How Denetra Jackson Turned Healing Into a Candle Brand That Smells Like Joy - Meet the Founder of Whiff & Nibble

Denetra Jackson is not just crafting candles, she’s creating emotional time machines. As the founder of Whiff and Nibble Food Themed Candles, Denetra blends nostalgia, healing, and creativity into dessert-inspired candles and soaps so realistic, you’ll do a double take. After overcoming a painful divorce and a personal transformation journey, she discovered the power of scent to soothe the soul. What began as a playful way to satisfy cravings without calories became a full-blown brand with heart. In this Being That Girl feature, Denetra shares how her sweet-smelling creations light up more than rooms — they light up lives.

What inspired you to create Whiff & Nibble? (We all love candles, but dessert candles? Tell us the story!)

Denetra: After my horrible divorce from an abusive marriage, I was determined to become a new woman — physically, mentally, and spiritually. At 280 pounds with low self-esteem, I began a personal healing and weight loss journey. To curb my emotional eating, I started “smelling” desserts instead of “eating” them. The comforting, nostalgic scents satisfied my cravings and lifted my mood — surprisingly, it worked. That’s when the idea for Whiff & Nibble was born: dessert-inspired candles and soaps that bring joy, healing, and connection — without the calories.

The candles look good enough to eat. How do you come up with your designs? (Where does the creativity and realism come from?)

Denetra: Honestly, the creativity comes straight from my soul and my sweet tooth! During my healing journey after leaving an abusive marriage, I leaned on memories that made me feel safe — like the smell of warm peach cobbler in my grandma’s kitchen or pouring cereal while watching Saturday morning cartoons. I design each candle to recreate those comforting moments.

I pay attention to the smallest details — the glaze on a pie, the texture of whipped cream, the shape of a juicy cherry — because I want each piece to look and smell like the real thing. It’s not just about making something cute; it’s about recreating joy, one delicious scented candle at a time.

What’s your personal favorite Whiff & Nibble candle? Why?

Denetra: Hands down, it’s our Froot Loop Cereal Candle. Every time I smell or light it, I’m instantly transported back to my childhood — sitting cross-legged on the floor, watching The Smurfs with a big bowl of Froot Loops in front of me. That scent takes me back to a time when life was simple, safe, and full of joy. It never fails to bring a smile to my face. For me, it’s more than a candle — it’s a time machine to happier days, and a reminder of how far I’ve come.

If your brand had a slogan or motto that wasn’t on the label, what would it be?

Denetra: “Lighting up Smiles with Every Scent!”

How important is scent memory and why do you think candles create such an emotional connection?

Denetra: Scent is one of the most powerful triggers of memory — it reaches places in the heart that words sometimes can’t. For me, scent played a huge role in healing after my painful divorce. A single whiff of something sweet could transport me to safer, happier times — like baking with my grandmother or watching cartoons as a carefree little girl.

Candles allow us to relive those special moments. That’s why I pour so much intention into every Whiff & Nibble creation. They’re not just candles — they’re vessels of joy, nostalgia, and healing. When someone smells one and says, “This reminds me of home,” or “My grandma used to make this,” that emotional connection is priceless. It’s a beautiful reminder that even in hard times, small joys can bring us back to life.

Have you ever had someone try to eat one of your candles? What’s the funniest customer reaction?

Denetra: Oh yes — this one still makes me laugh! A gentleman once bought our Oreo-inspired soap for his girlfriend, knowing how real it looked. She bit into it without a second thought! Turns out, they regularly play practical jokes on each other, and he was so proud that he tricked her so easily. She was fine — just shocked that it was soap Yikes! That’s when I realized just how realistic our products really are.

Where do you see Whiff & Nibble in the next few years? Any big dreams or products on the horizon?

Denetra: In the next 5–10 years, I see Whiff & Nibble becoming the go-to brand for realistic, food-themed gifts. We want to be a household name — when someone’s looking for something fun, nostalgic, and unique, they think of us first. I want to normalize giving playful, food-inspired gifts that spark joy and connection.

We’re dreaming big — new product lines, larger retail partnerships, and maybe even our own storefront one day. But no matter how big we grow, the heart of Whiff & Nibble will always be about bringing smiles, stirring memories, and turning healing into something beautiful.

How do you balance being a CEO with your creative side?

Denetra: It’s definitely a delicate dance, but both sides are deeply personal to me. After rebuilding my life from the ground up, I’ve learned how to lead with purpose and create with passion. Being a CEO means handling logistics, strategy, and growth — but my creative side is what fuels it all. It’s the heart behind the brand.

Sometimes I have to remind myself to slow down and reconnect with “why” I started — healing, joy, and expression. The businesswoman in me builds the vision, but the inner child in me brings it to life.

What advice do you have for other entrepreneurs, especially those with “out-of-the-box” ideas?

Denetra: Listen to your heart — even when it doesn’t make sense to anyone else. Whiff & Nibble started as a deeply personal way for me to heal. Who would’ve thought that “smelling desserts instead of eating them” would lead to a full-blown business? But I took action on that strange idea.

If your idea lights you up, trust it. The world needs more creativity, more joy, more people brave enough to do things differently. Don’t wait for permission — just start. Your unique vision might be exactly what someone else didn’t know they needed.

Whiff & Nibble combines nostalgia, fun, and creativity. What’s the one word that best describes your brand?

Denetra: Healing. Because every candle and soap we create is more than just a product — it’s a step toward joy, comfort, and emotional renewal. Whiff & Nibble is about turning tough experiences into something beautiful and uplifting.

Connect online @whiffandnibble