Founders in Focus: Meet Julie Maskulka of Anecdote Candles

Anecdote Candles: Where Scents Sparks Connections

What started as a creative side project fueled by curiosity and a willingness to figure things out has grown into Anecdote Candles, a female-owned brand reimagining the way companies tell their stories through scent. Using a unique customer-led development process and Generative AI technology, Anecdote helps brands craft custom fragrances that capture their personality, values, and moments worth remembering.
 

At CreativeMC, we love partnering with founders like Julie who prove that everyday products can become meaningful brand experiences. Anecdote Candles elevate corporate gifting with thoughtful, high-quality pieces people genuinely want to keep, display, and enjoy. By transforming stories into scent, they create lasting impressions that strengthen relationships and keep your brand top of mind.

Read on as Julie shares the inspiration behind the brand, her entrepreneurial journey, and the lessons she's learned while building a business that's changing the way companies connect through scent.

What’s your favorite phrase that perfectly sums up your entrepreneurial spirit?

I am a former management consultant turned candlemaker. I actually call Anecdote my accidental business because it started as a side project that just evolved. There was no business plan or go-to-market strategy. I started with curiosity, creativity, and a willingness to solve problems as they came up. Entrepreneurship, for me, has always been about trusting that you can learn whatever you need to along the way.

Which candle is your favorite?

The oud gives it this beautiful depth that’s still very warm and smooth. I also just love the poetry of the phrase "extravagant simplicity.” It feels quiet and indulgent at the same time.

What mindset helped you on your journey?

As the business grows, it becomes harder to filter out the noise. You’re suddenly aware of what everyone else is doing and what customers are saying, and it’s easy to get pulled in different directions. I’ve learned that it’s just as important to stay intentional, know your lane, and trust the point of view that got you started in the first place.

Motivation for Women Entrepreneurs

Which entrepreneur(s) inspire you?

I’m drawn to women who build and evolve. 

Bobbi Brown for reinvention:  she built an empire, exited, and did it again on her terms. I think it’s so powerful as it says that your identity isn’t tied to one chapter only. 

And Sarah Paiji Yoo, for building Blueland with a very clear mission and living it consistently in her work and life.

What kind of impact do you hope to leave behind? 

I hope I’ve helped show that business can have personality and point of view. That products can tell stories, and that women can build brands that are thoughtful, creative, and a little irreverent at the same time.
 

When I worked in consulting, I became very aware that I was an introvert. There was a lot of emphasis on building your personal brand and being highly visible to get ahead, and I sometimes struggled with that. Ironically, now I actually run a brand, and that experience shaped how I think about it

What would you like to say to other females looking to start their own business? Any tips, recommendations, inspiring words?

Do it. Set intentions early, but try not to get stuck on expectations. Focus on the outcome rather than the exact path to get there.  You can have a plan, and things may not go as planned. That’s okay.
 

Nothing will ever be perfect, and that’s part of the beauty of building a business. It will test you in ways you never expected, but it will also help you grow in ways you never imagined.

What habit or tool you can’t live without?

Habit: The Train
For some reason my best ideas always happen there. I think being in motion helps me get out of my own head, and that’s when ideas start to connect.

Tool: A pad of Post-its.
Every week I make a simple Post-it board on my wall with everything on my mind or on my to-do list. Since I live in a New York apartment and my dining room is also my office, it can be a little awkward when I have company over and people start dissecting it! We use a whole host of project management tools, but the act of getting it out of my head and onto paper helps me reset.

What's your proudest moment so far?

Seeing our products out in the wild at our big retailers is always very surreal, but for me, the moments that mean the most are when customers share the stories behind their candles. A gift for a friend having a hard week, or a candle someone burns while writing their book. It’s humbling to know our product becomes part of people’s lives in small ways.
 

Personally, one of the milestones I’m most proud of is building our Anecdote& AI generator. We brought AI to the most analog product out there, and did so in a way that reinforces our brand’s mission. We developed custom software to design and print candle labels and had to figure out how to make it work operationally in our studio. I joke that I became an unqualified product manager overnight, but with an incredible team of specialists we built something truly unique. It really doubles down on our idea that fragrance can be a conversation piece. Now anyone can create a candle for a moment that matters to them

From Scented Stories to Swag for Good

What began as Julie’s creative side project has grown into a brand that proves everyday products can tell meaningful stories. Designed with clean ingredients, intentional craftsmanship, and a commitment to creating corporate gifts people genuinely want to keep, each creation becomes a conversation starter and a sensory extension of your brand. 

As one of our Swag for Good brand partners, Anecdote Candles’ custom candles offer a memorable way for people to experience and connect with your company long after the moment has passed. Whether used as branded swag, client gifts, or employee appreciation, custom candles are always a fun item to include in any kits.

Looking for promotional products that leave a lasting impression while supporting purpose-driven brands? Connect with one of our Brand Stylists! They'll curate a thoughtful collection of products that reflect your brand, resonate with your audience, and create memorable moments that last well beyond the unboxing experience.