We’re excited to introduce you to the always interesting and insightful Haeley Gjesvold. We hope you’ll enjoy our conversation with Haeley below.

Haeley, thanks for joining us, excited to have you contributing your stories and insights. One of our favorite things to brainstorm about with friends who’ve built something entrepreneurial is what they would do differently if they were to start over today. Surely, there are things you’ve learned that would allow you to do it over faster, more efficiently. We’d love to hear how you would go about setting things up if you were starting over today, knowing everything that you already know.

I love this question because there are so many things I would do differently! First of all, I would have created a lot more structure. With everything really; launch structure and deadlines, new scent structure and deadlines. I feel like I was so frantically busy that first year I think if I had taken some time to truly organize and plan everything out it may have been more efficient. Also, if I had more structure and organization I would have gotten less sidetracked. When your new, everything seems so exciting and like something you could add but now I know that new things are fun but unless you’ve built and nurtured an audience with your current offerings then nobody is gonna see it or buy it. I would have started with less offerings and spent more energy on the actual growth of the business and connection with customers.

Haeley, love having you share your insights with us. Before we ask you more questions, maybe you can take a moment to introduce yourself to our readers who might have missed our earlier conversations?

My name is Haeley and I created Nightwork Candle because I felt like I couldn’t find a candle that was exciting to me or one that I could relate to. I also felt like many candle brands were strategically being misleading when they talk about the ingredients used or what truly makes a “clean” candle. Candles should smell lovely, to me that’s a non negotiable but I also wanted them to be fun as decor, or inspiring because they are all based off of little fantasies. I created what I want in a candle and that just goes deeper than a candle with no label or simple graphics. Also, we are honest about what we use in our candles and strive to continuously come out with exciting new scents and little escapes. I love creating candles because it allows my science brain and my creative brain to exist symbiotically. It took me a long time to find that and I’m so grateful to get to do it and that its been received so well.

How do you keep in touch with clients and foster brand loyalty?

I am very active on socials. I love instagram stories as I feel like I can just share what I’m doing in real time. It also gives me insight into what everyone is into right now based off of what they respond to. I love it when people reach out and I respond to all of my DM’s. Another thing I do to foster brand loyalty is listen. I listen when people ask questions about new releases or if they have a concern because other candles give them migraines and they aren’t sure why or even just as simple as scent recommendations. Every message is heard and read fully. I think taking the time to do that is so important.

How’d you think through whether to sell directly on your own site or through a platform like Amazon, Etsy, Cratejoy, etc.

I sell only on my site. I briefly went down the Etsy trail but felt like I didn’t have enough control with how my product was being viewed. And how often. I also wanted to create a community and it just made more sense to create that on my property- not another businesses property. Also whenever you rely on other sites eg; etsy, amazon, instagram ect I just feel like anything could change and dramatically affect what your doing. I like to use socials to meet people but I like to cultivate and nourish those relationships on my site & email.

Contact Info:

• Website: www.nightworkcandle.com
• Instagram: www.instagram.com/nightworkcandle
• Facebook: www.facebook.com/nightworkcandle

Image Credits
Bio photo by Rebecca Emily Photography Product pics by Stephanie McLaughlin Photo