I was reading an interesting interview with the Grace family of Spartanburg, SC, who own and operate the Grace Management Group, which specializes in fragrance research and development for four distinct brands: Bridgewater Candle Company; Votivo; Willowbrook; and Greenleaf. The brands operate as four separate and independent brands, each with their own target markets, marketing strategy, product development, packaging and retail base. At the same time, the company's core values infuse all of their business practices: family, personal (e.g., grandpa and grandkids handing out product samples plus ice cream at trade shows), an early commitment to sustainable and environmental products and production, and individualism, as the company is structured so that each family member is encouraged to find their own voice and vision within the family business.
I've always been interested in the Votivo candle line, as it was one of the first domestically produced luxury candle lines, known for its quality fragrances and consistent, beautiful packaging. Each Votivo product is hand-wrapped and each seal is hand-pressed. These candles are for people who are into candles, and they have carved out their niche in a very crowded field. It's important to note that this brand has been in production and distribution since 1994, proving the branding and marketing axiom that early entrants into the field will scoop up a big portion of the market share. Then it's about brand management -- keeping production consistent, solid distribution, product development that is consistent with the values, voice and visuals of the brand.
So, we have a family-run operation that fosters individualism at different tiers of the market, and delivers a solid and differentiated brand voice with their different product lines. Votivo is only one of the lines, and has had a solid brand presence and delivers a great product on a global basis. Love that!
