She’s Pretty and Black Owned: Meet SE Carter

Chaos Candle Co creates mainstream scented candles & home fragrances; their mission is to bring inspiration into homes all while empowering the deaf community and customers to go beyond their fears and limits. Founded in 2020, building a brand may have looked effortless, however starting a business in the deaf community with no funding or resources quickly forced S.E. to realize that entrepreneurship was anything but transparent. Nevertheless, she managed to build (and still building) a large following of deaf black consumers and inspired young deaf people to launch their own business.

What inspired the start of ” Chaos Candle Company”?  

I created my company in 2020, at the start of the pandemic because I was tired of the daily grind. I was hoping to create a successful business that would allow me to leave my full-time job however that did not work as I learned it is hard work and not as easy as these so-called instagram experts made it out to be.  

What has been the biggest challenge of running a brand like “Chaos Candle Company “? 

Trying to stay afloat in the time of economic unstability. I had a good two years where I was getting sales almost daily til the third year where sometimes I would go months without a single sale.  

How does ” Chaos Candle Company ” impact the community? 

We inspired deaf people that it is possible to have your own business through perseverance. When people read our reviews, instead of looking down on us, they look up and want to support us. 

Where do you hope to see your brand in the next 3-5 years?  

I hoped to see my online business grow and to have my candles in retail stores. 

What advice do you have for the next generation of entrepreneurs?  

Failure is part of succeeding. It’s a part of growth; learning from our mistakes will allow you to make better decisions. That will lead to great success.

What does being “Pretty and Black Owned” mean to you?  

Doing our part to change the narrative of deaf black people, the black community and giving a sense of pride to lift others. 

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Jakia Cheatham - Myles

CEO/Founder of Pretty Women Hustle Magazine

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