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A Burning Desire
Listed under: Trend Report
Published: Thursday, August 20, 2009
Demonstrating a wide appeal, candles and candle making kits can deliver a boost during the winter months. We spoke to Sally Fletcher, owner of online retailer, DevonScents, to find out what's set to light up the market
“The kits are extremely popular, and the ones I sell have everything people need to get started,” she comments. “I also find that once customers do try it, they tend to come back for more wax or fragrance and candle making itself is quite a big business for the hobbyist, especially at craft fairs.”
Commenting on what makes this craft so attractive, Sally continues, “You wouldn’t expect it to be a growing trade when people are able to buy candles as cheaply as you can in a supermarket, but I think people realise the benefits of having hand-made products.
“People who know about candles realise they can pay an absolute fortune for them, but they can make their own for a fraction of the cost and still get the same results,” she adds.
Price isn't the only concern, however, as an increasing number of consumers are looking for that planet-friendly appeal. “There’s more of a swing now to the eco side of things,” says Sally. “I sell both soy and paraffin wax, and I would say 85% of my business is through the soy as people are becoming more conscious of the planet.”
The type of wax is, of course, just one choice on offer as candles can come in a multitude of shapes, sizes, colours and scents. In preparation of November and December – two of the businesses busiest months, Sally is paying careful consideration to the fragrances she stocks. “Christmas has a huge impact and people just go mad for all the festive fragrances, such as anything with nutmeg and cinnamon and clove,” she explains. “Scented candles are always very popular and in the winter, people go for the warmer scents, while in the run up to spring, we tend to sell fresh scents like clean cotton and sun-washed linens.”
For anyone looking to sell candles, experience is key says Sally, who believes it's important for shop owners to know what they're talking about in order to make a sale. “Retailers have got to have experience of making candles. A lot of people just think it's easy and that you simply melt a bit of wax and put a wick in, but it isn't. There is actually a science behind making candles and everything from the different sized wicks and type of wax, to the amount of fragrance and use of colour can make such a difference.” she concludes.
Commenting on what makes this craft so attractive, Sally continues, “You wouldn’t expect it to be a growing trade when people are able to buy candles as cheaply as you can in a supermarket, but I think people realise the benefits of having hand-made products.
“People who know about candles realise they can pay an absolute fortune for them, but they can make their own for a fraction of the cost and still get the same results,” she adds.
Price isn't the only concern, however, as an increasing number of consumers are looking for that planet-friendly appeal. “There’s more of a swing now to the eco side of things,” says Sally. “I sell both soy and paraffin wax, and I would say 85% of my business is through the soy as people are becoming more conscious of the planet.”
The type of wax is, of course, just one choice on offer as candles can come in a multitude of shapes, sizes, colours and scents. In preparation of November and December – two of the businesses busiest months, Sally is paying careful consideration to the fragrances she stocks. “Christmas has a huge impact and people just go mad for all the festive fragrances, such as anything with nutmeg and cinnamon and clove,” she explains. “Scented candles are always very popular and in the winter, people go for the warmer scents, while in the run up to spring, we tend to sell fresh scents like clean cotton and sun-washed linens.”
For anyone looking to sell candles, experience is key says Sally, who believes it's important for shop owners to know what they're talking about in order to make a sale. “Retailers have got to have experience of making candles. A lot of people just think it's easy and that you simply melt a bit of wax and put a wick in, but it isn't. There is actually a science behind making candles and everything from the different sized wicks and type of wax, to the amount of fragrance and use of colour can make such a difference.” she concludes.
