Boss Babes: Ida-Sofia, Evil Queen
Does anyone else out there have to have at least three candle scents to pick from on any given day? Would the pot be sweetened if they had creatively appropriate names? What about if they had sassy tailgates and a list of laughably accurate ingredients? Meet Evil Queen, if you haven’t already. The fantasticly funny Ida-Sofia is the founder and female power behind these candles that we couldn’t love more. My favorite? Exhale The Bullshit.
How did Evil Queen get her name? We love the blurb about your ah-hah! Moment on your website and want to know more! We sense a story there!
The concept for Evil Queen came well before the name did. I knew from that moment you’re talking about that I wanted to make something sassy, funny, and trendy but a name for my business was the last thing on my mind. I came across an old journal from some school project I had done, and there it was : Evil Queen. I had started a project with the name Evil Queen and even designed a logo for it, but ended up scrapping it and doing something else for my project. Finding the name Evil Queen in that journal was so serendipitous. I saw it and knew instantly that was what this company had to be called!
Tell us about your creative process – how do the scents and sassy descriptions get decided upon and then put together?
Generally I come up with the names first, and then think about what that phrase would smell like to me. Then I order a ton of fragrance samples and just experiment. A lot. I get free fragrance samples with big orders, so sometimes I’ll get a scent and just know that I HAVE to use it. In that case, it’s a little harder to come up with a name but it usually ends up working out just fine 🙂
What was the first candle from Evil Queen?
The Basic Candle! Inspired by the “basic flowers” store I passed by that helped me come up with the idea for Evil Queen. (Also mildly inspired by Taylor Swift).
We are obsessed with the partnerships you run (hello Jac Vanek), how do you decide who to work with?
Firstly, thank you! I love doing partnerships and collaborations. They’re such a fun creative outlet and I can stray away from my branding a bit, which is always a nice change of pace. My partnership with Jac was actually something that was on my “goal board” when I started Evil Queen. A friend of mine met Jac at a tradeshow, had her follow me on Instagram, then I slid in those DM’s and the rest is history! I’m honestly always open to collaborations but I’m having to be a bit more selective now as I’m getting busier. I try to look for people who have similar branding / target audiences as me, and make sure that whoever we’re making candles for, their fans will become my fans as well.
What is the most memorable piece of career advice you’ve been given?
If you don’t do it, someone else will. So just go for it while you’re still feeling the vibes! Don’t let the moment pass you by.
It seems like you have your hand in a lot of creative pies – Evil Queen, Poetry (we saw that you published a book!), graphic design… How do you try to maintain balance? Any tips?
That’s been one of my struggles since starting EQ – finding balance for the other things I love. Evil Queen grew much faster than I had ever anticipated, and my transition from calligraphy / graphic design to full time EQ was a struggle at first. What I’ve learned so far is that time management is extremely important. Scheduling days out helps a TON, as well as creating a routine. I’ve learned that I have the most uninterrupted computer time while waiting for wax to melt, but after shipping out orders in the morning. I think it’s all just about figuring out your routine, and if you’re passionate enough about something, you’ll find the time for it.
What is your go-to scent for your home?
I love Champagne Showers, Hangover Cure, and Magic Meditation. But really I love them all for different occasions 😛
What would you tell other women starting their businesses from the ground up?
Don’t let fear take over. I feel like there’s always something stirring in our heads: what if I don’t make enough money, what if everything fails, what if I realize I actually don’t like doing this? Change your negative fears and what ifs into positive ones that encourage you. What if you become happier than you’ve ever been? What if you make more money than you could’ve expected? What if you achieve your goals quickly? It’s all about your mindset. You can change your life with your thoughts, I promise.
Tell us one thing about yourself we couldn’t find out online!
Across the board I feel like I’ve told the internet world my story pretty thoroughly, so this is tough! Some facts that may be a bit harder to find out about me though: I’m bilingual (English + Finnish), I used to want to be a singer (and I’ve actually released an original song I wrote on Spotify!), and I’m probably more obsessed with rapping Drake songs than I should be. Sorry not sorry?
What word encompasses your twenty-something decade?
Bravery. If I had been complacent and listened to my fears, I’d be stuck at a job I was dreading going to every morning. I learned to be brave and take the leap into the future I created for myself, and I couldn’t be happier.