Today we’d like to introduce you to Jana Noreen Sarmiento.
Hi Jana Noreen, so excited to have you with us today. What can you tell us about your story?
I’m originally from the Philippines and moved to the United States with a background shaped by constant transitions, resilience, and community. Before entrepreneurship, I worked in education for years, primarily in special education and early childhood, which heavily influenced the heart behind everything I do today.
Kandila began as a student-led business created for young adults with disabilities who were considered “unemployable” or had very limited employment opportunities due to behavioral, developmental, or mental health needs. I wanted to create something that gave them not only vocational skills, but also confidence, purpose, creativity, and a sense of belonging. What began as a small candle-making initiative inside the classroom eventually grew into something much bigger than I ever imagined.
As Kandila evolved, I began looking beyond the original classroom model and exploring ways to expand its impact. What started as a student-led vocational initiative gradually grew into something much more personal. By incorporating scents inspired by Filipino food, traditions, childhood memories, and everyday experiences, I found a way to reconnect with my culture while combining my background in education, advocacy, and creativity. Over time, Kandila transformed from a small classroom project into a mission-driven brand rooted in storytelling, cultural representation, community, and connection.
Today, Kandila continues to grow beyond candles. My long-term vision is to create more opportunities for individuals with disabilities in the U.S. while also supporting underserved and marginalized communities in the Philippines through workforce development, mentorship, community initiatives, collaborations, and future nonprofit work. At its core, Kandila has always been about more than products—it’s about creating something meaningful that helps people feel seen, empowered, connected, and valued.
We all face challenges, but looking back would you describe it as a relatively smooth road?
No, it definitely hasn’t been a smooth road—but I think that’s what made the journey so meaningful.
Kandila began before COVID as a student-led business created for young adults with disabilities who often faced limited employment opportunities due to behavioral, developmental, or mental health needs. My original vision was centered around vocational training, hands-on collaboration, and creating an inclusive environment where students could build confidence, independence, and life skills through meaningful work.
One of the biggest challenges came when COVID disrupted that model entirely. The pandemic made it difficult to continue the program as originally intended, forcing me to rethink how to keep the mission alive while adapting to a rapidly changing world. That experience taught me the importance of flexibility, creativity, and resilience.
Another major challenge was relocating from San Diego, California, to Dallas, Texas. In San Diego, I had already built relationships within the Filipino community and established a customer base. Moving meant starting over, rebuilding connections, and introducing Kandila to a completely new audience. Even today, I’m still growing and establishing the brand here in Texas.
Like many entrepreneurs, I also faced moments of burnout, uncertainty, and self-doubt. I was learning everything from branding and product development to marketing, sourcing, and business operations as I went. There was no roadmap—just a willingness to keep learning and adapting.
Looking back, those challenges ultimately shaped Kandila into what it is today. They pushed me to think beyond the original vision, embrace my Filipino culture in new ways, and build a brand rooted in storytelling, community, and purpose. While the business continues to evolve, those experiences taught me that growth often comes from the moments when you’re forced to pivot and find a new path forward.
Appreciate you sharing that. What should we know about Kandila?
Kandila is a Filipino-inspired home fragrance and lifestyle brand rooted in culture, storytelling, and community impact. What started as a student-led business for young adults with disabilities has evolved into a brand that blends creativity, advocacy, and cultural representation in a meaningful way.
At its core, Kandila creates products inspired by Filipino food, traditions, childhood memories, and everyday experiences that evoke a sense of nostalgia and connection to home. Through candles and other home fragrance products, I wanted to create something that felt familiar and comforting, especially for Filipinos and multicultural communities who don’t always see their stories reflected in mainstream spaces.
What sets Kandila apart is that it was never created solely to sell candles. The brand was built with purpose from the very beginning. My background in special education heavily shaped its mission, particularly the desire to create opportunities, build community, and help people feel seen, valued, and included.
One of the most rewarding parts of this journey has been seeing Kandila become a space for cultural connection and storytelling. Some of the moments that mean the most to me are when customers share that a scent reminded them of their childhood, a family gathering, a favorite food, or memories of the Philippines. Those conversations remind me that fragrance can be deeply tied to identity, comfort, and belonging.
Ultimately, I want people to know that Kandila is more than a home fragrance brand. It is a reflection of culture, community, and purpose—creating meaningful experiences that help people feel connected, represented, and at home.
If we knew you growing up, how would we have described you?
Growing up, I was part of a military family, so a lot of my childhood was shaped by constant change, adaptability, and learning how to connect with different people and environments. I think that experience helped me become resilient, independent, and community-oriented at a young age.
I was also very involved in sports, especially swimming. I competed from elementary school through college, and those years taught me discipline, consistency, perseverance, and how to push through challenges. Being an athlete shaped not only my work ethic, but also the mindset I carry into every aspect of my life.
Beyond sports, I was always someone who enjoyed helping others, being involved in my community, and finding ways to bring people together. Looking back, many of the things I’m passionate about today—education, advocacy, community-building, and culture—were already present in different ways throughout my childhood and early adulthood.
Those interests eventually led me into education, where I started as a paraprofessional before becoming a special education teacher. I also became involved in educational organizations and had the opportunity to serve on the marketing teams for two of them, which allowed me to combine creativity, communication, community outreach, and event planning—skills that would later become incredibly valuable in building Kandila.
Looking back, I think the adaptability from growing up in a military family, the discipline from athletics, and the empathy and advocacy I developed through education all played a role in shaping who I am today and the vision I have for Kandila.
Contact Info:
- Website: https://soykandila.com/
- Instagram: https://www.instagram.com/soycandlesbykandila?igsh=Z21qYWpzMHpjNm1r&utm_source=qr
- Facebook: https://www.facebook.com/share/1LeAWg8ncn/?mibextid=wwXIfr
