For those of you that know me, you have probably heard me brag about my friend Ida. Ida is the CEO/boss/creative bad ass behind Evil Queen, candles with attitude. I am proud to say that Style Society was the first store to ever carry Evil Queen (and will forever be stocked with these yummy and sassy candles). Her unique branding and mouth watering scents, mixed with hard work and dedication have lead to her astonishing growth. Evil Queen candles are sold in over 400 stores worldwide, and it is safe to say that I am incredibly proud of her. Get to know the mastermind behind Evil Queen, and peep at a BTS video at the end of this interview!
Tell us a little bit about yourself!
Hi guys! I’m Ida, the founder of Evil Queen. I’m 25 years old and live in Los Angeles, CA. I’m what I would call a “jack of all trades”. I love all things creative, whether it’s calligraphy, poetry, art, songwriting, etc. I have an adorable rescue pup named Pizzy and in my free time you’ll probably catch me drinking wine somewhere trendy with my friends. I’m pretty bad at this question because I don’t necessarily like talking about myself, haha!
What made you start Evil Queen?
I have always had somewhat of an entrepreneurial spirit. Before starting EQ I wrote a poetry book and sold watercolor paintings on Etsy. I worked some 9-5 jobs that I hated, and just knew for a long time that I wanted to work for myself and do something I enjoyed. Really it was just my desire to be my own boss that sparked the idea for starting my own business. I started Evil Queen as a side hustle and am so thankful it has grown (and continues to grow!) into what it is now!
What is your favorite candle you have made?
This is a good question. I have certain favorites from every collection! But my two favorites from the classic collection are champagne showers and hangover cure.
Your candles are so unique! Where do you get inspiration?
Thank you! I try and get inspiration from anywhere and everywhere haha. I stay up to date with what’s trendy (both in my age group and the age group below me) and I try to incorporate funny words or phrases that come up often. Also, of course my friends and family are a huge inspiration. I’m always asking them for opinions on designs.
What would you say has been your biggest challenge as a business owner?
All the financial / legal / paperwork stuff. I’m not a numbers person (nor do I necessarily want to be) so the first few years before I hired help in those departments were a challenge for me. But it’s all important! You just gotta figure out the best way to do it for you.
What is your favorite “job” of the many hats that you wear as a small business owner ?
My favorite job at Evil Queen is definitely coming up with new candles! The label design, scent creation… all of it. It’s the part of the business where I can be my most creative so it feels really rewarding for me when people like the candles!
What advice would you give for people who want to start their own business?
Just start somewhere. Use what you can and do what you can with that. You don’t necessarily need a big business loan or crazy plan to get going. The hardest part is just starting - and once you’ve got that going, the rest falls into place. Also, don’t be afraid to share your business with your friends (especially in the early stages!) and always ask for help when you need it.
What are some things you do to stay motivated?
Take time away from the business! It sounds a bit counterintuitive, but stepping away really lets the creative ideas flow and I always come back from a vacation or mini trip more refreshed and excited to work than I was before. It can be as simple as just taking a day off to go to a different city nearby — it doesn’t always have to be this extravagant vacation. Spending time with friends also helps! If I don’t have time for all of that, writing down my goals is a big help as well. Just having a big to do list of things in front of me helps me feel motivated to at least tackle some of them!
What has been the most valuable thing you have learned along this journey?
That if you don’t believe in yourself and your product, no one else will. Be your own biggest fan!
What is next for Evil Queen?
Hopefully a lot of exciting new things! Expansion to more stores, new product lines, and a move to a bigger warehouse is in the near future :)
Like what you see? Find your new favorite candle: www.shopevilqueen.com