Yotpo Cares is a philanthropic program dedicated to giving back to the global community via the causes Yotpo employees care about. In December 2020, Yotpo Cares ran a sweepstakes to benefit Girls Inc., a non-profit organization with the central goal of empowering and inspiring girls and young women. Participants nominated candidates for Yotpo’s Amazing Women in eCommerce, and prizes included goodies from Yotpo customers, including a sheet set from Brooklinen, a waffle robe from SNOWE, an eye mask from Lunya, and a hoodie from Goodee. For every entry, Yotpo Cares donated $5 to Girls Inc.
Ianthe Mauro was the lucky sweepstakes winner, and as it turns out, also an amazing woman in eCommerce. We spoke to Mauro about being an entrepreneur, expanding her brand, and supporting women makers.
Tell us a little bit about yourself and your company.
I am committed to helping hundreds of beautiful makers share their light through handmade candles and offer the opportunity for everyone to discover a maker people would never have been able to find otherwise. I’m working behind the scenes with women makers from all over the country to prepare for them to launch in a CDB Candle Discovery Box.
Creating luxury eco-candles since 2009 was a dream come true, but there’s always been something missing for me. Through my brand Objects With Purpose, I tried every aspect of making and selling, searching for the moment it would feel aligned with my purpose. I’ve done wholesale to hundreds of stores, retail through a brick-and-mortar store in Malibu, California, and my candles have appeared on The Today Show, Dr. Oz, and in the Oscar Swag bag. Through all of this excitement and the ups and downs of being an entrepreneur, I knew Objects With Purpose needed to be more than just a candle line. I realize now, it took over a decade for this to come to light, that my purpose is to help other women candle makers share their light! So I paused oWp in October 2020 to mentor and create opportunities for women candle makers.
How did you learn about the sweepstakes and Amazing Women in eCommerce?
I saw a post on Instagram asking to nominate women in eCommerce for an award and it was supporting Girls Inc. I nominated several amazing women who sell their handmade products via their websites.
Was this your first time hearing about Girls Inc.?
Yes! I can’t believe I had never heard of Girls Inc. before. I am so inspired by the mission and principles of the organization. When we help support, inspire, and empower girls, we can change the world!
Tell us the story behind your Candle Discovery Box, the women behind it, and why you’re excited to have Girls Inc. be a part of the initiative.
It’s about dynamic disruption — noticing where systems exist that don’t offer opportunities for worthy makers, especially women, and finding a way to disrupt that situation. I started mentoring women candle makers three days a week as a way to give back. Meeting (virtually) with hundreds of women makers, I saw common themes come up.
These women candle makers, I call them candle queens, all come from varying backgrounds of trauma. They use candles to calm their nervous systems and uplift their mood. During the pandemic, they realized candles were something everyone needed and deserved. Most of the women represented in the Candle Discovery Box launched their businesses during the pandemic. Dealing with stress, every aspect of business, and raising families, I asked myself, “What can I do to help these candle queens get discovered?” And the candle subscription, CDB, was born.
I wanted to do more than help these women get sales, I wanted to pair with an organization that helps girls become empowered women! When I mentioned Girls Inc. to the candle queens represented in the box, several of the women were incredibly moved because they had benefited personally from Girls Inc. when they were young. Candle making is a gateway to STEM learning. We use math, science, chemistry, marketing, writing, and so much more. We hope to encourage more girls to grow up to be entrepreneurs!
Anything else you’d like to share?
Subscribe so you can be part of this movement to support women makers, have glorious candles and gifts to enjoy or give, and get to know them through their beautiful stories.