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Leaving your career to start a new business - with Demi Pendakis - Find Your Glow Ltd
Episode 13314th October 2022 • Bring Your Product Idea to Life • Vicki Weinberg
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My guest on the podcast this week is Demi Pendakis. Demi created his business Find Your Glow (FYG) in 2020 through the covid pandemic, an affordable luxury, sustainable home fragrance brand producing scented candles, diffusers, washes & lotions. In the 2 years they’ve been trading they have won the prestigious 2022 Home Fragrance Gift of the Year Award for their Memories Collection.

I met Demi at the Top Drawer trade show, and immediately wanted to have him as a guest on the podcast as he had so much to share. Demi has been through a complete career change, and it was fascinating talking to him about how winning a prize has helped his business, how he has built his brand and the importance of trade shows. Demi does a lot of sales directly to shows and has lots of great advice to share about being comfortable selling, having conversations and running stalls at Trade Shows.

Listen in to hear Demi share:

  • An introduction to himself and his business (01:53)
  • How he entered and won an award (02:15)
  • What winning an award has changed for his business (03:03)
  • His corporate background in the fashion industry (04:19)
  • The inspiration for setting up Find Your Glow (05:52)
  • Using Lockdown to teach himself new skills (10:39)
  • Designing his range (13:36)
  • Researching prices (16:06)
  • Focusing on selling B2B (17:24)
  • How Trade Shows have worked for FYG (18:55)
  • His top tips for Trade Shows (26:22)
  • Being comfortable selling your product (27:36)
  • Tips to prepare for Christmas (33:53)
  • His number one piece of advice for other product creators (36:55)

USEFUL RESOURCES:

Find Your Glow Website

Find Your Glow Instagram

The Giftware Association

LET’S CONNECT

Join my free Facebook group for product makers and creators

Find me on Instagram

Work with me




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Transcripts

Speaker:

Welcome to the Bring Your Product Ideas to Life podcast, practical advice

Speaker:

and inspiration to help you create and sell your own physical products.

Speaker:

Here's your host, Vicki Weinberg.

Vicki Weinberg:

Today on the podcast, I'm talking to Demi Panakis.

Vicki Weinberg:

Demi created Find Your Glow in 2020 through the Covid Pandemic.

Vicki Weinberg:

So Find Your Glow or FYG as it's known, is an affordable, luxury, sustainable

Vicki Weinberg:

home fragrance brand producing scented candles, diffusers, washes, and lotions.

Vicki Weinberg:

In the two years they've been trading, they've won the prestigious 2022

Vicki Weinberg:

Home for Fragrance Gift of the Year award for their memories collection.

Vicki Weinberg:

So, um, as you will know, and 2020 isn't actually that long.

Vicki Weinberg:

Two years isn't that long to be in business really.

Vicki Weinberg:

And what Demi has achieved of his brand is yeah, is fantastic.

Vicki Weinberg:

Um, I met Demi at the Top Drawer London trade show back in September and, um,

Vicki Weinberg:

immediately wanted to come on the podcast.

Vicki Weinberg:

We got chatting within minutes.

Vicki Weinberg:

I realized he had a story to tell, um, as you will hear for

Vicki Weinberg:

yourself in just a moment or two.

Vicki Weinberg:

Um, Demi.

Vicki Weinberg:

Yeah, he's, he's really passionate about his business and, and life, I think.

Vicki Weinberg:

Um, and had so much wisdom to impart.

Vicki Weinberg:

Um, as he'll share with you, he went through a complete check, career

Vicki Weinberg:

change during the pandemic, um, left his corporate career, which he

Vicki Weinberg:

has been in for many, many years.

Vicki Weinberg:

Um, at, to create his own brand of fragrances, which in a

Vicki Weinberg:

completely different industry.

Vicki Weinberg:

Um, and we talk a lot about what that was like, how you can draw

Vicki Weinberg:

on the strengths you have and the experiences and the skills and you

Vicki Weinberg:

know, how they're transferable.

Vicki Weinberg:

Um, yeah, we cover a lot of ground here actually.

Vicki Weinberg:

Um, it's a really great conversation and I'm not going to say anything else.

Vicki Weinberg:

I'm now going to introduce you to Demi.

Vicki Weinberg:

So, hi.

Vicki Weinberg:

Thank you so much for being here.

Demi Pendakis:

My pleasure.

Demi Pendakis:

Thank you for having me.

Vicki Weinberg:

So can we start with you please give an introduction to yourself,

Vicki Weinberg:

your business, and what you sell.

Demi Pendakis:

So my name is Demi Pendakis.

Demi Pendakis:

My businesses is Find Your Glow.

Demi Pendakis:

Most people refer to it as FYG now.

Demi Pendakis:

And we are a home fragrance business supplying scented candles,

Demi Pendakis:

diffusers, wellbeing pods, et cetera.

Demi Pendakis:

And we won amazingly and totally humbled the Home Fragrance

Demi Pendakis:

Gift of the Year for 2022.

Vicki Weinberg:

I saw that, and I wasn't going to start

Vicki Weinberg:

here, but let's go into that.

Vicki Weinberg:

Is that, how does these awards work, Demi?

Vicki Weinberg:

Is that something you enter or the customers?

Demi Pendakis:

It's something I enter.

Demi Pendakis:

Yeah.

Demi Pendakis:

So, so, so you enter through the, through the Giftware Assocation.

Demi Pendakis:

I, I, I thought I'd put my memories range forward because that's

Demi Pendakis:

really where it all started.

Demi Pendakis:

It was, uh, takes you to a place in time and, and a lot of what

Demi Pendakis:

we do with our fragrances, all about mental wellbeing and um.

Demi Pendakis:

Uh, I just remember the emails coming through.

Demi Pendakis:

Yep you've been shortlisted, yep you're going through to the semis, yep and, uh,

Demi Pendakis:

the final was, was fantastic because it was voted on by industry experts, uh, both

Demi Pendakis:

retail publishers, agents, you name it.

Demi Pendakis:

So, real spectrum of it.

Demi Pendakis:

I had no idea.

Demi Pendakis:

Um, I turned up to the, to the event ceremony for a nice

Demi Pendakis:

meal and some, some champagne.

Demi Pendakis:

And lo and behold, they called out my name.

Demi Pendakis:

So it was, um, yeah, a bit crazy.

Demi Pendakis:

That was back in.

Vicki Weinberg:

That's amazing.

Vicki Weinberg:

Well done.

Vicki Weinberg:

And have you found, I'm just really curious now, is have you found that having

Vicki Weinberg:

that award to your name, has that, has that changed anything in your business?

Demi Pendakis:

Yeah, for two, two reasons, really.

Demi Pendakis:

Uh, I think the naturally more eyes on the product, more eyes on the brand.

Demi Pendakis:

Who, who is this Find Your Glow that HAS only been running for two years?

Demi Pendakis:

Um.

Demi Pendakis:

But also for, on the flip side, an affirmation to myself

Demi Pendakis:

that actually I am not mad.

Demi Pendakis:

Or rather, I'm, I'm a productive man and what I am doing is,

Demi Pendakis:

is hopefully, is working.

Demi Pendakis:

Um, and, and it's honestly, it's been really, really lovely.

Demi Pendakis:

And even if I didn't win, I mean that some of the brands that were up

Demi Pendakis:

before that, my, my, my competitors, my peers, they were amazing.

Demi Pendakis:

But just to get up there and yeah, just to pick it all up and almost

Demi Pendakis:

because there's a lot of, you, you would know and all your other people

Demi Pendakis:

listening would know there's a lot of graft in trying to set up a business.

Demi Pendakis:

So just to get recognized like that, uh, by some industry

Demi Pendakis:

experts, it's just incredible.

Demi Pendakis:

Just really gives you almost that uh kick up the bum to carry on

Demi Pendakis:

and keep doing what you're doing.

