Fact Sheet

1. Subject: I will be promoting Labyrinth Made Goods.

2. Key Ideas
a. Who?
i. Labyrinth Made Goods is a candle company created by YWCA Mclean
County to aid women who have been incarcerated create a new life for
themselves.
b. What?
i. Labyrinth Made Goods is focused on empowering women who have been
through the prison system by making hand-made candles using 100% soy
wax and bespoke scents.
c. Where?
i. There are about 24 stores located across the Midwest and the West Coast
that sell LMG products, with 6 stores located in the Bloomington-Normal
area.
d. When?
i. LMG began the creation of it’s first candle in 2019 and launched in 2020.
Today they have 10 scents customers can choose from as well as candle
bundles and candle accessories.
e. Why?
i. Their mission is to aid women who have been incarcerated and give them
power over their lives with professional development training, as well as
permanent jobs as a part of YWCA Mclean County .
f. Benefits
i. The purchase of a candle goes towards allowing a woman to take
ownership over their life. They will be given opportunities that in the past
were never an option to them due to their incarceration status.
g. Quote
i. Candice, a young woman apart of the Labyrinth Made Goods team said,
“Our mission is so valuable to me because I have lived this experience; I
overcame challenges, rebuilt my life, and found a career I love. Now, as a
trainer, I can guide others in my community towards success.”
3. Objectives
a. GOAL: Increase employment opportunities for women who have been
incarcerated in the past.
i. OBJECTIVE #1: increase media exposure by May 31, 2022
1. Tactic: Post regularly on Instagram and Facebook to promote
upcoming scents as well personal pieces on women working with
LMG
ii. OBJECTIVE #2: Gain partnerships within the community by May 31,
2022
1. Tactic: partner with local coffee shops that would often have the
same demographics and sell candles there
 2. Tactic: Partner with a local job fair to sell candles while also
giving the women who have been incarcerated to network with
others.
iii. OBJECTIVE #3: Engage local town members through workshopping
events by May 31, 2022
1. Tactic: create a candle making event- anyone can attend and learn
how to make their own candle and listen to keynote speakers talk
about their time in jail/prison and what life has been like after that.
4. Key Publics

a. Demographics

i. Age: 18-45
ii. Race: All inclusive
iii. Gender: Women
iv. Education: Highschool+
v. Income: Lower Middle Class+
vi. Family Status: Dual or Single Parent households with 1-2 children
vii. Marital Status: 70:30 ratio of single and married people
b. Psychographics

i. Likes: social causes particularly women’s movements, small business

supporter, enjoys collecting small items to fill home, hobbies may include
yoga or meditation, politically mostly Liberal/democrat
ii. Dislikes: noisy environments, capitalist corporations, nonmeaningful
activities (i.e. being a coach potato)
iii. LMG customers believe in equal opportunity for all people
iv. They are interested in supporting a cause that may or may not affect them
v. They enjoy aesthetically and locally made items that will flow seamlessly
with the interior of their home.
5. Angle of Promotion: LMG is more than just a candle company. Customers can get
similar scents of candles at popular retail stores like Bath and Body Works but buying
from LMG allows the customer to not only get a candle, but also help make an impact in
the world. Essentially the best of both worlds.

6. Deadline/Timeline: There is no set timeline or hard date that the promotion for LMG
needs to end. This should be a continual effort to spread the mission and values of the
business.
 Pitch Letter
April 28, 2022

