Assembling the Brand: Featuring Jeffrey Light, Founder of Aroma Naturals

This week, we’re excited to highlight Aroma Naturals, a pioneering brand in the world of aromatherapy candles and home fragrances. Founded in 1990, Aroma Naturals is dedicated to the purity of essential oils and the rich heritage of plant-based, natural ingredients. Specializing in candle-making, the brand understands the joy these products bring—transforming spaces with the gentle flicker of a flame and the soothing aromas of thoughtfully crafted blends that uplift the spirit and alleviate daily stress.

With a clear vision to be the more natural choice in the natural food products industry, Aroma Naturals had entered a valuable partnership with Whole Foods Market, helping to nurture and grow this often-overlooked category for candle lovers everywhere. We sat down with founder Jeffrey Light to explore the journey of this remarkable company and the passion that drives its ongoing success.

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What inspired you to start Aroma Naturals?

Inspiration is a wonderful thing. For me, it was about discovering, developing and expressing creativity while helping others find theirs.

They say, if you enjoy what you do, you never work a day in your life, and my team at Aroma Naturals is living proof of that. Making candles and personal care products provides a beautiful opportunity for empathy, and for many of us, it brings a warm sense of fulfillment as we share in the adventure and the zen of wholeness.

What was a challenge you didn't expect, and how did you overcome it?

For us, the challenge was COVID-19. The pandemic created unique situations for everyone, with both positive and negative effects. Many of us in business at the time may still not have overcome it completely, both personally and in terms of our core operations.

On the positive side, our sales went up as people stayed home and found joy in lighting candles. However, we soon faced some challenges—packaging and raw materials were getting harder to find, they weren't getting delivered in a timely manner, and there was a rapid rise in costs. It was a complex journey, but it taught us resilience and adaptability.

What sets your products apart from competitors in terms of quality, pricing, or consumer appeal?

That’s a great question! As a boutique, family-run business, we pride ourselves on several key differentiators:

1. ‍Quality: Our foremost priority is our care and commitment to creating a better product. We focus on quality in every aspect of our production.

2. ‍Cost Management: We work closely with suppliers to keep overhead costs manageable, although this has been getting much harder to do.

3. ‍Customer Engagement: We actively seek feedback from our customers and ask what we can do for them. As a thank you, we invite them to join our "Honorary Product Development Advisor Club." Participants receive recognition for their contributions, along with a range of free perks.

Where do you see your CPG business in the next 5 years? What are your short-term and long-term goals for brand growth and market expansion?

As a consumer products company that is truly for the people, by the people, and of the people, we recognize the significant growth potential in the mental health and wellness aspects of aromatherapy. We believe it can profoundly impact our overall well-being, especially in addressing the daily pressures that often feel overwhelming, and leave us with little time to cope effectively.

We are also actively looking for partnership opportunities with marketing and sales companies interested in expanding into their own manufacturing. With our 34 years of experience in manufacturing, we can provide valuable support to help them achieve this at the lowest cost and in the quickest time frame.

As a founder, what advice would you give to others looking to establish their own successful consumer products brand in the future?

I love this question! My advice is simple: go for it! Yes, it's difficult and risky, and there are lots of reasons not to do it. Sometimes, the odds may not be in your favor, but if you’ve been watching Shark Tank over the years, you realize that everyone has a unique story, many facing tougher challenges than others. Very few were ever easy!

There is also a lot of entrepreneurial information out there: lots of books, webinars, consultants, coaches and mentors. Do your research, work on your development and get your funding. Jump in with your eyes wide open, and make it work!

Interested to learn more about Aroma Naturals? Discover more about the company here.

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