#005 Branding for candle businesses goes far beyond a logo—it encompasses how customers feel from the moment they discover your brand to when they light your candle. We break down seven essential steps to build a memorable, consistent candle brand that stands out in today's crowded marketplace.

• Define your why—this becomes the foundation of your business and the beacon that attracts the right customers
• Know your target customer beyond demographics by focusing on their mindset and the problems your candles solve
• Craft a unique selling proposition (USP) that clearly communicates what makes your candles different
• Share your brand story to connect emotionally with customers and make them want to support your mission
• Create consistent visual branding including logo, colors, typography, packaging, and photography
• Define your brand voice and ensure consistent tone across all platforms and customer touchpoints
• Design a memorable customer experience from unboxing to follow-up communications

Take at least one of these branding elements and improve it this week. If you want the full branding workshop and worksheet, find it inside the Inner Circle at candlebusinesspro.com/membership.

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#004 Pricing candles correctly is crucial for profitability, growth, and sustainability in your candle business, going well beyond the outdated 3x markup rule.

• Understanding your target customer and what they're willing to pay should be your starting point
• We price our classic 10oz candles at 5x cost ($5.50 cost → $26 retail price)
• When wholesaling, retailers pay 50% of retail ($13), still giving us solid profit margins
• Visit stores where your target customers shop to research pricing in your desired niche
• Differentiate your product visually to stand out in a crowded market
• Proper pricing allows for promotional strategies like "buy 3 get 1 free" that increase average order value
• Free shipping thresholds can encourage customers to add more items to their cart
• Consider your long-term costs when setting prices, as bulk purchasing will lower your per-unit costs
• Re-evaluate your pricing strategy every six months based on market conditions and performance
• Your margins must support discounts, reinvestment, hiring, and future growth plans

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#003 Part 3 of 3 of How to Build a Successful Candle Business. 

Transitioning from candle maker to business owner requires a fundamental mindset shift and strategic marketing approach that goes beyond mastering wax and fragrance combinations. Sabastian shares how Garsnett Beacon Candle Company built a sustainable business by focusing on customer needs, overcoming imposter syndrome, and implementing systems to prevent burnout.

• Shifting from hobbyist to business owner means focusing on what customers want, not chasing every trend
• "Non-offensive" scents like citrus consistently outperform polarizing fragrances like patchouli or intense florals
• Imposter syndrome affects every aspect of business, from making candles to pricing to wholesale outreach
• Persistence with wholesale follow-ups is crucial - at least 70% of their 140+ accounts came from follow-up emails
• Email marketing should balance value-based content with promotional messages tailored to your niche
• Community-based marketing through sponsorships and local media creates powerful word-of-mouth opportunities
• Delegating tasks through product exchanges can help solo entrepreneurs (candles for photography, bookkeeping, etc.)
• Creating standard operating procedures (SOPs) early prevents bottlenecks as your business grows
• Time-blocking techniques like batching social media content creation prevents daily overwhelm
• Launch collections strategically - fall scents should reach retailers by August, winter by mid-October

Follow us on Instagram @CandleBusinessPro and message us about obstacles you're facing in your candle business. Check out our free resources including our candle making supplies checklist and candle calculator at CandleBusinessPro.com.

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#002 Part 2 of 3 of How to Build a Successful Candle Business. 

Our candle business journey evolved through strategic sales channels that built upon each other, creating multiple revenue streams and customer touchpoints along the way.

• Started by selling to friends and family who followed our brand development on social media
• Launched simultaneously on Shopify and Etsy to reach different customer segments
• Utilized markets and pop-ups for real-time customer feedback and email list building
• Created a wholesale strategy by identifying dream retailers and personalizing outreach
• Developed fundraiser partnerships with local nonprofits to expand community awareness
• Opened our first brick-and-mortar store just six months after selling our first candle
• Built email marketing as our most reliable sales driver during slow periods
• Focused on SEO optimization to drive organic traffic to our Shopify store
• Expanded to three retail locations with different formats based on local market needs
• Maintained approximately 140 wholesale accounts through consistent relationship building

Head over to candlebusinesspro.com to explore our free resources, courses, and community. We're here to help you go pro with your candle business.

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#001 Part 1 of 3 of How to Build a Successful Candle Business. 

Sabastian Garsnett shares the remarkable journey of transforming a pandemic hobby into Garsnett Beacon Candle Company, a million-dollar business with three storefronts and over 140 wholesale accounts. The challenges of early candle making experiments ultimately led to a simplified approach that became the foundation of their entire business model.

• Starting with the basics is essential – one vessel, one wick, one wax, one fragrance oil
• Their most profitable product uses this simple formula rather than complex combinations
• Choose suppliers carefully, especially for foundational elements like wax and wicks
• Create a brand name and identity that connects with target customers rather than just using your personal name
• Understanding your niche market helps determine everything from pricing to packaging
• Women's boutiques became their target retail environment, influencing their entire brand design
• Share your candle making journey publicly to build an audience before launching
• Transparency about struggles and small victories creates invested customers
• Their first weekend brought $3,000 in sales from people who followed their development
• Different sales channels include Shopify, Etsy, markets, fundraisers, wholesale, and retail stores

Head over to candlebusinesspro.com to explore our free resources, courses and community. We're here to help you go pro.

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Ready to transform your candle-making hobby into a thriving business? Sabastian Garsnett, co-founder of Garsnett Beacon Candle Company, launches this podcast with a clear mission: to guide passionate candle makers through the journey from craft to commerce.

Drawing from his remarkable success story—evolving from pouring small batches at his kitchen table to establishing three bustling storefronts with over 140 wholesale accounts—Sabastian promises to deliver actionable, proven strategies rather than vague inspiration. This isn't just another crafting show; it's a comprehensive business roadmap tailored specifically for candle entrepreneurs at any stage.

Each week brings focused insights into critical business aspects including market selection, brand development, collection launches, fundraising opportunities, website optimization, and email marketing strategies. What sets this podcast apart is Sabastian's commitment to sharing the exact methods that worked for Garsnett Beacon Candle Company, offering listeners a rare glimpse into successful business scaling tactics within the handcrafted candle industry. Whether you're making your first sales or looking to expand beyond your current operations, these weekly episodes provide the guidance needed to navigate the business side of candle making with confidence. 

Subscribe now to receive fresh business strategies every week and take your candle making from passionate hobby to professional enterprise.

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