#015 and Part 5 of Build A Candle Business series. 

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Sabastian shares strategies for rapidly testing candles, selecting strategic sales channels for an elevated brand, and determining profitable pricing for the new gender-neutral "Without" candle line.

• Testing three wick sizes simultaneously to speed up product development
• Documenting every test burn with photos and detailed notes
• Starting with supplier-recommended wick lines rather than experimenting widely
• Being selective with sales channels for an elevated brand experience
• Controlling the narrative by focusing on direct-to-consumer through Shopify
• Targeting specific retailers for wholesale rather than using marketplace platforms
• Calculating true cost of goods including vessels, packaging, and labeling
• Aiming for 5X markup to allow room for marketing and growth
• Pricing based on target customer value perception, not competitor prices
• Considering wholesale requirements when establishing retail pricing
• Expanding into gender-neutral perfumes with scents matching the candle line

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#014 and Part 4 of Build A Candle Business series. 

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Today I'll share essential strategies for sourcing supplies when starting a new candle business, emphasizing the importance of building on reliable, long-term available products rather than trendy items that might be discontinued.

• Keep your supply chain simple by using vessels and waxes that will always be available from multiple suppliers
• Avoid building your brand around trendy vessels that suppliers might discontinue without warning
• Source fragrance oils that are either widely available or can be custom duplicated when needed
• Use Alibaba with Trade Assurance protection for custom vessels and packaging to get better pricing
• Create an elevated unboxing experience with cost-effective options like stamps, stickers and candle care cards
• Test thoroughly when changing any component, as oils, wicks, and vessels all interact differently
• Consider starting with simple product extensions like room sprays before expanding to more complex merchandise

Download our free supply checklist in the show notes, and join our Facebook group "Candle Business Pro" to connect with other makers and get supplier recommendations.

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#013 and Part 3 of Build A Candle Business series. 

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Ready to transform your candle business from DIY to polished professional? This week we're diving deep into the art and science of visual branding—the key to creating instant trust with your ideal customers.

After securing your business name and online presence, creating a cohesive visual identity is what makes your candle brand feel legitimate and trustworthy. We break down five essential elements of professional branding: selecting brand colors and fonts that evoke the right emotions, designing a memorable logo that works across all platforms, creating versatile secondary brand marks, developing a comprehensive style guide, and applying your visual elements to labels and stationery.

The right visual identity isn't just pretty packaging—it's strategic communication. Are you aiming for minimal and modern, cozy and nostalgic, or bold and unapologetic? Your choices in colors, fonts, and design elements should reflect your brand's personality and resonate with your target customer. We share practical tips like limiting yourself to two fonts on labels, ensuring your logo works in black and white, and documenting everything in a simple style guide that will serve you as your business grows.

Many candle makers get stuck in permanent DIY mode when it comes to branding, but professional visuals are what separate hobbyists from serious contenders in the marketplace. Whether you're creating labels, packaging, thank you cards, or social media graphics, consistency is key to building recognition and trust. Ready to level up your candle business with branding that makes customers take notice? Listen now and transform how your brand connects with customers.

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#012 and Part 2 of Build A Candle Business series. 

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We dive into the critical process of selecting and protecting your candle brand name, focusing on trademark registration, domain acquisition, and establishing a professional online presence. This week continues our 12-part journey of creating a brand new candle business from scratch, building on our experience growing Garcinet Beacon Candle Company to $1.3 million in retail sales.

• Avoid using "Candle Co" in your brand name as it's oversaturated and limits future growth potential
• Choose a name that invokes thought and curiosity rather than personal names or initials
• Search the USPTO website (uspto.gov) to ensure your desired name isn't already trademarked
• Always secure a .com domain - 98% of users will try this extension first when searching
• Set up professional email addresses using Google Workspace for credibility ($6/month)
• Register consistent social media handles across all platforms, even ones you don't plan to use immediately
• Trademark registration costs approximately $250-350 and takes about a year for approval

Like and subscribe to help us reach more candle entrepreneurs! Check out our partner Tuato wax melters using the exclusive discount link in the notes below. Visit candlebusinesspro.com for free resources including supply lists and join our Facebook group to see behind-the-scenes content for our new "Without Permission" brand.

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

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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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#010 Building a successful candle business requires strategic planning and avoiding common pitfalls that can derail your progress before you reach success. We share five critical lessons learned from growing our business to over a million dollars in sales.

