“Neoughhh!” If you’re a regular on Native TikTok, particularly during the evening hours, you’ve likely come to associate this distinctive, drawn-out “No” sound with the live streams of “the Candleboyz.” More than just a quirky vocalization, “Neoughhh!” has become the signature sarcastic objection, delivered with humorous flair, to comments made by viewers and each other.
Behind the playful banter and the now-iconic catchphrase are Shane (Diné/Mexican) and Gregory Lehmann, the passionate couple behind Desert Candles and Goods – a 2SLGBTQ and Indigenous-owned brand based in Laveen, Arizona. What started as a creative outlet has blossomed into a thriving small business, finding success through local markets across Arizona, with a strong following within the Diné Nation.
The foundation of Desert Candles and Goods, however, extends beyond their popular TikTok presence. For Shane, the inspiration for this venture connects directly to his upbringing, specifically to observing his grandmother weave traditional Diné rugs back on their homelands. This wasn’t just a childhood memory; it was an immersive experience that shaped his work ethic and refined his sense of smell:
“I used to help her card the wool with the big brushes, and then she would use a spindle to spin the fibers into yarn,” he recalled, detailing the meticulous process. He added, “My creativity is inspired by the scents and core memories of growing up on the Rez.” This early exposure to the precise, patient work of creating by hand, combined with the distinct aromas of natural fibers, wool, and the Diné environment—cedar, sage, dirt, and rain—profoundly influenced his approach to crafting candles and instilled in him the dedication to quality that defines Desert Candles and Goods.
Before diving into candle-making, Shane was an avid candle lover himself, often visiting stores like Bath and Body Works to explore the latest scents. This enthusiasm eventually led him to try making his first candle, a cinnamon-scented one that was initially quite challenging. After many attempts, Shane finally got the hang of it, focusing on making his candles eco-friendly.
Indeed, all Desert Candles and Goods are handmade from clean and sustainable ingredients. They explain on their website that they worked tirelessly, experimenting with different techniques and ingredients to ensure their candles were of the highest quality, curating premium fragrance oils and the best soy wax to create captivating scents for their customers. Customers consistently admire their thoughtful packaging, which features shredded pieces of recycled boxes for product protection during transport.
After perfecting their process, Desert Candles and Goods (DCG) officially launched on October 13, 2022—which is also Shane’s birthday. Naming the brand came easily. “I love the desert, so I knew I wanted ‘desert’ in the name,” said Shane. “And we’re both from the desert,” added Greg. In fact, Shane is from the Red Lake area (north of Tuba City), and Greg is from Cottonwood, Arizona, truly rooting their business in the Arizona landscape they call home.
As for the “and Goods” part of their name, Greg suggested this to leave room for DCG to expand beyond candles and include other home-goods. Shane initially objected, but Greg’s foresight proved correct. Today, beyond their popular candles, Desert Candles and Goods offers a diverse array of products including bar soaps, air and car fresheners, shower steamers, hair and skin care, and an assortment of branded apparel and gifts, bringing even more comfort and thoughtful craftsmanship from the Grand Canyon State to their customers.
Their product names themselves are a testament to their brand’s unique identity, deriving from a blend of Indigeneity and gay humor. Their “Soap on a Rope” products (a passion project spearheaded by Gregory), for instance, tailored in both masculine and feminine scents and priced at $6.99, boast playful names such as “Daddy,” “Honey Dew Me,” “Sweet Pea,” and “The Perfect Hastiin” (Hastiin being a Diné word for man). Their candles, priced at $16 for 8oz and $32 for 16oz, feature culturally resonant and witty titles like “Nizhoni” (Diné for beautiful), “Ni Hooghan” (Diné for home), “Barista Boy,” and “Spill the Tea,” to name a few.
Their garage, affectionately known as “The DCG Factory,” serves as the hub where most of their products are crafted and dispatched. What started as a creative endeavor has now become a full-time commitment, especially for Shane, who recently left his decade-long job as a loan branch manager to fully dedicate himself to building their brand. With the powerful reach of TikTok, particularly through the TikTok Shop, they have been able to achieve remarkable growth, surpassing 20,000 followers earlier this month.
“Before TikTok, we were doing small markets that really weren’t moving the needle towards a profit. But with TikTok, we’ve been able to expand our reach,” said Greg. They’ve certainly created a strong community by connecting with people through product announcements, behind-the-scenes vlogs, engaging live streams, and trending skits.
While Shane and Greg look forward to one day owning their own brick-and-mortar store and hiring a dedicated team, for now, they are strategically focusing on outsourcing and partnering with local retail shops. You can find Desert Candles and Goods gracing the retail shelves of Goulding’s Lodge in Monument Valley, as well as the Navajo Travel Center and NavajoLand Inn in Northern Arizona with more partnerships in the works. Through dedication, creativity, and a strong digital and retail presence, Desert Candles and Goods continues to share its unique blend of heritage and humor with a dedicated fanbase and community.
To explore more of their products, visit their website at desertcandlesandgoods.co
