On behalf of the Candlewic Company we
truly wish to thank all of our customers who made 2005 a
exciting and rewarding year. It seems every year goes faster
than the previous and this year was no exception. We hope
you found our newsletter informative and we have much more
planned for 2006. We encourage questions, suggestions and
anything else you would like to see included in the En-Light-ener.
For those who got to know us, we thank
you and look forward to being your trusted supplier in 2006.
Candle making has literally been a life passion of our family.
Dave and I grew up as our company grew up and our success
has been built on a model of fun and creativity through making
candles. We will continue to use that model and we believe
you will find our plans for 2006 to be bigger than ever.
What we find most rewarding in writing
our newsletter is that it seems no matter what level of candle
maker you may be there is always something that most readers
can get out of our publication.
Thank you again.
Bill and Dave Binder
Is It Really 2006?
Depending on where you are in the Supply Chain most
companies and individuals have pretty much been able to determine
what “type” of year they had in terms of sales.
Of course if you are a retailer we are hoping you will be
busy up until 6 p.m. Christmas Eve.
While it is hard at times to fully focus on business during
this joyous part of the year it can be an important time
for many business especially the candle business. Many people
wait until New Years to make their resolution to go to the
gym, but there are three business exercises that you should
consider between now and the end of year that can be done
sure you start 2006 on the right foot.
There is not a better time than now to begin your review
on product sales, evaluating which products were hot, which
products seem to have run their course and what products
your customers asked for and you were not able to produce.
In many instances this information is still fresh in your
mind and in the case of products not selling they are probably
staring you in the face from their warehouse or retail shelves.
by breaking down your sales on individual products and begin
identifying the non-selling items, the slang many people
use is the “dogs” of your line. (I am not sure
why they use this term, especially when a dog is man’s
best friend). In most businesses the “80-20 Rule” applies,
80% of your business comes from 20% of your products/customers.
Focus your efforts in 2006 on the 20% products/customers
that is giving you the real value. Regarding your “dogs,” plan
on eliminating them in 2006 and replacing them with new and
exciting products. This does not always necessary have to
be new shapes, designs or containers. It can be as simple
as a new fragrance or even new color/scent combinations.
The next step in preparing for 2006 will require quick action
on your part. That is to reduce your inventory on items directly
associated with the holiday season. Some of the most effective
means in doing this is to offer deep discounts. While offering
deep discounts may result in losing money on the candles,
you will get more than you will if you hold onto them hoping
you can sell them later. Inevitably, these unsold candles
will take up valuable floor space for your new spring products.
It is well documented that the day and week after Christmas
is almost as big of a business as holiday buying, so use
that time to your advantage. Once the New Year commences
consumers’ buying patterns change.
In some instances where possible you may try changing the
name to extend the shopping life of the fragrance. If you
offer a “Christmas Essence” changing it to Pine
or Winter Wonderland may extend the selling life of the candle.
Another possibility is donating them to a charitable organization
that could get some use of them during the holidays. By doing
this you will be contributing to a worthwhile cause and you
may want to check with your accountant to see if it could
become a tax deduction for you.
Another way is to give them away directly to the community.
Take 20-30 candles with a nice bow to your Church, your spouse’s
work or neighborhood holiday party and give them to individuals
who may not necessarily know that you make candles. They
would be very appreciative of this gesture and may be more
inclined to purchase your candles in the future.
The week between Christmas and New Years is also when you
should do an accurate inventory on all of your materials.
By assessing your sales, you can then determine what of the
remaining inventory to let run out and what to stock up.
Depending on the size of your business inventory plays a
huge part in the decision making process.
So in between the Egg Nog, Christmas cookies and parties
make sure you take the steps to kick off 2006 in the most
effective manner possible.
How do I keep my wick centered in the
votives you have several options: the wick
pin is an excellent way to ensure the wick is centered
in the candle. An added feature of using the wick pin is
that it allows you to use other wicks such as cotton, flat
braided and round wicks in the candle. Another option with
votives is to use the 33
mm oblong clip. This clip fits perfectly at the bottom
of the candle and ensures your wick will stay centered
at the bottom.
jars and container candles, it is a littler trickier but
Dots are an excellent way to keep them in the center
of the container at the bottom. To ensure they are straight
throughout the candle secure the wick on top of the container
with a wick
bar or other securing bar.
It is very important for the safety of the burning candle
and performance that the wick is centered in the entire
candle. When the wick is not centered it can waiver over
to the sides of the glass container making for intense
heat in a confined area.