Friends of Nook Spotlight: Caroline

Friends of Nook is a series to showcase the movers, creators, and dreamers we look up to in the space of health & wellness.

Caroline Murchie


Caroline is the owner & founder of Custom by Care, a sustainable candle company who mission is to bring beauty and nature into our homes through her hand poured natural candles and wildflower program.

What is your role?

I’m the founder of Custom by Care.

How do you remain grounded to your work?

Staying grounded while running a business as a solo entrepreneur can be difficult and isolating at times. Spending time with my friends and fellow entrepreneurs gives me the opportunity to get out of my own head. Making time to rest and recharge while reconnecting with nature is equally important to me.

What are your top 3 self-care practices?

My favourite self-care practices are exercise, ice baths and bubble baths (can you tell I’m a water sign?).

How did you find yourself on this path?

Becoming an entrepreneur wasn’t really something that I’d ever considered but I’m happy that my path has led me here.

Like many other people, I lost my job during the pandemic and was endlessly applying to jobs. My mental health was really suffering. One of my friends eventually gave me the advice just to start something that I was passionate about, that would also show employers that I was using this “time off” to be productive. So what am I passionate about?

 - The environment 

- Things that are beautiful

- Anything that smells amazing

During this time, bubble & body figure candles were very popular, so I started there, using soy & coconut wax, organic cotton wicks, and non-toxic and cruelty-free fragrances. I created several color variations and started donating proceeds from each launch to charity.

After a number of votive variations, I committed to a full rebrand at the end of 2022. My main focus was to create a candle vessel that was so beautiful, that it would be repurposed to eliminate waste. Each candle is sent out with seed paper to encourage planting your own wildflower plant, and a tree is planted with every purchase.

What is your favourite meal?

The truffle mushroom pasta & kale salad from Gusto.

If you could put any message on a billboard, what would it say?

Go easy on yourself, you’re doing the best you can.

What are 3 books that have had a lasting impact on you?

Quit Like a Woman - Holly Whitaker

The Untethered Soul - Michael Alan Singer

Maybe You Should Talk to Someone - Lori Gottlieb

How do you shift your mood if you're feeling self-deprecating?

Give yourself space to feel your feelings, but when you catch yourself on a loop, try to reframe the narrative. Move your body, get out of your home, and spend time with someone you love. 

If you could have lunch with anyone in the world (living or dead) who would it be?

Rihanna - the way she navigates being an entertainer, a mother, and entrepreneur is mind boggling.

What impact or shift do you hope to create in the world?

Sustainability has always been incredibly important to me, and I hope we all find creative ways to give back to the planet that has given us everything. We mindlessly ingest so many harmful substances with products and food, so it’s important to shift our awareness and make changes that will benefit us in the long run. I also hope that with self-care practices, we can be graceful with ourselves so we can better support the community around us.


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