From Candle Dreams to 13 Years of Light: The Rustic House Journey

In the beginning, my best friend Chelsea Cash and I shared one big, slightly crazy dream: to create the perfect candle and bring The Rustic House nationwide so everyone could enjoy it.

We poured our hearts (and countless nights and weekends) into testing, failing, and reformulating until we had a truly clean candle — slow even burn, no dyes, no additives, just powerful yet subtle nature-inspired scents. Those early kitchen-and-garage days were pure exhaustion and excitement.

2013

By August 2013 we took our first real step — setting up at the Chattanooga Market with two foldout tables and recycled Walmart bags. We asked customers to bring their empty candle containers back for $2 off just to get feedback. That simple idea worked. Your smiles, honest opinions, and support gave us the momentum to keep showing up every weekend.

2014

I pushed to get into local stores even though we had no professional photos and zero sales experience. With terrible pictures and pure determination, we landed our first wholesale order of $1,500. 

2015

We landed in 30 Bi-Lo stores. The workload grew fast, so I called another childhood best friend who quit his pizza job the same day, moved to Chattanooga, and slept on my couch. He became our first salesman and helped us launch This Little Light — our nonprofit arm where half the proceeds from a special candle support causes we love. Thanks to you, we traveled to Guatemala and helped with local missions like Launch Pad, A Step Ahead Chattanooga, the Humane Society, and Home Bound Books.

2016

We added one more childhood friend from Alabama to the team. The four of us hit the road in a used Ford Transit — Austin, Chicago, New York, Savannah, Atlanta, Birmingham, and more. We proved people far beyond Chattanooga loved our candles too.

2017

We bet $10,000 on the Atlanta Gift Show and met the Ace Hardware buyer who would change everything. That same year we repackaged our signature candles in a distinctive whiskey rocks glass with custom wood lids and strong retail boxes, added wax melts, and proudly stepped into Luxury Soy Candle territory. We moved out of the garage, and into our first rented space.

2018

Ace Hardware placed us in 25–30 more stores that we’re still in today. We joined Faire and started reaching new states. But it was also the year Chelsea realized her heart was calling her home to Alabama and her own dreams. Letting her go was one of the hardest things I’ve ever done. She gave so much to help build this with me, and I will always be grateful. Today she’s a proud mom of two beautiful boys.

2019–2020

We moved into a 3,500 sq ft warehouse in Hixson in January 2020, then took our third This Little Light trip to Guatemala. Two days after returning, the world shut down. Markets disappeared. Terrified, we doubled down online and launched private-label candles. Against the odds, we still saw double-digit growth — thanks to you showing up when we needed it most.

2021–2022

Growth became a blur. We expanded to 200 Ace Hardware stores nationwide, added space until we reached 5,000 sq ft, and I moved from pouring candles to living behind a computer in the warehouse.

2023

Sales leveled off after the COVID spike. We had maxed out loans, inventory, and capacity. We celebrated our 10-year anniversary with a joyful candle-making party full of our wonderful community. But privately I was completely exhausted — this was not how I imagined the dream would feel.

2024–2025

The fears became loud. With the help of a trusted business coach, I made the hardest decision of my career and let go of my business partner. The following months were intense cost-cutting, rebuilding, and nervous-system-on-edge days. In early 2025 we moved into a beautiful new space at Onion Bottom Station in downtown Chattanooga — surrounded by other passionate entrepreneurs. It felt like a fresh start.

In the beginning of 2026, I took a two-month sabbatical in Nosara, Costa Rica. I slept, did yoga, sat quietly, and let my spirit regenerate. I even sent my amazing manager and right-hand man for two weeks of rest. I came home renewed, excited, and clear about the future.

Today — Our 13th Year

We are currently repackaging our entire collection, simplifying processes, and staying true to our mantra: Follow Your Scentses.

Thirteen years in, I’m more grateful than ever. This business has taken me through every emotion — joy, fear, heartbreak, pride, and renewal. Through every chapter, you have been the constant. Your purchases, kind words, honest feedback, and quiet loyalty carried us when things were hard.

Thank you for believing in two friends with a dream in a candle garage. Thank you for growing with us.

Here’s to the next chapter — brighter, lighter, and full of beautiful scent.

With a full heart~ 

Love & Light,

Emily

The Rustic House