Why can a candle cost 500 euros?

Candles have ceased to be an everyday, practical and simple object to become a decorative element with intergenerational success.

The functional designs of a lifetime coexist with proposals for sculptural forms, more designed to decorate and be photographed in well-kept contemporary still lifes than to light.

The diversification of products gives a clue to the good stage that the candle market is going through, a sector where brands with decades (or even centuries) of experience behind them, welcome emerging firms that have capitalized on interest in craft products through designer candles.

Among the brands that have recently arrived in this thriving market is TwentyTwo and its vegan candles produced in Barcelona.

Behind the project is Lorena Luján, a 31-year-old physiotherapist.

“Everything arose at the end of the covid-19 quarantine.

I have always been a creative person and at that time I had all the time in the world, so I exploited my creativity more”, says Luján.

Diving into Pinterest, she noticed decorative candles and when she detected that in Spain there weren't many options for that style, she launched into creating her own models.

She says that she learned "by trial and error, since she had very little information

."

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He shared his first designs on social networks and they went viral thanks to his collaboration with some Spanish

.

“The cube candle or the one in the shape of a woman's bust are the most in demand,” she points out.

According to the founder, her regular clients are women between the ages of 18 and 40 who look for candles as an ornamental element.

“The main objective is undoubtedly decorative, each one does what they want, but they always tell me that they feel sorry to light them”, she adds.

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Casa Tenue does not have a long tour either.

It broke into the market in 2021, at the hands of Fernanda Algorta.

In his case, he does claim the practical conception of candles, reflected in some way in the name of his company.

Of course, the design is not neglected.

Algorta works with beeswax and she herself creates each of the candles by hand following a meticulous production process “which consists of dipping the cotton wick into the hot wax over and over again until it reaches the desired thickness.

The layers dry out, layer upon layer, and this makes the candle last longer compared to those made by pouring wax into a mold and each one being a unique piece”, she analyzes.

The project was not born under a specific business strategy —“in principle I was going to make ceramic or wool pieces”—,

Data collected by the European Sail Manufacturers Association (ECMA), obtained from Eurostat

(that is, with data referring to the European Union), reflect a "significant" increase in consumption.

In northern Europe, where there are fewer hours of sunlight, candles are cultural and their use is integrated into the customs of its inhabitants.

Thus, the country where the most candles are consumed is Denmark, where 4.3 kilograms of candles per person are reached (in fact, the well-worn concept of

, a term that theorizes about the feeling of well-being, precisely links the warmth of the candles as one of the factors to achieve a calm and relaxing atmosphere).

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In Spain the figure is reduced to 0.76 kilograms per inhabitant.

From ECMA they relate moments of crisis or uncertainty with a greater consumption of candles: “You could say that people buy more candles when they have something to worry about.

This was the case with the 2008 financial crisis, and again during the pandemic and now with the situation in Ukraine," says Stefan Thomann, the organization's technical director.

While the expert considers the calming power of the candle flame, he acknowledges how its use has evolved in recent times.

“Before, simple candles were generally used as a light source.

Today they are used for decorative reasons or to create a pleasant smell in the home”.

In Cerabella, the historic candle factory whose origin dates back to 1862 in Barcelona, ​​they confirm that interest in candles has grown strongly in recent years.

“Despite the fact that it was already pointing out that it was going to be an upward trend, due to the appearance on the market of some big brands in this category, the forced need to spend more time at home has certainly meant an acceleration in the growing interest for them”, explains Antoni Anglès, CEO and fifth generation of Cerabella.

Also noteworthy is the great demand for sculptural and scented candles.

Another heavyweight within the sector is Trudon.

To talk about its origins, you have to travel back in time to the court of Louis XIV.

This French firm was born in 1643 as the Royal Wax Factory, official supplier to the Sun King. Its creative director, Julien Pruvost, also links the boom of scented candles with changes in habits that have gradually permeated society as a result of of the coronavirus pandemic: “We have observed a growing interest in all kinds of scented decorative items.

In the last three years we have spent a lot of time at home, and the desire to feel good has never been stronger.

What could be better than sitting down to read a book, after lighting a candle and dimming the electric lighting a bit?”, he muses.

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The possibilities when it comes to shaping candles are unlimited, but the digital universe has left a record of the favorites among decoration lovers.

Female busts, intertwined spirals, cubic-shaped candles of all colors and finishes… Design currently stands out as the cover letter for the most sought-after proposals.

In addition to playing with the malleability of wax through various shapes that underline the imagination of the brands, creativity is also reflected in the containers that hold the candles.

The glasses and supports designed are often the main selling point.

The Belgian brand of scented candles Baobab Collection has been betting on these containers of great ornamental power since 2002.

Corinne Bensahel, artistic director, places the designs “at the crossroads between a scented candle and a decorative object.

This makes our positioning unique.”

The price of the smallest models is around 47 euros, while the largest sails can exceed 600 euros.

It might be reasonable to wonder if anyone would shell out that kind of money for a product designed to burn.

However, candles are no longer just for that.

Now luxurious versions proliferate, converted into a status symbol to preside over any room in the house.

Firms such as Gucci, the epitome of textile luxury, have long discovered the vein of decorative objects and the scented candles they sell are expanding year after year.

Loewe jumped on the bandwagon in September 2020 for the first time.

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Despite the differences in taste, the seasonality in the sale of candles does reflect a certain homogenized consumption among the countries that surround us.

The Christmas season continues to mark a definite sales peak in the sector: "Since candles are the perfect gift for these dates, we see an increase in sales in December and January, but there is also an increase in April and May on the occasion of the holiday of the mother”, point out from the communication department of the French Guerlain.

An equally fruitful period of time for the Belgian candle brand Baobab Collection, with November and December being the “high season”.

Or for Trudon, where Christmas is "a key time".

The Catalan Cerabella confirms this pattern of widespread consumption, although they point out that, in recent times, sales are no longer so concentrated: "There are sales peaks,

especially linked to the most propitious times to give as gifts, but the seasonality in candles has been decreasing in recent years, following new consumption patterns.

More and more, for example, scented or sculptural candles are consumed throughout the year”, explains Anglès.