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Nowadays, you won’t only find candles at home brands, or pricey specialty candle manufacturers like Diptyque and Byerdo.
Even jewelry and lingerie startups like Mejuri and LIVELY are making and selling their own candles, both as a thematic complement to their core business and as an affordable alternative to traditional luxury brands.
Though these $30 to $40 candles come from a variety of companies, what ties them together is their ability to create a relaxing atmosphere and draw shoppers deeper into the brand experience.
You’re shopping for jewelry for yourself when you notice your favorite gold delicates startup also sells its own candles. As you move on to browsing lingerie, you get an eerie sense of déjà vu — there it is again, like a hazy mirage inviting you to close your eyes and take a deep breath.
Candles are becoming a popular offering for not only home startups, which naturally revolve around creating a peaceful, comfortable space, but also unexpected companies like jewelry and apparel.
If your main goal today is to find a set of stacking rings, why would you veer off course to a candle? For Mejuri, an online company whose mission “is to have women embrace a daily dose of luxury,” candles are a natural extension of its brand, and it’s hoping you’ll see rings and a candle as a natural pairing.
Believing broadly that “luxury comes from the small moments,” the founders wanted to introduce a complementary, self-care product that gives its customers the same little thrill as when they put on a beautiful necklace or pair of earrings.
It sells two varieties of hand-poured, small-batch candles, the A.M. and the P.M., meant to match your changing moods throughout the day. Bedding startup Brooklinen sells a similar concept in its A.M. to P.M. set of candles, which takes you from the fresh, invigorating morning air of the oceanside to the warm, comforting embrace of a nightcap.
Source:: Business Insider