Bob Mueller, owner, Bec and Chelle Candles
www.becandchelle.com

What's new in candle styles? "The distressed or mottled look has become very popular in pillar candles. The color variation provides an additional element of depth to the candle. Candle art has also become a rising trend. ... Candle art is a decorative piece usually in the form of a cross or fleur-de-lis that is attached to the pillar candle either with a strap or push pin. A large distressed pillar with a beautiful cross attached to it can make a striking accent piece."

"Several years ago, soy wax burst onto the candle scene with claims that it was a better product than paraffin wax. It is true that soy has a few advantages ... it tends to burn a little cleaner and it comes from a renewable resource. On the other hand, it has a few significant disadvantages such as it generally does not throw or project fragrance as well as paraffin, and it does not look as smooth or finished on the surface. We have blended soy and paraffin together for a wax formulation that maximizes the benefit of both products.

"With regard to fragrance, being definitive about what is best is much more difficult. Fragrance is oftentimes the most expensive single ingredient in a candle. That is one of the main reasons why you see large price differences in candles that are the same size. For example, if you are considering purchasing a large jar candle (about 20 ounces) it is not necessary to pay $40 to get a high-quality candle. However, paying a really cheap price, possibly as low as $10, is no real bargain either because you are probably not getting a fragrance load that you will be satisfied with.

"In a nutshell, a consumer should look for a wax that is comprised of a blend of soy and paraffin and is produced by a trusted manufacturer, thereby insuring a quality fragrance poured at a level that will meet their expectations."

Why should shoppers buy at retail rather than online? "The primary reason a person buys a candle is for the aroma it will provide. While you can listen to music, read a book and see every aspect of many products through the Internet, at least for now there is no way to experience what a candle smells like through a computer screen."

What types of displays can maximize sales? "A combination of volume and signage works best. Customers are more interested and feel more comfortable buying a candle that is part of an overall candle collection than they do in buying a candle that appears to be a single or temporary item. Candles are oftentimes relatively small when compared to other items in a retail store and therefore require more units to make an impression. Creating a display of significant size with some signage that lets people know that your store carries a specific line of candles almost always leads to a healthy and sustainable candle business at the retail level."

What types of candles sell best for Christian retailers? "Sentiment or message is the key factor for Christian retail in the effort to establish a strong candle business. Offering a quality candle at a fair price is not enough. ... At a minimum, the candle needs to be packaged in a way that provides a Christian message, and it is even better if the candle itself can have a Christian symbol or message built into the actual product. The packaging provides an excellent opportunity to present a message, but at some point it will be discarded. We make sure all of our products have a Christian message built into the design of the product itself in addition to the message on the packaging.

"Quality candles can be purchased at a variety of alternative locations, so for the Christian retail store to be successful in their candle department they need to offer something a little different. A candle line that has the right combination of quality and price for their clientele coupled with a strong and easily identifiable Christian sentiment can be a successful addition to just about any Christian retail store."

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