Candle Business PRO

#023 We map out every sales channel that keeps our candle business profitable, from storefronts and Shopify to Amazon, wholesale, markets, parties, fundraisers, subscriptions, private label, email, and press. Along the way we share pricing rules, calendar timing, and systems that turn interest into daily sales.

• separating home and work to avoid burnout
• setting up Shopify with strong photos and pop-ups
• offering meaningful welcome discounts tied to margins
• building email flows for welcome, cart, post-purchase, re-engagement
• deciding between FBA and FBM on Amazon
• timing wholesale outreach with the buyer calendar
• using markets for scent test...

#022 We shift from making more to selling better and lay out a practical plan to build a timeless candle brand around a classic line. Trends fade, but focus, systems, and the right sales channels turn a small catalog into real growth.

• why a classic year‑round line beats seasonal hype
• letting customers decide your signature scent
• the real costs of adding more products
• supplier turnover risks on oils and vessels
• focus, repetition and recognition in marketing
• reusing content assets every 60–90 days
• three growth levers: customers, AOV, frequency
• sales channels: markets, wholesale, parties...

#021 We answer real candle business questions from startup costs and profitability timelines to wicks, seasonal strategy, scaling beyond the kitchen, and cutting COGS, using hard numbers and simple steps. We share exactly what worked for us as we grew from $1.5k invested to $1.5M in sales.

• startup budget realities and lean inventory planning
• niching down, target customer clarity, and faster testing
• when to move from home to warehouse or retail
• retail vs wholesale vs private label trade-offs
• wick selection using supplier recommendations
• seasonal collections vs evergreen fragrance strategy
• lowering COGS with smart shipping...

#020 and Part 9 of Build A Candle Business series. 

**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **

A one-page press release can change your entire demand curve—if it’s written for real people on deadline. We walk through the exact PR playbook that took our candle brand from a spare-room studio to local TV, national write-ups, and wholesale calls, all without a PR firm or ad spend. The method is simple and repeatable: craft a clear hook, tie it to...

#019 and Part 9 of Build A Candle Business series. 

**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **

Wholesale strategies can transform a small candle business into a thriving enterprise, creating opportunities for expanded reach and increased sales without relying solely on direct-to-consumer channels.

• Understanding the crucial difference between wholesale (selling at 50% of retail price with upfront payment) and consignment (splitting sales proceeds, typically 60-40)
• Pricing candles correctly for wholesale requires working backward from retail price, ensuring adequ...

#018 and Part 8 of Build A Candle Business series. 

**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **

This week's episode recaps the 8-week journey of building a candle business from scratch, covering everything from setting foundations to overcoming roadblocks with the new brand "wthout."

• Setting your foundation with your "why" and identifying your first three products
• Choosing a memorable brand name and ensuring domain availability
• Finding your niche and target audience to create super fans
• C...

#017 and Part 7 of Build A Candle Business series. 

**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **

This week I shares eight effective marketing strategies for candle entrepreneurs to implement before officially launching their businesses, drawing from his experience growing Garsnett Beacon Candle Company and now launching a completely new brand.

• Start locally by telling everyone about your business and collecting in-person feedback at markets and vendor events
• Begin email collection immediately, even with just a passw...

#016 and Part 6 of Build A Candle Business series. 

**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **

Wondering why visitors browse your candle website but don't buy? The difference between attracting traffic and converting sales often comes down to specific website elements that build trust and create seamless shopping experiences.

Sabastian Garsnett, who scaled his candle company to $1.4 million in just three years, breaks down the 10 essential components every candle website needs to convert browsers into buyers. T...

#015 and Part 5 of Build A Candle Business series. 

**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **

Sabastian shares strategies for rapidly testing candles, selecting strategic sales channels for an elevated brand, and determining profitable pricing for the new gender-neutral "Without" candle line.

• Testing three wick sizes simultaneously to speed up product development
• Documenting every test burn with photos and detailed notes
• Starting with supplier-recommended wick lines rather than experimenting widely
• Being selective with sales cha...

#014 and Part 4 of Build A Candle Business series. 

**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **

Today I'll share essential strategies for sourcing supplies when starting a new candle business, emphasizing the importance of building on reliable, long-term available products rather than trendy items that might be discontinued.

• Keep your supply chain simple by using vessels and waxes that will always be available from multiple suppliers
• Avoid building your brand around trendy vessels that suppliers might...

#013 and Part 3 of Build A Candle Business series. 

**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **

Ready to transform your candle business from DIY to polished professional? This week we're diving deep into the art and science of visual branding—the key to creating instant trust with your ideal customers.

After securing your business name and online presence, creating a cohesive visual identity is what makes your candle brand feel legitimate and trustworthy. We break down fiv...

#012 and Part 2 of Build A Candle Business series. 

**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **

We dive into the critical process of selecting and protecting your candle brand name, focusing on trademark registration, domain acquisition, and establishing a professional online presence. This week continues our 12-part journey of creating a brand new candle business from scratch, building on our experience growing Garcinet Beacon Candle Company to $1.3 million in retail sales.

• Avoid using "Candle Co" in you...

#011 and Part 1 of our Build A Candle Business series. 

**This special series is brought to you by ToAuto Wax Melters. Our listeners will get a special deal at checkout when they use this link. **

Ready to build a candle business that stands out from the crowd? You've found your starting point.

This episode kicks off an exciting 12-week journey where I'll be creating a completely new candle brand from scratch—separate from my existing Garsnett Beacon Candle Company that has surpassed $1.2 million in sales over the past three years. Whether you're part of our...

#010 Building a successful candle business requires strategic planning and avoiding common pitfalls that can derail your progress before you reach success. We share five critical lessons learned from growing our business to over a million dollars in sales.

