How Guillaume Built Ma Lumière from Scratch

So where do you usually trade, online or do you have a physical store?

I do a mix of both, really. What I've found personally is that one of the hardest parts of my business is selling online, because people cannot smell through a screen, which is obviously a big part of the home fragrance business. That's the reason why I do a lot of markets.

I have two types of markets. There are what we call makers markets here in Manchester, they usually happen on weekends and pop up in different towns. I have four of them that I do on a monthly basis.

I've also started a brand new market, well, new to me, which is a permanent one, open four days a week. And that's where people can get my products.

I have to say, this is one of the best ways for me to sell to people. I would say around 70% of people who stop by my stall end up buying something. And most of the time, if they like it, they'll go back online afterwards. So that's how I make my markets work, they help drive more online sales as well.

During the week I also have some free time, so I do a lot of pop-up stalls in offices. I'll set up a market stall in an office, usually between 12 and 2, for people to do a bit of shopping during their lunch break. And another big part of my business is candle making workshops.

Before starting this business, I used to work for a big e-commerce platform as a learning and development specialist, training people on how to do their jobs. So when I started this business, it made sense to make use of that experience and offer candle making workshops. I started those after the last lockdown, which I believe was over three years ago, and I've had nearly 2,000 people come through them.

I think the reason people enjoy them is because they get to do something completely different, they learn a new skill, and they walk away with products they're actually going to use. So this has become a big part of my business as well.

Do you have plans to open your own store?

I did think about that, I think it was last year. I even made plans and a model of what my store would look like. In my head, I'd love an experience shop, a place where people could come in and buy products.

I'd also want a little corner called "Lumière & Friends," a space for other makers and traders I know from markets to sell their products. And at the back, I'd want a candle making workshop section where people could watch me make products and also take part in workshops in-store. I believe there's great potential in that.

One thing I've noticed on social media is that old-school sweet shops are very popular when they make their sweets in-store. People literally stand behind a window watching how it's made, then go in and buy. That's the idea for me.

To be practical about it though, it's not as simple as it sounds. It's a much bigger commitment, financially as well. But it's in the back of my mind, and who knows, maybe one day the opportunity will arise. That's where I'd like to head.

My best seller. So I have three collections. My original collection includes the products I started with, one of which is Black Orchid. Black Orchid has probably been my number one seller since the very beginning.

It's inspired by a very famous perfume, so a lot of people recognise it. It's also a strong fragrance and it works beautifully in a candle or a reed diffuser. Then I have the Morning Collection, which includes a café-scented candle, a jam scent, a croissant scent, and the café candle has probably been the best seller there. I'm very biased, but it's one of my personal favourites too.

And then from my third collection, the Artist Collection, which pays tribute to French artists, my candle called Belmondo is probably the most popular. It pays tribute to the actor Jean-Paul Belmondo, who played a lot of tough guys in his films, a sort of French Marlon Brando. The fragrance I use from Candle Shack is called Cigar Lounge, with notes of tobacco, rum, leather, and bergamot. Very gentleman-like, and it's a really popular one for me.

What's your goal for this year?

My goal is to really make this new permanent market work and achieve steady growth. I started there in February and I'm going through to Christmas, so that's the first priority. Beyond that, I want to keep going with my existing markets and candle making workshops. But I also really want to launch new collections.

I have three collections in mind. Without revealing too much, the main one would include candles and reed diffusers, which I haven't done in quite a long time. The second would be an extension of the Morning Collection, more of a bakery theme. And the third would be brand new Christmas fragrances.

How has Candle Shack supported you throughout the growth of your business?

In several ways. First of all, they're an extremely reliable supplier. The quality of their products is definitely one of the biggest reasons why my products are popular, using quality materials means I can create a quality end product.

Their customer service is very reliable, and delivery doesn't take too long. But one big thing is the Facebook group. I'm one of the admins there now, and it really helped me from the beginning. There's a ton of knowledge on there, and without it, starting out would have been even more expensive for me. As we all know, when you first start candle making, it costs far more than people expect. You're literally burning money as you go along. The knowledge I found in that group helped me save money, and the support from other makers has been incredible.

And I have to mention Cheryl, who is always there to help whenever needed. This woman never takes a break. She's always working, and she's probably one of the reasons Candle Shack is so successful. She's there for her customers and always happy to help.

What would you say to someone thinking about starting a home fragrance business?

It is a great business idea, but it does take a lot of work. My advice would be to do your research before you start, purely because the materials are very expensive at first, and you have to accept that you're going to spend a lot of money before you start making any.

But once you get started and crack the code, it becomes much easier. Don't be afraid to reach out to other makers, see if they can give you advice. Any advice is good advice. And what I'd also say is: make sure you have a strong USP. Have something completely different that will make you stand out from other makers, because this trade is very popular. You need something that will set you apart.

One of my favourite products, and one I'm most proud of, is the Cuban Tobacco fragrance, purely because I absolutely love it as a customer myself.

But I also love seeing people's reactions when they smell it, because they come in with this preconceived idea that tobacco will smell like cigarettes. In reality, the tobacco leaf is very different, and most people absolutely love it. I love seeing that reaction, and it's just such an amazing smell. So yes, that one has always been one of my personal favourites.

You've mentioned your candle making workshops, can you tell us more?

Yes! People come to my business unit, which I usually open once or twice a month. There are around 25 fragrances to choose from, all from Candle Shack, and people get to pick two of them. Those two fragrances are then used to make two medium-sized candles each.

They also get a glass of prosecco. It lasts for an hour and a half. People get to smell everything available, musky, fresh, sweet, there's really something for everyone. I even keep my Christmas fragrances available year-round, because people love them, and I know at every single workshop someone will pick one.

They walk away with two medium-sized candles, and they can also do a bit of shopping from my own product range. I give them a 20% discount on the day as well. So whether you're thinking of starting candle making yourself, or you just want a great time with friends or family, it's a brilliant activity.

https://malumiere.co.uk/