For this week’s feature, we are fortunate to talk to Shakira Hanson, the entrepreneur behind Hanson Candle Co. which has made its mark for their refillable candles and for being the first Australian company to introduce massage candles to the market. Originally marketed as therapeutic in nature, Shakira pushed the envelope further by marketing their candles as intimacy tools, not only helping couples reignite their spark but also ensuring the continued growth and success of the business.
ISB: What led you to begin creating refillable candles?
SH: Rick my husband and I loved burning candles every night to set the mood while we watched television. We then found ourselves with mountains of empty candle jars filling the cupboards and not a lot of places left to reuse them around our rental. Not only that, supermarket and department store candles left black soot on the walls. I knew there had to be a better way, so I decided it was my mission to find a way to make candle jars refillable while making them better smelling and high quality.
ISB: How did the idea of introducing massage candles to the market initially come about?
SH: Initially, Rick used to work FIFO and we were always looking for ways to spice it up in the bedroom on his week off. I was already in innovation mode so I thought why not test a massage candle that turns into an oil? We ended up being the first Australian massage candle on the market so we let it be successful in the background while making our refillable candles the hero product. It wasn’t until after we had our daughter that we really saw the impact our product had in creating intimacy and connection on a different level between couples with kids.
ISB: Can you share the story that inspired you to shift the marketing of your massage candles from therapeutic to intimacy tools?
SH: After we had our daughter, I struggled with my identity and who the new Shakira was. That meant postpartum anxiety and depression. It felt like someone else was living in my body and mind. Rick gave me a shoulder massage one day and it was so nice to be touched without it leading to sex. Eventually it did, but the process of reconnecting with him really opened both our eyes of how much of a great tool this is for couples. We knew we weren’t alone and so it became our new mission to help marriages.
ISB: What was the most challenging aspect of marketing your massage candles and their usage and how did you overcome it?
SH: The most challenging part was actually sharing such a personal story with everyone. Rick and I are, by nature, private people. Going through what I went through and the strides we have made in our relationship, made it worthy of sharing. All so we can do good and help other couples that may be feeling the same. To do this, I had to work on myself in a major way first. Also, the massage candles are unique in terms of how they are used, which means we have to do a lot of education in our marketing to show people they’re not to burn but to actually use as an oil for massage on your body.
ISB: How do you envision Hanson Candle Co’s growth in the next couple of years?
SH: Everyone will know our name and our business will be out of control! We’ve got multiple major projects on at the moment with 2024 being our year of ultimate action. We don’t just sell candles but also help candle makers with our wicking tool invention TruWiks. That’s just current. We want to make a huge impact on this world, helping people in every way we can. Not just as a company but from Rick and I personally. We’ve broken out of our shell and on the rise.
ISB: What was the most important lesson you’ve learned in this business journey that a would-be entrepreneur should take to heart?
SH: The most important thing is to work on yourself everyday, no excuses! Whether it’s a five-minute meditation, walk, hypnosis, just do it! Get in love with learning everything you can. Don’t focus on the money, focus on the impact you want to make first and the money will come in flow with that. You have to go through the tough times and the dark times so you can be stronger and wiser. From darkness always comes light.