• Start with six well-chosen scents instead of ten or more to test market response without overwhelming yourself
• Focus on customer favorites: two citrus scents, one masculine/woodsy, one spa-like, one approachable floral, and one staple scent
• Wholesale success comes primarily from persistent personal outreach rather than marketplace listings
• Create organized systems for tracking potential stockists and followin...

#009 Today I break down the advantages of each Shopify and Etsy based on business goals, sharing specific strategies for leveraging both marketplaces effectively.

• Etsy provides immediate access to millions of potential buyers with built-in traffic
• Competition on Etsy is fierce with thousands of candle sellers competing for visibility
• Etsy's total fees can reach 21.5% per sale (listing fees, transaction fees, and offsite ad fees)
• Shopify offers complete control over branding, customer experience, and data collection
• Shopify requires driving your own traffic through SEO, advertising, or social media
• Personalized items and seasonal candles perform particularly...

#008 Social media should be a tool for growing your candle business, not a source of burnout and frustration. Today we explore why being selective about your social platforms leads to better results than trying to be everywhere at once.

• More platforms doesn't equal more success - most customers only follow you on one or two at most
• Rushed content gets low engagement - algorithms reward quality and consistency over scattered posts
• Choose platforms based on your strengths and where your specific customers actually spend time
• Track which platforms drive actual website traffic using Google Analytic...

#007 Wondering how much it really costs to start a candle business in 2025?
In this episode of the Candle Business PRO Podcast, I break down the actual startup costs of launching a successful candle brand, from testing and tools to legal setup and inventory.

As the co-founder of a million-dollar candle business, I’ve helped hundreds of makers plan smarter and spend wisely. Whether you're starting lean or going all-in, this episode walks you through every phase:

✅ What to invest in during the testing phase
✅ How much wax, wicks, and oils actually cost
✅ Where NO...

#006 I share our journey of starting a candle business while working full-time jobs, detailing strategies to prioritize tasks, manage time effectively, and stay motivated through the process. 

• Finding 5-10 hours weekly to work ON your business (not just making candles) is essential for growth
• Track your time usage and identify areas where you can reclaim hours from activities like social media
• Implement time blocking by grouping similar tasks rather than maintaining never-ending to-do lists
• Focus on high-impact tasks first: product development and branding before perfecting logos
• Choose 1-2 social media platforms where your target cust...

#005 Branding for candle businesses goes far beyond a logo—it encompasses how customers feel from the moment they discover your brand to when they light your candle. We break down seven essential steps to build a memorable, consistent candle brand that stands out in today's crowded marketplace.

• Define your why—this becomes the foundation of your business and the beacon that attracts the right customers
• Know your target customer beyond demographics by focusing on their mindset and the problems your candles solve
• Craft a unique selling proposition (USP) that clearly communicates what makes your candles different<...

#004 Pricing candles correctly is crucial for profitability, growth, and sustainability in your candle business, going well beyond the outdated 3x markup rule.

• Understanding your target customer and what they're willing to pay should be your starting point
• We price our classic 10oz candles at 5x cost ($5.50 cost → $26 retail price)
• When wholesaling, retailers pay 50% of retail ($13), still giving us solid profit margins
• Visit stores where your target customers shop to research pricing in your desired niche
• Differentiate your product visually to stand out in a crowded market
• Proper pricing allows for promotional strategies like "buy 3 ge...

#003 Part 3 of 3 of How to Build a Successful Candle Business. 

Transitioning from candle maker to business owner requires a fundamental mindset shift and strategic marketing approach that goes beyond mastering wax and fragrance combinations. Sabastian shares how Garsnett Beacon Candle Company built a sustainable business by focusing on customer needs, overcoming imposter syndrome, and implementing systems to prevent burnout.

• Shifting from hobbyist to business owner means focusing on what customers want, not chasing every trend
• "Non-offensive" scents like citrus consistently outperform polarizing fragrances like patchouli or intense florals
• Imposter syndrome affects every aspect of busi...

#002 Part 2 of 3 of How to Build a Successful Candle Business. 

Our candle business journey evolved through strategic sales channels that built upon each other, creating multiple revenue streams and customer touchpoints along the way.

• Started by selling to friends and family who followed our brand development on social media
• Launched simultaneously on Shopify and Etsy to reach different customer segments
• Utilized markets and pop-ups for real-time customer feedback and email list building
• Created a wholesale strategy by identifying dream retailers and personalizing outreach
• Developed fundraiser partnerships with local nonprofits to expand community a...

#001 Part 1 of 3 of How to Build a Successful Candle Business. 

Sabastian Garsnett shares the remarkable journey of transforming a pandemic hobby into Garsnett Beacon Candle Company, a million-dollar business with three storefronts and over 140 wholesale accounts. The challenges of early candle making experiments ultimately led to a simplified approach that became the foundation of their entire business model.

• Starting with the basics is essential – one vessel, one wick, one wax, one fragrance oil
• Their most profitable product uses this simple formula rather than complex combinations
• Choose suppliers carefully, especially for foundational elements like wax and w...

Ready to transform your candle-making hobby into a thriving business? Sabastian Garsnett, co-founder of Garsnett Beacon Candle Company, launches this podcast with a clear mission: to guide passionate candle makers through the journey from craft to commerce.

Drawing from his remarkable success story—evolving from pouring small batches at his kitchen table to establishing three bustling storefronts with over 140 wholesale accounts—Sabastian promises to deliver actionable, proven strategies rather than vague inspiration. This isn't just another crafting show; it's a comprehensive business roadmap tailored specifically for candle entrepreneurs at any stage.

Each week brings focused insi...