Gena Surphlis - Founder of 024
Gena Surphlis - Founder of 024 Candles
Gena Surphlis is the Founder and Chief Executive Officer of 024™, a home fragrance brand offering luxury candles that target and neutralize the cannabis smell.
024™ was built on the basis that everyone should have the freedom to be themselves, without stigma. Gena first began crafting the idea of what would become 024™ when her son, who suffers from sickle cell anemia, causing great amounts of pain, came to her with a plan to stop taking prescription pain medicine and switch to cannabis as a way to more naturally treat his pain. His major concern, the stigma that often goes along with a lingering cannabis smell on clothes, in his apartment, etc.
It was almost as if Gena’s work up until this point had been preparing her to be able to jump into action and create a solution for her son’s worries, 024™ candles. She wanted him, and others who choose to use cannabis for their lifestyle, to be able to indulge without judgment.
Using 024™’s patented NeuAir™ technology, the candles target and neutralize cannabis airborne molecules and replaces them with 3 specially formulated alluring and immersive fragrances. PLUS NeuAir™ works to eliminate tobacco, pet, and food odors too.
More about Gena:
Born and raised in New York, Gena received her degree in Business Administration from Herbert H. Lehman College, CUNY. Following university, she held management positions at top-performing companies in diverse industries, including beauty — spanning the personal care, ingredients, and fragrance segments. Her experience ranges from new business development and integrated marketing to client services and product licensing. In 2009, Gena founded Cooking Cosmetics Inc., a workshop-based company promoting wellness, beauty, and the benefits of natural foods through hands-on classes where students make personal care products to feed the skin. While juggling her fast-paced career, Gena earned a Master’s degree in Cosmetics and Fragrances Marketing and Management at the Fashion Institute of Technology, SUNY.
A self-care enthusiast, Gena Surphlis wholeheartedly believes pouring back into yourself is the most advantageous way to release the best version of yourself to the world. Her commitment to this lifestyle manifests itself through her holistic wellness. She spends her free time seeking mindfulness, practicing fitness, flexing her cooking skills, and being a plant parent. Her self-proclaimed motto “Work hard — play harder” is evident in the way she embraces travel, relishes in the art of entertainment, and boldly appreciates dance, music, and art.
How do you hope that your company can create a better world?
I hope that 024™ can counter the stereotypes and negative connotations associated with cannabis use. Plant medicine is part of people's wellness and health. Cannabis has changed people's lives from managing pain and chronic illnesses to anxiety and depression.
Favorite motto or quote that keeps you inspired?
Trust the process.
Who or what was the biggest motivator for you when you started your business?
The biggest motivator for me when I started my business was my son.
What is one daily practice or habit you have to keep you centered and grounded in your personal life?
Daily prayer and meditation keeps me both centered and grounded.
What has been the biggest highlight in running your own company?
The biggest highlight of running my own company has been the incredible opportunities I have to meet and work with phenomenal entrepreneurs, activists, and innovators.
What is one piece of advice you would give to early-stage founders?
If you are short on funds to launch your business, consider crowdfunding as an option to raise money to launch your business. You would be surprised how much your network wants to support your entrepreneurial journey.
Your favorite other women-led businesses we should know about?
Mess in a Bottle, The Black Home, Kyutee Nails, The Lip Bar
What inspires you/your company?:
Books:
The Alchemist by Paulo Coelho and The Power of Broke by Daymond John
Podcasts:
Resources:
SCORE, LinkedIn, iFundWomen, Mentors/Advisors, Books, Workshops
Other:
The ChillHop summer playlist keeps me chill, @isisbreanna on IG gives great business tips and inspiration
“I want every woman entrepreneur to make sure to take 30 minutes to do something she loves that feeds her spirit. Whether it’s reading a book, taking a bath, eating a favorite food, going for a walk, meditating, etc. Far too many of us work until burnout, and it takes much longer to reset once at the burnout stage. We must take care of ourselves so we can take care of our businesses.
”
Favorite business tools that your company uses?
Klaviyo, Google Suites, Later, Shopify, Square, QuickBooks
What are your top three goals for your company this year? AND! How can the LWL Community support you in accomplishing them?
1. Increase customer base (we are SCREAMING about 024 and how beautiful our candles are lol)
2. Expand our retail doors
3. Close our round of seed funding
We would love the LWL community to try out our products and let us know what they think!
