You have the idea. You’ve chosen your fragrances, worked through your vessel and packaging, and your new candle brand is finally starting to feel real.
Now comes the next big question:
Where are you going to sell it?
Your own website? Instagram and Facebook? Etsy? Faire? Local boutiques? Pop-up events?
The answer might eventually be several of these — but you don’t have to do everything at once.
Where and how you plan to sell your candles can affect decisions you should be making before production begins — including your pricing, packaging, order quantities and even the content you create for your launch.
You don’t need to be everywhere. You need to start somewhere.
Start With a Home Base for Your Brand
Even if you plan to sell through other channels, having your own website gives your brand a home.
It’s where customers, retailers and potential partners can learn who you are, see your products and understand what makes your brand different.
Your first website doesn’t have to be complicated. Start with the essentials:
- Strong product photography
- Your brand story
- Clear fragrance descriptions
- Easy-to-understand pricing
- A simple way to purchase or contact you
Think polished and intentional rather than huge and perfect. You can always build more as your business grows.
Use Social Media to Bring People Along for the Launch
Instagram and Facebook aren’t just places to post a finished candle and ask people to buy it. Use them to show your brand coming to life.
One thing many new brands don’t think about is asking their manufacturing partner for photos and short videos while their products are actually being made.
Ask for content like:
- Candles being poured
- Wicks being placed
- Labels being applied
- Boxes being assembled
- Finished candles coming off the production line
- Your first order being packed for shipment
You can also share fragrance inspiration, packaging samples, new vessels or even ask followers which scent they’re most excited to try.
Your launch content can begin before your candles ever arrive at your door.
Could Etsy Be a Good Place to Start?
Etsy can be another option for a new candle brand, especially if you don’t already have a large audience of your own.
Instead of relying entirely on people finding your new website, you’re putting your products in a marketplace where consumers are already shopping for candles, home fragrance and gifts.
That doesn’t mean Etsy has to replace your website. It can simply be another place for customers to discover you.
Before getting started, think about:
- Seller fees and other costs
- Photography and product descriptions
- Shipping costs and packaging
- How your products will stand out
- Reviews and customer service
Getting listed is only part of the job. Your brand still needs to give someone a reason to stop, look and buy.
Interested in Wholesale? Think About Faire — and Direct Wholesale
If you picture your candles in boutiques, gift stores, spas, hotels or specialty retailers, wholesale may be an important part of your growth plan.
Faire is one avenue to explore. While Etsy is primarily about selling to individual consumers, Faire is designed to connect brands with retailers looking for products to carry in their stores.
But Faire doesn’t have to be your entire wholesale strategy.
You can also:
- Reach out directly to retailers that fit your brand
- Attend markets and trade shows
- Work with sales representatives or rep groups
- Build relationships with independent stores
- Add a wholesale inquiry section to your own website
The right approach depends on where you want your brand to go.
Think About Wholesale Pricing BEFORE You Finalize Your Candle
This is a big one.
Even if you plan to start by selling directly to consumers, ask yourself:
Could I eventually want to wholesale this product?
If the answer is yes — or even maybe — think about it before you finalize everything.
Your finished product cost can include much more than the candle itself:
- Vessel
- Fragrance
- Wax and wicks
- Labels
- Individual boxes
- Specialty printing or finishes
- Inserts and other packaging
- Shipping and fulfillment costs
It’s easy to fall in love with an expensive vessel or elaborate box and then realize later that your costs make it difficult to offer the product at a wholesale price that works for both you and the retailer.
Your product cost, packaging, retail price and sales strategy all need to work together.
Beautiful packaging can absolutely be worth the investment. The important part is understanding how that investment affects your final price — and where you’ll be able to sell.
Don’t Overlook Pop-Ups, Markets and Local Events
Selling in person can be incredibly valuable when you’re starting out.
Markets and pop-ups give you something that’s difficult to get from an online sale: immediate customer feedback.
Pay attention to:
- Which fragrance people pick up first
- Which fragrance they buy
- What they say about your packaging
- How they react to your price
- Whether they’re buying for themselves or as a gift
- The questions customers repeatedly ask
Those conversations can tell you a lot about your customer and help you make smarter decisions as your brand grows.
They’re also a great opportunity to build your email list, grow your social following and introduce more people to your brand.
Build Your Content Library While You’re Building Your Product
Don’t wait until launch week to suddenly realize you need months of social media content. Start collecting it now.
Ask for production photos and videos. Photograph your samples. Show your packaging arriving. Share fragrance inspiration. Take pictures of labels, boxes and vessels. Capture the first time you open a finished production sample.
And don’t feel like every post has to look like a professional advertising campaign. Sometimes the most interesting content is simply:
- “Look what arrived today.”
- “Our first production run is being poured.”
- “Here’s how we chose our packaging.”
- “We can’t believe this is finally happening.”
You’re giving people a reason to follow the journey instead of only showing up when it’s time to ask them to buy something.
So, Where Should You Start Selling?
There isn’t one right answer.
- Your website gives your brand a home.
- Instagram and Facebook help you build an audience and tell your story.
- Etsy can put your products in front of consumers already shopping.
- Faire can introduce your brand to wholesale retailers.
- Direct wholesale can help build long-term store relationships.
- Pop-ups and markets let you meet your customers and learn from them in person.
You may eventually use all of them — or discover that only two or three really make sense for your brand.
You don’t need to launch everywhere at once. Start with what makes sense for your brand, learn what works and build from there.
Plan for Where You Want to Go
One of the best things you can do when developing a candle brand is think beyond simply getting that first production run made.
Before you launch, ask yourself:
- Where do I ultimately want to sell?
- What price makes sense for my customer?
- Could wholesale be part of my future?
- Does my product cost support that?
- What content will I need for launch?
- What happens if the brand starts growing?
You don’t have to have every answer on day one.
But asking the right questions early can help you make much better decisions as you build.
Finding the Right Partner for the Journey
At Unique Candles Midwest, we work with brands through product development, fragrance, vessels, packaging and production. We also understand that for a new brand, figuring out what to make is only part of the process.
Sometimes you simply need a manufacturing partner who understands the process and can help you know what questions to ask.
Thinking about launching your own candle brand? Let’s talk.