Thousands of candle start-ups burn out before their first birthday

Thinking of starting a candle biz? Here's what I’ve learned (and what I wish I knew sooner!)

Starting my candle business has been a wild ride, equal parts rewarding, overwhelming, hilarious and humbling. If you're dreaming of starting your own thing, here’s a peek behind the curtain from my first six months in the world of wax, wicks and what-the-heck-am-I-doing moments.

1. Brand Awareness > Sales (At First)

At first, I thought sales = success. Spoiler: it’s not all about the money (yet). The real game changer? Brand awareness. Getting your name, vibe, and values out there is key. People need to know you exist before they can fall in love with your products. Pop-ups and markets have been amazing for this, even if sales are slow, you're planting seeds.

Fun bonus? I’ve learned my candles appeal to women of all ages, from teens to nannas, as well as savvy young men. That seriously makes my heart glow.

2. Streamline or Burn Out

Candles might be relaxing, but running a candle business? Total hustle. If your workflow is chaotic, you’ll burn out quicker than a tealight. I'm constantly evolving my setup so it works with me, not against me. Some parts now feel like second nature, which is a win in itself.

3. Play, Test, Repeat

Experimenting is where the magic happens. Not every idea will be a hit, but you’ll learn so much about what actually resonates. My best-selling “Stem & Stone” range was inspired by an interstate trip and a love letter to the Aussie landscape. Sometimes, the best ideas come when you’re not even trying.

4. Know Your Numbers (Even if Maths Isn’t Your Thing)

If you're a creative like me, spreadsheets might make you shudder. But knowing your costs, margins, and pricing strategy is non-negotiable. Otherwise, you’re just guessing. This is the line between hobby and business.

5. Shoutout to the Small Biz Fam

I’ve been lucky to have other small businesses stock my candles and that kind of support is everything. There’s something magical about small businesses lifting each other up. It’s not a competition, it’s a community.

6. Trust Your Suppliers

You don’t want to reinvent the wheel every time you restock. Finding reliable suppliers has saved me countless headaches. Consistency matters and so does customer service (on both ends).

7. You Might Not Make a Profit Right Away (and That’s OK)

Truth bomb: most small businesses don’t make big profits in their first year. Breaking even? That’s a win. Right now, I’m investing in a brand I believe in and focusing on the joy my candles bring to others. If my products can brighten someone’s day in a world that feels a bit heavy? That’s worth everything.

8. Shipping Is Tough (and Pricey)

Candles are heavy. Shipping is expensive. It’s one of my biggest challenges and if you don’t factor it into your pricing, you’ll eat into your margins fast. I now offer click-and-collect and free local delivery to help make it easier (and more affordable) for everyone.

9. Self-Doubt Will Happen

I’ve had plenty of “What was I thinking?” moments. That’s just part of the journey. The key is to keep going, one candle, one customer, one day at a time. You’re not alone.

10. Time Is Your Most Valuable Resource

You can always make more candles. Time? Not so much. I’m learning (slowly!) to spend mine wisely and hoping that as I grow, I’ll have the cashflow to outsource some of the behind-the-scenes hustle.

11. Pop-Ups Are for People, Not Just Profits

Markets and pop-ups might not always be profitable right away, but they’re a brilliant way to build connections and test what works. My best sales week was Mother’s Day but between those peaks, you’ve got to find other income streams to keep the flame alive.

12. Be Bold. Be Brave. Try New Stuff.

I’m about to launch new packaging (eek!), and it’s both terrifying and thrilling. But change is how you grow. Don’t let fear keep you stuck, bold moves often spark the biggest breakthroughs.

13. Your Voice Is Your Superpower

The candle market is noisy. What makes you different? What do you have to say? For me, it’s about playfulness, cheekiness, and meaning — that’s why I went with the tagline “Blow Me.” It’s sassy, layered and gets a snort-laugh! But really, it's about being emboldened, celebrating what make you, 'you'.

14. Word of Mouth = Magic

Seriously. A happy customer telling their friend is worth more than a hundred ads. I’m now working on ways to make it easier for customers to leave reviews and share their love. It’s priceless and it helps me grow.

15. Back Yourself. Always.

This is your dream. If you don’t believe in it, who will? Trust your gut, honour the process, and keep going, even on the days when it feels impossible. This is a core value of my brand, intuition is your super power!

Final Thoughts

Starting Wick-Zen has been one of the biggest leaps I’ve ever taken, but I wouldn’t trade it for anything. Whether you’re thinking of launching your own candle business or just cheering from the side lines, I hope this glimpse into the journey reminds you that big things often start with small flames.