Black Luxe Candle Co.
About the Company
Black Luxe Candle Co. is a luxury candle company founded by Brittany Taylor in 2019. The company offers a range of candles designed to create a luxurious experience for its customers. Black Luxe has grown rapidly, reaching $12,000 in monthly sales by late 2020. The company’s products stand out in the market because they focus on not just selling candles but on providing an experience of self-care and relaxation. The candles are marketed as high-end, indulgent products, appealing to customers who enjoy the "treat yourself" culture.
The company’s unique selling proposition lies in its ability to showcase candles in an unexpected way. Brittany Taylor uses her personal story and emotions to infuse the brand with meaning and connection. Her focus on creating collections that resonate with people on a personal level has helped build a loyal customer base. Although Taylor initially started the business as a hobby, it quickly turned into a serious entrepreneurial venture, especially as demand for the candles increased.
Black Luxe’s flagship products are its luxury candles, which come in a variety of scents. The company also sells related self-care products, such as body scrubs and wax melts. Over time, Black Luxe has expanded its product line and its business model, relying heavily on social media and email marketing to drive sales and customer engagement.
Idea Behind Company
The idea for Black Luxe Candle Co. was born out of Brittany Taylor’s personal journey with self-care and healing. After facing a devastating loss, Brittany turned to candle-making as a way to find comfort and promote a peaceful, positive mindset. In 2018, she began crafting candles as gifts for her family, incorporating elements of relaxation and self-care into her designs. She quickly realized that candles had the power to uplift her mood and create a serene atmosphere, which inspired her to share this experience with others.
Initially, the idea of starting a business was not part of the plan. Brittany’s first foray into candle-making was simply a creative outlet and a way to give personalized gifts. However, after posting a picture of the candles online, she was bombarded with inquiries from friends and family asking if they could purchase them. This unexpected interest planted the seed for Black Luxe as a business, leading Brittany to consider turning her hobby into a full-fledged venture.
The concept behind Black Luxe is to offer luxury candles that do more than just provide light—they are part of a larger self-care experience. Each collection is designed to evoke feelings of relaxation, warmth, and indulgence, catering to customers who value taking time for themselves. This focus on creating an experience rather than just selling a product has become the cornerstone of the company’s identity.
Creating the Company
The process of creating Black Luxe began in early 2019 when Brittany decided to turn her passion for candle-making into a business. With a background in marketing and visual communication, she had the skills to launch the business effectively. Brittany started by researching the candle-making industry, watching YouTube tutorials, and experimenting with different scent combinations. However, she initially struggled with creating the right candle formulas, particularly achieving a strong scent throw.
Brittany enlisted her husband Julius, who has a background in math, to help her perfect the candle formulas. Together, they developed a system that allowed them to produce candles with a strong and consistent scent. With the help of Facebook groups and online resources, Brittany found suppliers and learned the ins and outs of the candle-making business. She also created the branding for Black Luxe, using the tools she had at her disposal, including a black-and-white printer for labels. The minimalist aesthetic became a signature part of the brand.
Once the product was ready, Brittany focused on establishing the business legally, securing insurance, and trademarking the brand name. With her professional background, she was able to quickly set up an online store and begin marketing the candles. The business was initially bootstrapped, with Brittany funding it herself while working a full-time job. This combination of creativity, resourcefulness, and strategic planning laid the foundation for the company’s growth.
Launching the Business
Black Luxe officially launched in April 2019, after several months of preparation. To keep things simple, Brittany and Julius decided to start with a single product—a 4 oz. candle tin in eight different scents. They tested the market by offering a promotional deal of $9 per candle or three candles for $20. The launch was a success, and they sold nearly $1,000 worth of product before their official debut.
Marketing efforts were a key factor in the success of the launch. Brittany leveraged her background in marketing and visual communication to create a strong brand presence. She was able to tap into her personal network for initial sales, relying on word-of-mouth and social media to spread the word. As a result, Black Luxe quickly gained a following, with many customers returning for repeat purchases. However, one of the key lessons Brittany learned during the launch phase was the importance of managing inventory and ensuring that products were always in stock.
In addition to their online presence, Black Luxe also participated in local vendor shows, where Julius proved to be an effective salesman. These interactions helped the business expand its reach and gain exposure in the local community. Even though the pandemic interrupted plans for in-person events, the experience of selling directly to customers in person was invaluable and helped build a loyal customer base.
Earnings
Black Luxe Candle Co. experienced steady growth since its inception. In the first year of business (2019), the company generated $4,800 in revenue. However, the business took off during the pandemic, with sales surging to $40,000 in 2020. November 2020 marked a milestone with the company reaching $12,000 in monthly sales, a goal Brittany had set for herself. This achievement was the result of a combination of factors, including strategic marketing, increased inventory, and collaborations with influencers and celebrities.
The company’s primary revenue sources include its online store, which is supported by social media and email marketing. Brittany has found that Instagram is a particularly effective platform for customer engagement, with personal interactions and stories helping to build a loyal following. Email marketing also plays a crucial role in driving sales, as Brittany takes a personalized approach to communicate with her customers.
Despite the challenges posed by the pandemic, Black Luxe managed to thrive. The company’s ability to adapt and pivot quickly—shifting focus to e-commerce and using giveaways and special collections to retain customers—was key to its success. By the end of 2020, Black Luxe was profitable and Brittany was able to commit to running the business full-time. Looking ahead, she plans to expand her product line, increase brand awareness, and continue growing the business through partnerships and increased social media presence.
