February Issue

• A New Year, a new word
  - Editorial
• Shine a Light
  - Candle trends with
  extra glow factor
• Gadget Magic -
  - Must-have culinary picks
• Smart games for a new generation
  - Strategy and logic-based fun is topping the leader board
• Bringing Special Back
  - Mother's Day 2010
• Caught Red Handed
  - Taking Stock of Security

Shine a Light

Candle trends with extra glow factor

From humble beginnings as a guide in the night, a light source around which to huddle, or a perfect ghost story companion, the candle has projected itself well into the future, closely masking clothing, colour and material trends. Nowadays, buying a candle makes for a more greener and eco-conscious shopping experience.

“Candle buyers are becoming more discerning,” says Emma Green of Emma Green Candles. “They want more natural-based products and waxes – especially soy and beeswax.”

Green believes the rising popularity of buying environmentally friendly candles is part of a bigger movement worldwide, maximising the use of natural materials across a whole spectrum of products. “You can still buy candles from China that are as cheap as chips because the majority of them are made from paraffin wax and mass produced by machine. But many people simply don't want to go there anymore – we're becoming more wary and eco conscious,” she explains. “Palm wax is also decreasing in popularity due to the backlash against deforestation and preservation of the orang-utan species. That's why people are seeking out candle products that are produced sustainably using reliable resources.” Buying eco isn't just about looking out for the environment though, says Russ Martin of Living Light Candles, nor is it purely just about what customers are demanding.

“I think the popularity in eco candles is a 50:50 split between the producer and the customer,” he says. “The candle's natural qualities appeal to the customer's conscience and the natural waxes themselves are nicer for candle makers to work with.”

Describing himself as a ‘new kid on the candle block', Alan Sole, director of Candela, agrees with the eco sentiments that today's customer hunts for. “There is definitely a greater interest in clean burning,” he says. “More and more customers are becoming candle aficionados; they want a breakdown of what's in the wax, they want to know where the wax is sourced from, what the wick's made from, and how the candle is assembled.”

This awareness in what we're burning is a trend that's been picked up by most in the candle business, says Steven Farrant, owner of Candles of New Zealand. He believes a stronger marketplace for traditional-based waxes was inevitable; it's only been a matter of time and marketing to get the trend up and running.

“Overseas markets have opened up, which have increased the variety out there and also the quality range,” he says. “Whilst New Zealand is limited largely by using imported wax (with beeswax being the exception), we have developed our own style in candles and fragrances – with certain fragrances such as pohutukawa and kiwifruit being exclusive to New Zealand,” he explains. “And as well as the increasing popularity of naturalbased wax candles, it appears that fresher, natural fragrances are reigning most popular too, which is a refl ection of our climate and approach to the outdoor environment.”

Whilst what's in our candle is one of the first questions many of us are asking, it's not the only factor we consider when buying for ourselves and our family and friends, say our candle experts. “The two key factors that still draw a customer to a particular candle are the colour and fragrance,” says Russ Martin. “The look and the smell are dominantly the first drawcard, followed closely by the style, wax material and texture.”

Farrant agrees, but he also believes that knowledge in what they are buying brings customers back for a second time. “We often find that customers come back time and time again and try different shapes and colours because they love the way a certain candle burns down, or the natural aroma and texture of the wax that's been used.”

Colour-wise, many of our own Kiwi candle manufacturers and wholesalers stay well abreast of international colour trends, particularly European palettes, but most muddle overseas trends with a dollop or two of Kiwi ingenuity to keep things interesting and unique.

“Each year we send a buyer over to Europe to gauge what's up with the play,” says Martin. “But really, it comes down to customer preference. For us (Living Light Candles), our tried and true candles, like our dark red, plumeria candle, will always be our top sellers because of their unique blends we've concocted ourselves.”

Like Martin, Farrant believes candle colour trends don't always serve the majority of the population, but it's important to present customers with choice and innovative concepts.

“Given the colour trends for 2010 we are working on the only colour we don't currently have on our palette – blue,” he says. “We have tried blue before and it has never really worked for us, or anyone for that matter, but we SHINE A LIGHT Candle trends with extra glow factor From humble beginnings as a guide in the night, a light source around which to huddle, or a perfect ghost story companion, the candle has projected itself well into the future, closely masking clothing, colour and material trends. Nowadays, buying a candle makes for a more greener and eco-conscious shopping experience. are confident that interior colour developments will help steer us into a blue that will work for a candle, coupled with an exquisite fragrance too.”

International colour experts, Pantone, are predicting natural landscapes teamed with urban themes in their autumn/winter colour charts for 2010: urban concrete, formal darks and nature's mid-tones and coppery browns, golds and yellows, are all on the cards.

Oranges and pinks are also appearing, says Farrant, as well as rich greens, purples and taupe. “Our (Candles of New Zealand) Ice Pyramids are a great example of these brighter shades coming through.” Candle innovations and style trends to watch for in 2010 include the candle holder/tin resurgence, say our experts. “We've noticed that candles in tins or glass containers are quite big overseas right now,” says Alan Sole of Candela. “This is a trend our suppliers are giving us the thumbs up on for 2010.”

Martin agrees; he believes packaged candles, container candles, and gift-boxed candles are increasing in popularity, as they can be presented as a ‘complete' gift.

Candles of New Zealand is also honing in on the gift-boxing trend, and is looking to create a gift box of three candles, titled ‘Fragrances of the World' this year.

As for waxy additions, Emma Green believes sourcing and experimenting with various natural candle-making materials has only just begun. “There are some exciting new botanical waxes emerging, such as rice wax. Just watch this space!”