Rebrand or Repurpose?

Where It All Started

When I first started making candles in my kitchen during the pandemic I needed a name. I chose Miahna Moon. Miahna is my daughter's middle name and Moon represented the simple truth that most people light candles at night. It was personal. It was meaningful. It felt right for where I was at the time.

But as the brand grew and as I got clearer on why I was really doing this, something started to feel off. The name meant everything to me but it did not tell anyone else what the candles were about. It did not make a stranger feel anything the moment they heard it.

And making people feel something was the whole point.

The Moment I Knew I Had to Change It

I kept asking myself one question. If someone hears the name of my brand for the very first time, what do they feel?

With Miahna Moon the answer was nothing in particular. It was aesthetic. It was pretty. But it did not move anyone.

Then one day I said the words out loud. I Love You Candles. And I felt it immediately. Those four words carry more weight than any moon phase ever could. They are personal. They are universal. They belong to everyone.

That was the moment I knew. The rebrand was not about marketing. It was about honesty. About finally saying out loud what this brand had always been about.

The Real Reason Behind the Rebrand

There are three reasons I made the switch and none of them were about business strategy.

First — the name finally matched the mission. Miahna Moon did not tell anyone what the brand was about. I Love You Candles says everything in four words. The moment you hear it you already feel something. That is exactly what this brand is supposed to do.

Second — I wanted people to feel it before they even bought it. A candle with a moon name is pretty. A candle called I Love You is personal. I wanted the name itself to be the gift. Whether you are buying it for someone else or for yourself the name alone carries the emotion I built this brand on.

Third — I got honest about who I was as a founder. When I started I was still figuring out what I was building. After years of pouring candles, hearing from customers and understanding why people were drawn to them I realized this brand was never about aesthetics. It was always about love, connection and making people feel seen. The new name reflects who I actually am.

What Stayed the Same

The name changed. Everything else stayed exactly the same.

The same hands pour every candle. The same intention goes into every scent. The same care goes into every single order that leaves my hands. The only thing that changed is that now the name tells you the truth about what you are getting before you even open the box.

A candle that says I love you. A candle that means it.

Thank you for being part of this journey from the beginning and for following along into this new chapter. This rebrand was one of the scariest things I have ever done. And one of the most right.

With so much love,
Amethyst