Home Fragrance Academy

For a long time we sold our wax melts at £5 and genuinely thought we were doing ok.

We weren't.

Because we hadn't properly accounted for everything. The fragrance oil, the wax, the packaging, the labels, the postage materials, the platform fees, the payment processor fees. When you sit down and add all of that up properly the number left over looks very different to what you imagined.

Then we started approaching the VAT threshold and it became very clear very quickly that we couldn't grow the business on those margins.

We had to make a change.

We put the price up to £5.99. And we were nervous. Not because the increase wasn't justified but because we didn't know how customers would react.

So we didn't just do it quietly and hope nobody noticed. We told people in advance. We explained why. We were honest about it.

The reaction was almost entirely positive. Because people respect honesty. What they don't respect is finding out a price went up without any explanation.

That one decision gave us breathing room we didn't have before. Room to run ads. Room to make offers that didn't hurt us. Room to actually reinvest in growing the business without feeling like we were going backwards with every sale.

If you're not completely sure your pricing is right, this is worth five minutes of your time. 👉 http://www.homefragrance.academy/candle-brand-pricing-kit

"I've tried everything. Nothing works. I feel like giving up."

I hear this more than you'd think.

And I get it. When you're putting everything into your business and the sales still aren't consistent it's exhausting. It genuinely feels like nothing is working.

But here's what I've noticed after working with over 1,000 home fragrance brands. When someone says they've tried everything, what they usually mean is they've tried the same few things repeatedly. Post more on Instagram. Launch a new scent. Run a discount. Wait. Repeat.

That's not trying everything. That's reacting to the same problem with the same tools and expecting something to change.

The brands that break out of that cycle aren't necessarily working harder. They just stop doing what everyone else is doing and start building something underneath the business that works whether they're pushing or not.

That's what the free Sales Scorecard is designed to show you. Where the gaps actually are. Not a guess. Not generic advice. Your specific situation in 60 seconds.

👉 Take our free Sales Scorecard - it takes 60 seconds and shows you exactly where your sales system is losing you orders. http://homefragrance.academy/scorecard

Rachel from Little Ideas With Love has been working with us and is seeing all round growth across her business.

This is exactly why we built Home Fragrance Academy. Not just to teach the theory but to watch real home fragrance brand owners actually implement it and see their business change.

When you get the right foundations in place - the pricing, the offer, the email list, the community - everything starts to move in the right direction at once.

That's what Rachel is experiencing right now and we couldn't be more proud of her.

If you want to understand what a proper sales system looks like for your brand, the free Consistent Sales Gameplan is the best place to start. 👉 www.homefragrance.academy/newsletter

This was a crazy, surreal moment for us!

Retention isn't about discounts or loyalty points.

It's about relationships.

People need to love your brand and your products before they'll keep coming back. And that relationship starts the moment someone joins your email list.

At Cosy Aromas our welcome email sequence introduced who we were as people. Photos of me and Tamar, the team, the warehouse, our story. Then it made it easy for new subscribers to claim their free gift and place their first order.

It didn't feel like a marketing email. It felt like a warm welcome into something worth being part of.

That sequence ran automatically in the background and generated thousands of orders for us over time.

Your welcome sequence is the foundation of your retention system. If you don't have one in place you're leaving your best new leads completely cold at the moment they're most interested in you.

👉 Find out how strong your retention system really is - take the free Sales Scorecard here: https://www.homefragrance.academy/scorecard

Something a lot of online candle and wax melt sellers don't realise.

Your CLP information needs to be available to customers before they make a purchase - not just on the physical product that arrives in the post.

If someone is browsing your website and the CLP information isn't visible on the product listing before they add it to their basket and check out, you're not meeting your legal requirements under UK and EU regulations.

It's one of the most commonly missed compliance requirements for online sellers and one of the easiest to fix once you know about it.

The Compliance Kit covers exactly what needs to be on your website listings so your online store is fully compliant.

👉 Get the full Compliance Kit here: https://www.homefragrance.academy/compliance-kit

One of the best things we ever did at Cosy Aromas was stop trying to sell full size products to brand new customers.

People don't want to commit to a scent they've never smelled before. That uncertainty stops them from buying.

So we introduced sample wax melt boxes with a buy one get one free offer.

Low risk for the customer. Easy decision. A brilliant way to discover our scents for the first time.

It brought in hundreds of new customers. And 60% of them came back and ordered again.

That repeat order is where the real profit is made. No advertising costs. No convincing needed. Just a customer who loved what they tried and wanted more.

A sample box isn't just a product. It's the start of a customer relationship.

👉 Find out if your new customer strategy is strong enough - take the free Sales Scorecard here: https://www.homefragrance.academy/scorecard