July 30, 2025

Build A Candle Brand: Week 1 - Niche, Target Market, Mission and Values

21 minutes

#011 and Part 1 of our Build A Candle Business series.

**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **

Ready to build a candle business that stands out from the crowd? You've found your starting point.

This episode kicks off an exciting 12-week journey where I'll be creating a completely new candle brand from scratch—separate from my existing Garsnett Beacon Candle Company that has surpassed $1.2 million in sales over the past three years. Whether you're part of our Candle Business Pro Inner Circle or just tuning in for the first time, you'll gain invaluable insights to help launch your own successful candle business.

The foundation of any thriving candle brand isn't beautiful vessels or perfect scents, it's clarity about who you're creating for. Most new candle makers experience an initial burst of sales from friends and family, followed by crickets. Why? Because they haven't defined their niche or target market. I share how to discover your unique position in the market by connecting with themes or causes you're passionate about, whether that's mental health, luxury experiences, or eco-sustainability. For my new brand "Without Permission," I'm focusing on creating unapologetic, values-driven candles for empaths, creatives, and justice-minded individuals.

Understanding your target customer goes beyond demographics and it requires knowing their values, shopping habits, and willingness to spend.

From crafting a compelling mission statement to selecting your brand values and creating a mood board, each step this week builds the foundation that will guide all future decisions. Join me on this journey and discover how to create not just candles, but a brand that resonates deeply with the right customers.

Want to follow along with your own candle business launch? Grab a notebook and start mapping out your foundation—because clarity comes first, even before you pour your first candle.

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