Candle making looks easy. Absolutely everything about it is hard.

I really appreciate you being so brutally honest.

Friendly advice, as,I am in the same business and went through the same... compromise with nice glassware and good wax, but no need to go with ultraposh branded materials and vessels. 17 $ to create a candle is insane, cannot work out as business. I reached to set down to 7 €/product with 230 ml veeery elegant vessels. Other model 5,5 €. And do not sell candles bigger than 250/300 ml. They work poorly and they never end! You need the customers coming back for more quickly, and repeteable products. Cheers from Europe!

My jaw literally dropped when you said how much your candles cost to make. That is the highest material costs I've ever seen. You can do better!!!!!!!!!!!!!!!!

I love and appreciate the honesty and transparency. I’m sure every single candle maker / entrepreneur goes through this so it’s so nice to hear someone say it out loud. I think it’s important to remember that “everyone is making the same thing” is a lie we tell ourselves because we’re in the industry and looking at it all day everyday. I didn’t know anyyyyy of these supply companies even remotely existed until I got into making my own candles, even as a candle maker. That’s why it’s important to find your market and just say “hey! Look at this quality, handmade product I have.” And keep them coming back with an experience and customer service. Sure they can get something similar somewhere else, but people love to buy from someone they know (including myself) if it’s a quality product. Just my two cents and I hope someone can find this comforting in their candle journey :)

Thank you for sharing this! It is such an important part of starting a small business and a pitfall almost all of us small businesses fall into at some point. Someone may have said this in previous comments, but my advice is you are buying from to many different vendors. I would try to scale down to less than 3. It’s always good to experiment and research all wholesale vendors, but on a regular basis you should stick to just a couple. I am willing to bet your shipping costs are adding a huge burden to your cogs and if you cut down to fewer material wholesale vendors and place larger orders your shipping cost per unit will go down drastically. Don’t chase sales for wholesale materials, because you will almost always be buying more of something than you really should. I also have found that Amazon is good when needing something in a pinch or trying something new, but you can almost always find a wholesale vendor that has the same item for a lot less than Amazon. Amazon is like your critique of Wooden Wick, the free shipping is always built into the cost. I don’t prescribe to the rule of x 4 for cost/retails price, but think it is a good starting point. I find that candles are so competitive that x4 will price any maker out no mater what kind of candle materials they are using. What I do is after the cost of materials is worked out I consider how long it takes to make a candle and the other costs such as electricity, water, cleaning materials, paper towels etc. I get a ruff average and try to break it down per candle, doesn’t have to be exact. And then I add a few dollars onto that number and that gives me my wholesale price and retail should be double your wholesale. Also! You haven’t been in business long enough to worry about a recent down tick in sales. There will be ebbs and flows and it takes a few years to get consistent sales, if ever, both with wholesale and retail. Use the downtime to do exactly what you are doing. Honing in on pricing, efficiency, marketing etc. I am enjoying your videos! Thanks for your honesty.

THANK YOU for this video!!! You confirmed all the concerns I have starting my own candle business - incredibly helpful

Thank you so so much for the honesty and openness in this video! I can't wait to see you success story of how you turned things around!

You got this Ash! Love your videos and how transparent you are.

Hearing this and you being 100% transparent about it makes me feel SO much better. I have hardly made any sales recently compared to last fall and with how last year went, I'm just aiming for having a kickass fall line.

it is so refreshing to see someone be so real, honest, and genuine about this subject. Great video and thank you for sharing.

I love this - everything you have said is completely true and something I think about myself as well! You're amazing btw, I love your videos!

Yes! Yes! Yes! Thank you for posting this and please bring us along in your journey. I’ve completed testing but am terrified to start making ‘in mass’ because of drowning… especially with rising costs of supplies. I’ve invested so much already and am so scared of drowning in all of these rising costs.

This is why I adore you so much. Thank you for being brutally honest. I haven’t gotten as far into my business as you have. But, I too am struggling with the price margins. I don’t want to be too expensive or too cheap either. Not to mention I’m trying to do this all while being still on furlough with my job. Just like you, I’m a huge candle lover, so I refuse to give up on my dreams.

I'm so glad you shared this experience here! I just started candle making and am looking at different companies right now. These tips help alot

I want you to know how much I absolutely loved having this real conversation as if I were at ur table with you. Allow urself to be repetitive… your mind is trying to work it out. & in the midst of that It made m consider things that I was literally about to blow off. I loved this thank you. I’m new to the game but I’ll keep you posted on how and where I save as I go!

Appreciate the honesty! I’ve been planning my launch for over a year and pricing is where I’m stuck at. Looking forward to seeing your journey & happy birthday!

