5 Things I Wish I Knew Before Starting My Candle Business

Starting a candle business can be both exciting and overwhelming. After nearly $1 million in sales, I've learned some crucial lessons that could save you time, stress, and money. Here are five key insights I wish I had known before diving in.

1. Pricing Strategies for Long-Term Growth

The first and perhaps most critical aspect is pricing. You have to price your candles right for growth, not just for the sake of making a sale. Many new candle makers underestimate the importance of a solid pricing strategy. It’s essential to ensure that your pricing will allow for scaling and growth over time.

When I started, I thought that simply marking up my costs would be sufficient. However, I quickly realized that this approach could limit my ability to expand. You need a pricing strategy that not only covers your costs but also allows for reinvestment in your business. Consider exploring different pricing models that can help you achieve long-term sustainability.

2. The Importance of Social Media and Marketing

Next up is marketing—an area where many entrepreneurs drop the ball. You can have the best candles in the world, but if nobody knows about them, they won’t sell. Social media isn’t just about posting pretty pictures; it’s about building relationships and creating a brand that resonates with your target audience.

What I wish I had known is that marketing should be a priority from day one. Don’t treat it as an afterthought. Start engaging with potential customers early. Use platforms like Instagram, Facebook, and Pinterest to showcase your products and connect with your audience. The more you engage, the more likely you are to build a loyal customer base.

3. Wholesale and Markets Aren't for Everyone

Another lesson I learned the hard way is that wholesale and markets are not a one-size-fits-all solution. Some candle businesses thrive on wholesale, while others find success in markets or direct-to-consumer sales. It’s essential to evaluate what works best for your business.

Wholesale can be profitable, but it often requires you to scale up production and accept lower profit margins. Markets can provide excellent brand awareness but come with their own challenges—booth fees, weather conditions, and foot traffic can all impact your success. Don’t feel pressured to do everything; focus on the sales channels that align with your strengths and business model.

4. Identifying Your Target Audience

One of the most significant mistakes I made was assuming that my friends and family would be my primary customers. Just because Aunt Karen loves your candles doesn’t mean she’ll be a repeat buyer. Regular friends might support you once, but they won’t sustain your business.

To succeed, you need to identify your true target audience. Spend time researching who your ideal customers are and what they want. Understand their preferences and needs. This focus will help you craft a marketing strategy that speaks directly to them, ensuring that you’re not just selling to people you know but attracting genuine customers who will return.

5. Managing Overwhelm and Burnout

Finally, I want to address the emotional toll running a candle business can take. It’s not just about making candles; you’ll also find yourself managing marketing, accounting, inventory, website maintenance, and customer service. It can be overwhelming, and burnout is real.

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What I wish I had known is that it’s okay to feel overwhelmed. The key is to pace yourself and keep your passion alive. Remember why you started making candles in the first place. Take breaks when needed and don’t hesitate to ask for help. Surrounding yourself with a community of fellow candle makers can be incredibly beneficial. Sharing experiences and challenges can help you feel less isolated.

Building and Maintaining Your Website

Website maintenance can be a daunting task, especially if you aren’t tech-savvy. Early on, we invested a significant amount of money to have a professional build our website. However, I soon found myself needing to make adjustments and realizing I had to pay again for those changes. This experience pushed me to learn how to manage my website myself, which has proven invaluable.

In our Inner Circle membership, we offer workshops on how to build a Shopify store, which can save you a lot of money in the long run. Learning the ropes of your website from the start is one of the best things you can do for your business.

The Value of Community and Support

Finally, let’s talk about community. Running a candle business can be lonely. Many people don’t understand the effort and dedication it takes. Surrounding yourself with other candle makers who are going through the same journey can be incredibly uplifting.

In our Inner Circle community, we meet weekly to discuss everything candle-related. We also host monthly family dinners over video where we can relax and connect. This community aspect has been a driving force behind our success and motivation.

Final Thoughts

Starting a candle business is a rewarding journey, but it comes with its challenges. By focusing on the right pricing strategies, prioritizing marketing, understanding your audience, and managing overwhelm, you can set yourself up for success. Remember, it’s okay to ask for help and lean on your community. Together, we can light the way to a successful candle business!

If you have any additional insights or lessons you wish you’d known before starting your candle business, drop a comment below. I’d love to hear your thoughts!