From 5,000 Candles to $100M: Building Sand + Fog with Heart, Hustle, and Integrity
Fri Jul 11 2025
Join Dr. Brad Glowaki as he sits down with Jill Petroff, co-founder of the powerhouse candle company Sand + Fog. In this inspiring conversation, Jill shares how she and her two female partners transformed a simple idea into a $100+ million business in just seven years. From their unconventional "inverted sales model" targeting retailers like TJ Maxx to navigating the challenges of COVID-19, Jill reveals the principles that drove their success: betting on yourself, maintaining integrity, and treating customers like family.
Discover how this female-owned company created "inexpensive luxury" by delivering premium quality at accessible prices, expanded into perfumes and soaps, and built a culture centered on relationships and respect. Jill opens up about balancing entrepreneurship with motherhood, the importance of faith and family as her true identity, and why she believes women bring unique superpowers to business. Whether you're an aspiring entrepreneur or a parent raising the next generation of leaders, this episode is packed with actionable insights and authentic wisdom from a true business champion.
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Join Dr. Brad Glowaki as he sits down with Jill Petroff, co-founder of the powerhouse candle company Sand + Fog. In this inspiring conversation, Jill shares how she and her two female partners transformed a simple idea into a $100+ million business in just seven years. From their unconventional "inverted sales model" targeting retailers like TJ Maxx to navigating the challenges of COVID-19, Jill reveals the principles that drove their success: betting on yourself, maintaining integrity, and treating customers like family. Discover how this female-owned company created "inexpensive luxury" by delivering premium quality at accessible prices, expanded into perfumes and soaps, and built a culture centered on relationships and respect. Jill opens up about balancing entrepreneurship with motherhood, the importance of faith and family as her true identity, and why she believes women bring unique superpowers to business. Whether you're an aspiring entrepreneur or a parent raising the next generation of leaders, this episode is packed with actionable insights and authentic wisdom from a true business champion.