ENCAPSULATING THE sea

OCEAN-INSPIRED

STORY BY KRISTIN ELY

Candles are a huge business in the U.S. with the National Candle Association reporting that retail sales for candle products are estimated at $3.14 billion annually. Customers have more than 10,000 different candle scents available to them, according to the association, and they come in many shapes and sizes to boot. Moreover, very few products can keep your customers engaged in the store as much as candles can, and once they start popping lids, and taking whiffs, odds are, sales will follow.

Gary Briggs, co-founder of Vermont-based candle company, Aunt Sadie’s Inc., says candles are usually in the top five or 10 top selling categories for retailers. He suggests retailers carry a variety.

“Retailers should look for different containers, different designs and different wax bases. We find that devoted candle shoppers have their definite preferences so it’s important to offer [them] options.”

Price point has also been an increasingly important factor. “It’s fine to offer higher end/more expensive candles if you have a customer base that will support that. But offering various price points will increase your chances of a candle sale,” Briggs says.

Aunt Sadie’s candles are made from high-grade paraffin wax, lead-

1 | Rockport Candle Co.: Sea Captain candle, rockportcandlecompany.com

2 | True Ocean: Seacandle aromatherapy, www.mytrueocean.com

3 | Old Whaling Co.: Coastal Calm soy candle, www.oldwhalingcompany.com

4 | Aunt Sadie: Galveston, Texas, candle, www.auntsadiesonline.com

5 | Lucette + Mo: Adrift coconut wax candle, www.lucetteandmo.com

6 | Inis: The sparkling scent of Inis in a candle, www.inis.com/us

7 | Bluffton Candles: Georgia on my Mind candle, www.blufftoncandles.com

8 | Sugared Mango: Siren’s Song coconut wax candle, www.sugaredmango.com

9 | Wild Delights: Manatee paint can soy candle, www.yourwilddelight.com

10 | Slippery Elm: Longshore handpoured soy wax candle, www.slipelm.com free wicks and the scents are a combination of essential oils and additives to help performance. The company’s Kate Nelligan licensed line of candles is popular with seaside retailers.

“Kate’s images are colorful and whimsical and she licenses her designs with a number of different manufacturers so it’s possible to build a theme around her designs that includes multiple product types. And all our Kate Nelligan candles feature the free name-drop personalization option.”

Aunt Sadie’s offers free name-drop personalization on many of its beach/ nautical-themed candles. “It really helps our retailers sell candles during summer months, which aren’t always the strongest candle selling months.”

Making A Connection

Rockport Candle Co.’s products are created in the quaint coastal town of Rockport, Massachusetts. Fragrances are inspired by favorite seaside memories to

Deciding factors

There are many considerations when determining what candle brand to carry in your seaside store, but Lavinia’s Haven Owner Lavinia Schiavon says these four factors are the most important:

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4 help people feel close to the beach or the sea and to help them share those happy memories with loved ones, according to Owner Christina Wilcox.

Quality and safety: Ensure that products are of premium quality, using safe and non-toxic materials to provide a positive customer experience.

Variety: Look for a diverse range of scents and products to cater to different customer preferences and ensure a well-rounded selection.

Packaging and branding: The visual appeal of candles, personalized labels, and interest to the target market.

Price point: Find a balance between quality and affordability to meet the expectations of our customers while maintaining profitability.

“Our sense of smell has a very strong connection to our memories and emo- tions, like the beach roses at Grandma’s summer cottage, or the suntan lotion we used as a teen, or the freshly squeezed lime in our favorite vacation cocktail, which help us feel loved, happy, relaxed, connected.”

She adds, “Shoppers are also attracted by our unique candle names, like Cocktails by the Sea, Fog Horn, or Salty Sea Breeze, and love bringing home a consumable product that won’t bring clutter into their home.”

Bon Secour Candle Co.’s candles are hand poured in small batches that are made from 100% soy wax. “Our best sellers are definitely scents that remind visitors and locals of their time at the beach, soft sea breezes, sun, sand and clean beach towels,” says Tara Giffort, owner.

The creative names that relate to the Gulf Coast area are also a draw for seaside retailers, and “the price point is perfect for their customers to grab several as gifts for their dog sitters, house sitters, family and friends,” she says.

Lavinia’s Haven candles are crafted with meticulous attention to detail and premium quality ingredients, according to owner Lavinia Schiavone. “Our scents are carefully curated, capturing the essence of the beach and ocean. Each fragrance is designed to evoke a specific mood or atmosphere, creating a memorable sensory experience for our customers.”

The candles are made from 100% soy wax made in the USA and the cotton wicks allow for a cleaner burn that minimizes carbon emissions, according to Schiavone. They are also crafted to maximize burn time.

“Our candles have garnered a loyal following with customers returning for their favorite scents time and again,” she says. “Offering our brand can help build customer loyalty and increase repeat business.”

WHAT’S IN A NAME?

“Retailers who carry Slippery Elm brand candles often comment that they love the names of the candles, which create an emotional connection with the consumer,” says Scott Goodrich, president of Wyx Brands, makers of Slippery Elm brand candles. The clean, fresh fragrances and fast shipping time are also pluses, he notes.

Slippery Elm launched new coastal-themed fragrances in its primary candle line, and for 2023 it added a High Tide series candle line, “which puts those fragrances into nautical-themed candles designed specifically for coastal retailers.”

The company also redesigned the labeling of its 6-ounce candle tins to match that nautical theme, “giving store