Newcastle candle startup Worthy Wax aims to set luxury sector alight

A North East luxury candle maker has taken her kitchen-based business to the next level after moving into her first studio and workshop.

Charlotte Gibbons aims to become a shining light in the growing national market for luxury scented candles – estimated to be worth £272m in the UK – through her firm Worthy Wax. She and her husband Steven launched the business in 2021 as a home-based enterprise, but made the move into commercial premises in Carliol Square, Newcastle, as they are confident it can secure a foothold in the lucrative, albeit competitive, market.

The pair noted how candles made from beeswax, soy and other natural materials have been growing in popularity, with this interest expected to increase further. Research shows consumers are seeking products to enhance their living spaces but also promote a healthier environment.

Worthy Wax has a collection of 12 signature scents, coming in two sizes in handmade vessels. The firm sets itself aside from the competition by pledging at least 10% of profits from candle sales to the Trussell Trust Foodbanks, a UK charity combating hunger and poverty.

Ms Gibbons said: “What started as a simple idea rooted in a love for candle making and a desire to make a positive impact in our local community has evolved into something extraordinary. While we remain keen to make a positive contribution to our community, the emphasis for Worthy Wax lies in crafting premium products. Considerable time and effort have been invested in perfecting the various components, ranging from the use of all-natural soy wax and selecting the appropriate wicks, to crafting handmade ceramic jars and choosing the scents.”

One of the candles from Charlotte Gibbons’ new startup Worthy Wax

Ms Gibbons is confident about the prospects of a new candle business in a crowded sector.

She said: “Despite the competitive nature of the candle market, the potential for growth and innovation remains vast. Today’s consumers seek not just candles, but experiences. The luxury candle market is rapidly expanding, especially with an emphasis on distinctive designs and superior fragrances, making them ideal gifts. Beyond the consumer sphere, there’s potential in niche markets such as events, weddings and spas.”

The startup founder is now looking to expand her product range into scented wax melts.

She added: “We are also considering introducing refills for our ceramic jars. Numerous other concepts are under way, with plans for development over the next year or two.”