Vicki Weinberg:

Yeah, it's a nice bit of sort of validation, if

Vicki Weinberg:

that's the right word, isn't it?

Vicki Weinberg:

Yeah.

Vicki Weinberg:

As I know when we met, and we spoke a bit about how your background before doing

Vicki Weinberg:

this was completely, well, not completely different, but you, as you say, you've

Vicki Weinberg:

been doing this for two years, so it must be, you know, I'm sure there has

Vicki Weinberg:

been times over those two years where you've gone, is this the right thing?

Demi Pendakis:

The hardest thing I found was, uh, and I've,

Demi Pendakis:

I've come from a, a corporate background, always been employed.

Demi Pendakis:

Um, you know, uh, some, I worked for some of the largest companies in the

Demi Pendakis:

UK, in the world and, and supplying some of the biggest customers, but always in

Demi Pendakis:

fashion and to, to, to leave that and to, and I, I have three kids, you know,

Demi Pendakis:

married, three kids to leave that, I want to say at my age, and think, well, I'm

Demi Pendakis:

going to do something totally different.

Demi Pendakis:

Very, very scary.

Demi Pendakis:

You know, and I had a lot of people saying to me, Are you mad?

Demi Pendakis:

You can't do this.

Demi Pendakis:

You can't.

Demi Pendakis:

I was like, but I, I, I, I'm also quite stubborn, so whenever somebody

Demi Pendakis:

says to me, you can't do this, immediately the, the terminology

Demi Pendakis:

changes to, okay, how can I do this?

Demi Pendakis:

How can I prove these guys wrong?

Demi Pendakis:

And, but it's been, it's been a, it's been an incredible journey.

Demi Pendakis:

I wish I could have taken everything that I'd learned in my previous

Demi Pendakis:

corporate life into this, but naturally it's a different product area.

Demi Pendakis:

But from a sales perspective, things, you know, there are things that I'm

Demi Pendakis:

more comfortable with and there are certain things that are totally new.

Vicki Weinberg:

Yeah, because I guess there are things that you are doing

Vicki Weinberg:

now that perhaps someone else was handling back in your corporate career.

Demi Pendakis:

Well that, and also unfortunately I can't call

Demi Pendakis:

on any of my fashion connections that I've had in the last 20 years

Demi Pendakis:

because it's different industries.

Demi Pendakis:

So I'm having to meet so, so many other people.

Demi Pendakis:

Um, other production route that, that otherwise, uh, you

Demi Pendakis:

know, couldn't approach before.

Demi Pendakis:

Um, and yeah, so it's just, just trying to manage it all and then you've got

Demi Pendakis:

the finance and all that sort of stuff, so it's just, yeah, it's, it's all in.

Vicki Weinberg:

Yeah, it's a lot.

Vicki Weinberg:

So let's start right at the beginning, um, if you're okay, maybe we'll, I mean,

Vicki Weinberg:

you've touched on the fact that you worked in the fashion industry for years.

Vicki Weinberg:

Should we start there and then talk about what led up to

Vicki Weinberg:

you starting Find Your Glow?

Vicki Weinberg:

What your inspiration was?

Vicki Weinberg:

Um, yeah.

Vicki Weinberg:

And how, whatever much you're happy to share with us around that.

Demi Pendakis:

No, sure.

Demi Pendakis:

Sure.

Demi Pendakis:

So, um, I, I, I'm first generation born in the UK.

Demi Pendakis:

I'm, I'm a British Greek as it were.

Demi Pendakis:

My dad came on a boat and, um, well, what I, what I really loved about him

Demi Pendakis:

and I, and I look at him as kind of my hero and my idol, is that he taught me

Demi Pendakis:

everything business, business related.

Demi Pendakis:

But from a young age, like from the age of 14, 15, I was, I was

Demi Pendakis:

never really allowed a holiday.

Demi Pendakis:

It was always a case of, right, I mean, how many weeks have you got

Demi Pendakis:

for summer, for example, I'd say six.

Demi Pendakis:

Right?

Demi Pendakis:

Take a week, 10 days now.

Demi Pendakis:

Sit in accounts, sit in production, sit in sales.

Demi Pendakis:

And he was grooming me and his, his, his background was fashion, so he

Demi Pendakis:

had, back in the day when you could supply clothing in the UK, manufacture

Demi Pendakis:

clothing, that's what it was.

Demi Pendakis:

So I always remember seeing the money almost like as, as in fabrics and

Demi Pendakis:

commodities, like fabric roles, et cetera.

Demi Pendakis:

So I got really excited by that.

Demi Pendakis:

Um, when I left university, I, uh, started marketing.

Demi Pendakis:

I set up my own business at the age of 21, um, really with

Demi Pendakis:

his, with, with his pushing me.

Demi Pendakis:

And, and I thought, you know, let me give it a go.

Demi Pendakis:

And I ran a business for three years.

Demi Pendakis:

Um, which was amazing and, and him in the background is mentoring me, et cetera.

Demi Pendakis:

And, um, he passed away when I was 23, 24.

Demi Pendakis:

And that took a real, it hit me a lot.

Demi Pendakis:

I, I went through a very, very dark phase and there was a lot of things

Demi Pendakis:

that happened personally to me.

Demi Pendakis:

So I, I, I took a few months out thinking, what am I going to do?

Demi Pendakis:

Um, but I always thought, you know, there's your dad that's built

Demi Pendakis:

whatever he has built in the UK off the back of nothing really.

Demi Pendakis:

Like coming off a boat, and he's giving you the benefit of education, a

Demi Pendakis:

drive, and a real sense of work ethic, Demi, you can get on with it and,

Demi Pendakis:

and, and, you know, and do something.

Demi Pendakis:

And fashion was all I knew.

Demi Pendakis:

So I, I restarted my life at the age of 24 acting as a sales exec, and then

Demi Pendakis:

slowly, slowly, and to cut a long story short, slowly working for some of the

Demi Pendakis:

largest clothing manufacturers in the UK.

Demi Pendakis:

So if anyone's ever bought a pair of Jamie or Joni Jeans, for example,

Demi Pendakis:

from Top Shop, I've, I've helped produce and manufacture them and all

Demi Pendakis:

your Christmas novelties and all the supermarkets, that was me to, to a point.

Demi Pendakis:

So, um, yeah, and, and I, I worked with it with a number of amazing

Demi Pendakis:

companies and, you know, I had a, had a, really, really enjoyed it up until

Demi Pendakis:

the last four or five years where I, the industry took a real big turn.

Demi Pendakis:

Um, I, it got to the point also for me where, you know, with my, with my

Demi Pendakis:

daughters and thinking about how I can inspire them or how I can teach them

Demi Pendakis:

going forward, just like, and, and, and I just thought some of the customers,

Demi Pendakis:

some, well, some of the customers, some of the suppliers, some of the

Demi Pendakis:

people in the industry who were just taking too many shortcuts and that

Demi Pendakis:

didn't, just didn't work well with me.

Demi Pendakis:

Um, so it was 2000 and 19, Uh, I had a meeting with a large

Demi Pendakis:

retailer and um, there were certain things said in that boardroom.

Demi Pendakis:

I thought, you know what, this isn't, this isn't the sort of

Demi Pendakis:

industry I want to be in anymore.

Demi Pendakis:

Um, I, and it's difficult obviously.

Demi Pendakis:

You've got a whole lifestyle et cetera.

Demi Pendakis:

And, and I remember going back to, to, to my, to my, to my wife and, uh,

Demi Pendakis:

she's like the pragmatic accountant and she's, uh, you can't leave.

Demi Pendakis:

I was like, you know what, mentally I'm struggling here.

Demi Pendakis:

Uh, I, you know, I can't, I can't be doing the certain things that, you

Demi Pendakis:

know, these people want me to do.

Demi Pendakis:

And, um, I caught Covid, uh, beginning of 2020 before anyone

Demi Pendakis:

knew what covid what, what it was.

