Written by Lexi O’Neil, Endicott College Intern
From juggling the newfound responsibilities of media marketing to informing all new clientele of their business’s prime foundations, Katie Upchurch has brought people and aromatherapy together in the brightest of ways.
In the ten years that Katie has operated the business, she’s had the pleasure of meeting new friends and reminding the community that her shop will always be a safe place to visit. Customers can expect a personalized experience where intention and brand values convey full transparency. By offering handmade and specially curated items, Katie can appeal to larger audiences, including open inclusion for the LGBTQ+ community and POC in their product selections. Katie prides herself on her connections with the community, being able to host artistic workshops and classes, which aids to bring the community together on a larger scale. Along the way, Katie has mastered new marketing techniques, shifting gears when the economy attempts to suffocate small businesses as consumerism changes and remaining committed to the loyal customer base she has cultivated over her career. Continuing to educate yourself is the best advice that Katie can share with fellow business owners and aspiring artists alike.
Soy Much Brighter participates in tons of community events and partnerships. Some of her favorite events have been participating in giveaways, formulating unique products for special events and shops across the country, and creating specialized box bundles. Soy Much Brighter is heavily involved in the Downtown Beverly community, working with the committee to prepare for Beverly’s 400th birthday by designing a year’s worth of events set for debut in 2026. She also created The Vegan Market, which allows businesses and clientele to share new experiences, discover new avenues for vegan and/or plant-based options, and cultivate new friendships around New England. These partnerships allow Katie and her business to work alongside community members and other small businesses while cultivating new relationships and fresh ideas for the shop. Alongside Soy Much Brighter, Katie has created Friends Forever Studio to help more community members meet new friends and learn new skills by offering a variety of events including, but not limited to, sewing days in May, yoga on Wednesdays, and even the ability to offer sponsorship for other artists with craft-forward mutual aid tickets!
Katie is happy where the business has taken her and has no plans to abandon ship anytime soon or radically shift gears on the business front. She enjoys the community she has created and work she does to give back to her biggest fans, and hopes to continue growing with such intentions. Some of her brewing goals are to offer more
benefits to her employees, showing how much she truly appreciates each of them for all the magic they help to create every day. Her advice for prospective business owners is to go for the dream, because the “right time“ doesn’t exist. We make the magic happen.
Rely on building rapport with your customers and community members, remembering that social media can be helpful but is not the only method for outreach, and enjoy every second you can.
Katie Upchurch is the founder of Soy Much Brighter Candle Co., an online business as well as a brick-and-mortar in Beverly, MA. SMB makes 100% soy wax and sustainably made vegan and cruelty-free candles. The gift shop is curated with handmade, meaningful products made by other small businesses locally and around the US.
