Before The Essential Candle Company became a cherished local brand, it was simply a spare room in Founder and Chief Creative Officer Kristine Macfarlane’s home. It was a creative outlet she started just four weeks after giving birth to her daughter. And what began in small batches for family and friends soon grew into a garage pop-up, a website and an increasing demand that pushed her to take the leap into a commercial space.
That leap came just one week before the state of Victoria’s first COVID-19 pandemic lockdown. But instead of slowing business, the community rallied behind it, helping Macfarlane navigate the challenges of uncertainty and growth at the same time. Today, The Essential Candle Company has a permanent retail store and is expanding into a purpose-built warehouse as it enters its next chapter.
In this interview, Macfarlane takes us behind the scenes of that growth – from bootstrapping at home to steering a retail brand through lockdowns and beyond.
Let’s go back to the beginning – what inspired you to start The Essential Candle Company?
What inspired me in the beginning was simple: a love for creating and a dream to share something meaningful with others. What keeps me inspired today is seeing how that dream has grown, and how our candles continue to bring comfort, joy and connection into people’s lives.
You built this business from your garage. What do you remember most about those early days?
What a ride it’s been. I can still picture our garage completely transformed with trestle tables lined up to give us enough space to pour candles, and our very first wax melter, a tiny four-kilogram one. It could only handle enough wax for about 15 candles at a time, so we were constantly waiting for wax to melt, which slowed everything down, but we made it work.
“I’ll never forget the first time we completely sold out of stock, restocked and then sold out again within minutes.”
Our spare room was overflowing with Australia Post satchels packed with orders. We’d load up the car often needing a few trips to get everything to the post office. I’m sure the staff were dreading our arrival every afternoon. I’ll never forget the first time we completely sold out of stock, restocked and then sold out again within minutes of going live on our website. It was chaotic, exciting and incredibly rewarding.
What was the moment you realized this idea could actually become a thriving company?
There wasn’t just one moment of realization – it was a series of small milestones: selling out of stock, signing our first lease, hiring staff, seeing customers come back not just for a product, but for the brand experience.
That’s when I began to understand that this wasn’t just a hobby anymore, it was a business with momentum. Running a thriving company is physically, mentally and emotionally demanding. But I wouldn’t change a thing. It’s exhilarating, rewarding and I’m here for every part of the journey.
How did you balance creativity with the grind of running a business in those early stages?
Creativity has always come naturally to me, and it still does – innovation is at the heart of our business. Creating and inspiring is what fuels me and keeps the ideas flowing. But the reality is, the business side never slows down. There are endless to-do lists, deadlines, orders to fill and decisions to make.
“I wouldn’t change a thing. It’s exhilarating, rewarding and I’m here for every part of the journey.”
What I’ve discovered is, the long lists and constant work will always be there. But they’re also a reflection of creativity and innovation. They mean something is growing, evolving and moving forward.
What were some of the biggest challenges you faced in the first year, and how did you push through?
The first year was full of excitement, but it also came with its fair share of challenges. One of the hardest parts was juggling everything at once – being a new mum, working part-time as a chef and trying to build a business from the ground up. Time was limited, resources were minimal, I had no formal business training and everything was a learning curve.
What got me through was determination, passion and the incredible support from my family and community. Every small win, every order, every repeat customer, every sell out reminded me why I started.
Did you ever feel like giving up?
Absolutely. But even in the hardest moments, I never truly gave up. I knew that challenges are part of the journey – not a sign to stop but instead, to push through and grow.
Your growth has been impressive. What key decisions or turning points helped drive that success?
A few major decisions and turning points have played a significant role in our growth. Firstly, committing to innovation and creativity has always been at the core of our success. We didn’t just want to sell candles, we wanted to create an experience.
Another key turning point was transitioning from pop-up markets and weekend garage sales into a permanent retail store. It was a big step, but it gave us credibility, stability and a place customers could always return to.
“Even in the hardest moments, I never truly gave up. I knew that challenges are part of the journey.”
Ensuring our stock was always available and ready to go rather than made-to-order was also a major shift. It meant investing in production, inventory and systems, but it allowed us to keep up with demand and offer immediate satisfaction to customers.
How has your role evolved as the company has grown from garage startup to established brand?
I’ve always worn many hats – and that hasn’t changed. But how I wear them certainly has. In the beginning, I was involved in every single task hand-pouring every candle, packing every order, answering every message, managing the website and running the books late at night. I was the maker, the marketer, the accountant and the cleaner. Today, as the business has grown, my role has evolved into more of a leader and decision-maker.
Where do you draw inspiration for your candle designs and scents?
Inspiration comes from so many places – it’s never just one source. I’m constantly influenced by trends, everyday moments, seasonal changes, customer feedback and even simple conversations. Sometimes an idea happens organically, and before I know it, a concept has turned into a real product – often one that becomes a bestseller.
Running a business is a roller coaster. How do you stay grounded and focused on your vision?
No two days are the same, but I love balancing the creative side of developing new products and designs with the practical side of keeping the business running seamlessly. It’s busy, but every part of the day connects back to creating beautiful, high-quality products and a memorable experience for our customers.
What does a typical day look like for you now as Founder and Chief Creative Officer?
A mix of creativity, leadership and hands-on work across every part of the business. My mornings often start with reviewing stock levels, calling reps and placing orders for new products – always on the lookout for the next best thing to bring into the store.
I also spend time checking in with the team, making sure everyone is supported and that day-to-day operations are running smoothly. A big part of my day is hands-on: consistent candle manufacturing, custom candle creations, sorting stickers, graphic design work and working alongside the team in the production processes.
How do you define success and has that definition changed since you first started?
When I first started, my definition of success was very straightforward. It was about growing the business, achieving financial goals, and seeing the store busy with customers. I measured success by sales, expanding locations and hitting targets. Over time, that definition has evolved.
“Surround yourself with people who support and challenge you, and never underestimate the value of staying curious.”
Success now feels more holistic: balancing growth with sustainability, innovation and the joy of seeing ideas come to life whether that’s a new candle fragrance, a custom order or a customer leaving with something they love.
What advice would you give to someone dreaming of starting their own product-based business?
Hard work pays off, but it’s not just about working long hours; it’s about working smart, staying committed and being adaptable. Starting a business is exciting, but it’s also challenging.
Surround yourself with people who support and challenge you, and never underestimate the value of staying curious and open to opportunities. Your dedication will show in the quality of your products, your brand and, ultimately, in the relationships you build with customers and your team.
Looking ahead, what’s your vision for the future of The Essential Candle Company?
My vision for the future of The Essential Candle Company is to grow our presence far beyond our current stores and be stocked in a wide range of retail outlets, both locally and nationally.
I see exciting opportunities for collaboration working with larger enterprises to develop bespoke fragrances and exclusive ranges that reflect their brand identities.