Demi Pendakis:

I, you know, I lost my sense of smell and I just thought, Greek guy, big nose.

Demi Pendakis:

I thought, okay, I've got sinusitis.

Demi Pendakis:

That's genuine.

Demi Pendakis:

I thought I had, but they gave me antibiotics.

Demi Pendakis:

That really, that took my immune system all the way down.

Demi Pendakis:

That hit me.

Demi Pendakis:

Um, and then I, I went to hospital for a little bit.

Demi Pendakis:

Came out, uh, thank God.

Demi Pendakis:

And when I finally got my senses back, my wife brought me bowl of figs and

Demi Pendakis:

that smell just um, took me back to my late Grandma's garden in Greece.

Demi Pendakis:

And I just felt for the first time in a long time, just really elevated just

Demi Pendakis:

that nostalgia of the innocence of youth.

Demi Pendakis:

Just playing with my brother, because she had like a little bungalow in,

Demi Pendakis:

in the Sawnic in Greece and we used to play football amongst the fig

Demi Pendakis:

trees and all that sort of stuff.

Demi Pendakis:

And it just really, just took me back to a place in time and I thought, wow,

Demi Pendakis:

is there any way I can recreate this?

Demi Pendakis:

I didn't know anything about candle making.

Demi Pendakis:

Then I thought, how, what can I do?

Demi Pendakis:

How can I, you know, and I just love the, the, the evocative nature of fragrance.

Demi Pendakis:

So I started researching.

Demi Pendakis:

I, I, I, I read, uh, a number of books.

Demi Pendakis:

I went on, God, YouTube, you name it.

Demi Pendakis:

I went everywhere.

Demi Pendakis:

And then slowly, slowly, little idea popped in my head.

Demi Pendakis:

And, um, I finally decided to, to, to leave an industry that I,

Demi Pendakis:

that I'd loved, and I still do, to to extent that I've loved, um, to

Demi Pendakis:

try something totally different.

Vicki Weinberg:

Wow.

Vicki Weinberg:

That's amazing.

Vicki Weinberg:

Thank you.

Demi Pendakis:

No, it it, and it was hard, but don't get wrong.

Demi Pendakis:

It was, but at the same time, I just, you know, you had lockdown for six

Demi Pendakis:

months and I thought, come on, I never want to sit on my hands anyway.

Demi Pendakis:

So I, I thought, okay, come on Demi.

Demi Pendakis:

You know, let's, let's, let's learn something new.

Demi Pendakis:

And the hardest thing, I suppose, Vicki, the hardest thing was,

Demi Pendakis:

was my skill set transferable?

Demi Pendakis:

You know, at times you sit there and think, oh, can I, can I move

Demi Pendakis:

everything I've learned to here?

Demi Pendakis:

There are new connections you've got to make.

Demi Pendakis:

You know, are people going to take me seriously?

Demi Pendakis:

Where am I going to buy my stuff from?

Demi Pendakis:

So there's a whole, I went, I went the old, um, flip chart route, just

Demi Pendakis:

wrote everything down and just make sure I managed to tick everything.

Demi Pendakis:

Just because I, I love being a little bit old school.

Demi Pendakis:

I, it's the only way I can just see it visually and, and slowly.

Demi Pendakis:

So I just started creating something and it, it got, it got really, really

Demi Pendakis:

exciting and the most important thing that, that, that I wanted to create.

Demi Pendakis:

I, I, I've always lived on three pillars and one is quality, beauty,

Demi Pendakis:

um, and the other one's sustainability.

Demi Pendakis:

So as long as I have all those three ticked, whatever decision I made

Demi Pendakis:

going forwards, had to make sure that I have every one of those.

Demi Pendakis:

And it's, it's been a bit of a crazy journey the last two years.

Vicki Weinberg:

Yeah, it sounds like it.

Vicki Weinberg:

So during lockdown, were you furloughed or were, were you still working then, or.

Demi Pendakis:

I was that person.

Demi Pendakis:

I was that person that unfortunately got nothing because I'd resigned and left.

Demi Pendakis:

And obviously I had covid and I was not furloughed.

Demi Pendakis:

I was not self-employed.

Demi Pendakis:

There were no handouts.

Demi Pendakis:

Um, you know, I'm not looking for a soft story or anything, you

Demi Pendakis:

know, but I, I just sat there.

Demi Pendakis:

I thought come on Demi, you're going to have to make something

Demi Pendakis:

work, in order to get some money in.

Demi Pendakis:

And, and, and that was it.

Demi Pendakis:

So, yeah, I did, I didn't have anything.

Vicki Weinberg:

Yeah.

Vicki Weinberg:

I hope you didn't mind me asking.

Vicki Weinberg:

I was just trying to get a sense of the timing, whether this was

Vicki Weinberg:

something you were sort of working on.

Vicki Weinberg:

So it sounds like actually you took the leap to leave your employment before you

Vicki Weinberg:

even had the new business up and running.

Demi Pendakis:

Yeah, yeah.

Demi Pendakis:

Then I, I, I, I, I didn't realize just.

Demi Pendakis:

I was new to the industry.

Demi Pendakis:

I didn't realize all the testing, et cetera, that that was involved.

Demi Pendakis:

Um, but as a result of realizing it, I was working days from seven in

Demi Pendakis:

the morning till two in the morning.

Demi Pendakis:

I, I just had to, I realized it was something I wanted to get out there.

Demi Pendakis:

Um, there was a lot of research I obviously had to do.

Demi Pendakis:

Um, you know, you entering a home fragrance market, it's saturating as hell.

Demi Pendakis:

Every, everyone's, everyone thinks they're a candle brand.

Demi Pendakis:

Everyone wants to make a candle.

Demi Pendakis:

Why not?

Demi Pendakis:

You know, they're so beautiful and ambient and just so warm and, you

Demi Pendakis:

know, and, and, but I wanted to really create something special.

Demi Pendakis:

I, I, I, I knew from the outset that I wanted to create something

Demi Pendakis:

that was an affordable luxury.

Demi Pendakis:

I, I had no interest in High Street because I could make

Demi Pendakis:

all their things abroad.

Demi Pendakis:

I wanted to be hand poured British, but at the same time I wanted something

Demi Pendakis:

that can give um, my customers a viable option than the beautiful, you

Demi Pendakis:

know, your boutiques, are generally are a little bit more expensive.

Demi Pendakis:

Something kind of at an affordable luxury sort of level.

Demi Pendakis:

And, um, to do that and to be able to compete, everything had to

Demi Pendakis:

be perfect from your burns, your timings, everything had to be perfect.

Demi Pendakis:

So that was a lot of work.

Vicki Weinberg:

Yeah, I can imagine.

Vicki Weinberg:

And actually, let's talk a little bit about that process of sort of designing

Vicki Weinberg:

your candles, getting them manufactured.

Vicki Weinberg:

Because as you said, that's a, that's a massive feat.

Vicki Weinberg:

Um, and we can go into as much or little detail as you want.

Vicki Weinberg:

I am interested, um, in how you went from, okay, I've got this idea

Vicki Weinberg:

to, okay, now I've got something, but an actual product to sell.

Demi Pendakis:

Okay.

Demi Pendakis:

So, um, the branding that I love.

Demi Pendakis:

I, I love simplicity.

Demi Pendakis:

Um, I love Chanel's branding just really, really easy.

Demi Pendakis:

And what I wanted to create was something in my head I thought, I'm not going to

Demi Pendakis:

be, I don't see myself going to farmer's markets and that sort of stuff, just

Demi Pendakis:

purely because I, I cannot do that.

Demi Pendakis:

And I, and I always wanted to create a lifestyle brand.

Demi Pendakis:

You know, we look at our high streets today, this is kind of what inspired me.

Demi Pendakis:

You look at our high streets today, and they're all the.

