How To Build A Maker Business That Lasts
If you're a maker lying awake at 2 am wondering if you're doing any of this right, this one's for you.
You know that feeling, right? You've poured everything into your products. Your candles are beautiful. Your soaps are amazing. But somewhere between late-night label printing and trying to figure out if you should launch that new line, you start questioning everything.
"Why does everyone else seem to have this figured out?"
"Am I the only one who feels like I'm drowning?"
"How do people actually turn this into a real, successful business?"
I've been there. Actually, I lived there for a while.
Here's the truth:
When Doug and I started our candle company out of our basement, we were learning just like you are now. We made it up as we went along. We stumbled. We second-guessed ourselves constantly. We made mistakes that cost us money, time, and more than a few sleepless nights. But we also learned what actually works when you're trying to build something that lasts.
This is why I want to share with you a few of these lessons I have learned on how to build a successful maker business in the following blog!
PS: Bookmark this page. We will continue to add new blogs, resources, and honest lessons to help make your life a little easier.
Mindset: The Mindset Behind Building a Successful Business
When people talk about building a successful business, the focus is usually on the work... products, pricing, marketing, systems (and we will get there, I promise)!
But what doesn’t get talked about enough is the internal self work that happens alongside it.
Hard truth: your business will only grow as much as you do.
As our business has scaled, I’ve had to do just as much personal development as I have business development. For me, getting unstuck often had less to do with strategy - and more to do with mindset.
I had to learn how to let go of beliefs that were holding me back:
- scarcity and lack-based money beliefs
- feeling like I wasn’t good enough or ready yet
- thinking I needed to be perfect before taking action
- imposter syndrome
- + a million more...
That work didn’t happen overnight. It’s been a long journey (5 years to be exact) and it’s one I still show up for daily. But one of the most meaningful parts of building this business has been building myself in the process.
Most people you admire didn’t feel confident the whole way. They learned how to move forward without certainty. That’s the real work.
Want more on this topic? I got you!
Marketing: Let’s Talk About the Part Everyone Struggles With
The question I get asked the most from makers is this… “I love making my product, but how do I actually sell it?”
Creating is often the easy part. Marketing and selling... that’s where things start to feel overwhelming.
When I first started, I was in the exact same boat. Marketing felt like something I had to figure out - algorithms, trends, platforms, the list goes on and on...
What I’ve learned over time is that marketing isn’t really about any of that. At its core, marketing is how people experience you.
- It’s how you show up.
- It’s how you communicate your message.
- It’s how you build trust over time.
For a long time, I thought I needed to look more polished, more put together, more “ready” before I could show up consistently. But the more we grew, the more I realized that perfection wasn’t what moved the needle - connection was.
Here’s something I’ve learned along the way… I actually hate the word marketing.
It’s so broad. It can mean a hundred different things. And it often feels like this elusive thing we’re all chasing.
So instead of scrambling after the term, I think it’s more helpful to define it - for yourself.
At MWFC, marketing isn’t about being everywhere or chasing every trend.
It’s about how we show up, authentically and consistently... for the people we serve. It’s about connection and customer experience. It’s about sharing our products and our message in places that actually matter.
From there, we’ve built systems to support that - systems that have evolved, grown, and changed over time. But the philosophy has stayed the same…
Simply to Amplify.
More helpful resources for you to explore:
Product Strategy: Build the Foundation First
One of the biggest lessons I’ve learned running a successful maker business is this… your product line needs a strong foundation before it can expand.
When you’re creative, it’s easy to want to make everything. New scents. New products. New ideas. And while that creativity is such a gift, without a clear product strategy it can quickly turn into overwhelm... and actually slow you down instead of speeding you up.
What I’ve learned over time is that sustainable growth comes from building a solid foundation first… and then expanding intentionally.
Build the Core First
Your core products and core scents are the backbone of your business. They’re the things you’ll always offer - and the reason customers come back again and again. Before expanding, I always recommend building depth here first.
For many makers, that looks like:
one to three main products you’re best known for
a thoughtfully curated core scent lineup (often around 10–15 scents, but you know your business best)
a mix of scent families for variety
Once this foundation is in place and selling consistently, expansion starts to feel exciting instead of chaotic.
Expand on What is Already Working
Right now, we’re seeing a lot of makers grow successfully by adding complementary products that pair naturally with their core line, like:
These kinds of products allow you to expand without starting from scratch... using the same scents, branding, and customer base you’ve already built.
Below, you’ll find resources to go deeper into this topic and continue learning how to build a product line that actually supports your business as it grows.
For inspiration, check out these free resources...
Systems: The Thing That Gave Me My Time Back
One of the biggest struggles I hear from makers is time. There’s never enough of it... and running a small business can start to feel like you’re always behind.
What I’ve learned building a maker business is this… systems save time.
Think of systems as shortcuts - ways to make your day easier and your business run smoother.
Some examples of time-saving systems:
- A checklist for your product-making process
- A folder where you keep all your label files organized
- Time-blocking so you can batch tasks
- A task management system so you can stop using sticky notes
- A spreadsheet that tracks your inventory and tells you when to reorder supplies
One place for all recipes, blends, and scent names
Email templates so your not answering the same questions repeatedly
A simple marketing system so you stop wondering what to post
The goal is to get the routine stuff out of your brain so you have energy left for the creative, strategic, growth-oriented work that actually moves your business forward.
Your business shouldn't require you to remember everything, all the time, forever. That's not sustainable. That's a recipe for burnout.
Start small. Pick one thing you do repeatedly and create a system. Then pick another. Over time, you'll build a business that runs smoother, stresses you out less, and gives you the mental space to actually enjoy what you're building.
Leave a comment about an area you would like to see me write about for systems and I will start working on resources for you 💛
Community: You Were Never Meant to Do This Alone
If you're trying to build this business on your own, let me stop you right there.
No one builds a successful business alone. And if you're going at it solo, you're making it so much harder than it needs to be.
When I started connecting with other makers, everything changed. Not just because I learned faster, but because I finally had people who understood. People who normalized the struggles. People who reminded me I wasn't behind.
A good community:
- Shortens your learning curve by sharing what actually works
- Makes the hard parts feel less lonely
- Celebrates your wins like they're their own
- Shows you what's possible when you're tempted to play small
We truly believe in the power of community. That's why we created our maker community group - a space where makers can connect, ask questions, support each other, and grow together. Because we remember what it felt like to need that support and not know where to find it.
You're not in competition with other makers. We're all just trying to figure this out and build something we're proud of.
Looking for a community of makers just like you? Join our MWFC maker community group where real makers are supporting each other every single day.
Hi! I'm Kenna!
Co-founder of Midwest Fragrance Company, business builder since 20, fueled by coffee and grounded by yoga. I’ve learned (mostly the hard way) what it takes to grow a maker business, and I share those lessons here… the real ones, not the highlight reel.
At MWFC, we sell all the supplies you need to create scented products that truly shine ✨
Want to keep following along? Find us on Instagram @midwestfragranceco
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