DTC Podcast

Ep 212: Making memories of NYC into Candles (and killing it on TikTok) with Erica Werber from Literie Candle

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Hello and welcome to the DTC Podcast…today we’re talking with Erica Werber, founder and CEO of Literie candle which aims to capture the unique olfactory experiences of New York City in candle form.


Today’s podcast has notes of fresh cut grass and includes:

  • How New York’s bad smell became a business changing PR hit
  • How to actually capture and reproduce, the smell Hot roasted nuts, and a house in the hamptons, and the US Open.
  • Literie’s Tik Tok strategy, and why Erica shifted away from Google Ads entirely
  • Erica’s biggest mistake – going cheap on labels, and what she learned from it.


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