From hobby to hustle: lauren of north + rose
Turning a spark of creativity into a thriving business is no small feat, but that’s exactly what happened for the maker behind North + Rose. What started as a calming outlet during a difficult time has blossomed into a growing brand built on passion, purpose, and clean, beautiful products.
“It’s about creating with purpose, finding balance as a mom and entrepreneur, and building something I’m truly proud of every single day.”
Ready to be inspired by her journey?
how it all began
"I started making candles in 2020 as a creative outlet during a really overwhelming time. What began as a fun hobby turned into something much bigger than I could’ve imagined. I was mixing fragrances during nap times, pouring candles at night, and sharing them with friends and family. Before I knew it, I had repeat customers, wholesale inquiries, and a growing Instagram community that believed in what I was creating.
My brand, North + Rose, represents both my roots and my two daughters (the two “roses” in the logo). I wanted to build something that felt elegant, meaningful, and timeless. Everything I create is made to bring warmth and soul to a space, and to feel like a small moment of luxury in someone’s everyday life."
the moment everything changed
"The tipping point was honestly when I started receiving more orders than I could handle in the little free time I had. I realized I was onto something and decided to give it my full attention. I recently left my corporate job along with the security of a steady paycheck, company car, and benefits to pursue this full-time. It was a scary decision, but I did it so I could build something meaningful and also be more present with my two young daughters. They’re my biggest motivation."
creating with soul & purpose
"I create non-toxic soy candles with wooden wicks and signature scents that are safe for your home but still luxurious. I’ve also added curated vintage and antique decor pieces each one tells a story and adds soul to a space. I love creating products that make people feel something: calm, nostalgic, inspired. I’m also super passionate about ingredient transparency and clean fragrances, and I’ve started educating my customers on that too.
My bestsellers are the signature soy candles with clean scents and our seasonal collections. I design each label, choose vessels, and test every scent for performance and safety. I’ve also started offering small-batch vintage drops that are one-of-a-kind. Each collection is thoughtfully created, and I’m always looking for ways to make my offerings feel special."
highlights & hurdles
"Some of my proudest moments have been hosting sold-out candle-making classes and seeing my products in beautiful boutiques and customers’ homes. I’ve had lots of learning moments to like investing in the wrong labels, expanding into new categories and not focusing on my bread & butter or underestimating how much time goes into fulfillment. But every stumble has helped me grow.
I run the business solo right now, though I dream of building a small team one day. My first sale came from a friend, and I’ll never forget the feeling of seeing someone light a candle I made. It’s wild to look back and see how far it’s come from my kitchen counter to real-life markets, boutiques, and now my own classes and vintage curation."
balancing mom life & maker life
"It’s a lot of juggling! I’m a full-time mom and now a full-time business owner. My day usually starts with school drop-offs, then I dive into emails, order packing, product development, or content creation. In the evenings, I’m back in “mom mode,” and sometimes I’m back to work once the kids are in bed. It’s chaotic but I love it."
the words of wisdom
"Start before you’re ready and trust your gut. You don’t need to have everything figured out. Consistency, storytelling, and community matter so much more than perfection. Also protect your time and boundaries. Burnout is real. Also, remind yourself that this your journey, you need to start somewhere and not to compare to other people.
Markets have been incredible for growth—getting my products in front of people and having them smell and touch everything is powerful. Instagram has also been huge for building my brand and community. I think people resonate with the honesty and heart behind it. The best way I have grown and its super unrated is word of mouth!"
what keeps her going
"My daughters. I want them to grow up seeing what it looks like to chase a dream with heart and hard work. On the tough days, I remind myself why I started and I let myself rest when I need to.
Most people don’t know that before starting my business, I worked in the luxury beauty industry and corporate marketing. I used to lead educational trainings, conduct business meetings, and manage sales teams—all experiences that shaped how I now run my own brand. Success for me isn’t just about numbers anymore. It’s about creating with purpose, finding balance as a mom and entrepreneur, and building something I’m truly proud of every single day.
In the next year, I hope to open a small storefront with a workshop space in the back for candle classes and community events. Long term, I dream of building a profitable brand that gives me freedom and flexibility as a mom and creates a little magic for my customers too."
follow along at: www.northandrose.ca
Instagram: @northandroseco
Happy making!
