S|W by Simone Williams

This business started out as mental health lunch breaks to break up the monotony of strenuous work days. Everyday at lunch, (I worked from home), I would play around with different scents and created candles. It brought me so much joy, mixing the wax. Then I decided that other people should experience that same joy.

This isn’t my first go at being an entrepreneur, but out of all the different products I’ve made in the past this time around has the sticky factor. Since making my first candle, I have expanded the product line to incense, body butters and perfume oil. I experience that same spark of joy every time I see a customer pleased with a fragrance or appreciative of the catchy product names and backstory. It is aspirational that everything we do brings us joy. These days those aspirations don’t feel so far away.

My products celebrate sensory excellence while keeping close to the things that I hold dear: creativity, NYC culture and hip hop. Stay tuned and witness the evolution.