Demi Pendakis:

They're all with, we expect they're all rather boring.

Demi Pendakis:

You know, you have the same shops, the same cafes, the same everything.

Demi Pendakis:

So looks, I thought in my head, I thought the vision 10, 15 years down

Demi Pendakis:

the line, not today, is like Demi, you want to create a brand that's

Demi Pendakis:

long lasting that could potentially go in there and make a difference.

Demi Pendakis:

I like being a bit of a disruptor, so that can make a difference.

Demi Pendakis:

Um, how are you going to do that?

Demi Pendakis:

It's not just going to be fragrance.

Demi Pendakis:

So we've obviously started with home fragrance, but the idea

Demi Pendakis:

is we'll move into other areas.

Demi Pendakis:

Um, and, and in order to do that, you need something that can transcend that.

Demi Pendakis:

So not, not go too cottagey because that won't really sit well with maybe

Demi Pendakis:

what you want to do down the line.

Demi Pendakis:

So I, I.

Demi Pendakis:

I got approached by, by a branding agency who, who had seen a

Demi Pendakis:

couple of things, got my testers.

Demi Pendakis:

Um, we had at the same time the, um, the NHS Rainbows and all

Demi Pendakis:

that sort of stuff going on.

Demi Pendakis:

Um, so my first, first memories, uh, candle collection was a lovely, uh, again,

Demi Pendakis:

just nice and simple that can fit in.

Demi Pendakis:

And almost Scandi looking.

Demi Pendakis:

They can fit in any home.

Demi Pendakis:

Matt White Glass, with a golden inlay, with FYG.

Demi Pendakis:

But the boxes themselves off the back of the NHS Rainbow,

Demi Pendakis:

so they're all multicoloured.

Demi Pendakis:

Disbursement of color, uh, which really can give you a, and I also

Demi Pendakis:

thought, if I'm going to be in a shop, how's somebody going to see me?

Demi Pendakis:

So here we go.

Demi Pendakis:

Let's go with a bit of colour.

Demi Pendakis:

That's also a nice pick me up.

Demi Pendakis:

So that's where we started.

Demi Pendakis:

Um, but I really wanted to capture moments of my past because I was, I was on this,

Demi Pendakis:

I was also on this personal journey.

Demi Pendakis:

So I, I, I started looking at, for example, I love the Amalfi.

Demi Pendakis:

The Amalfi is beautiful, Lemon and freesia.

Demi Pendakis:

So I, I, I, I, I developed a, a fragrance for that.

Demi Pendakis:

Um, we have ones that take you to a place something like St.

Demi Pendakis:

Lucia, Bali, um, the Maldives, and it's just been, it, it was really

Demi Pendakis:

lovely, but also it, it was fun, you know, at the end of the day

Demi Pendakis:

it was, it was fun creating these.

Demi Pendakis:

So, but in order to start off, I also needed to understand exactly

Demi Pendakis:

what people would've expected to pay.

Demi Pendakis:

So I.

Demi Pendakis:

I did a 300 person, uh, survey just to understand what, what sort of

Demi Pendakis:

fragrances are people referring?

Demi Pendakis:

Have I gone mad?

Demi Pendakis:

Have I gone totally left field?

Demi Pendakis:

You know, are are people genuinely looking for something?

Demi Pendakis:

And, and most of it was yes.

Demi Pendakis:

So I identified a couple of different price points and so my memory section was,

Demi Pendakis:

um, I mean we retail those at 35 pounds and they really take you down memory lane.

Demi Pendakis:

They're beautiful.

Demi Pendakis:

Um, they last for a good 45 hours.

Demi Pendakis:

But I also thought, let's just do some, what I call back to basics, which are

Demi Pendakis:

kind of like my fragrance favourite.

Demi Pendakis:

So, Like something that smelled beautiful, like a nice black

Demi Pendakis:

fig, really, really lovely.

Demi Pendakis:

Uh, my lemon grass has done really well, or even now, frankincense

Demi Pendakis:

and myrrh leading up to Christmas.

Demi Pendakis:

So I just like real fragrance favourites.

Demi Pendakis:

Um, and they're 25 pounds, um, for, for a count again, they

Demi Pendakis:

last for like 40, 45 hours.

Demi Pendakis:

And it's, and they've worked really, really well.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

And I mean, I have seen your candles in real life.

Vicki Weinberg:

I've even smelt your candles in real life and they are beautiful.

Vicki Weinberg:

I mean, I can see, I can still see in my mind your display.

Vicki Weinberg:

You were, I obviously met you at Top Drawer and from down the

Vicki Weinberg:

aisle you could just see you were so visible because you had this

Vicki Weinberg:

beautiful wall of colour behind you.

Vicki Weinberg:

And I can see you've got on your backdrop now.

Vicki Weinberg:

It's just, it's just absolutely stunning.

Vicki Weinberg:

And I think you're right that, that in a, in a store it would turn heads.

Vicki Weinberg:

People will spot you.

Vicki Weinberg:

Um, and so actually, let's talk a little bit about that, if that's okay,

Vicki Weinberg:

because I know that when we chatted, you mentioned that you do mostly sell b2b.

Vicki Weinberg:

Um, I can see that your candles look just stunning on, in a shop.

Vicki Weinberg:

So how have you gone about getting stocks, getting stocked?

Demi Pendakis:

Um, honestly, uh, some cold calling.

Demi Pendakis:

Um, I, I did my first show, uh, this time last year, actually this time 2021.

Demi Pendakis:

And, um, the show paid for itself, which was good.

Demi Pendakis:

Uh, but we, we got in one key stockist in London.

Demi Pendakis:

And I think at the end of the day when, when you do shows,

Demi Pendakis:

there's always that reservation.

Demi Pendakis:

It's, "Oh God, it's going to cost three, 4,000 pounds".

Demi Pendakis:

Okay?

Demi Pendakis:

Even in the first show, if you don't cover it, people start remembering you.

Demi Pendakis:

Um, and 1, 1, 1 message I give to anybody is, you know, obviously think

Demi Pendakis:

authentic and think about how you're going to make it, how you're going to

Demi Pendakis:

make yourself a little bit different.

Demi Pendakis:

Um, because there are thousands of candle brands out there.

Demi Pendakis:

And about this, this, I mean, across anything, whatever you do,

Demi Pendakis:

how you're going to be different.

Demi Pendakis:

And, and I, I picked up a few stockists, but then slowly,

Demi Pendakis:

slowly they started ticking along.

Demi Pendakis:

Um, there was a little, I didn't really do much marketing, and in all

Demi Pendakis:

fairness, the irony is I was doing a marketing degree, 20 years later,

Demi Pendakis:

everything I love was obsolete.

Demi Pendakis:

So, you know, you're, you're trying to do, you're trying to

Demi Pendakis:

do so many different things.

Demi Pendakis:

Um, but, but for myself to, to customer, I've never done it before, but I've

Demi Pendakis:

always worked with businesses, so I'm never really shy to pick up the phone

Demi Pendakis:

and say, listen, are you looking for another home fragrance brand with

Demi Pendakis:

a little bit of a difference here?

Demi Pendakis:

Or look, but there are certain things that you should do.

Demi Pendakis:

Um, and um, and things started kicking on, and it was in the spring actually,

Demi Pendakis:

that we really took that leap.

Demi Pendakis:

Um, and yeah, Spring fair at the NEC for me was, was just fabulous.

Demi Pendakis:

I, I couldn't believe the turnover we took on there, but more so just

Demi Pendakis:

the, the, the level of stockists.

Demi Pendakis:

I mean, there were, there for myself, there were garden centers, there

Demi Pendakis:

were stockists with, uh, 13 shops, nine shops, and all of a sudden

Demi Pendakis:

the name started getting out there.

Demi Pendakis:

Um, and I think a, a, a lot.

