From Law Enforcement to Candle Entrepreneur: The Story of Love Ewe Candles' Rapid Rise
- published: 2024/10/23
- contact: NBDC Communications - Nebraska Business Development Center
- phone: 402.554.6256
- email: kjefferson@unomaha.edu
Glenvil – It was a big win in the 2021 Big Idea pitch competition in Hastings, Neb., that signaled a new chapter in Jenna Thayer's life. "Okay, this is going to be an actual thing!" she recalls thinking as her business dreams started to take shape.
That “thing” was Love Ewe Candles, a company built on hand-poured, all-natural soy candles. The buzz created from her competition win ignited the start of what would become an increasingly successful business venture. Not long after her victory, Thayer launched Love Ewe Candles in her hometown of Glenvil, and soon, her name was being featured in the Hastings Tribune and other regional news outlets. The newfound attention brought with it a wave of early sales that kept her busy through the end of 2021—despite still working full-time as a police officer in Hastings.
Juggling two careers didn’t last long. The demand for her products, and the potential she saw in her business, led to a decision that would change her professional life: leaving law enforcement behind and dedicating herself fully to her entrepreneurial pursuit.
Thayer’s Love Ewe Candle Company officially established in late 2021, initially focused on direct-to-consumer sales of hand-poured soy candles and wax melts. The candles, crafted from soybeans grown in the USA, are toxin-free and infused with essential oils, creating natural, clean-burning fragrances. In 2022, she began selling her candles in local stores, and soon more retailers expressed interest in carrying her products. Recognizing the potential for expansion, Thayer embraced the wholesale market as a key growth avenue.
Okay, this is going to be an actual thing!
By 2023, she had joined GROW Nebraska, a program designed to support entrepreneurs, allowing her to sell her products at events such as the Nebraska State Fair. As her brand gained popularity, it became clear to her that to grow Love Ewe Candles further, she needed to scale production, elevate her branding, and build a professional web presence.
Thayer turned to the Nebraska Business Development Center (NBDC) for assistance. She applied for the Nebraska Small Business Assistance Act grant and was referred to Odee Ingersoll, director of the NBDC’s Kearney office. Ingersoll worked closely with Thayer, providing resources and templates to help her craft a business plan that aligned with her goals.
“She described just having a block about putting her ideas into writing and was struggling,” said Ingersoll. “I knew she understood her business and what she wanted to accomplish – we just needed to work together and help her transfer that knowledge and experience into something she could work with.”
To overcome this, Ingersoll invited Thayer to the NBDC office and set up two large computer monitors where they worked together, section by section, verbalizing and organizing her thoughts into a coherent plan. After hours, the basics were there for her plan.
Ingersoll also contacted GROW Nebraska and discussed the grant and what they were looking for. Ultimately, Thayer did not qualify for the NSBAA grant due to past income, but she pivoted and was able to apply for a Professional Services Grant.
After the working session, NBDC provided additional third-party information about the industry, peer business performance to compare her business to, and completed the business plan for Thayer’s submission for the Professional Services Grant. She successfully received $12,500 and targeted its use directly to branding and marketing, including the development of a new website that featured professional product photography, and a portal for wholesale clients where they could self-register to buy products directly from Love Ewe online.
Her investment in branding and marketing is paying off. Thayer reports that sales have doubled each year since her company’s inception. She predicts a similar trend for 2024.
Thayer’s journey from a police officer to a full-time entrepreneur is one marked by persistence, resourcefulness, and community support. “The business plan Odee provided me was like a novel with every little detail of my business. It was excellent, and I’m absolutely grateful for all the hours he put in,” she said.
As Thayer looks toward the future, she is not only focused on growing her business but also on giving back. When time allows, she mentors new entrepreneurs, sharing the lessons she’s learned.
Ingersoll praises her collaborative spirit: “She understands what it’s like to start a new venture and is willing to pass on that knowledge when she can.”