Today we’d like to introduce you to Valerie Williams.
Hi Valerie, it’s an honor to have you on the platform. Thanks for taking the time to share your story with us – to start, maybe you can share some of your backstory with our readers.
Belles Fleurs Noires! The idea of BFN began October 2020, during Covid. I’d reached a time of needing a creative outlet for myself, but also had the desire to put something beautiful out into the world, as the world felt heavy. Covid! We’re now working from home! Kids are schooling from home! We can’t leave our homes unless necessary. As a black woman, I still held the weight of George Floyd’s murder. I felt as though my people had a strong feeling of “we just can’t win!”. Hence the name… Belles Fleurs Noires… Beautiful Black Flowers, in French as I have a love for the language. I wanted my people to feel a sense of pride and put a smile on their face once they discovered the meaning of Belles Fleurs Noires.
So, I prayed! I’ve always been hands-on, artsy, creative. I’m a retired professional makeup artist, I’ve dabbled in florals, so I LOVE putting beautiful things in the world for others to enjoy. I asked God…what can I create that people can enjoy during this time of quarantine that will add joy and beauty and bring a sense of calm and peace to their homes? He answered plain as day… candles!
So! I began to research! I already knew my aesthetic…simple, chic, one-of-a-kind auras… luxury! I then began to do the research. I knew I wanted to offer an environmentally conscious product. I knew I wanted wooden wicks. But how to make all these things come together? Literal sleepless nights. Candle wax testing. Money burned… literally! LOL! But I enjoyed EVERY second of the process. I created everything you see with BFN. From the actual making of the candles to the vessel selection to the marketing. And BFN is my dream come true!
We are now entering year 4, and I just can’t believe it! We have four signature auras: Bonjour, Clean, His Hoodie, and Oui. We currently offer candles, incense, car fresheners, and diffusers. I am looking to expand into other products later this year!
One of my happiest accomplishments of 2023 was landing BFN’s first physical in-store location with Elemental Yoga + Meditation Studio located in Dallas, TX. The owner, Vanna Collins, has been a huge supporter of BFN, and I am forever grateful for her.
With the help of my amazing husband, family, and friends, BFN participated in 6+ pop-up markets in 2023. I truly enjoy pop-ups as it’s an opportunity for people to experience the BFN vibe in person!
The brand is a true reflection of myself…sassy, sexy sophistication with fun product names like His Hoodie… our #1 selling candle, as well as Fancy Ass Incense, and Fancy Ass Fresheners! I’ve had a ball continuing to grow and expand the beautiful gift and idea of BFN that God gave to me.
I’m sure it wasn’t obstacle-free, but would you say the journey has been fairly smooth so far?
My road has been smooth. I’ve had the challenges I think all entrepreneurs encounter. It’s just a daily thing of figure it out! My biggest challenge has? And continues to be how to get BFN to a broader audience. Once I tackle that, I feel very confident in whatever else comes!
Appreciate you sharing that. What else should we know about what you do?
I am most proud of the fact that I’ve executed on the idea God gave me. I think that’s what sets me apart. I think everyone has dreams or ideas. But not many people actually make them a reality.
I love the beautiful product I’ve created, and I love the beautiful people that recognize and enjoy it!
Who else deserves credit in your story?
My family, friends, and lovers of BFN. Without these people there literally is no BFN!
I thank my mom and sister as their home is where BFN was birthed! To this day, they are behind the scenes supporting in any way that I need them.
My husband…my silent partner. He’s actually the one who connected me to this interview. Every pop-up you see me at, he’s the person getting me there safely and setting everything up. The heavy lifting! He helps me think things through, approves them, and gives input on the aesthetic. I like to call him my sniper…my silent killer. I couldn’t do any of this without him.
My family! From the encouraging texts, to the “love offerings”, to making themselves available for pop-ups. Even outside of BFN my family is one of my greatest blessings.
My giiiiiirlfriends! LOL! I can’t say enough about my tribe! They hold me down in every way. They make themselves available in so many ways, and I just love them so. From business talks, to idea sessions, collaborations, making themselves available for pop-ups, and being some of my best customers! All of their spaces are full of BFN! I just love them so!
BFN lovers and supporters. Without y’all, this would just be a hobby. You all keep me inspired to keep going and continue to move forward as you see what I see.
For everyone mentioned above, I love and appreciate you all so very much!
Contact Info:
- Website: www.bellesfleursnoires.com
- Instagram: https://www.instagram.com/bellesfleursnoires?igsh=dWMxMWx6ZTBucjcw&utm_source=qr
- Other: https://www.tiktok.com/@bellesfleursnoires?_t=8iqfXfO1xTa&_r=1
