Today we’d like to introduce you to Sarah Thomas.
Hi Sarah, so excited to have you on the platform. So before we get into questions about your work-life, maybe you can bring our readers up to speed on your story and how you got to where you are today?
I started Miss Congeniality llc in 2019, just before the pandemic, during a time when I was rediscovering my own voice. I had spent many years focused on raising my three kids and helping run my (now ex) husband’s veterinary practice, and I was ready to do something that was creatively mine.
I’ve always loved smart, slightly inappropriate humor. The kind that’s best shared with people who know your heart, so don’t fixate on assigning morality to the humor. Miss Congeniality was started casually, with a focus on funny over-the-top wine labels, that I originally made as gifts for my closest friends. Around the same time, I was also making candles. Mostly, because I’ve always been a candle-burner, so making my own clean versions made sense. Scent matters to me quite a lot. It can completely change the energy of a space and is deeply tied to memory and mood.
Once I started putting my labels on my hand-poured candles, something clicked. The response was immediate, and the candle side of the business grew faster than I ever expected. Before long, I couldn’t keep up with demand on my own, and the wine labels naturally phased out as candles became the focus.
What began as a creative experiment quickly turned into a successful business built around humor, scent, and connection. Clean products that make people laugh, feel something, and enjoy the spaces they live in.
Can you talk to us a bit about the challenges and lessons you’ve learned along the way. Looking back would you say it’s been easy or smooth in retrospect?
Has it been a smooth road? Ha! Not exactly.
Like most small business owners, I’ve learned very quickly that entrepreneurship compresses life. In a relatively short amount of time, it feels like I’ve lived about a thousand lives, on top of everything we’ve all navigated globally and nationally.
I’ve personally poured over 50,000 candles, including seasons where I’ve worked 60-plus days straight without a single day off during the holidays. In my third year, I experienced a serious injury that required spinal surgery and a long recovery. Even then, the business didn’t stop. I hired an employee from a hospital bed and kept things moving forward. One decision at a time.
There were major family changes happening at the same time, but that’s often the reality behind the scenes of a small business. You adapt, you problem-solve, and you keep showing up.
It hasn’t been smooth. But, it’s been educational, and it’s been resilient, and it’s taught me how capable I really am.
Appreciate you sharing that. What else should we know about what you do?
I’m known for blending humor and quality in a way that feels intentional, not gimmicky. Most of my labels are hand-drawn by me, so the artwork, the voice, and the product all come from the same place. It’s very personal and very consistent.
When I started in 2019, there were very few candle lines using tongue-in-cheek humor while also prioritizing high-quality, organic ingredients. I cared just as much about what went into the candle as what was printed on the label. That combination- irreverent on the outside, thoughtfully made on the inside, really set the brand apart.
Even sourcing reflected that commitment. At the time, wholesale jars and clean materials were harder to come by, especially at a small scale, but I chose to work through those challenges rather than compromise on quality.
Ultimately, what sets the brand apart is that it doesn’t take itself too seriously. But, it takes the product and the customer experience very seriously.
Do you have recommendations for books, apps, blogs, etc?
I’m a big believer in learning from others and finding inspiration wherever I can, so I use a mix of books, podcasts, and apps that help me stay inspired, informed, and creatively charged.
On the podcast side, I’m a huge fan of crime storytelling. I love Crime Junkie and recently finished The 1946 Documentary. It is a MUST watch. There’s something about deeply reported narrative content that keeps me thinking and curious and even in awe of the storytellers. I also intentionally support and follow creators who bring diverse perspectives, especially women and queer storytellers, because all industry is stronger when more voices are heard.
For books, I reach for titles that broaden my thinking, deepen empathy, or sharpen storytelling skills. I am currently listening to Born a Crime on audiobook.
Contact Info:
- Website: https://Misscongenialityshop.etsy.com
- Instagram: https://misscongenialityshop.instagram.com
- Other: https://Misscongenialityshop.com
