Check Out Effie Tanji’s Story

Today we’d like to introduce you to Effie Tanji.

Hi Effie, thanks for joining us today. We’d love for you to start by introducing yourself.
I founded Bodewell candles three years ago. I had no experience with candles, but I co-owned a jewelry company called trussedfun’d with my dear friend Aleia Ramsey and I was looking to get into another entrepreneurial space where I could focus on design and storytelling. I had studied perfume briefly and have a very sensitive nose, so I knew I wanted to create fragrances that were well-balanced, not cloying and appealing to a wide range of candle lovers. I’ve created over 40 proprietary fragrances. Each fragrance is inspired by a particular moment from my life. Isolating memories from my travels in Greece as a child to my experiences as a mother and wife in southern California. I have found that by making the scents very personal, they speak to so many people. The candles elicit different memories and emotions for different people. It is truly inspiring.

We all face challenges, but looking back would you describe it as a relatively smooth road?
Not at all smooth. In fact, I wonder if it ever will be. And if it were smooth, would I still enjoy it? The excitement of the roller coaster ride definitely keeps things interesting. You never know what’s going to happen. Just this past year, I’ve had thousands of pieces of glass sprayed the wrong color, a freak accident at my manufacturer which left me unable to use my fragrances because blue dye had spilled onto the top of the barrel and of course the shipping and manufacturing delays that have left me without some of my best selling candles for months. Not easy at all!

Alright, so let’s switch gears a bit and talk business. What should we know about your work?
I think I am a designer. Of objects. Of words. I believe storytelling is at the heart of everything I do. Without an intention, there is no purpose. I can’t create for the sake of creating. I can’t write what I don’t believe in. I think the world is full of artists, designers, thinkers and also those who create what the public desires. I suppose we need both types. Sometimes I have an idea in my mind and I believe that it’s something the world needs but it doesn’t resonate with my audience. Other times I feel less connected on some level and the work is a huge success. It’s very subjective. There is always something to learn. I believe the thing that sets me apart is my willingness to get very personal with my designs. I get inside of them and then I hover around them from a distance so I can really see them. I am also willing to admit when I have not been successful. I put my ego aside and move forward.

Are there any apps, books, podcasts, blogs or other resources you think our readers should check out?
“How I Built This” podcast saved my business. I am absolutely serious. Listening to the struggles and heartache of other accomplished entrepreneurs inspires me and propels me forward. The life of an entrepreneur is lonely most of the time with such a fluctuation between victories and defeats. That podcast allows me to connect and commiserate with those other business owners.

Contact Info:

• Email: effie@shopbodewellhome.com
• Website: bodewellliving.com
• Instagram: https://www.instagram.com/bodewellliving/

Image Credits
Personal photo: Katja Beerman product photos: Effie Tanji