Annabelle Grew a $1 Million Business Selling Custom Candles and Personalized Gifts

Overview

Business Name: TAJA Collection
Website: https://tajacollection.com
Founder: Annabelle DeGrazio
Location: Miami, FL, US
Founded: 2017
Employees: 5

Revenue and Business Model

TAJA Collection generates $1 million in annual revenue by selling custom candles, vases, diffusers, and soaps. About 60% of its revenue comes from direct-to-consumer (DTC) sales, while the remaining 40% is driven by wholesale clients, primarily through corporate gifting.

Annabelle’s Background and the Birth of TAJA Collection

Background and Inspiration

Annabelle DeGrazio's journey began at New York University, where she graduated in 2009. After working as a paralegal, she attended the University of Miami Law School, graduating in 2013. While working at a prominent law firm, Annabelle was inspired to create a high-end, personalized candle as a gift for her secretary. This idea sparked her obsession with creating a product that would eventually lead to the foundation of TAJA Collection.

Product Details

The company is well known for its hand-poured, 100% soy wax candles, which are made in small batches in Miami. Customers are offered the unique opportunity to personalize each product, not only with monograms but with an endless array of customizations. TAJA’s products are designed for various occasions, from client appreciation gifts to hotel amenities.

The Launch of TAJA Collection

Launch and Funding

Annabelle officially launched TAJA Collection in June 2017, starting with an Instagram page and a self-made website. Fully self-funded, she bootstrapped the business from the ground up. Initially, word-of-mouth and Instagram played crucial roles in spreading awareness of the brand. TAJA's first customers came from friends, family, and gift recipients who loved the products so much they recommended them to others. Annabelle also used LinkedIn to offer free candles to potential wholesale clients, which helped her secure contracts with notable companies like Amazon, Hilton Hotels, and the Miami Heat.

Challenges in the First Year

The first year of TAJA Collection was a whirlwind for Annabelle, who worked tirelessly from her garage to fulfill orders. Despite the challenges of running a startup, her commitment to high-quality products and excellent customer service helped the business gain traction.

Growth Strategies and Key Milestones

Key Strategies

Instagram played a pivotal role in TAJA Collection’s early growth, as personalized products often went viral. Early influencers like Jillian Michaels and Danielle Bernstein helped amplify the brand’s visibility. Additionally, Annabelle emphasized the importance of connecting with the local Miami community, working with influential figures and business owners to expand the brand’s reach.

Challenges and Solutions

TAJA Collection’s growth has not been without its challenges. Recent economic shifts and rising costs have put pressure on margins. However, Annabelle’s strong team and commitment to customer satisfaction have helped the company navigate these obstacles.

The Team Behind TAJA Collection

TAJA Collection is powered by a small yet dedicated team of five women based in Miami. Annabelle highlights the importance of finding the right team members, emphasizing that TAJA’s success is due in large part to her employees’ dedication and passion for the brand.

Transitioning from Side Hustle to Full-Time

Annabelle decided to make TAJA Collection her full-time pursuit when she saw early proof of concept. Shortly after launching her website and Instagram, she received her first wholesale order from a local boutique, which gave her the confidence to leave her law firm job and fully commit to the business.

Keys to Success

Annabelle attributes much of TAJA Collection’s success to her team, personalized customer service, and the unique, fully customizable nature of her products. No other company in the market offers the same level of personalization, and Annabelle ensures that each product is crafted with care.

Advice for Aspiring Entrepreneurs

Annabelle’s advice to other entrepreneurs is simple: trust your gut. While it’s important to consider data when making decisions, listening to your instincts is equally vital.

Conclusion

Annabelle’s story of growing TAJA Collection from a simple idea into a million-dollar business is a testament to the power of creativity, hard work, and perseverance. With a strong team and a loyal customer base, TAJA Collection continues to thrive, offering personalized, meaningful products that leave a lasting impression.

Final Thoughts

For more about Annabelle and TAJA Collection, follow them on Instagram @tajacollection.