Demi Pendakis:

What we also try to do, which, which I haven't, I haven't talked about just

Demi Pendakis:

yet, but what we also try to do is we try to, it's not try, as I said, everything

Demi Pendakis:

is quality, beauty, but sustainable.

Demi Pendakis:

So all our waxes are natural.

Demi Pendakis:

Uh, they're a vegan wax, uh, rapeseed and coconut.

Demi Pendakis:

So there's a beautiful burn.

Demi Pendakis:

But I plant a tree for every candle I sell.

Demi Pendakis:

Um, and literally up until about, I still need to count now, but

Demi Pendakis:

up until about three weeks ago, we planted 10,000, over 10,000.

Demi Pendakis:

And I also give 5% of all my profits to help prevent teen suicide and self harm.

Demi Pendakis:

So we're a little community, eco brand.

Demi Pendakis:

I think that struck a note with quite a few different people,

Demi Pendakis:

quite a few different stockists.

Demi Pendakis:

It's just wanting something a little bit different that, that does that.

Demi Pendakis:

Um, but yeah, no, from my perspective, once you start moving, um, and,

Demi Pendakis:

and your stuff sells, it's, it's one thing getting into stockists.

Demi Pendakis:

You know, selling is one thing you're not selling.

Demi Pendakis:

There's a lot of more trust in it.

Demi Pendakis:

But I think a lot of, a lot of our stockists have loved the

Demi Pendakis:

authenticity behind the brand.

Demi Pendakis:

There is nothing contrived about it.

Demi Pendakis:

You know, we, we are like, like it or loath it.

Demi Pendakis:

It it's me.

Demi Pendakis:

You know what I mean?

Demi Pendakis:

So I've just, I've just shoved me in the brand and, and I think,

Demi Pendakis:

I think that's kind of what, what works really, really well.

Demi Pendakis:

Um, but yeah, but I've never been shy to pick up the phone and have a conversation,

Demi Pendakis:

I think to, to get down the stockist route um, there is an element of that.

Vicki Weinberg:

That was really useful.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

And I'm also wondering, um, what your take on, is when you spoke about the fact that

Vicki Weinberg:

your products look amazing, do you think that's helped you get into stockists?

Vicki Weinberg:

The fact that if someone looks at your products that emulate, they have

Vicki Weinberg:

got great branding, great packaging, um, you could see them on a shelf.

Vicki Weinberg:

Do you see what I mean?

Vicki Weinberg:

Because.

Demi Pendakis:

You have to yeah.

Vicki Weinberg:

I what I'm thinking is, is that's important.

Demi Pendakis:

Yeah.

Demi Pendakis:

I, I, i, I remember, I remember any shop I go into, I we're all

Demi Pendakis:

magpies in some sort of respect.

Demi Pendakis:

So wherever you go and you're like, wow, look at that.

Demi Pendakis:

And I, I wanted to try and create, um, that sort of buzz and, and, and I, and

Demi Pendakis:

I think I have, um, um, and, and I, I think, you know, my products excite, so

Demi Pendakis:

what's really lovely and you know, is then the appreciation of the work that goes

Demi Pendakis:

behind the candle will really then comes to play because the, the way that we've

Demi Pendakis:

done it, the way that, you know, the way that it burns, the way that the fragrance,

Demi Pendakis:

you get bang for bucks with fragrance.

Demi Pendakis:

So the, the, the visual is, is fantastic, but ultimately then we've got to produce.

Demi Pendakis:

Right?

Demi Pendakis:

And I think that, that for me is, has been, has been very, very good.

Demi Pendakis:

But the memories range, um, which is kind of our, our signature range

Demi Pendakis:

is all is is literally all just about, you know, place and time.

Demi Pendakis:

And for me, whilst the, the, the wellbeing aspect of the fragrance of something,

Demi Pendakis:

the pick me up with a colour is also something that's really striking.

Vicki Weinberg:

Yeah, absolutely.

Vicki Weinberg:

And so obviously we met at Top Drawer and that's what actually led me to ask

Vicki Weinberg:

you the question about how about your products, how they were displayed.

Vicki Weinberg:

Because something that I noticed just wandering around is that a lot of

Vicki Weinberg:

people, yourself included, have done a really great job of displaying the

Vicki Weinberg:

products in a way that you could imagine.

Vicki Weinberg:

Yes.

Vicki Weinberg:

That's on a shelf somewhere.

Vicki Weinberg:

Um, I mean, you touched on this a little bit, but how have trade shows

Vicki Weinberg:

sort of fit in for, for your business?

Vicki Weinberg:

Um, Have they been a big part of you finding stockists or?

Demi Pendakis:

They've, they've, for me, they've been a key part, um, that,

Demi Pendakis:

that, and not just finding stockists.

Demi Pendakis:

There's, there's three, there's three aspects to a trade show.

Demi Pendakis:

Excuse me.

Demi Pendakis:

In my opinion.

Demi Pendakis:

One, yes, of course finding stockists is key.

Demi Pendakis:

You know, you, you pay the money for a trade show in order to get some of the

Demi Pendakis:

business back, which is, which is great.

Demi Pendakis:

Um, and, and I've, I've taken on a number and.

Demi Pendakis:

But the, the real important thing, and I was told this, um, right at the

Demi Pendakis:

beginning, and there were a hundred percent tight is that don't do too many

Demi Pendakis:

to begin with because you obviously need to show a certain level of

Demi Pendakis:

loyalty to a trade show because then those customers see you all the time.

Demi Pendakis:

They, they'll be certain customers that will buy a few straight off the bat, but

Demi Pendakis:

there are other ones that want to see, okay, I remember him on the last one.

Demi Pendakis:

Is he still here this time?

Demi Pendakis:

Is he still going to be here tomorrow?

Demi Pendakis:

Were a young brand, you know, they want to make sure that you can deliver.

Demi Pendakis:

So there are, there are, especially just over the last year, there are

Demi Pendakis:

stockists that I realized that saw me a year ago, saw me in spring.

Demi Pendakis:

And then decided to buy off me now, just purely because they can

Demi Pendakis:

see now that we're, that we're moving and they remember it all.

Demi Pendakis:

You know, they, they, they, oh, you're the guy with those colours.

Demi Pendakis:

They remember all that.

Demi Pendakis:

So definitely we've had success with customers.

Demi Pendakis:

What I also do with trade shows is I use them as inspiration.

Demi Pendakis:

You know, you have got.

Demi Pendakis:

What I genuinely love about the gifting industry, which, which I

Demi Pendakis:

struggle with at times with fashion.

Demi Pendakis:

What I love about the gifting industry is you, it's full of entrepreneurs.

Demi Pendakis:

Whether you're a retailer, whether you're a stockist, whether you are

Demi Pendakis:

a, a budding designer, or whether you're somebody with a brand, everyone

Demi Pendakis:

has got an entrepreneurial brand, you should be inspired by everyone.

Demi Pendakis:

And I sometimes am, you know, there are certain displays that I might do

Demi Pendakis:

and I thought, I wish I could this.

Demi Pendakis:

There's a peer down, down, down the, down the aisle, for example,

Demi Pendakis:

that's gone so much more into that.

Demi Pendakis:

You, you, you really bounce off each other and there's an almost

Demi Pendakis:

an unspoken sense of camaraderie.

Demi Pendakis:

Yes, you are competing, but there's, there's an unspoken sense of camaraderie

Demi Pendakis:

and, and you can really get inspiration.

Demi Pendakis:

But also after that, there's, there are agents that are moving around.

Demi Pendakis:

They're looking for the next, for the next brand.

Demi Pendakis:

And I've taken three of my agents off the back of, um, uh, these trade shows.

Demi Pendakis:

So it works in multiple facets, but ultimately, yes, uh, you,

Demi Pendakis:

you want to make some money.

