Michelle Rust on how to light the okra candle road

Michelle Rust, co-founder and creative director of Okracandle. Image courtesy of

Michelle Rust, Co-Founder and Creative Director of Okracandle, is a dynamic, hard-working, and respected woman who is making huge waves in the business, innovation, and design industries.

In 2019, Rust embarked on a creative journey that began with a challenge while preparing for a TV shoot. She needed a special candle that wasn’t available in South Africa, and her pivotal moment came when her business (and life) partner, Erik, suggested they make their own.

This idea led them to purchase their first 3D printer, and Okracandlecandle was born.

Rust’s journey at Okracandle blends creativity with entrepreneurship, allowing her to express herself and bring art to every space. Crafted using Erik’s expertise in biochemistry and design, Okracandle’s luxurious candles embody sophistication and grandeur, adding color to homes and events.

How did you come up with the name Okracandle?

Eric and I decided on the name Okracandle while listening to a talk by Ben Howard on the way back from Langebain. The name was inspired by the unique and distinctive qualities of the vegetable, okra, both in name and shape.

What is the biggest challenge you face as a female founder and how did you overcome it?

To be honest, understanding the business world is a major challenge. No one talks about how they “survive” or get through hard times; everyone keeps their struggles private. There is a pressure to never show weakness.

However, I found a close-knit community where I could open up and share my experiences, which was extremely helpful. In addition, I often called my brother, mom, and dad for advice and support.

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How do you view leadership? What do you think are the key qualities of an effective leader? What are the strengths and weaknesses of women?

At Okracandle, we take a gentler leadership approach and encourage open communication with our employees. As a leader, I strive to be a beacon of trust and support, ensuring my team members understand that by working together, we can achieve great things.

Throughout my life, I have always been a very compassionate person who often got caught up in emotional entanglements. As a leader, I had to learn when to step in and when to step back to protect myself.

My partner Eric and I have found that team members are more willing to reach out to me. I think the softness and approachability of women attracts people’s attention.

While this can be an advantage, fostering trust and open communication, it can also be a disadvantage, as it sometimes takes extra effort to maintain professional boundaries and protect my own well-being.

What initiatives or projects are you most proud of and why do you think they were successful?

I am most proud of having elevated candles to the level of art in South Africa. Through Okracandle, we are showing our fellow South Africans that a simple candle can bring endless joy and become a medium of expression rather than just a utilitarian object.

The initiative was successful because it echoed people’s desire for beauty and creativity in everyday objects, turning ordinary items into a work of art that adds a special touch to their lives.

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What advice would you give to other women aspiring to start their own business?

Running a business is no joke; there are many hidden surprises that pop up, especially as you start to expand. Surrounding yourself with supportive people who can provide guidance and encouragement is essential.

Always remain open to learning and adapting as you respond to challenges and opportunities. Success often comes from a willingness to persist and innovate, even in the face of setbacks.

The best advice I ever received from my father was to follow your instincts and remember that “if it were easy, everyone would be doing it.” This mindset helped me stay focused and determined during the toughest moments of building Okracandle.

What does Women’s Month mean to you?

For me, Women’s Month is a reminder that we are all worth celebrating. Our identities and achievements are tied to others; men wouldn’t be who they are without women, and vice versa.

It’s important to find a balance between celebrating everyone and making sure everyone is respected and treated fairly.

As I’ve gotten older, I’ve also realized how much I still need my mother, especially when I’m sick. This highlights the enduring importance of the nurturing and supportive roles that women often play in our lives.