Building a Business and a Family: How Liz James Builds Boldly with Heart
At RISE Commercial District, we see women redefining what it means to “do it all” — leading with passion, building with purpose, and balancing the beauty (and chaos) of family life. Liz James, owner of Standard Wax, embodies that spirit perfectly. Her story is a reminder that entrepreneurship and motherhood aren’t opposing forces — they can fuel one another.
Redefining Balance
When asked how she manages both business and family, Liz laughs and admits, “I recognize I can’t be 100% all the time. I am disorganized. My warehouse is a mess. No one could understand my crazy. But it works for me.”
That honesty is what makes her story so relatable. At RISE, we know the path to success doesn’t always look polished — sometimes it’s messy, creative, and beautifully imperfect. Liz’s version of balance isn’t about perfection; it’s about presence. Each day, she focuses her energy where it matters most: showing up for her family and her customers with heart.
Her perspective reflects a growing truth among RISE’s community of women entrepreneurs — that grace, flexibility, and self-trust are just as important as strategy.
Building Standard Wax with Purpose
Just six months into motherhood, Liz made a bold move: she purchased a struggling candle company and transformed it into Standard Wax, a brand that blends art, scent, and design.
Guided by instinct and creativity, she reimagined the business into something entirely her own — a modern home fragrance company with signature marble vessels and a devoted following. Her approach was slow, steady, and deeply intuitive. Instead of chasing rapid growth, Liz chose intentional progress, trusting her own pace and her evolving priorities as a mother and leader.
At RISE, we champion that kind of growth — rooted in authenticity, guided by purpose, and built to last.
Leading with Flexibility and Trust
Motherhood taught Liz that letting go can be powerful. By releasing control and trusting her team, she’s created a company culture that thrives on creativity and collaboration. Her leadership style reflects a truth that resonates deeply within the RISE community: when women lead with empathy, strength, and intuition, they redefine what success looks like.
As RISE Marketing Director Allison Barber reflects, Liz’s story is a celebration of what’s possible when women embrace both their business goals and their family lives without apology.
For Every Woman Building Boldly
For moms with dreams and entrepreneurs juggling multiple roles, Liz’s journey offers reassurance and inspiration. You don’t have to wait for the perfect moment — you just need to trust yourself and take the next step.
Connect more with standard wax…
Watch more on Standard Wax below!
LISTEN to the Podcast Interview with LIZ of STANDARD WAX.
https://youtu.be/PBS8v37-l1Q
