Myrtle Jaskolski-Rice

Why this persona fits the audience

Runs a boutique candle business in London with a team of two; manages product listings and blog posts for the Shopify store but relies on manual pin creation to drive traffic to new collections.

• Age: 29
• Location: London, United Kingdom
• Occupation: E-commerce Founder
• Income: £45,000 - £60,000
• Education: Master's Degree
• Company size: 3
• Years in role: 4

“It's about creating more than just a product; it's about building an atmosphere, a feeling that people can bring into their homes.”

Myrtle Jaskolski-Rice, 29, is the driving force behind Lumière & Bloom, a successful London-based e-commerce candle business. Holding a Master's degree, she channels her passion for aesthetics and mindful living into her brand. After graduating, she worked briefly in marketing for a larger corporation but felt stifled by the corporate environment and the lack of creative control. This led her to establish Lumière & Bloom four years ago, initially working solo from her small flat. She has since grown the business to include two part-time employees who handle candle production and packaging, allowing Myrtle to focus on the strategic and creative aspects. Her income reflects the modest success of her venture, hovering in the £45-60k range, which she reinvests heavily into sourcing high-quality, sustainable materials and improving her Shopify store's presentation. Recently, she’s been wrestling with the time commitment required for effective Pinterest marketing. While she understands its power for driving traffic, the manual process of creating unique pins for every new product launch, blog post, and collection update is becoming a significant bottleneck. This has led her to explore more streamlined approaches to content creation and distribution, seeking ways to automate repetitive tasks without sacrificing the bespoke quality that defines her brand. She recently decided to invest in a higher-tier Shopify plan to access more advanced analytics and marketing tools, a decision made after weeks of careful consideration and comparison of features.

Background & daily life

A day in their life

Myrtle’s weekday typically begins around 7:00 AM with a quiet coffee and checking overnight sales figures on her phone. By 8:30 AM, she’s at her home office, reviewing emails and planning the day’s tasks. The morning might involve writing a blog post about the benefits of soy wax or updating product descriptions for a new scent. After a light lunch, she’ll spend a few hours on the creative side – perhaps developing new scent profiles or sourcing sustainable packaging materials. The late afternoon is often dedicated to marketing, including the time-consuming process of manually creating and scheduling Pinterest pins. She aims to wrap up work by 6:30 PM, leaving evenings for exercise, cooking, or catching up with friends.

Lifestyle

Myrtle lives a carefully curated life in a bright, plant-filled one-bedroom flat in Hackney. Her routine is structured, prioritizing her business but also carving out time for personal well-being. Mornings often start with a yoga session before diving into emails. Weekends might involve exploring London's design districts or visiting artisanal markets, gathering inspiration. She’s conscious of her spending, favouring quality over quantity, and invests in experiences and her business. Socially, she enjoys intimate gatherings with close friends over large parties, cherishing meaningful connections.

Work life

As the founder of 'Lumière & Bloom', a boutique candle business, Myrtle's workdays are a blend of creative direction and operational management. She oversees the two part-time employees who assist with production and packaging. Her primary focus is on the Shopify store, meticulously crafting product descriptions and writing blog posts that weave narratives around scent and mood. The biggest time sink is manually creating Pinterest pins for each new collection, a task she knows is crucial but increasingly demanding as the product range expands. She’s constantly juggling creative flow with the need for marketing output.

Relationships

Myrtle is close to her parents, who live in the countryside and offer quiet support. Her two employees, Chloe and Ben, are more like junior colleagues; she values their input and camaraderie. Her core social circle consists of a handful of friends from university, many of whom are also in creative or entrepreneurial fields, providing a network of understanding and shared challenges.

How they decide

Myrtle approaches decisions with a thoughtful, research-oriented mindset. She'll gather information from various sources, weigh pros and cons, and often seek advice from trusted peers before committing. While not overly impulsive, she's open to innovative solutions if they align with her brand values and long-term vision.

How they sound

Speaks with a clear, articulate tone, often employing slightly more formal language but can become more casual when discussing her passion for candles or talking with friends. She tends to be descriptive and thoughtful in her explanations. Avoids excessive slang or overly aggressive sales pitches. Her cadence is steady, reflecting her organised nature.