The Pantagraph
Sierra Henry
shenry@pantagraph.com
Hello there,
I am contacting you with hopes that you will dedicate your column space to promote Labyrinth
Made Goods. LMG was founded by YWCA Mclean County and sells candles that were hand-
made in Illinois to help women who have been incarcerated. Through the purchase of a candle
YWCA Mclean County empowers these women by providing professional development classes
as well as stable permanent career opportunities.
To help build awareness about the company, I have included a few story angles to assist you in
creating content for your newspaper.
Small Business Highlight: Labyrinth Made Goods: Labyrinth Made Goods was created to
help women who have been incarcerated in the past take power over their own lives again. With
the purchase of a hand-made candle, customers will not only have the chance for serenity, but the
chance to know that they are helping women gain stability.
Meet the Team of Labyrinth Made Goods: Labyrinth Made Goods is comprised of a team of
dedicated women, many of whom have lived the experiences that the company bases its mission
on. With companies like LMG, the demographics are more interested in the mission and values
rather than the actual product. By taking a much more personal angle, customers would be able
to have a full understanding of what they are buying the candle for.
Given that you have covered stories on small businesses in the past, I would appreciate if you
continued that coverage with Labyrinth Made Goods. For more information about the event, feel
free to contact me by email or by phone
Cheers,
Grace Huff
Labyrinth Made Goods
630-470-1365
gkhuff@ilstu.edu
April 28, 2022 Contact: Grace Huff
FOR IMMEDIATE RELEASE Phone: (630)-470-1365
Email: gkhuff@ilstu.edu

Labyrinth Made Goods Release New Sizes for the Resilience Collection

MCLEAN COUNTY, Ill.- Labyrinth Made Goods has released a larger size option to the
Resilience bundle that includes the scents, Revitalize, Tranquility and Visualize.
The larger sized candles have a net weight of 11 oz and allows for a 60 hour burn time compared
to the 6 oz smaller size candle with a 35 hour burn time. The resilience 60-hour burn bundle is
priced at $117 while the 35-hour burn bundle is priced at $45.
The larger size bundle is packaged in custom glass holders with the name of the scent printed
around the outside. The smaller size bundle is packaged in tin jars with the scent printed on a
label wrapping around the container.
Each candle is hand-filled in Illinois and made with 100% soy wax and bespoke scents. Each
scent is unique with Revitalize having scents of mint, lemon and oolong tea, Tranquility having
scents of amber, pumpkin and ground clove, and Visualize having scents of citrusy pomelo,
earthy spices and frankincense.
Director of Labyrinth Made Goods Kate Brunk said, “Each candle in this collection, as well as
on its own is meant to be a transformative experience. There is a scent for each type of mood the
customer is trying to envoke.”
Like every product sold at Labyrinth Made Goods, all proceeds made from the Resilience bundle
will be invested towards helping women with past incarceration experience. Customers that
purchase either the 35-hour burn bundle or 60-hour burn bundle will help to fund services and
programs that empower these women to taken ownership over their life once again.
Customers can find these products online at labyrinthmadegoods.com or at any of the following
Bloomington-Normal locations: The Garlic Press, Vera & Buck, McLean County Museum of
History, OhmFit Activewear, Refine 309 and Strand Studio.
For more information about the new sizing for the Resilience Bundle please contact Grace Huff
at (630)- 470-1365.
###
April 28, 2022 Contact: Grace Huff
FOR IMMEDIATE RELEASE Phone: (630)-470-1365
Website: labyrinthmadegoods.com Email: gkhuff@ilstu.edu

Labyrinth Made Goods New Scent Release: Clarity

MCLEAN COUNTY, Ill.- Labyrinth Made Good’s new scent Clarity is now available for
purchase on their website.
Clarity is the first unscented candle for LMG. This candle is perfect for individuals who want the
ambiance of a candle but do not want to worry about allergies or strong fragrances. There is one
size offered which is set at 12 oz with a 70- hour burn time and packaged in a frosted glass jar.
Clarity can be purchased for personal use or as the perfect gift. Customer Katie B said, “Clarity
is my go-to for gift giving. Often if I don’t know the person that well it’s hard to know what
scents they like, so this is the perfect happy medium.”
Like all LMG products, Clarity is hand-filled in Illinois and made with 100% soy wax. All
proceeds made from Clarity go to helping empower women who have been incarcerated in the
past through programs and services.
Customers can find products online at labyrinthmadegoods.com or at any of the following
Bloomington-Normal locations: The Garlic Press, Vera & Buck, McLean County Museum of
History, OhmFit Activewear, Refine 309 and Strand Studio.
For more information about the new scent Clarity please contact Grace Huff at (630)- 470-1365.
###
April 28, 2022 Contact: Grace Huff
FOR IMMEDIATE RELEASE Phone: (630)-470-1365
Website: labyrinthmadegoods.com Email: gkhuff@ilstu.edu

