Q: Were there any setbacks in product development that had to be overcome?
A: I believe no matter what product you develop, especially if you are branching out into new categories, there are always hurdles. That is very normal. Small setbacks are something we have to deal with all the time. Also, the anti-dumping duty applied to the candle products out of China is another major issue we need to deal with. If you are thinking about importing or exporting, I suggest starting with the Commerce Department to find out if there are any import/export restrictions or anti-dumping duties, to make sure the business is viable.
Q: What was the biggest learning curve in terms of developing your product?
A: Whether you want to build a brand, or grow your business quickly, building a brand takes a long time. And, you have to avoid many [retailers] who would discount your products... and make your brand less desirable for other retailers. So striking a balance and figuring out what you can do about branding—and what you want for sales volume—is not only necessary, but an important part of your business plan.
Q: Through what markets are you selling?
A: Chesapeake Bay Candle is partnering with some of the most renowned retailers in the country—Target, Kohl’s, Pier 1 Imports, JC Penney—you name them. After more than a decade in wholesale, I was very curious to explore a retail concept. When we decided to launch our second brand, Blissliving Home, I therefore decided to make it directly available to consumers. Blissliving Home has an online boutique store (www.blisslivinghome.com) and is available through catalog business, but we also partner with specialty stores, boutique stores, and high-end department stores around the globe. In Asia, we have decided to open our own boutique stores to gain more control of the brand. We now have over forty stores there.
Q: What secrets have you learned in terms of publicity and marketing your product?
A: During the start-up years we focused relentlessly on growing the business and establishing our operations. The results speak for themselves—our enormous sales growth has landed Chesapeake Bay Candle a spot on Inc. Magazine’s list of America’s 500 fastest growing private companies—twice! Only in recent years have I started to recognize the importance of branding. I have learned that making a brand accessible and understandable to the public is extremely important—and today we consider branding a top priority for both Chesapeake Bay Candle and Blissliving Home.
