A Sensory Journey: How DeAndra Craigman Turned a Pandemic Pivot into Fragrant Success

As I wandered through the labyrinth of booths at the NY NOW Summer Market, I was surrounded by a kaleidoscope of products, gifts, and creativity. Amidst this sea of entrepreneurial spirit, DeAndra Craigman Studios stood out—not just for its products but also for the palpable sense of cohesion and warmth emanating from its team.

DeAndra Craigman, founder of DeAndra Craigman Studios, greeted me with a welcoming smile that matched the inviting aroma wafting from her booth. Despite a packed schedule of panel discussions and interviews, Craigman graciously agreed to an impromptu conversation about her journey from artist to fragrance entrepreneur.

Tune in to Discover the Stories Behind the Brands

DeAndra’s Interview Starts at the 28:00 Mark

From Art Prints to Fragrance-Centered Lifestyle Brand

“I did not set out to start a business,” Craigman confessed. A fine arts background had led her to sell art prints during the pandemic, but her desire to curate complete experiences for her customers sparked an idea: What if each print came with its own scented candle?

This spark ignited a flame that would soon outshine its origins. Craigman’s candles, each paired with a curated playlist, became the cornerstone of her brand. “We’re a fragrance-centered lifestyle brand committed to providing sensory experiences through music and fragrance,” she explained, her passion evident in every word.

Santal Cardamom Luxury Candle by DeAndra Craigman Studios

Curating Complete Experiences: Candles, Playlists, and Artistic Vision

As we chatted, the artistry behind Craigman’s approach became apparent. Her booth, a testament to her aesthetic sensibilities, showcased candles with names like “Dark Rose Patchouli” and “Santal Cardamom.” Each scent is thoughtfully matched with a playlist—think sultry R&B or airy Frank Ocean tracks—accessible via a QR code inside each beautifully designed box.

Luxury Feel at an Affordable Price Point

But Craigman’s vision extends beyond mere products. “We want people to get that luxury feel, but at an affordable price point,” she shared, highlighting her commitment to accessibility. This philosophy and her artistic background have shaped a brand that feels both aspirational and attainable.

Toward the close of our conversation, I asked Craigman about the most important lesson she’s learned on this journey. Her response was poetic and practical: “Being committed to having it work out, not how it works out.” In a world where paths to success are rarely linear, Craigman’s ability to adapt while staying true to her vision is her most valuable asset.

Luxury Candles by DeAndra Craigman Studio

As a native of South Jamaica, Queens, I’ve witnessed countless tales of hustle and innovation. But here, amidst the energy of NY NOW, Craigman’s story resonates with a unique harmony. Her transition from visual artist to “olfactory virtuoso” isn’t just a career pivot—it’s a symphonic blend of creativity, adaptability, and entrepreneurial spirit. In Craigman’s journey, we find a fragrant reminder that, sometimes, the most captivating paths are those we never planned to walk. Her success isn’t just about candles and playlists; it’s about embracing the unexpected scents that life wafts our way and turning them into something beautifully, aromatically extraordinary.