Driftwood Candle Co. 2023 Year in Review

Wednesday, December 27th, 2023

Dear Reader,

As I pen down this blog post for my business, it struck me that while I enjoy sharing practical insights on product care and lifestyle integration, there's a more authentic narrative I can share.

If you've been following my social media, you're familiar with my 'Car Chronicles,' where I share silly anecdotal stories and glimpses of my life as a business person.  It's where I get to engage with you, my followers the most.  It was through pondering the car chronicles that the realization hit me—why not use my blog to chronicle the highs, lows, and challenges of running my business?  A public journal if you will.  

These posts will allow me to pen my ideas, sentiments and struggles while hearing back from you.  Gaining insight from my consumers all the while being myself.

So here goes;

This holiday season marked my third year, and honestly, it's been the toughest. Despite a promising start in 2023, it evolved into an incredibly demanding year. Juggling the care of my ailing father and, sadly, the passing of my mother, all while striving to elevate my business, left me overwhelmed and necessitated a critical pivot.

Wholesalers scaled back, consumers became more discerning amidst rising living costs, and sales slowed considerably.

Production costs doubled, impacting my margins, and I found myself unable to raise prices. So, I pivoted—a move any savvy business person would consider. Given my industry's reliance on consignment, I thought, "How can I sell more without going under?" Thus, the idea to collaborate with local fundraisers was born.

I posted on social media, offering 30% of sales to organizations fundraising. Since retail was sluggish, and I typically gave 30% in consignment, redirecting those funds to my community seemed fitting.

The response was overwhelmingly positive, and I am profoundly grateful to the teams and organizations that joined, keeping me afloat.

This experience taught me a great deal, and I'll undoubtedly do it again, aiming to support teams even more.

I'm thankful for those who participated because, honestly, without them, the prospect of business in 2024 seemed uncertain.

But here's the thing—I've never been one to retreat. I delve deep and work hard. When adversity strikes, I dig even deeper and work even harder. That's my approach to 2024.

I intend to take more risks, create more opportunities, and listen keenly to my buyers.

In 2023, I introduced 'make your own candle' workshops, a tremendous success. For 2024, I've partnered with a local business to expand into not only candles but also crafting mala bracelets themed to complement your candle—a personal meditation experience.

I've been refining my website and SEO to expand across Canada, with plans to launch in the US market by spring 2024.

While the past year posed unprecedented challenges, it prompted a profound evaluation of my goals and dreams. I LOVE crafting candles, and this passion resonates in every jar I create. My simple desire is to share this passion with as many people as possible for more years to come. So, here's to a thriving 2024.

xoxo,

R.

PS Let me know in the comments what you'd like me to share in future posts.