Nicole Su and Chelsea Low have turned Hush Candle from a side hustle into a thriving business, now selling 2,000 soy wax candles every month
When Ms Nicole Su and Ms Chelsea Low started Hush Candle as a side hustle making artisanal candles in 2015, they only had $500 in start-up capital and no retail experience.
During the first four years of Hush Candle’s journey, the two spent most of their time before work processing orders and after work hand-pouring candles on Ms Low’s dining table. In good months, they sold an average of 80 candles.
Today, Hush Candle’s sales have soared to about 2,000 candles a month, with the business counting leading retailers like Watson’s and Sephora in its stockists.
The two former colleagues have come a long way since 2015, when they bought raw materials and supplies, produced the candles, and handled logo design and product photography all on their own.
According to Ms Su, the duo did not even have a proper website when they first started the business, selling their candles on Etsy or at craft markets. “We had no overheads as we initially worked out of Chelsea’s home. I’m incredibly grateful to her family for being so supportive. They never once complained about the wax flakes, residue, or fragrances,” says Ms Su, recalling the early days with Ms Low.
Starting out as two friends working late nights to pursue their entrepreneurial dreams, they are now successful full-time business partners. Hush Candle is a remarkable success story for a homegrown brand.
The Covid-19 pandemic gave them an advantage
The idea for Hush Candle started when the long-time friends were holidaying in Australia and were inspired by the local artisanal candle brands. They chose the name Hush to "evoke a sense of calmness".
While their candles and home scents help customers relax at home, juggling work and business responsibilities began to strain the two friends’ relationship.
“It started taking a t...