A Texas-born Latina is lighting up the world one home at a time through her candle business. With videos of her unique Mexican-inspired candles going viral on TikTok, she now has the spark she needs to take the business beyond her dreams.

A first-generation Texan, Grecia Alfaro says she is living her dream through her candle business, Luz y Tierra. 

Luz y Tierra, a Dallas-based candle company, was born out of Alfaro’s idea at a low point in her previous job.

Her partner, Marco Duran, suggested that she learn how to make and sell candles. Following that advice changed everything for Alfaro.

“I only could ever dream of it, you know?” she said.

Alfaro creates exciting videos of her business on TikTok, and recently, the news of the candles spread like wildfire.

Looking back at her background, Alfaro sometimes feels overwhelmed by how well the business is doing.

“We grew up very humble… and we can’t believe that so many people love our products,” Alfaro said.

After two years of creating and selling sweet-scented candles from her 700-square-feet apartment, she has moved to a brand-new warehouse.

So massive is her expansion that even the warehouse quickly runs out of space, as she said over 2,000 candles are stored on shelves inside the warehouse. However, those candles do not stay long after their release as a newly announced candle collection gets sold out in thousands within minutes of launch. 

Alfaro and Duran now work full-time, with some help, at Luz y Tierra to meet the high demands.

At first sight, Alfaro said, people automatically experience a strong connection that takes them back to their roots. Her business has not only reconnected many people to their roots but has also taken her back home. 

Alfaro, who has not visited Mexico since she was a child, now travels often to meet with artisans who mold her vessels by hand. 

The Dallas business owner patronizes artisans in different parts of Mexico, including Puebla, Guanajuato, Ciudad Mexico, and Oaxaca. 

Luz y Tierra is deeply rooted in Mexican culture. Every Luz y Tierra candle comes in hand-painted vessels representing different regions of Mexico.

Alfaro is shining her light on several American-based Mexicans like her who may have gotten disconnected from their origin.

“Growing up as a Mexican-American first-gen, you’re growing up in the U.S. And you can get lost in the assimilation of things,” she said. 

To Alfaro and Duran, the ability to bring a product that connects people to their roots and their culture means everything.