Our Story: It all started with a bike and a podcast

No, I’m serious—it really did.

Before we get into the story, let me introduce myself. My name is Jenny and I am the founder of Sincerely Sunday. I was born in Manhattan, raised in Queens, and now call Brooklyn home. My background is in real estate and design—two industries far removed from candle-making. But in late 2021, that all changed.

I was riding my bike, listening to a podcast, when the guest speaker shared how she taught herself to make candles during the pandemic. Her story sparked something in me. I’ve always loved candles—their glow, their warmth, the calm they bring—but I never thought about making them myself.

Between November 2021 and January 2022, my kitchen turned into a workshop. I experimented with wax, wicks, and fragrance blends, teaching myself through trial and error. But from the very beginning, I knew this wasn’t just about making candles—it was about solving a problem.

I’d always been drawn to candles as a way to cope with anxiety, but the more I learned, the more I realized how much the industry lacked transparency. Affordable candles often contained harmful ingredients, while high-quality ones were priced out of reach for many.

On top of that, I saw the staggering amount of waste generated by discarded glass jars. Globally, billions of glass vessels end up in landfills every year. Unlike biodegradable materials, glass takes over a million years to decompose. This contributes to overflowing landfills, which not only take up valuable land but also release pollutants into the air, soil, and water.

Wildlife is often harmed when glass shards are mistaken for food or when habitats are destroyed to make space for waste management facilities. Additionally, communities living near these landfills—often low-income or marginalized groups—bear the brunt of the environmental and health impacts caused by waste pollution.

I knew there had to be a better way to enjoy candles without adding to the problem.

By February 2022, I had a clear vision: to build a brand that redefined the way we use candles. I didn’t want people to feel like they had to choose between quality or affordability. Instead, I wanted to reimagine how we consume candles — to make it intentional, mindful, and kinder to the planet.

That’s how Deconstructed Candles™ came to life. Our DIY candle refill kits are designed to give used jars a second life, reduce waste, and make the process of enjoying candles a sustainable one. Six months later, in August 2022, Sincerely Sunday officially launched.

Sincerely Sunday isn’t just about candles; it’s about creating meaningful change in small but impactful ways. Our mission is to challenge throwaway culture and offer high-quality products that prioritize people and the planet.

For me, this journey has been about more than starting a business. It’s about crafting moments of calm and joy, helping others embrace sustainability, and showing that little choices—like how we light a candle, can lead to a more intentional, sustainable future.