“Building a business hasn’t always been easy, juggling all the roles — founder, single mother, student, employee — has stretched me in ways I never imagined. But through it all I’ve stayed grounded in why I do this.”
Hi, I’m Leonie Joubert — founder of LJ Candles, based in the beautiful town of Groblersdal, South Africa. I’m a passionate, driven woman on a mission to turn my candle business into a household name, not just in my community, but across the world. I dream of the day when LJ Candles is the first name people think of when they talk about premium, long-lasting home fragrance products.
But my story didn’t start with a dream. It started with a need.
In 2022, I was navigating one of the most difficult seasons of my life. What began as a way to make ends meet quickly evolved into something much greater — a passion project, a healing journey, and a calling.
From my home dining room table, I began creating candles using pure fragrance oils and paraffin wax, later expanding into wax melts, reed diffusers, car diffusers, diffuser oils, room sprays, and candle sand. Every product is handmade by me, with care, love, and an unwavering attention to detail. What sets LJ Candles apart is the strength of the scent throw and the way each fragrance lingers — long after the candle has been blown out or the diffuser has been placed.
My goal? To help people romanticize their lives.
You know that magical feeling you get after deep-cleaning your home, lighting a beautiful candle, and finally exhaling? Or that cozy comfort when someone walks in and compliments how amazing your space smells? That’s the emotion I want to capture in every product. I want my scents to become part of your routines, your rituals, your memories — from relaxing baths to festive celebrations, to those quiet solo evenings when you just need to recharge.
I do it for my son — so he can live a full life, free from stress, filled with possibility.
I do it for the people who believe in me, for the past and present me.
And I do it because I believe in building something that matters.
My vision for LJ Candles is big: I see our products in retail stores across South Africa, creating opportunities for job seekers and those who need a second chance. I dream of a factory where I can employ others, giving back to a world that hasn’t always made things easy. I hope to one day see celebrities and influencers proudly promoting my products, not just for their beauty, but for the story behind them.
My favorite scent? It’s French Pear — the first fragrance I ever bought. Every time I smell it, I’m transported back to that moment I decided to give this business a real shot. It reminds me of how far I’ve come and how much further I still want to go.
To my amazing customers: thank you for supporting a small business with a big heart. You aren’t just buying a product — you’re becoming part of a journey rooted in resilience, love, and dreams that dare to go global.
And to anyone chasing something difficult:
“When it comes to your dreams, even if today is hard. Make choices that will positively affect your future. Stay humble. Keep going.”
Warmly,
Leonie Joubert
Founder, LJ Candles