
Nikki Crum
Founder & Creator of Crum Canoe Candle Co.
Lighting the way with purpose, resilience, and hope.