Insight: Behind the Scenes of Sustainable Luxury Candle Business caïa candle - Stocked in Selfridges, Harrods and Farfetch

This week, we are joined by Founder and CEO of caïa candle, Gaby Jones. Gaby, graduate of Bristol University, offers an insight into her journey of building a luxury, sustainable candle business that has gained global recognition from some of the world's leading retailers, and the biggest challenges that she faces as an entrepreneur.
Insight: Behind the Scenes of Sustainable Luxury Candle Business caïa candle - Stocked in Selfridges, Harrods and Farfetch - DMY BY DMY

Featuring Gaby Jones (@caiacandle) in the Preston (Black)

What were you doing before you founded caïa candle?

I was working for an events company, which specialised in curating events for luxury brands. Sadly when Covid hit, events became redundant and I lost my job. But every cloud has a silver lining!

Can you walk us through the early journey of the business, from concept to launch?

The early stage happened so unbelievably fast, concept to launch took roughly two weeks. I am incredibly obsessive which can be both positive and negative - so as soon as the idea took root in my brain it was developed very quickly. We started the business making candles in my boyfriend’s aunt’s basement - she was so patient and we owe her so much. We are very fortunate that the brand gained traction quickly and allowed us to move into our own studio!

What does the process of creating each candle look like?

As soon as we have an idea, we then get our 3D designer to create and perfect. Once completed, we then get the file 3D printed and then hand-make silicone moulds for our design.

Where do you draw inspiration for your designs?

We create each candle taking inspiration from Greco-Roman sculptures and recently have been adding a modern twist - for example, our recent ‘Les Derrières’ collection.

What are the biggest challenges you've faced throughout your journey as an entrepreneur and what advice would you give to someone who is looking to build their own brand?

I think the biggest challenge that I face is that I don’t ever stop. If my face is anywhere near a device, I will be working. I think you have the idea that when you leave a 9 to 5 you are going to work less, but it is certainly the opposite. The problem is I love it so I’m not sure I can ever stop.

What’s next for caïa candle?

We have so many plans for this year - I wish I could share!


Gaby's Round of Speed Dating with DMY

1. What is your go-to drink?
Eastern standard.

2. What was the last thing you Googled?
How long were the dinosaurs on Earth?

3. What was the last book you read?
It’s so bad but I haven’t had time to read in the last two years so I sadly can’t remember - reading more is on my to do list!

4. If you could live anywhere in the world, where would it be?
I do love London, sometimes I think Los Angeles but when I spend too long there I miss home... best of both worlds would be lovely!

5. What is your favourite TV show?
Friends for sure, I find it so relaxing.

6. What would be your ideal date?
A lovely dinner by the beach in the sun!

7. What’s your guilty pleasure?
I LOVE bread.. especially when it’s warm I can’t stop myself. 

8. What’s the best and worst purchase you’ve ever made?
Best: My Sage barista touch. I was buying too many coffees and this has stopped me. I actually can’t think of a worse purchase…is that bad? Maybe I’m a shopaholic.

9. What was your first concert?
S Club 7! The best!

10. Make a party playlist with only 3 songs:
My favourite artists are Yasmin Hass Sinclair, the Kooks + Duo.