Vicki Weinberg:

Yeah, that makes sense what you've said about inspiration and

Vicki Weinberg:

I think if, perhaps if you are, I don't know if, even if you're not looking

Vicki Weinberg:

quite at the point in your business where you are ready to exhibit going to

Vicki Weinberg:

a trade show and just walking around, I'm obviously, I'm not saying copy

Vicki Weinberg:

what someone else is doing, but just to get an idea of, okay, what's going on?

Vicki Weinberg:

What, who else?

Vicki Weinberg:

A lot.

Vicki Weinberg:

I think its a great idea.

Demi Pendakis:

I give a lot of time.

Demi Pendakis:

Um, maybe I shouldn't, but I don't care.

Demi Pendakis:

I give a lot of time to a lot.

Demi Pendakis:

They come and say openly, oh, you know what, Demi, we love what you do.

Demi Pendakis:

We think about doing a candle brand, and I know they won't copy me because

Demi Pendakis:

their brand will die tomorrow.

Demi Pendakis:

Yeah.

Demi Pendakis:

That's not the point.

Demi Pendakis:

But to even for some advice, you know, I, I was a, well, you were a top job.

Demi Pendakis:

I was a top job.

Demi Pendakis:

I counted at one point in the morning with a cup of tea.

Demi Pendakis:

There were 34 candle brands in there.

Demi Pendakis:

You know, we all need business.

Demi Pendakis:

Everyone's doing something different.

Demi Pendakis:

And there, there is, there is a way that you can do something different

Demi Pendakis:

so long as you're true to your brand.

Demi Pendakis:

And I think that that for me was, um, really striking about, about Top Drawer.

Demi Pendakis:

Um, but yeah, I, I, I think I must have had about six or seven budding

Demi Pendakis:

brands coming and I think that's better than just copying something and just

Demi Pendakis:

trying to do a, trying to do a stall in one of these because you'll fail.

Demi Pendakis:

Because people will always remember the first people that do it.

Demi Pendakis:

Whereas going and understanding and asking the questions that your podcast is, is

Demi Pendakis:

doing, you know, we're approachable.

Demi Pendakis:

We, we were them a year and a half, two years ago.

Demi Pendakis:

You know, it's so, I wish, I wish I knew about it.

Demi Pendakis:

I mean, I, I did all the reading.

Demi Pendakis:

I had no idea.

Demi Pendakis:

And then, then I joined the Giftware Association and all of a sudden

Demi Pendakis:

it's like, I was like having all these experts that I can just speak

Demi Pendakis:

to, that I can look up the phone or email, um, that, that really helped.

Vicki Weinberg:

And that's brilliant.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

And if you don't mind, while we're on the topic of trades that shows,

Vicki Weinberg:

because I know this is something that a lot of my audience are

Vicki Weinberg:

starting to get interested in.

Vicki Weinberg:

Do you have any other advice for, you know, things to do or that maybe not do

Vicki Weinberg:

if, if you're thinking of exhibiting?

Demi Pendakis:

Um, I, I, well, regarding exhibiting.

Demi Pendakis:

Plan your stand.

Demi Pendakis:

Um, I think just try whatever, however you do it, try and make

Demi Pendakis:

it look like a shop within a shop.

Demi Pendakis:

That, that, that's how I always try to do it.

Demi Pendakis:

You know, let let the stockist imagine what your store, what your

Demi Pendakis:

stuff's going to look like in a store.

Demi Pendakis:

Um, rather than just putting some tables out, some candles or whatever

Demi Pendakis:

you're doing, jewellery or whatever.

Demi Pendakis:

Just, just let them feel like, ah, this is a corner of our store

Demi Pendakis:

that we really, really need.

Demi Pendakis:

Uh, that, that's one.

Demi Pendakis:

Um, And you can do that by cost, cost effectively or spend whatever

Demi Pendakis:

money that, that, that's fine.

Demi Pendakis:

But I, I, I, I agree with what you say.

Demi Pendakis:

Walk.

Demi Pendakis:

Walk, walk a couple of trade shows.

Demi Pendakis:

You will know which one suits you.

Demi Pendakis:

One of the reasons I did Top Drawer was because it's very designer led

Demi Pendakis:

and my product is very much like that.

Demi Pendakis:

But I, but I was conscious that when I was doing Autumn Fair in Springfield,

Demi Pendakis:

which had been amazing for me, but I didn't want to rush into things.

Demi Pendakis:

Um, but it was, that was very, very good for me.

Demi Pendakis:

But you might find that some trade shows might not be right for you.

Demi Pendakis:

Um, so do some research definitely before you spend your money, because

Demi Pendakis:

they're not cheap and you, you, you, you're going to want to at least say

Demi Pendakis:

two by two or something like that.

Demi Pendakis:

You know, if people are charging 500 pound a square meter, that that's a lot

Demi Pendakis:

of money that you need to make back.

Demi Pendakis:

So you've got to be very careful.

Vicki Weinberg:

Yeah, that's true.

Vicki Weinberg:

And I was also thinking kind of that's what you were saying earlier

Vicki Weinberg:

about you, you know, you pick up the phone and you, you call stockists.

Vicki Weinberg:

I guess you probably also want to be sort of comfortable with doing that

Vicki Weinberg:

and having those kinds of conversations as well before you sort of get into

Vicki Weinberg:

a situation where you're going to be having lots of, hopefully lots of

Vicki Weinberg:

conversations with potential buyers.

Demi Pendakis:

Everyone's a salesperson, that that's the thing.

Demi Pendakis:

And that if you're not comfortable being a salesperson, then I, I would strongly

Demi Pendakis:

suggest, um, re-looking about what it is that you want do, because whether

Demi Pendakis:

you are a stockist, well, so whether you are, you're sitting on your stand and

Demi Pendakis:

you've got to remember, I mean, as you probably saw loads of people are passing.

Demi Pendakis:

You've, you've got to almost put a hanger on your mouth and smile the whole time.

Demi Pendakis:

Um, and, and, and be able to relay everything across and it takes a lot.

Demi Pendakis:

Um, and I suppose my, my, you know, I'm still learning every day.

Demi Pendakis:

My thing is how do I get somebody to do that for me with the same sort of passion?

Demi Pendakis:

Because I love my product, you know, how, how do you do that?

Demi Pendakis:

So that, that's something I need to look at.

Demi Pendakis:

But whether you do that on a trade show or whether you do that over the

Demi Pendakis:

phone, you need to be able to do that.

Demi Pendakis:

And, and a lot of people will, um, really jump on the back of your passion.

Demi Pendakis:

And, and, and couple with that authenticity.

Vicki Weinberg:

Yeah, that make, that makes sense.

Vicki Weinberg:

And I know that I, I wouldn't, I don't want to say strangely, but

Vicki Weinberg:

I think it may, a lot of what I'm trying to say is a lot of people I

Vicki Weinberg:

think are a bit scared of selling.

Vicki Weinberg:

They might have a great product, um, that they really believe in, but when it comes

Vicki Weinberg:

to selling it, they're a bit hesitant.

Vicki Weinberg:

I see this a lot.

Vicki Weinberg:

I mean, I see this in, I see this in myself.

Vicki Weinberg:

I'm not always brilliant at selling, but selling and.

Demi Pendakis:

I think, I think, I think the way around that is

Demi Pendakis:

envisage where you want to be and what, what you want your product to

Demi Pendakis:

do and how you going to get there?

Demi Pendakis:

How are you going to do that?

Demi Pendakis:

You're not going to get there by just sitting on your hands

Demi Pendakis:

and not speaking with anybody.

Demi Pendakis:

You want to scream and shout about it.

Demi Pendakis:

You're proud of your product, right?

Demi Pendakis:

That, that, that, that's the main thing.

Demi Pendakis:

So, and, and don't get me wrong, it's hard.

Demi Pendakis:

It's half.

Demi Pendakis:

The first trade show, it was the first one I ever did on, on, on candles, et cetera.