Thank you for this video! I’ve been thinking about candle business and I feel so lost. I have been buying random stuff as well as a cricut maker that’s still in the box! But Im glad you have raised these questions and made it public so that we can all have that type of awareness and knowledge moving forward. THANK YOU! Good luck to you and everyone!

I am so glad I found you! Thank you for your candor. You are so incredibly helpful!! OMG I could cry.

We’re all learning, thanks for taking us on you’re journey!

I just started and yesss it’s been on my mind about my prices in the future after I get to where I want to be in the candle making business. Thank you for the video. Im definitely going to be taking the prices more seriously

I love you so much for this video, I haven’t started solely because I’m trying to save as much as I can here I can. My mom has been helping me a great deal, Ive perfected everything except this, and also the fear of pricing to high. I hope you have a updated video & your business is right side up and thriving.💕

Personally, I make jewelry but this video is very valuable to me because of the raw honesty, thank you for your bravery, and keep going!

Thank you because I am in the testing phase and I have spent so much of my personal funds buying so much products because I haven’t focused on a signature candle. It literally started as a hobby because I would go from store to store looking, smelling candles in search for new ones. I just decided I should turn this passionate hobby of mine into a business. Blessings to you and your businesses it’s not cheap, it’s not easy doing this and time consuming. I have spent countless hours researching vessels and fragrance oils alone. Thank you for your honesty. And I’m a Gemini too, June 13th is my bday

Love love love this video! The first really raw and honest information! Thank you and please keep doing what you are doing! Material supplies are horrible!

Hi ! Thank you for sharing this with us. This is very informative

This is so important. Thank you for sharing this struggle.

thankyou so much ! I need a video like this. I have a candle bussiness here in Peru and I have the same struggles.

Amen Sister! I use the same wax and some of the same suppliers you do. The price of vessels was a big choice for me to keep the cost down. I haven't launched yet FYI. Happy birthday! I like your rambling talks and I watched til the end ;) Thank you for being honest with us.

This is the realest video I have been in a long time. Thank you so much.

Thank you for sharing this! I’m still in the discovery and testing stage. Defiantly going to look closer at price before I choose my materials!

Not only was this video helpful, but I absolutely LOVED your vibe. Thank you for being real. Gained a subbie instantly!

Love it!!! Best and most helpful candle biz video out here!

I love your personality! Thank you for sharing your experience. You are a good teacher 👍🏼

Love your transparency because I can definitely relate to this.

I love this!!! So raw, real & honest

Ashley, I just discovered your videos on KZfaq and Reelz, you are my girl!! I love your candor, your advice and topics that I've listened to so far!!! You keep being YOU!!! Your topics are everything that I've loved or have had fears over as a new person in the business. So, together as creators and makers, we will get through this and reach for the stars! I just had to stop and say "hi" before another video!! Cheers!!

You make me feel so much more sane! I put the breaks on production until I could personally accept the packaging etc that I can afford to make a profit. Inventory sales are a beast. My eyes are attracted to glam and my budget for profitability is jelly jars…😂😂😂😂

This is a really refreshing conversation you've started and I love your delivery and transparency. I myself recently started a candle business and I am automatically thinking about the cost of every little thing. Finding good candle vessels, tins, or jars has been doable but I know I can do better. I find that I'm either paying for (1) higher cost of product and free shipping or (2) lower cost of product and shipping. I'd also like to say I am a former English teacher, so the math is really killing me LOL. Thank you for shedding light on this.

Thank you for this video. I am just starting and am only in the testing phase. But I need to know about the pricing too. So I’m here along with your journey.

Eighteen minutes of WHY I love, love your channel, and yes... I watched them all. I came to the candle business with a business bankruptcy eleven years ago. That was also a product business but mainly focused on wholesale. We designed and manufactured scrapbooking products in Spanish. It was good for 5 years, and then when the recession hit in 2009/2010 it went under. I swear back then that I will NEVER ever go into a product business again (I have had a service business for 20+ years). And then, I fell in love with candle-making. I remember the first time I visited the Wooden Wick website and saw the prices. I said: NOPE, ever. Not even a sample. But then, I was certain I wanted to make a candle that I would buy, so good and not too expensive. I am soooooo happy you are rerouting. And THANK YOU for sharing. I'll be here along to see the process. I am sure you'll do great. Here come Ashley 2.0!!!

I love your transparency. I'm in a phase where it's still a hobby, and I do not rely on candlmaking as a source of income, I would not be able to unless I amped up production. Ther is a weird in between for candlemakers in small craft, so thank you!

Thanks so much for this. Made me understand im not doing anything wrong because its a learning lesson for all of us!

I super appreciate your honesty and authenticity! I think you should give yourself some grace! You started your own business! THAT alone is such a cool accomplishment and I'm sending you good vibes! :)

This transparency is so valuable. Thank you!

