What I’ve Learnt From Founders: Sometimes, a Business Begins With Something You Wish Existed

One thing I’ve learnt from meeting founders across different fields is that so many businesses begin with a problem their founders wanted to solve for themselves.

It could be something they struggled to find, something they felt could be done better, or simply something they wished existed. And somewhere along the way, that personal need turns into a business.

It got me thinking about my own journey with AW Apothecary.

My search for the perfect scented candle

For years, I searched for the perfect fragrance. Something complex, beautiful and nuanced. Never generic, overpowering or synthetic.

I wanted to find scented candles that had the same depth and character as a beautiful fine fragrance. Something that made a room feel different, created a certain mood and was a pleasure to burn, even on an ordinary Tuesday evening.

But the candles that came close to what I was looking for were often so expensive that using them regularly didn’t feel sustainable. They were beautiful, luxurious products, but I didn’t want to reserve that experience only for special occasions.

I wanted luxurious scented candles at a price that made them accessible enough to enjoy every day.

And when I couldn’t find quite what I was looking for, I decided to make it myself.

How that search became AW Apothecary

I started experimenting with fragrances and working towards creating the kind of candles I had wanted to find for years. I spent time thinking about the fragrance itself, the way different notes came together, and how a candle could feel distinctive without being overpowering.

I wasn’t thinking about building a candle brand at the time. I simply wanted to create something I would love using in my own home.

But the more time and thought I put into it, the more it grew into something bigger. AW Apothecary became a home fragrance brand offering scented candles, reed diffusers and gift sets for people who appreciate considered fragrances and the little details that make a home feel special.

And somewhere along the way, other people began to love what I was creating, too.

The part of building a business that means the most

Today, one of the most rewarding things about running AW Apothecary is seeing customers come back and buy our products again and again.

There’s something very special about knowing that a fragrance you spent so much time developing has become part of someone else’s home. That a candle they once tried has become something they want to buy again, gift to someone, or keep coming back to.

For me, those moments are a reminder of why I started in the first place.

Meeting other founders has made me appreciate this even more. Behind so many businesses, there is often a personal story that people may never see when they look at the finished product.

Sometimes, it begins with a frustration. Sometimes, with an idea that won’t leave you alone. And sometimes, it’s simply a desire to create something you wish existed.

I started out looking for something I couldn’t find. I never imagined that creating it for myself would mean getting to share it with so many others.

Perhaps that’s one of the most beautiful things about building a business. You don’t always have to start with a business idea. Sometimes, you just have to care enough about solving a problem to do something about it.

And you might discover that you weren’t the only one looking for the answer.