Demi Pendakis:

I thought, my god, you know, my, am I saying the right stuff.

Demi Pendakis:

Am I, am I working on the right markup?

Demi Pendakis:

You know, my, are people wanting me to speak, but all of a sudden,

Demi Pendakis:

you've got to be personable or any sales person will be personable.

Demi Pendakis:

All of a sudden you just realize that it's, it's just a lovely conversation.

Demi Pendakis:

People are interested in your stuff.

Demi Pendakis:

So once, once people are interested, I don't, I don't want to say

Demi Pendakis:

get the sell because it's, but just really just relay and form.

Demi Pendakis:

Um, and if they're exactly what you want, then yeah.

Demi Pendakis:

Have, have the further conversations.

Demi Pendakis:

But it's been.

Demi Pendakis:

They've been good fun.

Demi Pendakis:

I look forward to the trade.

Demi Pendakis:

I don't look forward to the buildup and the breakdown.

Demi Pendakis:

I've got to say, Oh my God, that's awful.

Demi Pendakis:

Um, but, but I love the trade shows.

Demi Pendakis:

Generally.

Demi Pendakis:

You meet so many different people.

Demi Pendakis:

And so I get inspired by so many stockists.

Demi Pendakis:

I mean, there's, there's a stockist that I've, I worked with and they were

Demi Pendakis:

the, they were the big one I took at Autumn Winter last year, Autumn Fair.

Demi Pendakis:

Last year they had seven stores.

Demi Pendakis:

Then they've now got 14 going up to 22.

Demi Pendakis:

I mean, good on them.

Demi Pendakis:

That's an inspiration in itself that just shows you if you want

Demi Pendakis:

to get something done, you can.

Demi Pendakis:

Um, so it's been brilliant.

Vicki Weinberg:

Yeah, absolutely.

Vicki Weinberg:

And something, I mean, you probably won't say this about yourself, but one

Vicki Weinberg:

thing I will say that I think you've done, you do really well, and I thought

Vicki Weinberg:

this when I met you, is you, you've got a lot of, you know, when you talk

Vicki Weinberg:

about your products, when I met you, you talk about the wellbeing aspect.

Vicki Weinberg:

You talk about the memories they invoke.

Vicki Weinberg:

You had a lot of things to talk about.

Vicki Weinberg:

It wasn't a hard sort of sell.

Vicki Weinberg:

It was you had a lot to share about your products, about what they meant

Vicki Weinberg:

to you, about where they came from.

Vicki Weinberg:

And, um, I think that we're all people, right?

Vicki Weinberg:

We all, we're all people, we all like to buy from people.

Vicki Weinberg:

And that's the kind of thing that makes you memorable and also makes

Vicki Weinberg:

it more a conversation and less a sales pitch because there's, you

Vicki Weinberg:

know, there's something you are telling your genuine experience and

Vicki Weinberg:

story and me as the person listening, genuinely me, that's why you're here.

Vicki Weinberg:

Because I was genuinely.

Vicki Weinberg:

Yeah.

Vicki Weinberg:

Yeah, this is really, this is really interesting because if there's a

Vicki Weinberg:

story behind this and there's a passion and, and I, I think we're,

Vicki Weinberg:

you know, people love stories.

Demi Pendakis:

I, Yeah, I, I, I, I'm a bit of a hopeless romantic.

Demi Pendakis:

I, I do love to, I do love to take people on a journey.

Demi Pendakis:

So one of the things I launched, um, in spring, um, and now it's really coming

Demi Pendakis:

to the four, is I launched the seasons candle, uh, or of my seasons range, and

Demi Pendakis:

they've gone down an absolute treat.

Demi Pendakis:

So I, I thought, I thought, how do I do things a little bit different?

Demi Pendakis:

And I, I wanted to really do a nice, I, I didn't do big candles before

Demi Pendakis:

and I wanted do a nice, really, really big candle, kilo candle.

Demi Pendakis:

But I thought if I'm going to do a kilo candle for somebody, I need it to

Demi Pendakis:

adapt somehow throughout the season.

Demi Pendakis:

What's the point?

Demi Pendakis:

They're going to smell something, for example, in, in March that they're

Demi Pendakis:

going to want to smell again in August.

Demi Pendakis:

How do I change it?

Demi Pendakis:

So I thought I'd do a candle that changes fragrances as you burn.

Demi Pendakis:

And the reason I did that is in fashion, we're working

Demi Pendakis:

spring, summer, autumn, winter.

Demi Pendakis:

So I thought, let me take the two seasons.

Demi Pendakis:

Marry them up.

Demi Pendakis:

And the idea was.

Demi Pendakis:

I, I can't remember if I showed this to you on my, on my, on my, uh, table, but.

Vicki Weinberg:

You did, I was very taken by this.

Demi Pendakis:

Oh, sorry.

Vicki Weinberg:

But carry on there.

Vicki Weinberg:

I, I've seen it.

Vicki Weinberg:

No one else has.

Vicki Weinberg:

Carry on.

Demi Pendakis:

Okay.

Demi Pendakis:

So, um, they're in beautiful luxury metal containers.

Demi Pendakis:

And the idea is that one candle goes, burns from a spring fragrance, uh,

Demi Pendakis:

and then goes into a summer fragrance, and it lasts 120 hours in total.

Demi Pendakis:

And the other one goes for autumn to winter.

Demi Pendakis:

But then at the same time, um, I've created a seated dust card.

Demi Pendakis:

So when you finish, you rip up the dust card, you plant it in the pots and it

Demi Pendakis:

grows meadow flowers from the same pots.

Demi Pendakis:

It's part of the whole, as I said, we're an eco sustainable brand.

Demi Pendakis:

It's product reusing it all again, but it's, it's, and that's pure essential oil.

Demi Pendakis:

So something totally, totally different and, and yeah, it's, it's taken me aback,

Demi Pendakis:

it's took me about nine, 10 months to develop because obviously you want to

Demi Pendakis:

make sure that the fragrances work, the wicks work and all that sort of, you know,

Demi Pendakis:

um, but then also the design aspects.

Demi Pendakis:

You know, we have a lovely umbra effect on the boxes and, and yeah, they're striking

Demi Pendakis:

and, and they're really, really good fun.

Demi Pendakis:

So try to do something a bit different.

Demi Pendakis:

So I'm glad you remembered it.

Vicki Weinberg:

I was, I think that was an amazing gift.

Vicki Weinberg:

I, I saw, that was one my wife thought yeah, that's, that's

Vicki Weinberg:

just a brilliant gift, isn't it?

Vicki Weinberg:

Yeah, I can see that.

Vicki Weinberg:

You know, hopefully Christmas you do really well with those.

Vicki Weinberg:

Because I think that.

Demi Pendakis:

I've already had some pre-orders yes, yes.

Demi Pendakis:

Yeah.

Demi Pendakis:

So we, we we're tied up with, um, one of the best things actually that's happened

Demi Pendakis:

off the back of one of the shows is I got introduced to a, to a Marque Hotel group,

Demi Pendakis:

um, Marque Hotel, um, I don't know if I can mention the name or anything, but is,

Demi Pendakis:

is, we've done so, so, so well with them.

Demi Pendakis:

So they've taken our memories range, um, and they want to feature on some kind

Demi Pendakis:

of like their 12 days of Christmas now.

Demi Pendakis:

So the, these candles I'm talking about are part of that 12 days of Christmas.

Vicki Weinberg:

Amazing.

Vicki Weinberg:

And while we're on the subject of Christmas, is there

Vicki Weinberg:

anything else that you do?

Vicki Weinberg:

So obviously we are speaking in end of September, Christmas isn't that far away.

Vicki Weinberg:

What, what are your, what are you doing and what would you advise people do to

Vicki Weinberg:

start gearing up for your Christmas sales?

Vicki Weinberg:

I mean, obviously we are getting a bit late now for Christmas.

