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Lessons From Liz James at Standard Wax
Liz James shares what it really looks like to run a growing business while raising a young child—balancing flexibility with the mental weight of uncertainty. Her biggest breakthrough came from trusting her style, taking a calculated risk, and redefining what “success” looks like in the growth phase.
Flexibility is a Business Advantage
Being your own boss means you can adjust when life happens—sick kids, late mornings, and the unpredictable realities of parenthood.
Redefine “Success” When You’re Building
Without a steady paycheck or traditional milestones, Liz had to create new markers—profitability, a real plan, and momentum toward a clear vision.
Differentiate Instead of Competing on Price
Trying to be the cheapest and fastest wasn’t sustainable. Leaning into a more premium, unique product direction improved margins and simplified production.
Take Calculated Risks (Not Random Ones)
Liz sat on a bold product move for months, then tested it thoughtfully—keeping inventory controlled while validating demand quickly.
Build Systems That Protect Your Time
From shipping logistics to production workflow, small operational upgrades matter—especially when you’re running lean and wearing every hat.
About Standard Wax
Custom candles, crafted for brands, gifting, and meaningful spaces
Standard Wax is a candle business led by Liz James, who took over the company about two and a half years ago—right as she was stepping into motherhood and looking for a new, flexible path back into work. Standard Wax specializes in custom candle production, including branded corporate gifting and private-label candle lines for retailers and other businesses.
Listen to them on Rise’s podcast, build boldly!
Learn how Liz James of Standard Wax navigated motherhood and entrepreneurship—building profitability through smart product decisions, trusting her gut, and creating a business model that supports real life (not the other way around).
Finding the right space
A safer, smoother way to operate (and scale)
After experiencing the downsides of “cheapest-possible” warehouse space, Liz chose RISE for the things that actually protect growth: a safer environment when working solo, reliable front-desk support for deliveries, and a roll-up door that makes larger shipments and pallet deliveries far more manageable.
Key Podcast Takeaways
01.
Choose space that supports your real operations
The right workspace isn’t just square footage—it’s safety, logistics support, and features (like a roll-up door) that remove friction as orders grow.
02.
Stop chasing “cheaper” and start building “different”
Competing on price can trap you in burnout. A unique, premium direction can raise margins, simplify work, and attract better-fit customers.
03.
Slow down to speed up
Before big moves—buying a business, shifting your model, hiring—pause long enough to ask the right questions so your next step is intentional.
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Learn How to Lease Business Space in Just 6 Simple Steps!
Whether you’re a sales rep needing minimal office space and room for inventory, a franchise requiring a blend of retail and storage space, or a therapist seeking a simple office, finding the right space is crucial. This guide will help you align each step with your business goals.
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