We caught up with the brilliant and insightful Kiara Farmer a few weeks ago and have shared our conversation below.

Kiara, appreciate you joining us today. Let’s start big picture – what are some of biggest trends you are seeing in your industry?

One of the most prominent trends I’ve observed in owning a candle business is the demand for wholesale candles. Many customers are seeking wholesale purchases for weddings, baby showers, and similar events. Wholesale options cater specifically to the needs of these occasions, offering advantages like cost savings, convenience, and a wide variety of candle options. Candles play a vital role in creating the perfect ambiance and enhancing the aesthetics of these special events. They come in a diverse range of designs, sizes, colors, and scents, allowing event planners and individuals to choose candles that align precisely with their desired theme, color scheme, or atmosphere.

I vividly remember my first wholesale experience in 2021, one year after starting my business. It was an exciting opportunity to provide candles for a close friend’s wedding. I assisted her in selecting the ideal candle jars and discussing the various scents she wanted to offer as wedding favors to her guests. Being a part of her special day was a truly rewarding experience, and it highlighted the value of wholesale partnerships in the candle business.

Another significant trend in the candle industry is being a vendor at festivals. This avenue provides candle businesses with a unique opportunity to showcase their products, engage with potential customers, and generate sales within a vibrant and festive atmosphere. Starting this year, I had the privilege of being a vendor at two events. It allowed me to broaden my horizons by reaching a diverse range of customers and providing them with the chance to experience my candles in person. Being able to see their reactions and have direct interactions has been invaluable for me as a business owner.

Participating in festivals as a vendor not only offers exposure but also enables me to connect with customers on a deeper level. It’s an incredible feeling to witness their joy and satisfaction as they smell and appreciate the scents I’ve carefully crafted. The festival environment truly amplifies the sense of community and allows me to build relationships with customers that extend beyond a mere transaction.

These trends within the candle business have added an extra dimension of excitement and growth to my journey as a candle maker. I’m grateful for the opportunities to provide candles for special events and to showcase my products at festivals, as they have allowed me to connect with customers in a more meaningful way and share the joy of beautifully scented candles.

Kiara, 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?

Bond & Co Candles was born during the pandemic, driven by a shared frustration experienced by many candle enthusiasts, including myself. As I ordered candles for my home, delays became the norm. Frustrated by the long wait for a candle I had ordered a month ago, I vented my grievances to my husband. Little did I know that this conversation would become the spark that ignited my own candle-making journey.

My husband, always resourceful, took it upon himself to research and learn the art of candle making. He scoured YouTube for tutorials and sought out reliable suppliers for the necessary materials. At first, candle making was simply a hobby—an outlet for creativity and relaxation. I would immerse myself in the soothing sounds of 90’s R&B music, pouring my heart into crafting candles at least once or twice a week, finding solace and tranquility in the process.

However, as the months went by, an idea began to take shape. In October 2020, I made the decision to turn my passion into a business. And so, Bond & Co. Candles was born.

Bond & Co. Candles stands out from the rest by offering more than just beautifully handcrafted candles. Our creations are carefully designed to transport you to cherished moments and evoke deep emotions. Whether it’s the nostalgic scent of a summer evening, the mouthwatering aroma of a freshly baked lemon pound cake, or the comforting embrace of a crackling fireplace, each candle is thoughtfully crafted to recreate these treasured memories.

Using only natural soy wax and premium fragrance oils, we ensure that each candle burns cleanly and for an extended period, filling your home with delightful scents that linger. But what truly sets Bond & Co. Candles apart is our commitment to personalization. Customers have the freedom to choose from a diverse range of scents, and some candles even come with a QR code linking to a curated playlist, enhancing the sensory experience and further igniting the power of nostalgia.

Bond & Co. Candles is not just a candle business; it’s an immersive journey that creates a warm and inviting atmosphere. We aim to connect people with their most cherished memories, bringing joy, comfort, and a touch of luxury into their lives.

Join us on this aromatic adventure, and let Bond & Co. Candles light up your world with the flicker of beautiful memories.

How did you put together the initial capital you needed to start your business?

When I decided to start my candle business, I knew I wanted to have full control over its direction and financial decisions. With a passion for crafting beautiful candles and a vision to create a brand that resonated with customers, I took the leap and decided to fund my candle business with my own money.

