When I started my candle business, I had enthusiasm, ideas, and a strong desire to create something meaningful.
What I didn’t have was clarity.
Like many makers, I learned through trial and error often the expensive, time-consuming kind. Looking back now, after years of building a sustainable refillable candle brand, there are several things I’d do very differently if I were starting again today.
If you’re at the beginning of your journey or feeling a bit stuck, I hope these reflections help you move forward with more confidence and less overwhelm.
I’d start with fewer products
At the beginning, it’s easy to believe you need lots of choice to appeal to lots of people.
In reality, too many options often make things harder:
- More stock to buy
- More money tied up
- More decisions to make
- More confusion for customers
If I were starting again, I’d choose a small, thoughtful range and focus on refining it rather than trying to do everything at once.
Clarity is far more powerful than quantity.
I’d price with confidence from day one
Pricing was one of the biggest learning curves for me.
Like many makers, I initially priced based on what others were charging, rather than on my true costs and the value of what I was creating. It took time to understand that underpricing doesn’t just affect profit it affects sustainability, confidence, and enjoyment too.
If I were starting again, I’d:
- Fully understand my costs
- Price for growth, not just survival
- Let go of the fear of being “too expensive”
The right customers don’t choose based on price alone they choose based on values, quality, and trust.
I’d think about repeat income much earlier
One of the biggest shifts in my business came when I stopped thinking only about one-off sales.
Creating a refillable candle model and subscription changed everything:
- Customers came back
- Income became more predictable
- Sustainability and profit aligned
If I were starting again, I’d ask much earlier:
“How can my customers return to me?”
Repeat income creates breathing space and that space allows creativity to flourish.
I’d invest more slowly (and more intentionally)
There’s a lot of pressure to have everything “perfect” from the beginning, branding, packaging, websites, equipment.
But perfection isn’t required to make sales.
If I were starting again, I’d:
- Test before scaling
- Invest gradually
- Let the business grow alongside my confidence
Some of the most valuable lessons come from starting simply and responding to what actually works.
I’d focus more on storytelling, less on selling
Selling used to feel uncomfortable for me until I realised that people weren’t just buying candles.
They were buying:
A feeling
A moment of calm
A ritual at the end of the day
If I were starting again, I’d focus less on “selling” and more on sharing the story behind what I create why it matters, and how it fits into real life.
When people connect with the story, selling becomes far more natural.
I’d stop trying to do everything alone
This might be the biggest one.
For a long time, I thought I needed to figure everything out myself pricing, profit, marketing, structure without guidance or support.
If I were starting again, I’d seek clarity sooner:
- From people who’ve actually built businesses
- From resources that save time and money
- From conversations that replace guesswork with confidence
You don’t need all the answers just the right foundations.
A gentler way forward
Building a candle business can be incredibly rewarding, but it doesn’t need to feel overwhelming or isolating.
With clearer pricing, a focused product range, and an understanding of what truly drives sales, it’s possible to build something that feels aligned, sustainable, and supportive of your life — not draining it.
That’s exactly why I now share these lessons openly, and why I host small-group workshops for those at the beginning (or finding their way back).
If you’d like support navigating these early decisions, you don’t have to do it alone.
Want more structured guidance?
If you’re at the beginning of your candle business journey, or feeling unsure about pricing, profit, or next steps - having something clear to refer back to can make all the difference.
I’ve created a Candle Business Guide that brings together the foundations I wish I’d had when I started.
Inside the guide, I share:
- How to price your candles with confidence
- Understanding your costs without overwhelm
- Building a focused product range
- Creating a business that’s sustainable financially and emotionally
It’s designed to support you quietly in the background, giving you clarity whenever you need it.
👉 You can find the Candle Business Guide here:
