Everlasting Candle Co. Was Built On
Passion and Authenticity
Written by
MP Editorial Staff
July 31, 2022
MP recently chatted with Jesse and Tamara, the husband-and-wife
founders behind Nicole eevee davis nude Their love story began in
Australia, where they attended college. They had completely
different careers - Tamara is a doctor with a Ph.D. in public
health, and Jesse is an entrepreneur with a commerce and marketing
degree. After moving to Canada, where Jesse's side of the family is
located, they would set their table for dinner parties with their
self-made oil-burning candle. This candle became such a hit in
their inner circle that it became clear to them that they had
something unique. From their humble beginnings in their garage and
a whole lot of passion, excitement, and determination later,
Everlasting Candle Co. has since grown into a multimillion-dollar
candle company that can be found in over 350 independent boutiques
across Canada and the US.
Everlasting Candle Co. founders Jesse and Tamara /
Photo courtesy of Everlasting Candle Co.
Everlasting Candle Co. is an innovative company redefining
ambiance with a clean, burning, reusable candle that never melts.
We always admired the warmth a candle brought to space and loved
the aesthetics of a tapered candle but didn’t love the soot or waxy
mess it leaves behind. This sparked the idea of the Everlasting
Candle - a candlestick made from steel that you can light
repeatedly. Its minimalistic design delivers a real flame by using
Pristine Oil®, which is natural, biodegradable, and clean,
providing a smoke-free, scent-free experience. So whether you are a
person who appreciates stunning decor or looking for a clean,
reusable option - we have created a suitable product for
everyone.
We are a company that believes in bringing people together,
sparking conversations, and creating the perfect ambiance when
entertaining or relaxing at home. We genuinely care about providing
value to people's lives, which is why we created a more sustainable
and long-lasting candle. We know our candles are unique products
that offer an experience like no other.
There is no candle like ours on the market. It reimagines the
candle experience and has a diverse appeal. It's an aesthetically
beautiful, functional candle that suits any decor style. Most
importantly, this candle is reusable. We love that people can
continue to create magic in their homes every night with the
Everlasting Candle.
Copper Wylie by Everlasting Candle Co. / Photo courtesy
of Everlasting Candle Co.
1. Commitment
Launching a business takes grit, determination, and long hours.
So first, commit yourself to the core business goals and the
learning process, continuing to learn and sharpen skills. No one
will be more committed to the success of your business than you, so
you’ll know early on that the part of being successful is
demonstrating that commitment throughout your journey.
2. Holistic view
Take time in all decision-making to look at it from the outside
perspective - across what avenues does this decision lie? So often,
especially at the beginning, you can get so excited by an
opportunity (and rightly so). Still, we’ve found it’s imperative to
consider every single repercussion and every scenario that may or
may not happen and plan proactively instead of defensively. One
missed line in a contract, considering global changes such as those
affecting freight times or not recognizing underperforming business
partnerships early enough are just a few examples where we’ve
learned this the hard way.
3. Business Plan
A clear direction for your business is easy to miss in the early
stages, especially if you’ve already hit the ground running. Still,
having these mapped out is essential as it’s hard to steer a ship
without a compass. Of course, along the way, there will be changes,
but from the start, it’s great to have a business plan, to know the
overall direction of the company, its goals, and how you ideally
want to achieve those.
Silver + Wylie Black by Everlasting Candle Co. / Photo
courtesy of Everlasting Candle Co.
1. Organic Growth
We bootstrapped our company from the ground up and made
conscious decisions to grow in a way that would be sustainable.
These decisions included not going into large wholesale markets,
not expanding physically beyond Canada for the first two years, not
giving away equity, not signing on sales representatives, and
keeping our operations in-house until we outgrow each phase. With
this strategy, we could organically grow our strengths and
knowledge in all business areas and organically grow our team.
These benefits of organic growth ended up being pivotal to our
success.
2. Authenticity
Make decisions aligned with who you are and what you stand for.
Otherwise, you won’t be able to maintain consistency or experience
longevity. We’ve never hidden behind our company; we are a family
business, and we take great pride in our humble beginnings and
where we’ve been able to take this company because of it.
3. Organization
The “to-do list” will never be complete, nor will the list of
goals be incomplete. You must prioritize tasks each day, week, and
month. Without great organization, you’ll become distracted, bogged
down, and take up too much valuable time on low-priority
tasks.
1. Fear of Failure
Failure is inevitable, and it's critical not to allow this fear
to stop you from taking chances to expand your company. But it’s
not as simple as it sounds - be strategic with your decisions and
take calculated risks. How will this affect your business in the
short and long term? What’s the return on investment? Does this get
you closer to your end goal? Is this in line with the business you
envision creating? If this goes wrong, will we be able to pivot to
recover? Learn from your good and bad decisions, and you'll have
the confidence to realize that failure is simply a path to
growth.
