We Mean Business: ‘Small business owners are doing it all, we have so many hats’
The owner of an innovative independent business, which is growing in popularity due to its skincare parties, says founders often have to do it all and wear many hats.
Launched in February, the Chronicle & Echo’s new campaign hopes to help curb future business closures after a bleak start to 2026 across the town.
The twice-weekly stories spotlight what Northampton stands to lose if your favourite businesses were to close down, highlight the biggest challenges they currently face, and encourage greater support from the powers that be and the community before it is too late.
Sharing her insight in the latest instalment of We Mean Business is Tanya Russo, who initially established Heart & Soul Candle Co. from her home in Weston Favell before opening at Whilton Locks Garden Village in March 2024.
The business sells candles, skincare and perfume ranges, and Tanya aims to help customers turn their homes into comfortable and cosy sanctuaries with her products.
After some disappointing candle purchases, Tanya began experimenting and making her own in the autumn of 2018. She continued throughout the pandemic as a form of escapism.
It was not until March 2021 when Tanya took the plunge to launch her website and attend markets, and she says the business was created from the need for a moment of calm amongst the chaos.
The business owner most recently introduced skincare parties for children’s birthdays, in addition to candle making and decorating which are available to all in-store. Skincare parties are available for children from the age of eight, and they make body butters, lip balms and hand butters to take home.
Let’s take a look at what Tanya had to say…
How would you summarise your experience of running an independent business in Northamptonshire at the moment?
“It’s hard work and stressful, as you never really know what the best thing is to do,” said Tanya. “Everything is rising and I question if I can cover that myself or if I should pass it on. It’s a difficult one to know, and the hardest decision we face at the moment.”
What are the biggest challenges you currently face as a business owner, and what impact do these have on the daily running of your venture?
Tanya continued: “People knowing I’m here and awareness. When you’re a small business owner, you’re doing everything yourself – I’m making the products, running the shop and parties, and the social media.
“We’re doing it all, we have so many hats. Awareness is the hardest thing and I’m pushing as much as I can on social media, to the point I’m having to run ads to be seen.
“If I’m not seen, I don’t get customers. I’m not on the high street and don’t have people walking past. Some things have had to change, like the sign above my shop to get people to stop driving past. It now says handmade gifts with perfume, skincare and parties underneath, and it’s bright pink.
“I have to think about how I can make my business stand out and change my mindset. I need to be as obvious as I can about what I sell, to stop them before they go to the garden centre and drive off. I’ve had to think outside the box.”
What do you believe Northamptonshire stands to lose if your business were to close down? What unique offerings do you bring to the county that would be sorely missed?
Tanya is proud that her skincare parties are growing in popularity, and it is not offered anywhere else across the county.
“They make it all from scratch and learn while having fun,” said the founder. “It’s a birthday party option I know doesn’t exist anywhere else here but it’s difficult to market.”
Tanya said that if Heart & Soul Candle Co. were to no longer exist, her customers would miss the opportunity to have a mooch, smell candles, have a chat and do something relaxing with family and friends that they cannot do elsewhere.
What small actions can our readers and the Northamptonshire community take to support your business in 2026?
Without hesitation, Tanya said: “Word of mouth and recommendation. If you see us on social media, share us with a family member or friend you think would like us.
“I’ve gone back into education and work in the mornings, which I started back in November 2025. The business doesn’t pay me a full-time wage and I work seven days a week. This is the effort us small business owners go to.”