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3128 East Geer St., Suite D Durham, NC 27704

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Diamond Candles
Startup Profile

Founded in January 2011, Diamond Candles wants to craft attractive, earth-friendly candles and make buying candles fun again .

There is a ring worth $10, $100, $1,000, or $5,000 in every earth-friendly, soy candle they make. "Our business model allows us to include the rings without raising the candles' price significantly," says co-founder Justin Winter. "It's exciting since don't know what you're gonna get."

Diamond Candles is combining traditional retail tactics with social media. The company has a Facebook page where buyers can share photos and videos of their rings.

Here an example:


Founders and key employees

Justin Winter and Brenda Cayton

Favorite thing about Durham

The talent pool provided by local universities and the active community. "Candles are traditionally a simple retail business, but we have an opportunity to take some of the strategies from our digital peers in the Triangle."