Today we’d like to introduce you to Angie Hart – Hickey.
Hi Angie, so excited to have you with us today. What can you tell us about your story?
I’ve always believed that music and scent have something special in common. Both have a way of taking you back to a moment, a place, or a memory. That connection is really the heart of Afterglow Wax Co.
I’ve spent much of my career in management, sales, marketing, and business development, and I’ve always had a creative side. Afterglow Wax Co started as an interest in making cleaner candles and grew into a small home fragrance business that brings together three things I love: music, creativity, and giving back.
Today, Afterglow Wax Co offers handcrafted soy candles, wax melts, and home fragrance products, along with custom creations for weddings, baby showers, and special occasions.
One of the most rewarding parts has been using Afterglow Wax Co to support local organizations and causes close to my heart. Giving back has always been important to me, and I wanted that to be part of the business from the beginning.
Afterglow Wax Co is still growing and evolving, but I love that it’s become a way to combine my creative side, my love of music, and my connection to the St. Louis community.
Alright, so let’s dig a little deeper into the story – has it been an easy path overall and if not, what were the challenges you’ve had to overcome?
I don’t think there’s such a thing as a completely smooth road when you’re building a small business, especially when you’re doing it alongside a full-time career!
One of my biggest challenges has been finding the balance between my professional responsibilities, running Afterglow Wax Co, and having a life outside of work. When you’re a small business owner, you’re the product developer, marketing department, photographer, website designer, inventory manager, and customer service team. Some days I feel like I’ve worn every hat in the closet before lunch.
There’s also a lot more science behind candle making than people realize. Finding the right combination of fragrance, wax, wick, and vessel takes patience and plenty of testing. Just because something smells amazing in the bottle doesn’t mean it’s going to perform the way you want it to in a candle. I’ve learned that you can’t rush the process, no matter how excited you are about a new idea.
Another challenge has been learning when to stop perfecting something and actually put it out into the world. I’m very hands-on with my branding, labels, photography, and product development, and I can spend hours tweaking the smallest details. I’ve had to remind myself that progress is just as important as perfection.
And of course, there’s the challenge of standing out in a crowded market. There are a lot of wonderful candle makers out there, so I’ve focused on creating something that feels distinctly mine rather than trying to do what everyone else is doing.
But I’ve also found that the challenges are what make the little victories so rewarding. Whether it’s someone coming back for their favorite fragrance, a customer connecting with the song behind a candle, or seeing a product idea finally come together, those moments make the late nights worth it.
Appreciate you sharing that. What should we know about Afterglow Wax Co?
Afterglow Wax Co. is a St. Louis-based, small-batch home fragrance company inspired by music, memories, and meaningful connections.
We specialize in handcrafted soy candles, wax melts, room and linen sprays, diffusers, and other home fragrance products. My goal has always been to create beautiful, thoughtfully blended fragrances that feel special without having to come with a luxury price tag.
What makes Afterglow Wax Co a little different is the music behind the brand. Every fragrance has its own personality and, more often than not, its own soundtrack. A song might inspire the name, the fragrance notes, the label design, or the entire mood of a collection.
I love the storytelling side of it. I want someone to pick up a candle and feel a connection to it before they even light it. Maybe the name reminds them of their favorite artist, a concert they attended, or a particular time in their life. And if they discover a new favorite fragrance along the way, even better!
I also create custom candles and favors for weddings, celebrations, corporate gifts, and special events. One of my favorite things is taking something personal, like a couple’s first dance song, and turning it into a candle that tells a little piece of their story.
But the part of Afterglow Wax Co I’m most proud of goes beyond the products.
Community involvement and giving back are incredibly important to me. I’ve been fortunate to work with and support some wonderful organizations throughout the St. Louis area, and I wanted to create a business that could do some good along the way. Through special candle releases and charitable initiatives, Afterglow Wax Co gives me another way to support causes close to my heart, including organizations like The Women’s Safe House.
At the end of the day, I want this business to be a brand that people feel good about supporting. Yes, I want them to love the fragrances, but I also want them to know there’s a real person behind every product who cares about the details, the experience, and the community.
Our tagline really sums it up: St. Louis made. Music-inspired. Community driven.
We all have a different way of looking at and defining success. How do you define success?
I don’t necessarily measure success by sales or how much my business grows. To me, success is when a customer comes back because they loved a fragrance, someone tells me they recommended Afterglow Wax Co to a friend, or a candle sparks a memory or connection through music.
It’s also about making a difference beyond the products I sell. If a charitable organization gets a little more awareness or support because of something I’ve created, that’s a pretty big win in my book.
And just as importantly, success means having my family and friends be part of the journey. Whether they’re helping at an event, sharing ideas, or simply cheering me on, having the people I love involved makes it that much more meaningful.
At the end of the day, if I’m creating something people enjoy, giving back to my community, and having fun along the way, I’d call that success.
Pricing:
- 8.5 oz candles – $16-$18
- 15oz 2-wick candles – $22-25
- Wax melts – $5
- Room + linen sprays – $10-$15
Contact Info:
- Website: https://Www.afterglowwaxcoSTL.com
- Instagram: https://Instagram.com/afterglowwaxcoSTL
- Facebook: https://Facebook.com/afterglowwaxcoSTL
