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Wax Americana

Colleen Bohen -- Gifts and Dec, 3/31/2011 6:50:28 AM

Ceramic toile multiwick candle is new in 10 scents. Made in Texas. $42. Seda France. 512.206.0105. www. sedafrance.com As Chesapeake Bay Candle, Rockville, MD, prepares to open its fi rst U.S. manufacturing facility this year, other members of the gift industry may be inspired to take a closer look at what it means to manufacture candles in the United States today. Clearly Chesapeake Bay, which previously produced all of its wares in three facilities in Asia, has established its brand here and around the world in the fifteen years since its inception without having to manufacture candles stateside. However, upon announcing its decision to open the new plant, the company's president and co-owner, Mei Xu, cited a desire to be able to respond more quickly to retail and consumer desires as a primary reason for making such a bold move.
U.S.-made candles displayed at Melinda’s Fine Gifts, Picayune, MS "In a specialty store like mine, it makes it even more special to be able to know the people that own and run tese [U.S.made companies]," says owner Melinda Riley Chesapeake Bay was unwilling to comment for this story, but Gift s & Decorative Accessories touches base with a few companies with a history of manufacturing candles in the United States to get their take on the benefi ts to doing so and to learn how they deal with the challenges associated with producing consumer products in America. A couple of retailers also share their thoughts about whether or not a candle's origin matt ers to consumers.

Why Here?
     As with Chesapeake Bay, the ability to fulfi ll retailer's requests in short order inspires many candle manufacturers to stay in the U.S. "We are able to produce and have products available with a much shorter lead time than companies that import," says Mercie Ritt er, product manager at Cannon Falls, MN-based Colonial Candle.Fragrance introductions include Beachside, Fresh Mango, Tangerine, Splash, Hot Chocolate and Ruby Red Punch. Made in Massachusetts. Kringle Candle Co. 413.648.3077. www. kringlecandle.com
     (The company produces its core line of candles in the U.S., but it partners with select vendors, mainly in Asia, to produce some of its candle accessories.)
One of nine themed scents from the Lake Retreat Collection. 10 oz. $14.99. Lakeshore Candle Co. 888.752.2635. www.lakeshorecandlecompany.com     Staying stateside can be particularly benefi cial for companies interested in producing smaller quantities of product. Conrad Ash, marketing director of Crash Candles from Des Plaines, IL, points out that "off -shore manufacturing, if you're considering it at all, is only feasible in large quantities. We can produce small runs as needed, as well as produce custom runs as small as 288 pieces."Gardenia Water Lily is new from the Botanical line. Made in Georgia. Habersham Candle Company. 706.776.1912. www.globaltechindustries.com
     He explains that the ability to manufacture tiny amounts of product is particularly useful when catering to gift retailers. "Small batch runs enable us to maintain a wider selection of products," Ash says. "Independent gift shops typically order just a couple dozen pieces at a time, and we let them mix that from a wide selection."
     For some manufacturers, the decision to make candles in the U.S. stems from a desire to back up a brand's image. "Low Country Luxe designs, develops and markets high-quality, luxury products that encapsulate the elegance and charm of the south and the ‘low country lifestyle' and I feel it's important for our brand of products to be made in the United States," says Natalie Evans, Low Country Luxe's president.
     Maintaining production facilities on U.S. soil can also be a moral decision. "We feel that employing U.S. workers is the right thing to do. And it's become very clear that consumers really prefer to buy high-quality U.S. made goods if they can fi nd them at comparable prices," says Mike Kittredge III, president of Bernardston, MA-based Kringle Candle Company.Spring candle with jeweled lid is made in Arkansas. Aromatique Inc. 800.262.7511. www.aromatique.com
     "We feel it's a way of thinking that will both help create jobs for our future and aid in the eff ort to improve our current economic state," adds Jon Haveman, president and CEO of Lakeshore Candle Company, based in Zeeland, MI. "I'm very passionate about our wonderful country. I feel strongly about being a good steward and leaving many opportunities for the younger generations, like those I have been aff orded. If we were to move our production overseas, I would be taking away those exact opportunities I want to off er and I could not personally accept that."

A Business Decision
     Though emotion drives Lakeshore's Haveman, he also has business reasons for his decision to make candles on U.S. soil. Namely, "we are awarded the ability to watch over the manufacturing process fi rsthand, which leads to bett er quality control and inventory control," he says.Seeking Balance container candles use essential oils and color to create the desired mood. Made in Ohio. $16.95. Root Candles. 800.289.7668. www.buyrootcandles.com
     Retailers have picked up on these advantages: "I find that when companies do their manufacturing themselves, they seem more proud of their product and they give you bett er customer service," says Melinda Vitale, owner of Melinda's in Picayune, MS.
     Kevin Riley, owner of Partridge in a Bear Tree in Newburyport, MA, says companies such as Kringle Candle Company and Medina, OHbased Root Candle have invited him to visit their production facilities to observe their manufacturing processes - an experience that would be much harder to come by if he had to travel overseas. "Gett ing to see their processes up close bett er prepares me to educate my customers about these companies' products," he says.

Staying Competitive
Colonial Candle’s Blissful Escape collection comes in bathlite, room spray, sachets, pillar candles and mosaic glass tealight holder and pillar plate. Midwest-CBK. 800.394.4225. www.mwcbk.com      Though there are many benefi ts to manufacturing candles in the U.S., there's no gett ing around the fact that it's expensive. "Certainly the biggest challenge to manufacturing in the U.S. as opposed to going overseas is the considerable diff erence in labor costs," says Haveman. "However, we combat those costs by helping our workforce be more effi cient through training and capital improvements."
     In most cases, the increased cost of production carries over to the consumer. However, most of the manufacturers we spoke to believe that their customers understand why the price of a domestic candle might be higher than that of an imported candle, and that they accept the price because they believe they are gett ing more for their money. "We don't just sell on price alone," says Haveman, "Our candles are about quality, value and the overall experience." Kringle's Kitt redge adds "You can't always compete dollar-for-dollar, but customers are very smart. They can see the difference between off shore goods and well-craft ed American products. And they don't mind paying a litt le more for the American-made goods when the quality is there."
Do Customers Care Where It's From?
     For retailers, it seems that mentioning that a candle was manufactured in the United States can be a powerful New Orleans is scented with sweet tea olive blossoms, tangerine, kumquats, manderin, oak moss and musk. 8 oz. $35-$55. Low Country Luxe. 912.898.2147. www.lowcountryluxe.com selling point, but only if the product in question already meets the consumer's needs. "For the most part, people are concerned with price point and fragrance," says Vitale. "However, if we do mention that a candle is made in the U.S., [especially if it's made right here] in Mississippi, it tends to increase a customer's desire to buy the product." Riley agrees. In his experience, customers tend to come to his store in search of a specific type of candle, say a taper, or a soy-based candle, for example. But once Riley helps the customer locate the desired product, he'll oft en mention that the candle is made in the United States and he says that will generally drive home the sale.

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