By Aaron Allen, The Seattle Medium
Noir Lux Candle Co., a Seattle-based business, was recently highlighted by Chase Bank at a recently small business event as a prime example of how financial literacy and entrepreneurship can elevate the success and growth rates of local businesses. The event, aimed at introducing minority-owned businesses to a range of services and products designed to help them grow, is yet another example of how Chase is connecting with the communities that they serve.
Founded by Colina Bruce, a Seattle native, Noir Lux Candle Co. has created a community-driven business by making and selling handcrafted candles. Bruce, a graduate of Foster High School and Seattle University—where she earned both her bachelor’s degree in communications and journalism and a master’s in nonprofit leadership—worked for over 15 years in the nonprofit and education sectors before establishing her candle business.
“I grew up in Seattle, Washington. I’m a native, specifically from the CD Valley area,” Bruce recalled. “I went to school in what I consider the south end of Seattle, in Tukwila, where I attended Foster High School. Afterward, I graduated from Seattle University.”
When the COVID-19 pandemic forced businesses and schools to shut down, Bruce decided to explore ways to celebrate culture and build community, leading her to create Noir Lux Candle Co. Originally launched as an e-commerce business in 2022, Noir Lux has since grown into a brick-and-mortar space where customers can come together to create, connect, and share experiences.
“At Noir Lux, we believe in self-care, good vibes, and nostalgia. We are a Black-owned, woman-owned business, and everything we create is handcrafted in small batches, specifically with our customers in mind,” said Bruce. “We’ve shipped candles across the country, and our candle bar allows guests to choose their vessels and fragrances to curate their own custom candles.”
Noir Lux offers an interactive experience where customers are guided through the candle-making process, selecting from over 100 different fragrances and creating their own blends.
“It’s a ‘do-it-yourself’ experience, but it’s guided,” Bruce explained. “Customers pick out their vessels, which are candle jars, and we guide them through the process of smelling different fragrances. They blend up to three fragrances, pour their candles, name them, and leave with something they created.”
Bruce emphasized the welcoming atmosphere of Noir Lux, noting that the creative process brings joy to customers. “We really try hard to create a warm and welcoming environment with an experience that’s of a quality people can’t get anywhere else,” she added.
One of the key factors in Bruce’s success has been her collaboration with Chase Bank. She credits her partnership with Sheila Winston, Vice President and Senior Business Consultant at JPMorgan Chase, for helping her navigate the challenges of entrepreneurship. Through mentorship and events like Chase’s Small Business Marketing Event, Bruce has been able to grow Noir Lux from an online-only business to a brick-and-mortar operation.
“I’ve been fortunate to work with Sheila, my coach and mentor, and we meet regularly, usually biweekly,” Bruce said. “Whether we’re discussing marketing or I’m bouncing ideas off of her, she provides feedback and guidance. It’s been incredibly helpful.”
“Being in spaces like that particular event, where I can network with other small business owners experiencing similar challenges, has been valuable,” added Bruce. “It’s a safe space to discuss trends in our industries and learn from more experienced business owners.”
Winston, who works with many local small business owners, praised Bruce’s professionalism and dedication.
“Noir Lux Candle Co. is a very professional company. You can tell from her experience that she runs it very well,” Winston said. “She’s well-known in the community and takes her work seriously, both in terms of how she treats her employees and the impact she’s making.”
Bruce says that she is committed to using candles as a way to build community, which is a core element of Noir Lux’s mission.
“We center on community, and our motto is that we use candles as a conduit to build community,” Bruce said. “Candles resonate with people, whether they love the fragrance or see them as a guilty pleasure. But what sets us apart is using our space as a community hub—a safe space where people can gather, create, and have fun.”
Looking to the future, Bruce plans to expand Noir Lux by offering event space and supporting other small businesses.
“We’re looking to expand the brand to include a venue where people can rent our space for special events, meetings, or gatherings,” Bruce said. “That’s the next step in our business plan—securing a venue that we can rent out to the community.”
Creativity, resilience, and collaboration have been central to Bruce’s entrepreneurial journey. She highlights the importance of financial literacy, mentorship, and hard work as key factors in her success.
“It’s important for business owners to know they don’t have to do everything on their own,” Bruce concluded. “There are resources available, and if they come across opportunities like Chase’s mentorship programs or workshops, they should take advantage of them—especially when those opportunities are free. They are an investment of our time that will pay back dividends in the long run.”
