Jersey City’s vibrant spirit finds a unique reflection in ReWax and UnWine, the candle-making party studio founded by CEO Ashley Shillingford and her husband, Femi Shillingford. What began as a simple idea has grown into a thriving business that’s more than just about candles—it's about community, culture, and connection.
Ashley Shillingford, with her background in Human Resources, Marketing, and Sales, has always had a passion for bringing people together. But when she and her husband moved to Jersey, life changed. "We were going out all the time, connecting with others, but when we moved, we couldn't continue that as much," she recalls. This shift led to the birth of ReWax and UnWine—a place that’s “an alternative to a nightclub” but just as much fun. Here, you can have a chill experience or turn up the energy; the choice is yours.
The studio itself is a manifestation of Ashley's creative vision and Femi hands-on skills. Ashley, a self-described visual person, envisioned every detail, from the floral walls to the decor, while Femi brought it to life. "He was the driving force, staying up until 3 AM sometimes, just to get it done," she shares proudly. Their combined efforts turned ReWax and UnWine into the lively, welcoming space it is today.
But the heart of ReWax and UnWine isn’t just in its decor or the candles—it’s in the community it fosters. Ashley emphasizes that their mission has always been about more than just making candles. “It’s really about building community,” she says. Whether it’s locals celebrating birthdays, bachelorette parties, or just looking for a fun night out, the studio has become a gathering place where people from all walks of life can connect.
Diversity is central to Ashley’s vision for ReWax and UnWine. "Jersey City was ranked as one of the most diverse cities in the country, and you can feel that when you're here," she explains. "It’s amazing to see people from different backgrounds coming together, making candles, and having a great time. Maybe they wouldn't have talked to each other on the street, but here, they're sitting next to each other, sharing an experience. That’s what it’s all about."
Ashley recalls her own experiences of not always feeling welcomed in certain spaces because of how she looked. "There were times when I’d wear braids and didn’t feel like I fit in," she shares. Creating a space where everyone feels welcome, regardless of their background or appearance, is crucial to her mission. "At ReWax and UnWine, we want everyone to feel at home, to feel like they belong just as they are." The diversity of the clientele is a testament to the inclusive atmosphere that she and her husband have worked hard to cultivate.
Ashley’s diverse background has been instrumental in the success of ReWax and UnWine. Her experience in HR, marketing, and sales has come full circle in this venture. From understanding the importance of building a strong team to leading marketing efforts and closing sales, every skill she’s acquired has contributed to growing the brand. “I’m thankful for my journey,” she reflects. "Everything happens for a reason, and it all led me here."
The success of ReWax and UnWine didn’t come without challenges. Ashley and Femi worked tirelessly, investing their own money and energy into making their dream a reality in Jersey City—a place they knew would be central to their story. “We didn’t come with a lot of capital, but we made a way,” Ashley says. Their perseverance paid off, and today, ReWax and UnWine isn’t just a local favorite; it’s expanding its footprint through franchising.
The idea to franchise came naturally, as Ashley and Femi always knew they wanted to spread their love for community and connection beyond Jersey City. "We want to bring the essence of Jersey City to other places," Ashley shares. Their franchising journey began about a year and a half ago, and they’ve since grown to several locations across the country. Each new studio is carefully chosen to reflect the same vibrant, diverse atmosphere that makes Jersey City so special.
Looking ahead, ReWax and UnWine continues to grow and innovate. One of their latest ventures is the mobile candle bar—a concept that brings the candle-making experience to events across Jersey and New York. Ashley describes it as “a cocktail bar, but for candles,” where guests can create their own candles right at the bar. This new addition is just another way they’re lighting up lives and spreading the joy of candle-making.
At its core, ReWax and UnWine is about more than just candles—it’s about creating a space where people can be their authentic selves, connect with others, and feel at home. As Ashley puts it, “Jersey City allows you to just really be yourself, and we’re so proud to be here.” With each candle poured, Ashley and Femi are not just making products—they’re building a community, one that reflects the diverse, vibrant spirit of Jersey City and beyond.
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