Labyrinth Made Goods New Scent Release: Solidarity

MCLEAN COUNTY, Ill.- Labyrinth Made Goods new scent Solidarity is now available for
purchase on their website.
Solidarity offers scents of lilac buds, green leaves and cool earth and comes in two sizes, 6 oz
and 11 oz. The six oz size option comes in a tin container, has a 35-hour burn time and is priced
at $15. The 11 oz size comes in frosted glass container, has a 60-hour burn time and is priced at
$39.
This new scent is meant to honor team member Nita Nesby who passed away just before the
launch of Labyrinth Made Goods in 2020.
Fragrance designer Lisa Wilson said, “Nita was such a kind and inspiring soul. She has
overcome so much in her life and has helped the rest of the LMG team overcome their own
obstacles as well. With out her we would not be where we are today.”
Like all LMG products, Solidarity is hand-filled in Illinois and made with 100% soy wax. This
candle can be purchased individually or as part of the Resilience Bundle. All proceeds made
from Solidarity go to helping empower women who have been incarcerated in the past through
programs and services.
Customers can find products online at labyrinthmadegoods.com or at any of the following
Bloomington-Normal locations: The Garlic Press, Vera & Buck, McLean County Museum of
History, OhmFit Activewear, Refine 309 and Strand Studio.
For more information about the new scent Solidarity please contact Grace Huff at (630)- 470-
1365.
###

About Labyrinth Made Goods

Labyrinth Made Goods is nonprofit business founded by YWCA Mclean County. Their mission
is to empower and inspire women who have been incarcerated through professional development
training, apprenticeships and permanent career opportunities. All proceeds made from the hand-
made candles are invested into these programs and services.
PSA- Resilience Bundle
Use: April 28- May 31
Time: 30 seconds
Organization: Labyrinth Made Goods
Title: Labyrinth Made Goods releases new sizes for the Resilience Bundle
LABYRINTH MADE GOODS HAS RELEASED A NEW 11 OZ SIZE TO THEIR

RESILIENCE BUNDLE. THE LARGER BUNDLE COMES WITH THE SAME 3 SCENTS

AS THE SMALLER BUNDLE: VISUALIZE, TRANQUILITY AND REVITALIZE. EACH 11

OZ CANDLE HAS A 60 HOUR BURN TIME, IS HAND-FILLED IN ILLINOIS AND MADE

WITH 100% SOY WAX AND BESPOKE SCENTS. ALL PROCEEDS MADE FROM THE

RESILIENCE BUNDLE WILL GO TOWARDS CREATING OPPORTUNITIES FOR

WOMEN WHO HAVE BEEN INCARCERATED IN THE PAST. TO PURCHASE THE NEW

RESILIENCE BUNDLE SIZING VISIT OUR WEBSITE AT

LABYRINTHMADEGOODS.COM

PSA- Clarity
Use: April 28- May 31
Time: 30 Seconds
Organization: Labyrinth Made Goods
Title: Labyrinth Made Goods Releases New Unscented Candle: Clarity
CLARITY IS THE NEW USNCENTED CANDLE APART OF LABYRINTH MADE GOODS

COLLECTION. THE 100% SOY CANDLE IS PERFECT FOR INDIVIDUALS WHO WANT

THE AMBIANCE OF A CANDLE WITHOUT THE STRONG FRAGRANCE. CLARITY IS

SLIGHTLY LARGER THAN OTHER LABYRINTH MADE GOODS PRODUCTS AT 12 OZ

WITH A 70 HOUR BURN TIME. THIS FRAGRANCE-FREE CANDLE CAN BE

PURCHASED ONLINE AT LABYRINTHMADEGOODS.COM FOR $24 OR AT OTHER

SUPPORTING LOCATIONS IN THE BLOOMINTON-NORMAL AREA. LIKE ALL

PRODUCTS, THE PROCEEDS WILL GO TO FUNDING PROGRAMS AND SERVICES

THAT WORK TOWARDS EMPOWERING WOMEN WHO HAVE EXPERIENCED

INCARCERATION.

