Alright – so today we’ve got the honor of introducing you to Joshua Christian. We think you’ll enjoy our conversation, we’ve shared it below.
Alright, Joshua thanks for taking the time to share your stories and insights with us today. One of the most important things we can do as business owners is ensure that our customers feel appreciated. What’s something you’ve done or seen a business owner do to help a customer feel valued?
It was our very first market, November 20, 2021. We were up in Jackson Point, at a Lakeview House Golf Course. Its often that I have customers wanting to purchase the décor I use for my booths; and as flattering as it is, I have to decline. However, we had an adorable elderly lady who was shopping our new cement candle collection. I had these glass cloche (its a glass dome that fits over candles to protect them, also lock in their scent) placed over all my tester candles. The lady LOVED them, she asked if she could buy them. At first I said unfortunately no, but here is where I purchased them. She was smelling the whole collection and was just complimenting everything. Just seeing her happy, I had a gut feeling that she would REALLY appreciate these glass cloches. I had extra underneath the table that I wasn’t using. So I reached under and pulled them out and said to her, how many would you like. I have 4 unused. She said oh really? I said absolutely. I can remember the look on her face; she was so grateful and so heart warmed. She ended up picking out 8 candles, in which I didn’t even charge her for the glasses cloches. I gave them to her complimentary. If this simple gesture could makes someone’s day 10 times better, I am going to do it. We wrapped up her purchase and the glass cloches and I gave her a hug and said enjoy, happy holidays. She came back and surprised use (it was me and 3 other friends helping out) with hot ciders and she pulled me aside and said. You have no idea how much I appreciate this; my husband passed a couple weeks ago and the kindness has lifted my spirits. She gave me another hug. It was honestly so sweet I got emotional. You never really know what people are going through. But that feeling you get inside that urges you to do something nice in that moment; you need to act on it. Lean into it and DO IT. At that moment the universe has picked you to do something special for someone who really needs it. Imagine their time line up to the moment they meet you, and that act of generosity, love, and kindness can literally change their day and set them on a new trajectory. I ALWAYS ALWAYS pay attention for moments to make someone feel special, whether its just listening to them, given them hugs, giving them time, giving them something complimentary, or just even acknowledging them. All of it is important.
Joshua, before we move on to more of these sorts of questions, can you take some time to bring our readers up to speed on you and what you do?
My names Joshua and I am the owner of Candelish Candle Co Inc.
We are a queer owned small business that makes witty, fun, sustainable, cruelty free, non-toxic, vegan, eco-friendly home goods and clean burning candles. Reducing our carbon footprint is important to our brand, as well as reusability and the sustainable materials used to make our products. From post 100% recycled packaging, to using only organic sustainable soy wax; we are purposeful in our resources as well as our ingredients.
Each product is handmade with intention and love. A truly curated experience.
Ever since I was young, I’d get so excited when I received something special. That joy, excitement, adrenaline! And, ever since I could remember; I loved the ritual of candle burning. Birthdays, celebrations, memorials, scents and creating ambiance. Fast forward 2020 when covid hit, and like others I lost my job. I remember lighting my favourite candle the next day while figuring out my next steps in navigating a global pandemic. I instantly felt love, happiness and enjoyment. I thought to myself, if I feel this way about lighting my favourite candle. Maybe others do too. If they don’t maybe I can help them!
So I decided to start a candle company in hopes to capture that feeling of excitement, love and joy as a kid and infuse into the candles that I make. I wanted candles to be the medium but the experience each consumer gets when they get to enjoy that candle is curated specifically for that candle. This led to fun, witty names that reflect each candle and the scent for that candle. For example, Damn. Daddy. It’s scent notes are smokey tobacco, vanilla, musk and tonka. When you smell it, it literally makes you want to say DAMNNN DADDDY. Its not just about the scent, its about the experience you get when you smell the candle, light the candle, take the candle home with you, where you place the candle to burn etc. I just recently launched our top seller summer candle. It’s an outdoor citronella candle called Bye, Felicia. I had a vision about the label design. I wanted it to be random animals and kids waving at angry mosquito’s. It’s so ridiculous but fun and everyone has loved the label. Not only does it help repel bugs, but you can literally see yourself waving at the bugs saying Bye, Felicia.
Everything about my brand and product I’ve designed from scratch.
We are running a campaign right now for 2023 called Candle 4 a Cause, in which we’ve been partnering with other small business and local nonprofits to build awareness around a certain cause or initiative. For example, partnering with YRP for pride where we designed a logo/scent collaboration (smells like fruit loop cereal). A portion of proceeds were donated to Blue Door. Partnered with York Region OSPCA, where we ran a contest to feature pets on a label. The label was called Love is a Four-legged word. We had 4 winners, (also featured Maddox my goldendoodle). It was suppose to be 2 dogs and 2 cats; however one of the dog winners cat had passed away and they wondered if they could switch it to their cat to commemorate their furbaby and I said absolutely.
We also featured 11 small business at our booth for York Pride this year. Each small business had select product in which a percentage of everyone’s proceeds collectively (even ours) were to be donated to York Pflag. We were able to donate 1k, breaking last years amount where we donated 900 dollars.
Our biggest imitative is community; it is so important to be involved in your community and help out anyway you can. Also, reducing our carbon footprint. It can be challenging as a small business owner; as some resources are super expensive but at least trying and doing what we can is all that matters.
Can you open up about how you funded your business?
Covid happen; and I lost my job. Had to go on CERB. Everything was locked, so spending money wasn’t a thing. We couldn’t go anywhere or do anything. My husband being an essential worker, all our personal responsibilities were covered. I decided to save all my CERB and invest it into Candelish Candle Co Inc. I didn’t want to start a business with debt right away. Because I had all that I saved up to invest in all the tools, supplies, resources I needed to jump start my business. I am so glad I did it that way; because while I was saving I worked on my branding for the whole year. I REALLY took the time to work on branding, and a business consciousness before even having product made. Product research and development didn’t come until 6 months before launching.
Can you share a story from your journey that illustrates your resilience?
Small business owners or any business owner for that matter; resilience is a necessity. Every single week is an adjustment and a problem to solve. Constant inflation, supply shortages, SHIPPING COST, taxes. COGS. Owning a business is not for the faint of heart; resilience is so important. It’s helped me with the ability to problem solve, to pivot, and adjust. Resilience forces me to constantly check in with myself and my business. It keeps me on my toes and keeps me up to date. Biggest story is when my signature room bottles sprays were discontinued, out of no where. I was devastated; here I have my signature room sprays that are doing so well and now I have to figure out a different package solution! AHHH! But we adjusted; we were able to find a solution that gave us more options for our customers. The new room sprays fit easier on counter tops, shelves etc and are able to be displayed easier for use. We also were able to bring on a new travel size option as well! Often times the outcome tends to be so much better than what you had before! Trust the resilience and trust the process! 
Contact Info:
- Website: candelish.ca
- Instagram: candelish
- Facebook: candelishco
- TIKTOK: @candelishco