Mama + Flame The Brand Sparked By God and Ignited By Motherhood
LaShette Pennington is the brains (and beauty) behind Mama+Flame. As a busy mom of four boys, life can get pretty funky. Between sports practice, sweaty socks and her active teenagers, LaShette’s house would smell like 7th period gym class. She would spend hundreds on smell goods trying to put a feminine touch on her male dominated household. Being a naturally creative individually, she began to do her research and dabble in the art of candle making. Through crafting custom scents, LaShette gained the opportunity to set the vibe of her choice.
Her goal is to ignite any space with aromatic energy. Whether you’re entertaining or need a pick me up after a long day, each Mama+Flame candle is tailored to take you on a journey that creates a good ass vibe.
Mama+Flame is my fifth baby. God put the spark in me, motherhood flamed it and we’ve been LIT ever since!
What was the hardest thing for you getting started?
I would say the toughest thing at the start of my business was doing everything on my own! I started selling candles all on my own, everything was done in house. As a result, my 9-5 paid for my business expenses. Things such as labels, candle ingredients, shipping costs, and other expenses all came out of pocket. If I could go back in time, I would definitely do crowd funding. I would also get volunteers and interns to help with some of my business duties. It gets tiring trying to do everything on your own.
Describe your day as a business owner.
I work my 9-5 by day and I’m an entrepreneur by night… I’m a mother first. I’m up at 5:30am to make sure everything is in order for the day. I check my email for any inquiries and then I update any orders I have to fulfill. By 7:30am I’m getting my children up for school. At 8:30am my children start school, which is virtual due to Covid-19. From 9-5 I’m working my HR position for Rutgers University. Once work is over, I’m taking orders. I also do a lot of business research on the candle/fragrance market. I’m always researching ways I can better my own business as well. Throughout the day I’m also creating content for my social media. I can’t forget my motherly duties such as cooking dinner, helping my children with schoolwork and cleaning around the house. I’m usually in bed by 11pm.
How is your business impacting people/the community for the better?
My candles are great for aromatherapy. I haven’t received a bad review yet for any of my products, so I like to think customers enjoy my products. I also believe my story gives other entrepreneurs hope. You don’t need to fit some mold in order to become a successful entrepreneur. Lastly, I’m affirming that you can still work a 9-5 and focus on running your own business. You must have steady income! I want to inspire people to do both, have a 9-5 and work towards your own dream. Lastly, I’ve always wanted to leave a lasting impact in my own household. I want my children to view mom as a strong woman, who is also a hustler!
What do you think about Makerhoods?
Makerhoods is a great platform. I’m currently in school for business and entrepreneurship and I have to say I’ve learned more from Makerhoods First 100k Bootcamp and through Makerhoods free business coaching. The business coaching has helped my business grow so much! I’m hoping Makerhoods is implemented and used for entrepreneurs all over.
What are your plans for 2021?
My vision is to finish my candle collaboration. I would also like to get closer to making my first 100k in sales. I’m looking forward to rebranding my packaging. I also want to take my brand to the next level by getting my products sold at a boutique.
What advice would you tell any self-starting entrepreneur?
Give yourself grace. There’s a lot of failure in entrepreneurship, learn and grow stronger from it. Continue to perfect your craft. Lastly, you don’t know everything, don’t be afraid to seek help!
Anthony Smith, Community Outreach Coordinator
After graduating college and returning back to my hometown of Newark, NJ I became a member of the Newark Makerhoods team. This transformative experience put me in touch with many local entrepreneurs who are all in different business stages, ranging from established to upstart. Newark is a thriving city for talented creators. I'm here to share their stories and launch their business to the everyday public’s eye.