Amanda, you have a marketing background. How integral do you both feel the branding for all of your products, and the Coal and Canary brand, have been to your success?
You’ve pulled off some pretty great marketing stunts, including baiting Queer Eye’s Fab Five with custom candles. How did you come up with that, and did you ever hear from any of them?
It’s a fine line between stalking and marketing.
A huge part of your brand is sharing your own personalities and relationship (as well as with your staff) – you could even argue both of your personal brands have a big part in Coal and Canary’s social media presence. Did you overtly decide on this, or did it happen organically?
Millennial shoppers LOVE to know the story behind the products they buy and feel emotionally connected to where it comes from, and this is the perfect opportunity to show the behind-the-scenes antics of the whole Coal and Canary crew whether it be a crazy day pouring candles at the office, the incredible amount of donuts we eat or lip syncing to our favourite diva jam.
You went into business as best friends. Has there ever been any issues? Did the relationship change? (Are people ever honest when these questions get asked?)
What is your favourite candle brand or product line that you created, and why?
Most of your candle names follow the same syntax/structure. Was this important to you? Will you ever stray from this?
Amanda is a marketing professional, and now Tom will be a perfumer trained in France. How important is continued education to both of you? (Tom – what do you hope your fragrance training will bring to the equation?)
This is exactly why I decided to pursue my lifelong dream of becoming a perfumer. Having an in-house classically trained perfumer is a huge market advantage which will allow us to be more innovative in our creations, increase our ability to pursue high-end custom projects and expand our existing product line. It is also a cute little touch that separates us from every other candle company in the country.
Having a team to work with us is the most incredible and humbling feeling. We have always made it our hiring mandate to find the right people first and then decide where they will fit in the team. Because of this, all of our staff are incredibly passionate about the brand and work extremely hard to achieve our common vision of success, and we couldn’t be more thankful for them. We run like a well-oiled machine, and even when things get crazy or problems arise we all figure it out together – put on a Whitney power ballad and figure it out.
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