I carefully assessed my personal finances, set aside a budget, and made the decision to invest a significant portion of my savings into the business. This self-funding approach allowed me to maintain complete ownership and decision-making power, giving me the freedom to bring my creative ideas to life without any external influence.

In the beginning, the limited resources posed a challenge. I had to be strategic with my spending and prioritize essential aspects such as sourcing high-quality materials, creating appealing packaging, and establishing a strong online presence. I embraced a bootstrap mentality, utilizing cost-effective marketing strategies, such as social media and word-of-mouth referrals, to generate initial interest in my candles.

As the business started to gain traction, I began reinvesting the profits back into the company. This allowed me to expand my product range, increase inventory, and invest in professional product photography to enhance the brand’s visual appeal. The positive feedback and growing customer base fueled my determination to take the business to the next level.

Funding my candle business with my own money also meant taking personal financial risk. There were moments of doubt and uncertainty, especially during slower periods or when unexpected expenses arose. However, I remained focused on my long-term vision and stayed diligent in managing my finances, always ensuring I had enough funds to cover operational costs and maintain steady growth.

Over time, my self-funding approach paid off. The business gradually gained momentum, attracting loyal customers and receiving rave reviews for the quality and uniqueness of my candles. The profits continued to grow, allowing me to reinvest in new equipment, hire additional help, and expand my product offerings to cater to a wider audience.

While self-funding my candle business required careful financial planning and perseverance, it provided me with the freedom to make decisions aligned with my vision. It instilled a sense of pride and ownership, knowing that the success I achieved was a result of my own hard work and dedication.

As I reflect on my journey, I appreciate the valuable lessons learned from funding my candle business with my own money. It taught me financial responsibility, resilience, and the importance of strategic decision-making. Most importantly, it allowed me to build a brand and a business that reflects my passion and creativity, and I couldn’t be prouder of what I’ve accomplished.

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

I sell Bond & Co Candles on my own website. Selling candles on my own website offers several advantages, but it also comes with potential challenges. Here are some pros and cons of selling candles on my own site:

Pros:

Control over Branding and Presentation: Selling candles on my own website gives me complete control over how I present my brand. I can design the website to reflect my brand’s aesthetics, create a unique shopping experience, and showcase my candles exactly as I envision them.

Direct Customer Relationship: Selling on my own site allows me to establish a direct relationship with my customers. I have the opportunity to communicate directly with them, gather feedback, and build a loyal customer base. This direct interaction fosters trust and helps me tailor my offerings to better meet their needs.

Increased Profit Margins: Selling directly through my website eliminates the need for a third-party platform or marketplace, allowing me to retain a higher portion of the sales revenue. I have more control over pricing and can adjust it to optimize profit margins while remaining competitive in the market.

Flexibility and Customization: My own website offers flexibility in terms of product offerings, promotions, and marketing strategies. I can customize the website to cater to specific customer preferences, experiment with different sales techniques, and implement strategies like personalized recommendations or loyalty programs to enhance the customer experience.

Cons:

Initial Investment and Maintenance: Setting up and maintaining my own website requires an initial investment of time and money. I may need to hire professionals for web development, invest in secure e-commerce platforms, and handle ongoing maintenance, updates, and security measures. These costs can be a barrier, particularly for small-scale or new businesses.

Attracting Traffic and Building Awareness: Unlike established marketplaces, driving traffic to my own website can be challenging. I need to invest in marketing efforts such as search engine optimization (SEO), social media campaigns, content creation, and advertising to build awareness and attract potential customers to my site.

Building Trust and Credibility: As an independent seller, building trust and credibility with customers can take time. Unlike established marketplaces, my website may not have the same level of recognition and trust associated with it. I need to focus on providing exceptional customer service, leveraging customer reviews and testimonials, and implementing secure payment options to build trust.

Handling Logistics and Fulfillment: When selling on my own site, I am responsible for handling logistics, including packaging, shipping, and order fulfillment. This requires efficient inventory management, shipping processes, and customer support to ensure timely and satisfactory delivery of orders. Managing these aspects can be demanding, especially as my business grows.

Overall, selling candles on my own website offers more control over my brand, direct customer interaction, and potentially higher profit margins. However, it requires an initial investment, effort to drive traffic, building trust, and handling logistics. Careful planning, effective marketing strategies, and a commitment to exceptional customer experience can help overcome these challenges and make my own website a successful sales platform for my candle business.

Contact Info:

• Website: www.bondandcocandles.com
• Instagram: https://www.instagram.com/bondandcocandles