We caught up with the brilliant and insightful Rachel Zanders a few weeks ago and have shared our conversation below.
Rachel, thanks for taking the time to share your stories with us today What’s the backstory behind how you came up with the idea for your business?
I love burning candles, but often found myself overwhelmed by the strong (and usually sweet) scents. I wanted a candle I could burn without overpowering or offending guests… enough scent to create a cozy and inviting atmosphere. After researching, I realized how toxic those strong candles were and was determined to make something that is safe for humans, pets and the environment and smells amazing. Every candle is made with 100 percent U.S.-grown soy wax, cotton wicks and a blend of fine fragrance and essential oils. The non toxic fragrance oils are paraben- and phthalate-free and meet IFRA (International Fragrance Association) criteria for safety.
Rachel, 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?
I started Easton Candle Company while working full-time as a merchandise planner in the corporate retail industry, so it became my creative outlet from the daily grind of crunching numbers. My goal was to develop home fragrances that are clean and create a great ambiance.
I slowly built my brand over the last seven years by word of mouth and increased community presence. Initially, products were sold to friends and family and online through Etsy. Wholesale opportunities started to arise which gave me the opportunity for new customer exposure. I was able to participate in pop-up events and festivals in the community once I went full-time with Easton Candle Company in 2021. The success of having an in-person presence gave me the confidence to pursue a brick-and-mortar location which opened in February 2022.
Any insights you can share with us about how you built up your social media presence?
Social media can be intimidating! I’ve built my audience by being authentic and present. I don’t follow the guidelines of how often and when to post; I post when it feels right (new product, upcoming event, etc). I utilize stories for more personal and behind the scenes content. Although it took me years to show my face on social media I find that people prefer to buy from a person versus a brand. I also like to create polls to encourage engagement and customer feedback.
Can you talk to us about manufacturing? How’d you figure it all out? We’d love to hear the story.
I wasn’t finding what I wanted at the store, so I decided to make my own candles at home. It involved a lot of trial and error and watching a lot of YouTube videos. After a few years of pouring candles in the kitchen, I was able to build a workshop studio in the basement. Although the environment wasn’t ideal (limited power, no heat/air conditioning), it provided me the opportunity to increase production. Within a year, I knew I needed a proper manufacturing space. Fortunately, I saw a “For Rent” sign in my town and the space was large enough for both retail and manufacturing. I love that customers in the store can see where the product is made! The biggest piece of advice I can give is not to rush – when developing a product or building out your workspace. Take the extra time to make sure your product is up to your standards, and your workspace is as efficient as possible.
Contact Info:
- Website: https://www.eastoncandleco.com/
- Instagram: https://www.instagram.com/eastoncandleco/
- Facebook: https://www.facebook.com/eastoncandleco
- Linkedin: https://www.linkedin.com/in/rachel-zanders/
- Yelp: https://www.yelp.com/biz/easton-candle-company-easton
- Other: https://www.pinterest.com/eastoncandleco/
Image Credits
Lytle Photography Company