Meet Latonya Smith | Founder & Chief Product Officer

We had the good fortune of connecting with Latonya Smith and we’ve shared our conversation below.

Hi Latonya, can you walk us through the thought-process of starting your business?
Lovely was born from a place of reflection, resilience, and the deep connection between scent and emotion. During life’s challenges, I found solace in fragrance – the way a single scent could transport me, comfort me, or bring me a sense of peace when I needed it most. I realized that candles weren’t just about aroma; they were about creating moments, memories, and emotions. That inspiration led me to craft Lovely – a candle business built on the idea that scent has the power to uplift and transform any space into something meaningful. Every candle is a reflection of that journey, a reminder that even in difficult times, there’s always beauty to be found in the little things.

Alright, so let’s move onto what keeps you busy professionally?
My professional journey has been shaped by both engineering and business, two fields that has given me the foundation to build Lovely into what it is today and what it is becoming. With my background in computer engineering, I developed a problem-solving mindset, an eye for detail, and the ability to think analytically – skills that have been invaluable in product development, logistics, and operations. Engineering taught me how to break down complex challenges and find creative, efficient solutions.

Later, pursuing my MBA gave me strategic knowledge to turn a passion into a business. From branding and marketing to financial planning and scaling operations, business school provided me with the tools to transform an idea into a sustainable venture. It helped me understand that a great product is just the beginning – building a strong and connecting with customers is what truly brings it to life.

Lovely is the result of both worlds coming together – the precision and structure of engineering paired with the vision and strategy of business. Combining logic with creativity, I’ve been working to build a brand that is not just about candles, but about experience, emotion, and connection.

Any places to eat or things to do that you can share with our readers? If they have a friend visiting town, what are some spots they could take them to?
We would eat at Eataly, The Terra Restaurant
I absolutely love art so we would spend some time at the Dallas Art Museum and stop at Klyde Warren Park for the food trucks and any events happening over the weekend.
We would have to go shopping at North Park Mall.
If we had enough time to relax, I would take them to my favorite Spa, Riviera Spa in Dallas
If it’s a beautiful night we would spend it at the Happiest Hour on the rooftop.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
One of the most defining moments in my journey was attending the Forbes Women’s Summit in NY, where I heard Fawn Weaver’s story for the first time. Hearing her story – her vision, determination, and the way she built something meaningful – was a spark of inspiration. She reminded me that passion and purpose go hand in hand, and that building something from the heart is always worth it.

That experience stays with me. It reminds me that what I create should go beyond just a product – it should tell a story, evoke emotion, and bring people a sense of connection. Lovely is more than just candles; it’s about capturing moments, finding comfort in the small things, and knowing that even in the toughest times, there is always light.

Website: https://www.lovelycandleco.com

Instagram: https://www.instagram.com/lovely_candleco/

Linkedin: https://www.linkedin.com/in/latonya-a-smith/

Facebook: https://www.facebook.com/lovely.candleco24

Image Credits
Kurt Nelson, Innovative Images – individual photo