Meet the Maker: Feat. Standard Wax
Standard Wax is where art meets luscious aromas. The brand sells signature scents that double as candleholders and purposeful vessels. We sat down with the founder, Samantha Thompson, to learn all about the avant-garde brand.
What inspired you to launch your brand?
Standard Wax was started almost by accident. I was working with a friend who made beautiful ceramic vessels, and wanted to purchase some for friends and family during the holidays. I looked at them and said, “these would look really cool with candles in them.” And he responded, “Well then learn how to make candles!” I did, and the rest is pretty much history.
That was Christmas of 2011 and at that time, candles hadn’t really blown up yet. No one was making candles in anything other than a glass jar, and no one was pairing art with candle making either. I was really inspired by the idea that you could have something in your home that was really beautiful and also super functional. I also loved the idea of creating something that wasn’t going to be thrown away when the candle was gone. To this day, everything we create is meant to become a permanent piece of art in your home - not just something that gets tossed away after a while.
What is the aesthetic of your brand?
One of my favorite things about Standard Wax is that we don’t fit into any one bucket as far as aesthetic. We don’t really follow trends or come out with something in the latest “it” color every month. Our brand is very minimal and clean, but what I really love about it is that it’s real. I always try to convey real-life in our photos and voice, and most importantly, I want people to be able to see our products in their world, no matter what that looks like.
What was the most challenging part of launching your business?
Scaling a business from a little hobby to something that’s stocked in stores all over the country was definitely a learning experience! For me, the hardest part was creating consistency in our product. Creating each candle was easy when we were making 20 candles a day in my spare bedroom at home. But scaling into a warehouse, with a production staff and sales support definitely took some trial and error. We’re still learning and improving everyday, and that’s one of my favorite parts of running this business!
Why did you choose POOLTRADESHOW?
POOL was the first wholesale tradeshow we ever did, and I chose it because of how laid back and cool it looked from photos I had seen. It wasn’t intimidating at all, and it was a great way for us to see that we were capable of expanding our business into retail. The way that POOL embraces smaller independent brands is really something special, and you don’t get that vibe at a lot of other shows.
What is your favorite part of POOLTRADESHOW?
I personally love the other brands in POOL. Usually it’s the founder or creator working the booth, and it’s so neat to chat with the person behind the brand, hear their story and get to know them personally. It makes me fall in love with their product even more. At bigger shows, you’re usually talking with a sales person and you don’t get the same experience. I also love discovering new things at the show and watching the businesses grow. It’s such a great place to go see up-and-coming brands!
What’s next for your brand?
Standard Wax has always been a “slow and steady” kind of brand! We’ve been around for over six years now and have steadily grown every year. We’re not looking to blow up overnight, but instead my dream is to keep winning over the hearts of art and fragrance lovers by sharing our products with them. This year, our focus is going to be on promoting our new private label program, which allows other brands to launch candle lines in their stores, for their client gifts, and more. We’re also working on collaborations with a couple of bigger retailers, which should be exciting to launch later this year!