Melbourne-based candle brand, Grace and James, has made its first move into the national market after a successful appearance in the First Instyle section of Life Instyle Sydney.
Grace and James has a number of Melbourne stockists since launching almost six months ago but wanted to grow awareness of the brand by exhibiting at the boutique trade event.
“I have really supportive and strong relationships with our stockists in Melbourne because we are local, but it was important to step outside the comfort zone and see what others thought about the product,” says Emma Davenport, Grace and James director.
“It was amazing. The feedback from everyone was overwhelmingly positive and so encouraging. We met so many people from all across Australia and New Zealand and added some fantastic stockists to the family.”
Davenport’s candle brand is distinctive from others in the category because the product and packaging artwork for each candle has been created by one of six Melbourne artists. Fragrances include spiced pear – which became popular at Life Instyle after it was featured in one of Jason Grant’s style labs – coconut and wild lime and creamy vanilla.
“I wanted to build a lifestyle brand that could deliver something fresh and new. Candles are incredible powerful and I’ve always been a huge fan. It started with a whole lot of research and lots of trial and error.”
Grace and James is currently working on new styles and sizes and is looking for stockists who are passionate about art, fashion, homewares and candles.
“We also love being able to bring something different to the market, it’s important for our stockists to know that we’re not in every second shop so our product won’t lose impact. Stores love that we work exclusively with them – it means they are able to deliver their customer something not everyone else has.”