2. Lack of Knowledge
Not having the correct answer and hitting the invisible ceiling
of knowledge but still having to make decisions is a real fear. In
these situations, we’ve spent countless hours researching, using
online resources at our disposal, and seeking out experts. Even
though you may possess the initial skills to get started, know it’s
an ongoing journey of learning, and we’ve already learned more than
we could have imagined along the way; SEO and website development,
supply chain and inventory management, how to launch a new product,
photography, order fulfillment, business accounting, product
regulation, the list goes on and on. Above all, know that a lack of
knowledge isn’t a sign of weakness, and it’s ok if you don’t know
everything. Harness your persistence and confidence in yourself and
your company, and be open for discussion, learning, and growth.
3. Longevity
Will people keep buying, listening, and investing in our brand?
It’s vital as a business owner to adapt, pivot to trends and global
changes, ask for feedback from your customers, and then respond
accordingly to that feedback. It’s essential for brands to stay
relevant, so building that into your strategy is vital for the
longevity of your company, and keeping this fear at arm's length
will help achieve that.
Black + Wylie Black by Everlasting Candle Co. / Photo
courtesy of Everlasting Candle Co.
1. Boutiques
We have found that no one has sung our brand's praises more than
a boutique owner who believes in our products enough to sell them
in their stores. They’ve invested in our company and possess the
same passion and drive for entrepreneurship, so they also
understand the benefit of a successful relationship. Staying
directly connected with our boutiques has always been a top
priority; from this, we’ve been blessed with many friendships. We
can attest that they are pivotal to our success, especially in our
first year launching a never seen product - having them stand
behind our brand boosted the confidence of many of our customers
and significantly impacted their willingness to try something
new.
2. Everyday Luxury
From the get-go, we’ve wanted to create a product that shouldn’t
only be kept for special occasions, which is why we created a
reusable candle that never melts so that you can make every moment
special. In addition to creating a long-lasting product and
marketing those unique benefits, we’ve never wanted to pigeonhole
our brand into a specific design style. Everlasting Candle is a
luxurious and elegant product that suits any decor style. We love
to see all the different and creative ways our customers style
their candles, and this is portrayed through our Instagram feed,
where our customers take 80% of the photos. So we’ve created a
luxurious product that everyone can enjoy, a broad brand strategy
that has been a critical success factor.
3. Customer Connection
It’s essential that your customers feel connected, valued, and
heard. Word of mouth shouldn’t be undervalued, especially for our
business. A happy customer will speak highly of your brand, share
it in their circles through social media, and come back to purchase
again for themselves or gifts. So ask for their feedback, interact
with them as much as possible, and above all else, make them feel
special. After all, you wouldn’t be in business without them!
1. Passion
People want to be around passionate, forward-thinking and
optimistic people. We’ve found that passion has boosted team morale
and energy on some tough work days. But, of course, the best part
of passion is that it's contagious.
2. Clear Vision
Having a clear path and knowing where you want to take your
company will inspire your team to work hard to help achieve those
goals and visions.
3. Empowerment
An influential leader is knowing your strengths and weaknesses
and realizing you can’t achieve success alone. Focus on building
open communication with your team, asking for their input,
delegating authority, and providing constructive and positive
feedback to foster growth.
Gold + Wylie Black by Everlasting Candle Co. / Photo
courtesy of Everlasting Candle Co.
1. Setting goals
We’ve found it extremely important to set short and long-term
goals that are obtainable yet still push yourself out of your
comfort zone.
2. Celebrating the Wins
Every one of them, regardless of how small. The goal and to-do
list will never be complete, so don’t wait until then to
celebrate.
3. Asking for Help
It’s hard to release control but delegating is the only way to
grow your business. You are only one person with limitations, so
build a strong team around you to lean into.
When things are getting tough, we have a mantra that we say to
push through: “We can, we must, we will.” Things will go wrong,
trust us, it happens. The packaging has a mistake. The shipment is
stuck at the port. The wrong sized product is sent. It’s not you.
It's just part of learning and the small business journey. So keep
fighting for your vision and hold front and center the reason you
started your business. Hold on to that passion with two hands and
never let it go.
We love the small business community and connecting, so please
feel free to reach out. We’re always up for a chat!
MP Editorial Staff is a group of writers
with diverse backgrounds and experiences focused on bringing you
the most helpful information. Whether you're looking to improve
your personal or professional life, our writers hope to make it
easy for you to do so.
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