A year ago, I quit my job and decided it was finally time to pursue my passion: making scented candles. It seemed like the perfect business: beautiful, cozy, high demand. Three months later, I was left with a debt of 150,000 rubles and a box of unsellable wax in my hallway. Here’s a list of everything I did wrong.
The List of Mistakes:
Mistake #1: Pretty Picture Instead of Boring Planning
I bought the most expensive soy wax, classy wooden wicks, and stylish jars. I spent a fortune on packaging and a nice logo. But I didn’t spend a single hour calculating the cost price or assessing demand. I made what I liked (sandalwood and tobacco scents), not what people were searching for (peony and strawberry).
Mistake #2: Friends Are Not Your Target Audience
During the testing phase, I gave away 20 candles to friends. Everyone was thrilled: “Awesome! Smells expensive! Make more!” Encouraged, I ordered materials for a batch of 100. Then it turned out that friends like candles when they’re free. When I set the price at 1,500 rubles (cost price + my labor), it turned out that for strangers, it was too expensive for a brand no one had heard of.
Mistake #3: Penny-Wise, Pound-Foolish
I was afraid of seeming stingy, so I delivered orders around the city myself by subway, carrying huge bags, just to avoid charging the client for delivery. I’d waste 3 hours on the road, get stressed, be late, and sometimes break a candle. Those 300 rubles per order I was “saving” for the client actually cost me the time I could have spent making new candles.
Mistake #4: Imposter Syndrome and Dumping Prices
When my first wholesale client came along (a small gift shop), I was so happy that I agreed to their price without even negotiating. I sold them a batch at a price that barely covered materials. I thought, “The main thing is to get in the door, then they’ll see the quality and pay more later.” The shop sold my candles, added their own markup, and never placed another order—I wasn’t interesting to them as a supplier without a profit margin.
Mistake #5: I Listened to Everyone
Mom said: “Go work at a factory, you need stability.” Friends said: “Cool, go for it.” Bloggers on Instagram* said: “Just start, and the money will come.” I listened to everyone except the numbers in my own expense spreadsheet.
The Conclusion:
Right now, I’m working a regular job, saving up money, and I’ll try again in a year. But next time, I won’t start by buying pretty jars. I’ll start with a social media post asking, “Who wants to try a candle at cost price?” – to test the hypothesis without wasting money. Don’t repeat my mistakes.
