#63. Trying to sell candles to everyone is the fastest way to build a brand nobody remembers. We walk through what it really takes to go from making candles as gifts to running a candle business with repeat customers, higher perceived value, and a clear point of view, starting with the not-so-fun basics like product liability insurance and safe candle testing.
We get specific about niche marketing and target audience selection, including how we think about pricing, label design, and where our candles belong on the shelf. If you are setting up a Shopify store, we also talk about the part most makers underestimate: driving traffic with the right sales channels and messaging that speaks to one customer, not a vague crowd.
From there, we answer a question candle makers debate constantly: how often should you retest a candle formula? We share a realistic approach based on change management, retesting when fragrance oils, wicks, wax, or vessels shift, not on an arbitrary schedule. We also dig into candle subscription boxes and monthly candle clubs, including how to structure tiers, when to launch, and why holiday, Valentine’s, and Mother’s Day promos can fuel recurring revenue. Finally, we cover packaging strategy, premium versus cost-effective options, and how to create an elevated unboxing experience without letting box costs crush your margins.
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