You are so awesome for sharing this!! Thank you!

I love your transparency, thank you!

thank you for being so open and honest about your struggles, i thought i was the only one.

I love this honesty! I'm in a lot of candle making groups on facebook and I'll see their prices and which containers they're using and I'm just like there is absolutely no way you're making a profit! It's hard to find the balance! You got this. Raise the prices, the customers will come.

Girl. . Im looking this real talk , I've been feeling this for a week already and at where your talking about right now. I don't want to e discouraged but, I feel you. thanks for your real talk video

Thank you so much for your transparency I'm just in beginning stages haven't gotten a website up coworkers and family members and church friends have been my support it's absolutely harder and more overwhelming than people think and most don't share... Take us on your journey because in the end we will be amazing👍🙏

The perfect video. Been waiting for someone to talk about this truth.

Happy Belated Birthday and thank you for the info.

I did so much research on this topic because I don’t want to raise prices after launching. Thank you for sharing!

It’s good to hear this as I am also at the same place.. do not want to loose the quality but also do not want to put the price up to retail. I am finding ways around it too!

This video was very helpful it’s my first go round with starting my own candle business. You really spoke on topics that need to be discussed! Thank you again

I’ve been watching you for months but this is the most real you’ve been I love you rambling it feel honest I love honesty. I will now subscribe because of this video. I have a channel too I’m also struggling with pricing lol I was just calculating my cost too. And price for me will increase especially due to new wax and the wax cost increase. Thanks for not letting me feel alone. 🥰

Wow, thank you, I am thinking about opening a candle business and this video is opening my eyes!

Thank you for sharing!

Hi Ashley…I am just starting out in the Candle Making Business…I have had the same concerns about pricing that you shared in this video. I really have enjoyed your videos and wanted to show you some support so I just purchased three of your candles! ☺️☺️

Thank you for your honesty.... It's really freshing

My throat started choking up in the middle of your video. I FEEL YOU AND I HEAR YOU SISTER. I am on the same boat. I've been asked how much I am paying myself before and my mind went blank. I've been in business for 5 months now and trying to figure everything out. I love what I do, but realistically I feel like I'm drowning sometimes. We'll get there! I have hopes that this is the hardest part of our journeys, and if we don't give up, our businesses will bloom before we know it. Thank you so much for sharing 💚

The honesty is appreciated .

Dear Ashley, thank you for these helpful video. When I started buying all the products including the wax, wicks, fragrances, vessels I didn't even want to put everything down to see how much I've spent to buy all the stuff and I'm still up to date afraid of going back and see how much I've spent. Absolutely agree with you!

Hello fellow Gemini, thank you so much for being real! We're two weeks in and have already spent so much money. We haven't paid attention to how much things cost as we are so focused on delivering a quality product, but we really should. Thank you for this video!!!

Thank you for being honest! I have HUGE goals too!

Omg 😭😭😭❤ thank you for sharing this video with us 💛💜🧡💚❤💙 I need it , this the first video I watch for you because it appears in suggestion, I am from Iraq and want to start my small business making candles, and yesterday I noticed this issue with my business, I even don't know how to price my candles Really appreciate your honesty and authenticity 💚

My favorite youtuber that uses the cricut is "aPenas Illustrator", she is in Portugal, I'm not sure if she has any how-to vids but she does a bunch of studio vlogs where you get to see her setting things up and even when things don't work out you see her figure it out in real time. Plus she's delightful and I'm happy to support her channel. I think another lovely youtuber that uses the cricut is Katnipp and she's a real delight to watch too. Oh and Jeff Standly had a video on using the cricut for his higher end vessels that you might find helpful, he printed a sticker with his last name on it. Typing in Cricut will definitely put you down the rabbit hole in youtube. Thanks for being so frank and honest!

Thank you so much for this video, I think what you are saying a lot of candle makers make the same mistake but feel lost and don’t know where to turn for help. I wish you the best of luck, we all need it,

I needed this. Thank you 💖

I'm there with you, using some of the same vessels and wax. I'm back at the drawing board trying to cut my costs down and re-examining everything. It's a real struggle. Good luck Girlie and Happy belated birthday 🎂🥳

Thank you for the honesty☺️ am actually having trouble with that now

Yesss!!! Yaaas! 👏👏👏💖Best video I have seen from you thus far. Real, vulnerable and wicked hilarious! It's great to have all the answers and be a guru, but when guru's get stuck on the next step I hope they watch this video and soak up your awesomeness ( that's the most official term I can think of " awesomeness").👌😄🤣😂😅😘 ( Word of advice- change is good and necessary to stay in business. I say shop around and find what will work for you now. Hopefully you will outgrow yourself down the road because you will thrive, grow and CHANGE. Embrace the change. XO 🌈😉🌺)

Thanks for sharing!