PSA- Solidarity
Use: April 28- May 31
Time: 30 Seconds
Organization: Labyrinth Made Goods
Title: Labyrinth Made Goods Releases New Scent Titled Solidarity
LABYRINTH MADE GOODS HAS RELEASED A NEW SCENT TITLED SOLIDARITY

THAT HAS NOTED OF LILAC BUDS, GREEN LEAVES AND COOL EARTH.

SOLIDARITY WAS CREATED IN HONOR OF LATE TEAM MEMBER, NITA NESBY

WHO PASSED RIGHT BEFORE THE COMPANIES FIRST LAUNCH IN 2020.

CUSTOMERS HAVE A CHOICE OF TWO SIZE OPTIONS, A $15, 6 OZ CANDLE WITH A

35 HOUR BURN TIME OR A $39 11 OZ CANDLE WITH A 6O HOUR BURN TIME. BOTH

SIZE OPTIONS ARE AVAILABLE FOR PURCHASE ON

LABYRINTHMADEGOODS.COM. AS ALWAYS SOLIDARITY IS HAND-MADE IN

ILLINOIS USING 100% SOY WAX AND BESPOKE SCENTS.

 Newsletter Materials
Feature Story #1: Labyrinth Made Goods: Lighting the way towards a Brighter Future
By: Grace Huff
In 2019, YWCA Mclean County set out to create a nonprofit business to help aid women
with past incarceration experience. They wanted to provide these women with the tools and
power to take ownership over their lives again, something that was not possible before.
That same year they began the start of Labyrinth Made Goods. For a year a team of
apprentices, volunteers and professionals in the fragrance design industry worked together to
create transformative candle scents. Some of the women on the team such as late Nita Nesby had
lived the experiences that LMG based its mission towards and were dedicated to not only helping
themselves overcome their own hurdles, but help others as well.
In 2020, Labyrinth Made Goods launched to the public. In only two years time, the
dedicate and driven LMG team has created 10 unique scents that are perfect for whatever mood
you are feeling. LMG has also successfully sold their products in 24 locations stretching from
Illinois to as far as California.
With the proceeds made from the hand-made candles they put that profit back into the
community of incarcerated women. LMG allows for these bright and dedicated women to have
the chance to achieve their goals through professional development training, apprenticeships and
permanent careers at YWCA Mclean County, or they can take the tools they learned at LMG and
venture into new career opportunities that never seemed possible before.

Backgrounder:
1201 N Hershey Rd Bloomington, IL. 61761 (309)-662-0461

BACKGROUNDER
FOR IMMEDIATE RELEASE
April 28, 2022 FOR MORE INFORMATION:
Kate Brunk
Director of Labyrinth Made Goods
(309)-662-0461
info@ywcamclean.org
Labyrinth Made Goods

The History of YWCA Mclean County

YWCA Mclean County has dedicated over 100 years to helping the Mclean County
community. They pride themselves on being able to aid women, children and families towards a
more fruitful life through the many services and programs they offer. They first began as a place
for early working women to relax from everyday tasks, but as the needs of the community
changed, they changed with it. YWCA began offering support classes to unemployed women
and teens, physical education teacher training classes, and women support classes for divorcees.
Today, YWCA Mclean County is dedicated to helping all individuals, no matter your
background, towards a successful life through programs such as Labyrinth Made Goods.

