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August 01, 2019

Starting Early...

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Starting Early...

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The 'En-Light-ener' Candle Making Newsletter
August 2019
 
Starting Early...
As the summer winds down and students get ready to return to the classroom candle companies of all sizes should begin for the Fall and Holiday Candle Season. Starting early is critical to the success of having a strong holiday season. The larger candle companies have developed their strategy months ago if not during last Holiday season but one of the advantages of being small is you can react to current trends and determine your budget and manage expectations based on recent events. The fall and winter are great opportunities to grow your business. The Halloween season seems now to be the kick off for Fall candle sales. Then things quickly move onto Thanksgiving and then finish off with the Christmas and winter Holidays. The problem many experience right now is how to differentiate their products from the competition. Different manufacturers approach this in different ways.

Tip #1: Select Unique and Strong Fragrances
Small candle companies should always be launching new and creative candles to keep their customer coming back wanting new and fun fragrances. In addition to the already existing multi note fragrances you can always create your own by mixing and matching and of the fragrances. The key with any of these items is highlight these differences to your consumers. No matter what size your company/business might be the most important thing to remember is you are building a "brand" and you want people to remember.

View Candlewic's Fall Fragrances

Tip #2: Break from the normal glassware
Unless you are one of the larger manufacturers it is difficult to grow your business strictly on price. There are too many imports and other US manufacturers which make this difficult to do. There are a number of options with glassware that can make your candles unique. One of the newer pieces to consider would be the frosted jars available in 3 different shades, White, Amber and black. One of the reason many candle companies are going to the frost jars is the adhesions issues with standard glassware is not visible and they don't have to work with any colors. This simplifies the process and takes one of the wick variables off the table. While the standard apothecary jars cannot be ignored there are a number of new and unique jars which are now available.

View Candlewic's Glass Containers

Tip #3: New Candles Styles
In addition to launching a line with different glassware also try different candle styles. One trend that continues to be popular is multi-layered candles. Using different colors/fragrances allows the consumer to get more than the single fragrance with the one jar. While technically not a candle but a great fragrance delivery system but right now Clam Shell and tarts are "Red Hot". These are easy to make and do not require any type of wick. See how easy these are to make as featured in our August 2014 Issue of the Enlightner.

Tip #4: Get Savings-Conscious Customers with Long Burn Times
While it may not have the "curb appeal" some of the other ideas have, another suggestion is to increase the burn time of your candle. In today's economic environment consumers are looking for value. If you can show them your candle will burn longer at the same price you can gain market acceptance. Increasing the burn time can be achieved sometimes by merely using 1 wick size smaller or by raising the melt point of the wax. There are other things which must be considered if you decide this strategy. Will the candle still burn to the sides? Will it impact fragrance throw? Whether you can show a noticeable increase will be the key to determine if this will strategy can work.

Tip #5: Smaller Can Be Better
You may recall in our last issue we highlighted that bigger is not always better and it may go against many business principles but one thing to do is "think small" when necessary. Small businesses many times have the best opportunities to thrive by doing things the larger companies do not want to do. Consumers always like to have something different and unique and by focusing on this type of product line you can generally charge more.

When you pour a popular fragrance like vanilla in a standard apothecary jar you are completing against many different companies. If you put the same fragrance in a more decorative container then you open up your product to a different buyer. You will still need to have the basics but the key is always look for those opportunities that might be regional or even local.



 
 
Project Contest
August WINNER!
Hi my name is Joyce Young. I began making candles and bees wax products when I became disabled a while back. I live with my husband and love my Family church and friends. I create out of the passion I have to see people happy when they receive my creations as it brings Joy to them and myself! It's a win win for all! My favorite saying is always stay happy and Bee Happy! I love candlewic products they have been very good for all my candle making needs! Try this candle for the coffee lover in your life!  
Our fifth winner in the contest is:
Joyce Young
 
Brewed coffee
Brewed coffee
Brewed coffee
Brewed coffee
 
Directions:

Ideally it should go in a glass bowl if you choose to burn it. Enjoy!
 
 
Enter for a chance to be next month's winner!
 
  1. Create your project*
  2. Send your project submission with pictures and easy-to-follow instructions to: billbinder@candlewic.com
  3. We’ll select a winner for that month to receive a $100 Candlewic gift card and publish the winner’s project in our newsletter!
Then, during the first week of December 2019, we will publish to our website the 10 selected projects contributed by readers and ask all of our readers to vote for their favorite project. The contributor of the winning project will receive an additional $300 Candlewic gift card!

Please keep in mind that, even if your project is not selected for the particular month in which you submitted it, we may use it for another month. We may also use it as a post on Facebook, Twitter or one of our other social media accounts. If we do that, you’ll receive a $30 Candlewic gift card. We’re looking for fun, unique and exciting projects that will appeal to many of our readers.
 
Example Project Formats:
Yummy Fall Soy Candles All Natural Beeswax Garden Flare Candles
Decorative Streak Candles Decorative Swirl Candles
Recycled Chunk Candles Snowball Candle
 
Send your project submissions to:
billbinder@candlewic.com
 
Deadline to be featured in the August En-Light-Ener : August 25, 2019.
Winner will be notified by August 28, 2019, and featured in our September issue.
*The submitted project cannot be one taken from a competitor's website or social media pages, cannot feature a competitor's products, and cannot include links to a competing vendor's site, social media accounts, or products.
 
CHANDLER'S CORNER
 
One of the most frequently asked questions I get is, Hi. I'm Chandler.
"Is it important that I keep the wick centered in the candle and what is the best way to make sure it is centered?"
For votives you have several options: the Votive 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. With jars and container candles, it is a littler trickier but the Glue 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 Bow Tie clip 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.
 
We hope you enjoyed this issue of the En-Light-ener. Thank you for your continued interest and support. Our goal is to make this newsletter as entertaining and educational as possible. Let us know if you have any ideas on how we can improve.
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Please visit our online catalog often to see what's new. As always, thank you for your continued business.
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Candlewic Company
3765 Old Easton Road | Doylestown, PA 18901 | 800-368-3352
As the summer winds down and students get ready to return to the classroom candle companies of all sizes should begin for the Fall and Holiday Candle Season. Starting early is critical to the success of having a strong holiday season.  The larger candle companies have developed their strategy months ago if not during last Holiday season but one of the advantages of being small is you can react to current trends and determine your budget and manage expectations based on recent events.
The fall and winter are great opportunities to grow your business.
View All

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