Image via Baroness Monica von Neumann
A black baroness? Yes. But Baroness Monica von Neumann is more than just a title. She is an entrepreneur, having launched Baroness von Neumann Candles in 2010.
Detroit-born and L.A.-reared, Neumann was named a baroness when she met and married her soul mate, becoming the first African-American woman to gain this honorable title. Neumann, who danced and toured with the likes of Nina Simone and the pop rock band Devo, met her would-be husband, the wealthy Baron John von Neumann, while attending an annual event in Palm Springs.
And being a baroness is a serious matter. To learn all the formalities of royal tradition, she attended a Swiss finishing school, studied with private tutors and mastered the language of her new husband’s country — Austria.
To say she has lived the lush life would be an understatement. She’s overseen an international staff of more than 20 people who maintained the couple’s residences in Geneva, London, Monaco, St. Tropez, Palm Springs, Bel Air, as well as their 100-foot yacht.
Now a widow after losing her husband of 26 years to cancer, Neumann didn’t want to spend her free time lunching with the ladies. Instead she donates a significant amount of time and money to charity and has launched her own business. The Baroness, who now divides her time between Los Angles, New York and Geneva, developed four candle collections that capture scents from around the world: Savon, a floral scent including rose and Lily of the Valley; Atlas, containing a mix of spicy Ceylon cinnamon and Zanzibar clove; Fete made with Navel orange and Norwegian Pine; and Modena, a men’s scent with crispy citrus, highlighted by Neroli Bigarade and Italian lemon.
According to the National Candle Association, candles are good business. U.S. retail sales of candles are estimated at approximately $2 billion per year and candles are used in seven out of 10 U.S. households. If Baroness von Neumann has her way, her candles will be in every American household.
Baroness von Neumann spoke with us about her life and business.
Image via Baroness Monica von Neumann
Madame Noire: How did you start the business?
Baroness Monica von Neumann: I always loved candles. I saw room for me in the marketplace. I knew I could form the perfect team to develop the perfect scents and the most luxurious packaging.
MN:Why candles?
Baroness: I am known for always having fresh flowers and candles in my home. Candles was [and] is part of my strategy to my brand, Baroness von Neumann. Candles are the inaugural product of this brand. In a not so great economy, the sales of small luxury goods increase. Candles are the perfect choice in these economic times.
MN: What have been some of the obstacles you’ve faced?
Baroness: Finding trustworthy vendors, realistic and targeted timelines for production and getting people to acknowledge that an African-American Baroness is a tastemaker in a competitive market.
MN: What do enjoy most about your business?
Baroness: I enjoy the creative part the most. I have a nose for scents. It is beyond gratifying to see my vision on store shelves.
MN: Many would think as a Baroness you would either be home relaxing or jet setting. Why did you decide to go into business?
Baroness: I decided to go into business because it was time to get the von Neumann name out there. I am proud of my husband and my family. My husband would be proud that the von Neumann name is attached to a respectful product and our family crest is our brand’s logo.
MN: You support several charities. Why is this important to you?
Baroness: I am very much so involved in philanthropy. March to the Top holds a special place in my heart. They focus on building hospitals and orphanages for AIDS and HIV-affected children. I believe that giving back is so important. [The March to the Top Foundation (M2T) helps underprivileged people of Africa by providing support in health care, education and conservation.]
MN: What’s a typical day is like?
Baroness: I don’t have typical days. Each day is different. Consistently a typical day includes answering emails, daily meetings with my staff and day-to-day operations of my business. I take a strong lead in every decision-making aspect of my business, may it be developing more products, scents and spreading brand exposure. I am busy and I love it.
