In 2014, graphic designer Amanda Buhse agreed to help her bestie Tom Jansen, then a college student, with his candle-making side gig, mostly as an excuse to hang out with him.
“It was a fun experiment to see how far we could take it,” says Buhse. “We did a bunch of market research to see what was happening in the candle market, and we found this niche market of 25-to 35-year-old females that weren’t quite being targeted the way we thought they could be targeted. About three months after, we did gift bags for the Grammys and Oscars. It went from zero to 100 really fast.”
The pair’s Winnipeg-based, Instagram-savvy brand, Coal and Canary, has actually gone from a 300 Canadian-dollar investment at launch to closing in on 1 million Canadian dollars in 2018 sales or nearly $800,000 at the current exchange rate. And it recently received the stamp of approval from Sephora, which has placed the brand online in the United States and Canada, where it’s also rolled out to seven stores.
“Sephora is a huge milestone. When we made a business plan to start going into wholesale locations, our 10-year goal was to be in a national retailer, and we’ve achieved that in four years instead of 10,” says Buhse. “It goes to show the power of social media and how it’s really changed the way business is done, and what you can accomplish in a short amount of time.”
“Sephora is a huge milestone. When we made a business plan to start going into wholesale locations, our 10-year goal was to be in a national retailer, and we’ve achieved that in four years instead of 10. It goes to show the power of social media and how it’s really changed the way business is done, and what you can accomplish in a short amount of time.”
Sephora discovered Coal and Canary on Instagram and, last fall, its Canadian office reached out to the brand. In the ensuing months, Coal and Canary developed an exclusive collection for the chain of five sassy candles hammering home its positioning as a source of cheeky candles for playful shoppers. The candles are called Fake Lashes & Camera Flashes, Top Knots & Tequila Shots, Liquid Liner & Late Night Diner, Pink Lips & Limo Trips and Smokey Eyes & Dreamy Guys, an early bestseller that departs from the floral and fruity scents in the range with a woody aroma featuring amber, mandarin and musk.
On Sephora’s website in the U.S., Coal and Canary’s wood-wick candles are priced at $28 for an 8-oz. size. Buhse describes the brand’s pricing as mid-tier and its products as attainable luxuries. “We like to appeal to a woman who enjoys the finer things in life and appreciates high-quality products, but maybe doesn’t have the budget that her parents have,” she elaborates. “Everything that we do comes from the perspective of who our customer is. She likes supporting local. She has succulents in her house and vinyl records. She’s very ambitious, but likes to have fun on the weekends. She has a personality that’s very similar to our personalities.”
Buhse and Jansen aren’t afraid to display their personalities and the behind-the-scenes goings-on of their company on social media, especially Instagram Stories. “We want to make sure the customer feels a connection to who we are. They know where the candles are made and the ingredients used,” says Buhse. “Then, when they bring a candle into their home, they feel they have a piece of Tim and me in their home as well as Coal and Canary. It’s not that generic sandalwood candle that you buy. It’s more than that.”
“We want to make sure the customer feels a connection to who we are. They know where the candles are made and the ingredients used. Then, when they bring a candle into their home, they feel they have a piece of Tim and me in their home as well as Coal and Canary. It’s not that generic sandalwood candle that you buy. It’s more than that.”
Coal and Canary is more than candles. The brand opened a flagship store at tourist destination The Forks Market in November. Coal and Canary initially signed a year lease to test the retail waters, but has extended its store stay. Buhse notes the flagship is profitable and exceeding revenue goals. Additional stores are in the plans. A perfume line is in the plans, too, that could be under a different company name. Jansen is currently studying perfumery at the French fragrance school Grasse Institute of Perfumery. Coal and Canary secured a $100,000 loan from the Women’s Enterprise Centre over the summer to support expansion.
At any given time, the brand’s product assortment consists of around 30 candles, including about 20 that are constant. It regularly creates seasonal offerings and exclusive merchandise. Chunky Knit Sweater, a candle with a scent blend of pumpkin, pecans, vanilla cake and spice, is a perennial strong performer. Coal and Canary’s candles burn for 45 to 50 hours, and contain soy and vegetable wax.
To kick off the brand’s wholesale operations in 2015, Jansen and Buhse took a road trip across Canada and popped into dream retailers, mostly independent lifestyle boutiques, at each stop. Buhse says, “Obviously, the challenge with a candle company is that there’s no scratch and sniff online. Once customers smell and hold the product, I feel it really sells itself.” Today, the brand is carried at 250 retail locations in the U.S. and Canada.
Next year, U.S. distribution will be a big focus. As Coal and Canary pushes southward, Buhse acknowledges competition is fierce. “We try to stay true to who we are and not let anyone else change our direction and what our brand represents, which has been key in our success,” she says. “The biggest challenge is staying top of mind in an ever-growing market. It is challenging, but it keeps us humble and working hard. It’s been a ride.”
