How We Built Willis Candle Shop from Scratch
From Federal Agent to Fragrance Oil
After retiring from the FBI, I didn’t expect to start a candle shop online. But frustration with mass-produced, synthetic-smelling products led me to create non-toxic candles with better ingredients and transparency. That spark lit the flame for Willis Candle Shop.
I started with nothing but a kitchen counter and the idea that non-toxic candles should be the norm, not the exception. After researching wax blends, I developed a clean-burning line of coconut soy wax candles—a combination that delivers strong scent throw without the toxins. See our mention at Jenny In Neverland for finding your favorite fragrance candle.
The Clean Formulation That Built a Brand
Every ingredient was tested by hand. We use American-grown wax sourced from trusted suppliers like American Soy Organics, Wholesale Supplies Plus, Black Tie Barn, and Makesy to craft phthalate-free candles. Our products, including 1 wick candles, 2 wick candles, 3 wick candles, and wood wick candles, never use paraffin or synthetic binders.
Clean fragrance oils and cotton wicks define our process. This isn't hype. It's a commitment—just like our decision to produce candles made in the USA, keeping our production local and ethical.
The School of Hard Wicks
Launching a candle manufacturing company as a one-person operation came with trial by fire. I overfilled jars, under-wicked vessels, and ruined batches trying to perfect the cure. But I kept going. That drive shaped our handmade candles—and our credibility.
I quickly realized scaling would mean offering bulk candles for retail and private label clients, which we now do alongside our standard collections. But our main focus is still the everyday candle consumer who orders online candles. Every jar is tested for visual consistency and even burn.
Why Burn Time Matters to Our Process
We don’t just pour and ship. Each candle undergoes a multi-day curing process to improve scent and longevity. Our average burn time ranges between 35 and 90 hours, depending on the vessel. By using long burning candles and smart wick placement, we give customers more value in every jar. See our companion article about why candle imperfections are a sign of quality.
Whether it’s a double wick candle design for balance or a custom blend for a bridal order, our process is about more than wax—it’s about trust.
Building a Brand That Lasts
I knew that if I wanted to go beyond friends and family sales, I’d need to build a brand, not just a shop. Creating a real candle brand meant developing educational content like candle care blogs, scent guides, and visual tutorials for customers. That includes posts about candles for stress relief and why our wax blend matters.
All the while, I stuck to the truth: “Our label doesn’t just tell you what’s in the candle—it tells you what’s not in the candle.”
Scaling Without Compromising
We now offer over 10 scents and rotate seasonal blends year-round. You’ll find popular items like our teakwood candle and vanilla candle alongside fresh new options curated from customer feedback. And even as we grow, we keep it tight—no third-party warehouses, no mass production, and every product still ships from Willis, Texas.
We’ve also started rolling out tin candles with wooden wick candle options for customers who want lightweight, portable designs perfect for gifts or travel. Our mission is flexibility and clean design without sacrificing what matters most—quality.
Staying Seasonal and Relevant
Another layer of our growth comes from staying in sync with seasonal trends. Fall candles will include pumpkin spice and cinnamon apple, while spring highlights fresh blends like citrus and mango candle options. We will eventually even tailor our vessel styles by season for added impact and emotional connection, based on consumer feedback.
We’ve also explored aroma candles designed specifically to complement customer routines—like morning meditation, cooking, or date nights. It’s not just about scent; it’s about experience.
Advice for the Next Maker
If you’re starting a candle business—or any product-based business—don’t wait for it to be perfect. Start messy. Learn fast. And listen to your customers. Want to stand out? Offer what others won’t: transparency, consistency, and care. See what truly sets the Willis Candle Shop apart from other candle vendors.
Whether it’s sourcing candles made in the USA or taking time to batch test before release, the little details matter. It’s what built this brand—and it’s what will keep it burning.
