Building a business from scratch is no small thing—especially when you’re doing it completely on your own. No loans, no investors, no team—just your own two hands, a deep well of determination, and a stubborn streak that won’t quit. That’s exactly how I built Mama Crow’s, and let me tell you… it wasn’t fast or easy, but it was absolutely worth it.
A Lifelong Hustler at Heart
I’ve worked for myself most of my adult life. I’ve owned a few different businesses and worn just about every hat imaginable— hair stylist, bartender, web design, writing, blogging, marketing, customer service—you name it, I’ve done it. That work experience turned out to be the secret weapon I didn’t even know I had when I finally jumped into the wax melt world.
Years ago, I got a candle-making kit and loved it. But raising six wild, wonderful, and very active kids didn’t leave me much time for hobbies. Still, the interest stuck with me. Then in 2017, Santiago gifted me another kit for Christmas—and that was all she wrote. The spark reignited, and I knew this was something I wanted to turn into more than just a fun project.
From Candles to Wax Melts
I started with candles, learning everything I could while experimenting with different waxes, wicks, containers, and scents. But after digging into the business side of things, I realized wax melts made more sense. They were more cost-efficient, easier to ship, and had less liability than open flames and glass jars. They allowed me to focus on the creative part—making something beautiful and fragrant—without the added stress of insurance headaches and fire risks.
That pivot to wax melts wasn’t just smart—it was strategic. It gave me room to scale the business in a way that felt manageable and low-risk, especially since I was still juggling family life.
I Knew How to Build Things—So I Did
What made this business different from the ones I’d built before was how personal it felt. But I wasn’t walking in blind. I already knew how to build websites, write product descriptions, manage SEO, and create blog content. I’d been using SEO since the early days when keyword stuffing was still a thing (cringe, I know).
So when it came time to launch Mama Crow’s, I did it all myself. I didn’t need to hire out. I knew how to create branding, build a storefront, and talk to customers. All that previous experience suddenly came together like puzzle pieces falling into place.
No Help, No Excuses
Doing it solo doesn’t mean it was smooth sailing. I was still juggling life, grandkids, and everything in between. But I showed up every single day, even when I didn’t feel like it. I handled shipping, social media, customer service, and everything else with no outside help.
I made mistakes, but I learned fast. And the best part? I never had to compromise. Every decision—from the scents I offer to the way I talk to my customers—is 100% mine.
Final Thoughts for Anyone Starting Alone
If you’re thinking about starting something and don’t have support, it’s okay. You don’t need a big team or a pile of cash to get going. Use what you do have. Lean into your strengths, stay curious, and don’t be afraid to learn as you go.
You’re capable of more than you think—and if no one’s told you that today, let me be the one to say it.
Lisa Crow contributed to this article. She is a true crime junkie and lifestyle blogger based in Waco, Texas. Lisa is the Head of Content at Gigi’s Ramblings and Southern Bred True Crime Junkie. She spends her free time traveling when she can and making memories with her large family which consists of six children and fifteen grandchildren.