Thank you for sharing! Great tips.

You’ll get it figured out & prosper in many ways 🙏🏻 I’m glad you are sharing this conversation. I’ve often wondered how new start ups can profit using WW products! There are so many good vessels out there for far less & great FO’s for substantially less. Hang in there 😊

Thank you for this. True transparency from another candle company.

Thank you for sharing this!

I love your realness. And my birthday is also June 16th! Heard you say yesterday on the 17th and I had to comment.

I’m not in the candle biz but I make a small bath n body product and can completely agree. I’ve cut back a lot in the frills of packaging and appearance that really isn’t significant to the customer…barely if at all noticeable things that cost me money time and stress. And I’ve started buying in major bulk. What I’ve learned is as long as the purpose of the thing you’re selling isn’t compromised (for me recipe)…everything thing else is secondary. Yes of course nice packaging is important but it doesn’t have to be A+…what’s most important is the THING you’re selling. Thank you for sharing and keeping it reeeal! ✨💕

I’m being extra frugal and starting out small. Thank you for this insight. 🖤

Thank you so much for this! I’m in the testing phase using the same vessels and FO, and I’m stressed about pricing as well. I feel if I could find a vessel I love that’s at least half the price, that will help, but any that I find costs about the same. I guess I have expensive taste. I really appreciate you for sharing this, and I look forward to following you on this journey.

Oof this hit close to home! I haven’t launched my candle business yet, I’m working on my website and inventory and getting my GET, insurance, and organize my records and day to day I feel so overwhelmed! I’m located in Hawaii and the shipping costs for vessels and wax is outrageous. I too got a Cricut Maker and I’ve made my labels and everything with canva and cut them out myself. I will say that the cricut is nice because it gives you creative control but it’s also time consuming because it’s an extra step instead of ordering your labels/cards from somewhere else. The anxiety over trying to handle everything and make it a profitable/successful business that I can live off of is crushing but I’m glad that I’m not alone in these struggles. Glad I found your channel. Mahalo for sharing!

Happy Birthday hun. Thank you 😊

thank you for touching on this its soooo hard

I appreciate your candor. This is important.

KZfaq recommended your video. Thank you for sharing your experience. I will check out your channel. TY

loving your stuff.

Much needed reality check for folks starting out.

I’m newbie candle maker- I appreciate your advice SO MUCH! Thank you!

I am very happy to have seen this. Also happy birthday, lol, I’m bout to start my candle business, in testing phase/product dev, but I’m tryin to find local suppliers in the greater Austin area that would be growable. I can’t wait to see how y’all find y’all’s solution.

I don’t know about anyone else but I can’t make a candle with all Wooden Wick Co materials for less than $15. At that COG I would have to wholesale for $30 and retail for $60 which is unrealistic in the long run.

Thank you soo much for this video!

I'm just starting out my little candle business as well. From hearing this I think I am on the right path. My strength is excel and spreadsheets and yes, i've been adding cost and calculating all the pricing. But like you say, it's tough because I want to make a good quality product and the things that I see that are what I like are just expensive. So I'm now asking for pricing on boxes and shipping and things like that, and my dear Lord, those things can be really expensive for someone who's starting. I feel like downgrading to less cute looking items is just going to make my products look cheap, and I don't want to that. So that perfect balance is KEY, but I'm not there yet LOL

I saw your video on business mistakes and it really hit close to home. I liked your video and hope to keep watching future videos. I need all the advice i can get and your so right, wonder how all these people buy these gorgeous products and were the heck do they get there money. I can’t do it, but thanks i will keep watching.

Subscribed because of your honesty and because I'm a June 16th baby too and I also just invested in a cricut maker! 😁

Happy belated birthday 🎂🎂🥂, So grateful for this video. Starting my own candle business and have used so much wax already just from the testing process, wondering how others are doing it. I am in South Africa, our market is flooded by Chinese made candles. Most people purchase from Alibaba and other chinese company's and just slap their own branding there without going through the pain that you are talking about. I really get you. Thank you again for this genuine talk. Hoping you had a good birthday.

Wow this video was really helpful, and honestly a lot to keep in mind. I too was interested in a Cricut maker to cut down on costs and just the thought is overwhelming.

This!! I’m a year in a I had to make a few changes this year because I too have a feeling my business will financially change.

As an owner of a still-unused Cricut, I feel you. I am still in the testing and business plan development stage, and this was a super helpful video. Please continue to do stream-of-consciousness videos; it makes you relatable. I watched to the end, and look forward to updates that can help us all.