• Start with six well-chosen scents instead of ten or more to test market response without overwhelming yourself
• Focus on customer favorites: two citrus scents, one masculine/woodsy, one spa-like, one approachable floral, and one staple scent
• Wholesale success comes primarily from persistent personal outreach rather than marketplace listings
• Create organized systems for tracking potential stockists and following up consistently
• Focus wholesale pitches on how your products benefit their customers, not just your product features
• 80% of our wholesale accounts came from follow-up emails
• Understand your numbers early—pricing that works for markets won't sustain growth when scaling
• Be cautious about building your brand around vessels, waxes, or fragrances that might be discontinued
• Choose widely available vessels from multiple suppliers for your core collection
• Create seasonal scents by blending staple oils rather than relying on limited-edition fragrances
• Be selective about whose advice you follow in candle communities
• Seek guidance from people actively succeeding in the specific areas you want to improve

Join us next week for part two, where we'll share five more essential tips plus a bonus lesson for candle entrepreneurs.

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#009 Today I break down the advantages of each Shopify and Etsy based on business goals, sharing specific strategies for leveraging both marketplaces effectively.

• Etsy provides immediate access to millions of potential buyers with built-in traffic
• Competition on Etsy is fierce with thousands of candle sellers competing for visibility
• Etsy's total fees can reach 21.5% per sale (listing fees, transaction fees, and offsite ad fees)
• Shopify offers complete control over branding, customer experience, and data collection
• Shopify requires driving your own traffic through SEO, advertising, or social media
• Personalized items and seasonal candles perform particularly well on Etsy
• Building your own website takes time for SEO to gain traction (14-21 days for Google to crawl updates)
• Including business cards with discount codes in Etsy orders can help transition customers to your Shopify store
• Third-party apps can sync inventory between both platforms for simplified management

If you found this episode helpful, we'd love it if you'd leave us a rating and a review. It really helps us reach more makers like you.

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#008 Social media should be a tool for growing your candle business, not a source of burnout and frustration. Today we explore why being selective about your social platforms leads to better results than trying to be everywhere at once.

• More platforms doesn't equal more success - most customers only follow you on one or two at most
• Rushed content gets low engagement - algorithms reward quality and consistency over scattered posts
• Choose platforms based on your strengths and where your specific customers actually spend time
• Track which platforms drive actual website traffic using Google Analytics, not just likes or views
• Structure content around four pillars: inspirational, educational, informational, and cultural
• Social media is just a discovery tool - the real goal is building relationships off-platform through email
• Email marketing consistently outperforms social media for driving immediate sales when needed
• Focus on doing what matters most with the time and energy you have

Download our free social media content calendar and four-pillars guide at candlebusinesspro.com/socialmedia

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#007 Wondering how much it really costs to start a candle business in 2025?
In this episode of the Candle Business PRO Podcast, I break down the actual startup costs of launching a successful candle brand, from testing and tools to legal setup and inventory.

As the co-founder of a million-dollar candle business, I’ve helped hundreds of makers plan smarter and spend wisely. Whether you're starting lean or going all-in, this episode walks you through every phase:

✅ What to invest in during the testing phase
✅ How much wax, wicks, and oils actually cost
✅ Where NOT to cut corners
✅ Website, insurance & legal costs
✅ Inventory strategy for your first launch
✅ Tools and software worth your money
✅ Tips to avoid overspending on supplies

🎧 Listen in and learn how we launched our brand for just over $1,200 — and how you can too.

Join our Candle Business Pro Inner Circle for more guidance, or download the free supply checklist from our show notes to see exactly what we use in our million-dollar candle brand.

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#006 I share our journey of starting a candle business while working full-time jobs, detailing strategies to prioritize tasks, manage time effectively, and stay motivated through the process. 

• Finding 5-10 hours weekly to work ON your business (not just making candles) is essential for growth
• Track your time usage and identify areas where you can reclaim hours from activities like social media
• Implement time blocking by grouping similar tasks rather than maintaining never-ending to-do lists
• Focus on high-impact tasks first: product development and branding before perfecting logos
• Choose 1-2 social media platforms where your target customers actually spend time
• Don't compare your progress to full-time makers or others with different circumstances
• Build in rest periods and continue activities you enjoy to prevent burnout
• Celebrate micro-wins along the way to stay motivated during the building process

Leave a comment below letting me know what you're prioritizing in your business and what you're intentionally putting on the back burner until you're ready to tackle it. I'd love to hear about your time-blocking strategies!

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