What Labyrinth Made Goods Hopes to Achieve

Labyrinth Made Goods is a nonprofit organization founded by YWCA Mclean County

that invests all proceeds made from the products back into empowering women who have been
incarcerated. LMG serves as a means for allowing these women to take ownership over their
lives again by offering training in professional development, apprenticeships and permanent
career opportunities. All the candles sold are hand-made in Illinois using soy wax and bespoke

-More-
scents. They offer scents such as the type of mood you are trying to feel, or scents perfectly
tailored to the 4 seasons.
How to Make an Impact

As a nonprofit, Labyrinth Made Goods relies on selfless individuals to support their

mission and help to grow their business. Those who are interested becoming a nonprofit investor
for LMG should fill out the form linked below or email admin@labyrinthmadegoods.com. Once
that is completed, LMG will reach out to set up a time to discuss how you can work together to
help more incarcerated women get the services and opportunities they need and deserve.
To make a one-time donation, the following steps should be taken:
- Visit labyrinthmadegoods.com
- Click the tab that says “Donate”
- Once on that page, click “Donate Now”
- Donate either $45, $100, $250, $500 or an amount of your choosing
- Specify the frequency to “One Time” “Monthly” or “Quarterly”
- You may choose to remain anonymous or dedicate the donation to an
individual
Every donation a person makes is tax-deductible and will go towards aiding LMG’s fund
to help empower women’s futures.

Labyrinth Made Goods Team Members

Labyrinth Made Goods is comprised of a team of six women, four of whom have lived
the experiences of incarceration. These women, Vivian, Ann, Candice and Shay all describe how
LMG allowed them to gain experiences and tools that would not have been possible given their
past. The business is also aided by two co-directors Kate Brunk and Kara Kirk.

Lisa Wilson has worked as LMG’s fragrance designer since the start of the company in
2019. With over 25 years in the fragrance industry, Lisa has worked with many notable brands
such as Yankee Candle Company, Pottery Barn, The Disney Store and many more to create
amazing scents. Today she is committed to helping LMG build their network and create high-end
scents. On top of fragrance design, Lisa also provides the apprentices with professional
mentorship to help them have the brightest future they can.

-More-
Where to find Labyrinth Made Goods
 LMG does not have any physical stand-alone locations currently but are sold in over 20
locations around the Midwest and West Coast. Specifically, to the Bloomington-Normal area
customers can purchase Labyrinth Made Goods in the following six locations:
 The Garlic Press (108 N Linden St, Normal, IL)
 Vera & Buck (115 E Monroe St. Bloomington, IL)
 McLean County Museum of History (200 N Main St, Bloomington IL)
 OhmFit Activewear (1520 E College Ave, Normal, IL)
 Refine 309 (200 W Monroe St UNIT 101, Bloomington, IL)
 Strand Studio (215 E Washington St, Bloomington, IL)
If customers are travelling or are not from the Bloomington-Normal area, products can be
found in the following locations listed alphabetically:
 Aldea (890 Valencia St, San Francisco, CA)
 Bohemia (135 W Main St, Urbana, IL)
 Bookshop Santa Cruz (1520 Pacific Ave, Santa Cruz, CA)
 Christopher Books (1400 18th St, San Francisco, CA)
 Crow’s Nest (2218 E Cliff Dr, Santa Cruz, CA)
 de Young Museum (50 Hagiwara Tea Garden Dr, San Francisco, CA)
 Food Fantasies (1512 Wabash Ave, Jerome, IL)
 Gift Corner (1233 N 30 St, Billings MT)
 Haven a Boutique (610 Main St, Woodland, CA)
 Mountain Feed & Farm Supply (9550 CA-9, Ben Lomond, CA)
 Present (127 Main St, Los Altos, CA)
 Russian Hill Bookstore (2162 Polk St, San Francisco, CA)
 San Jose Museum of Art (110 S Market St, San Jose, CA)
 Tessuti Zoo (171 Forest Ave, Pacific Grove, CA)
 The Nook (901 S Detroit Ave, Morton, IL)
 Two Hands Paperie (803 Pearl St, Boulder, CO)

The Products
Labyrinth Made Goods currently has 10 different scents to choose from, four of which
are seasonal scents and 6 titled Solidarity, Visualize, Tranquility, Revitalize, Serenity and
Clarity. Customers also have the choice of purchasing two bundle deals, The Seasons bundle
which include the four-season candles or the Resilience Bundle which includes Visualize,
Tranquility and Revitalize. LMG also sells a wick trimmer to ensure the best quality candle
burning experience. Prices range from $12 to $60 with most of the individual candles starting at
$15.
###