June 04, 2025

Mindset, Marketing, and Making It Last

45 minutes

#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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