Monique Brown’s candle company, Affirmation Culture was founded on the belief that happy minds lead to happy, fulfilled lives. Grounded in the power of thought, their vision is to create consciously made, clean-burning candles that help encourage self love, empowerment and inner peace. Those principles are perhaps more salient now than ever before. In response to the present moment, Monique created a new candle called the Call For Justice candle, from which 100% of profits go to the Black Lives Matter movement.
Creating candles for self care
Founder of Affirmation Culture
19 JUN 2020 Hi! I’m Monique Brown and for the last 10 years London has been my home. I have worked and lived in various locations around the world such as New York, Austria and Morocco, but something about London always feels like I’m returning to my base.
I am the founder of the candle company Affirmation Culture, which has been running for just over a year now. I make 100% natural candles for the purpose of self care from a coconut soy wax blend and natural oils. I’m really passionate about mindfulness and mental wellbeing, so each candle comes with a positive affirmation to help create feelings of peace, empowerment and positivity. I make and pour them all by hand—making candles is definitely my favourite creative mindfulness activity. It helps me unwind and you have a beautiful smelling candle at the end!
Covid-19 has had an impact on my work, certainly. I have had to make hundreds of candles in my tiny kitchen, but it’s amazing how adaptable we, as makers, have all become. I usually attend a lot of creative events and fairs to meet with other artists and potential stockists. Of course, we have all been social distancing, so there hasn’t been an opportunity to connect with people as much. But it has allowed me to really focus on new ideas and deep dive creatively.
Social distancing has given me a lot of time to reflect, however, especially with the Black Lives Matter movement and what is currently happening in the world. Being a black woman myself, the death of George Floyd was and is really traumatic. It brought to the surface a lot of racism I have experienced in my own life, like many people of colour.
I have always wanted Affirmation Culture to be a company that supports important causes and issues. I donate 10% of my profit to mental health charities and I have just created the Call For Justice candle. 100% of the profits are donated to the Black Lives Matter movement, the George Floyd memorial fund and the Grassroots Law Project started by Shaun King and Lee Merritt. All of these causes are key in getting justice but also ensuring brutality towards black and brown people doesn’t continue. The whole situation did really affect my mental wellbeing and, as an empath, I felt a lot of hurt, despair and sadness. It was important for me to channel my feelings into positive action. We all have to do the work that is needed and become as active as possible.
It has been so incredible to see the world come together in the flight to end racial injustice and discrimination. It’s really beautiful to see people stand together for humanity.
It's really beautiful to see people stand together for humanity.”
Yes, I’m still at home! It’s actually been a really busy time as I have lots of exciting events planned for the future. I think mental and physical health during lockdown is key. It has been a stressful time for many people with life changing so dramatically. For me, I can’t advise breathing exercises and meditation enough. Meditation has always been part of my self-care routine to keep centered and grounded.
I feel hugely inspired by our frontline workers. They have been incredible in the dedication and care they have shown. I am so grateful to them.
I would say that I am most surprised by the way the Black Lives Matter movement has really taken hold and gained momentum. It has been really emotional to see so many people protesting for human rights. It makes me feel like there can be real change.
Seeing my family and friends in person! I have been zooming a lot but nothing is as good as seeing people and feeling really connected.