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Life & Work with Ashley Nalls

Today we’d like to introduce you to Ashley Nalls.

Hi Ashley, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I started my business in 2017 as a creative outlet after my corporate 9-5. I was in love with all things interior design but especially candles. My children had bad allergies so I knew I wanted to create things that were all-natural, safe, affordable but fit home decor at the same time. I started creating things for friends and family which I received such a great response. I began to do local shows and events, I notice once I put my candles out they started to sell rather quickly. Most of the events, I sold out or left with a hand full. At that point, I decided to make it a business that was online based and we opened our first location in November 2020 making us the first black-owned candle shop in Saint Louis. We continue to build and grow day to day. Most of all, I built this business from passion and love of customer service.

Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
No, it hasn’t been easy. Being everything to your business sometimes self-doubt gets in the way. I’m a perfectionist so I’m hard on myself to do and be the best all the time. I was forced to take a break in 2019 when I became pregnant with my daughter because the smell of making candles made me so sick. However, I took the time to revamp and come back better by the end of the year of 2019. Because of this, we had our larger record year in 2020. I’m a believer that everything happens for a reason.

Thanks – so what else should our readers know about your work and what you’re currently focused on?
We make all-natural soy candles which are Phthalate Free, dye-free with cotton & wooden wicks. Our candles are hand-poured with intensified fragrance and slow-burning for a longer-lasting appeal. In addition to candles, we carry other home fragrance items such as Reed Diffuser, Room Sprays & Wax Melts. We have a manufacturing side of our business where we offer private label, wholesale and custom work for other companies/individuals who want to have their own brand of candles. I’m proud of how far I’ve come along because I’m a self-taught candles maker /entrepreneur. I did all the research myself to get where I am today. We believe in the customer experience, quality affordable products and treating every customer like they are a vip despite the amount of money they spend.

Let’s talk about our city – what do you love? What do you not love?
I’m born and raised in Saint Louis City. I love all the architecture and uniqueness about our historic homes. I met my husband here and I’m raising three beautiful children in Saint Louis. My husband is a huge sports fan and what better sports city then Saint Louis. Go Cards!


  • 8 oz Candles $12
  • 18 oz Candles $29.99
  • Luxury Candles $34.99
  • Reed Diffuser $ 20.00
  • Wax Melts $5.00

Contact Info:

  • Email:
  • Website:
  • Instagram: Pure Perfection Candles
  • Facebook: Pure Perfection Candles

Image Credits
Lance Omar – All Business Location Shot and photos of me. Jordan Foye – Gold and White Lit Candle Shot, & Gold Travel Candle Danielle Hay- Photos with Pearls, Lemon grass spray

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