Vicki Weinberg:

I'm well aware.

Demi Pendakis:

Um, well, from, from a, from a buying perspective

Demi Pendakis:

or, or, or, yeah from a selling?

Vicki Weinberg:

From a selling.

Demi Pendakis:

I, my biggest advice would be, and I was actually talking to

Demi Pendakis:

my, um, to my production team about this today, is one thing I have noticed is

Demi Pendakis:

that people are buying a lot earlier.

Demi Pendakis:

Um, and I think a lot of that is due to the reservation of what's going

Demi Pendakis:

on with the dollar, what's going on with freights and what's basically

Demi Pendakis:

going on with stock positions.

Demi Pendakis:

So, if any of your, uh, your listeners are looking at getting in somewhere

Demi Pendakis:

for Christmas, getting the stuff, then, then I think have the conversations now.

Demi Pendakis:

Um, because leaving them in later will be, will be a real problem.

Demi Pendakis:

And also, um, if any of your listeners are looking at potentially doing, for

Demi Pendakis:

example, corporate gifting, et cetera, have conversations with the corporate

Demi Pendakis:

guys early because please, God, they'll sell out, but they want to make you able

Demi Pendakis:

to get their, their proper bang for buck on, on, on some of those big orders now.

Demi Pendakis:

Um, it's, it's a real, real difficult time.

Demi Pendakis:

We were very, very worried about.

Demi Pendakis:

What was going to happen with the energy prices in October, et cetera.

Demi Pendakis:

Hopefully the government's kind of alleviated some of that,

Demi Pendakis:

but we've noticed a lot of our stockists are buying big early.

Demi Pendakis:

Um, so yeah, just that, just something to keep in mind for this year.

Vicki Weinberg:

I think that's great advice.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

And actually, I have also noticed this year a lot of retailers, um, and

Vicki Weinberg:

small independent businesses as well, who have maybe Christmas special,

Vicki Weinberg:

you know, special Christmas items or Christmas ranges have, have released

Vicki Weinberg:

them a lot earlier than normal.

Vicki Weinberg:

And I guess that's down to what you're saying, that we, um, you

Vicki Weinberg:

know, people are buying early.

Vicki Weinberg:

So, yeah, I think we're maybe not going to see the massive December

Vicki Weinberg:

sales we sometimes see, and maybe sales are going to come off a bit earlier.

Demi Pendakis:

Well, I, I, I didn't, um, I didn't expect to have,

Demi Pendakis:

uh, August sales the way I did.

Demi Pendakis:

Um, it's, it shocked me.

Demi Pendakis:

I remember I was on holiday.

Demi Pendakis:

Um, I was panicking thinking, what are these orders coming

Demi Pendakis:

in now all of a sudden?

Demi Pendakis:

So, yeah, I listen, it's, we don't know, but I just, from what I can

Demi Pendakis:

tell, I've spoken to a few people.

Demi Pendakis:

Um, there seems to be a big emphasis to buy early, make sure

Demi Pendakis:

you've got your stock position set.

Demi Pendakis:

Um, and then move on.

Demi Pendakis:

I even have somebody at the moment who, who's my candles have sold really well

Demi Pendakis:

in one stockist um, he's just rebuying now for Christmas and also wants to do

Demi Pendakis:

a pre-order for Valentine's, I think.

Demi Pendakis:

Anyway, bit too early, but, you know.

Vicki Weinberg:

But good for you.

Demi Pendakis:

But yeah, it's lovely.

Demi Pendakis:

Um, but, but honestly, I, but everyone's, everyone's worried about their stocks,

Demi Pendakis:

even from, from our perspective, you know?

Demi Pendakis:

I mean, I, I was.

Demi Pendakis:

You know, when I'm, when I'm importing things et cetera, you know, the

Demi Pendakis:

dollar rates come from 130 to 105.

Demi Pendakis:

So, you know, one point, do you, do you take a call, buy a little bit extra?

Demi Pendakis:

It's, it's tough, but you've got to, you've got to manage those things.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

So I'm just, um, be mindful of your time, Demi.

Vicki Weinberg:

Um, I've, one more question, just question I ask everyone who comes on the podcast.

Vicki Weinberg:

Which is, what would your number one piece of advice for other product

Vicki Weinberg:

creators or potential product creators be?

Demi Pendakis:

Oh, just one.

Demi Pendakis:

Um, authenticity.

Vicki Weinberg:

I'll let, I'll let you have more than one if you need to.

Demi Pendakis:

Ok.

Demi Pendakis:

Authenticity.

Demi Pendakis:

Just be true to, to, I would say be true to what it is you're trying to create.

Demi Pendakis:

Don't vear from that.

Demi Pendakis:

Have it all written down.

Demi Pendakis:

Every decision you make, just make sure that it's authentic and nobody, everyone

Demi Pendakis:

can tell a contrive brand straightaway.

Demi Pendakis:

Everyone can tell a copy cat straightaway.

Demi Pendakis:

Um, so yeah, a authenticity and do that by, by researching.

Demi Pendakis:

Um, but what I would say is, as a second one is do whatever you can to

Demi Pendakis:

keep your costs down, because it's very, very easy to get out of control.

Demi Pendakis:

Um, you think about all the research and developments, et cetera that you're doing.

Demi Pendakis:

Um, it just, yeah, just make sure you got, you got an eye over your costs.

Demi Pendakis:

But authenticity and that, because ultimately it's all cash flow for a young

Demi Pendakis:

business, so many, so many businesses close within the first three years, just

Demi Pendakis:

purely because of cash flow as well.

Demi Pendakis:

So from my perspective, you've got, you've got to have an eye on that

Demi Pendakis:

and whatever you're developing.

Vicki Weinberg:

That's great advice.

Vicki Weinberg:

Thank you.

Vicki Weinberg:

Because I think also it's quite easy to kind of lose track of the cash

Vicki Weinberg:

you're spending when you're sort of, especially when you're in the

Vicki Weinberg:

development stage and you're spending a little bit here and a little bit there.

Vicki Weinberg:

Mm-hmm.

Vicki Weinberg:

Um, yeah, I'm, I'm with you.

Vicki Weinberg:

You need to just make sure that you, you know, you know where you are

Vicki Weinberg:

financially and everything adds up.

Vicki Weinberg:

Well, thank you so much for everything that you've shared.

Vicki Weinberg:

I've really enjoyed talking to you.

Demi Pendakis:

My absolute pleasure.

Demi Pendakis:

Thank you for having me.

Demi Pendakis:

Um, it's been great.

Vicki Weinberg:

And I'm gonna link to your website and your

Vicki Weinberg:

socials in the show notes.

Vicki Weinberg:

People can come over and have a look at your candles.

Vicki Weinberg:

Unfortunately, you won't be able to smell 'em unless you buy them,

Vicki Weinberg:

but you'll see them at least.

Vicki Weinberg:

You'll be able to go and take a look.

Vicki Weinberg:

Um, yeah, so thank you again.

Demi Pendakis:

Thank you, Vicki.

Demi Pendakis:

That was lovely.

Demi Pendakis:

Thank you.

Vicki Weinberg:

Thank you so much for listening all the way

Vicki Weinberg:

to the end of this episode.

Vicki Weinberg:

If you enjoyed it, please do leave me a review.

Vicki Weinberg:

That really helps other people to find this podcast.

Vicki Weinberg:

Make sure you subscribe so you don't miss any future episodes, and do

Vicki Weinberg:

tell your friends about it too if you think that they also might enjoy it.

Vicki Weinberg:

You can find me at vickiweinberg.com.

Vicki Weinberg:

There you will find links to all of my social channels.

Vicki Weinberg:

You'll find lots more information.

Vicki Weinberg:

All of the past podcast episodes and lots of free resources too.

Vicki Weinberg:

So again, that's vickiweinberg.com.

Vicki Weinberg:

Take care.