Small Town Success: Honey Candles is buzzing strong after 30 years

Navigating new ownership, two rebrands and a pandemic would be challenging for any business—let alone a small, family-owned company. This year, Kaslo’s Honey Candles celebrates 30 years with the same focus on quality, community and sustainability that it started with, proof that even amidst change, small businesses can stay true to their roots.

While the company was originally founded in 1994 by Mark Walker, in 2002 it was purchased by husband-and-wife team Roy and Leah Honkanen. Since then, Honey Candles has undergone significant transformations, including two major rebrands that have fuelled its growth. The first one occurred in 2008, when the company shifted its focus from selling a range of natural products to offering beeswax candles exclusively. It also launched its first e-commerce site, making it easier to reach customers outside of the Kaslo area. By niching down, Honey Candles positioned itself as a premium provider of chemical-free candles.

“We keep our beeswax pure, ensuring a natural, toxin-free burn,” says co-owner and general manager Alecia Neville.

In 2016, the company entered a new chapter when Neville, the Honkanens’ daughter, moved back from Fort St. John to her hometown with her husband, Stephen. The pair acquired the business from her parents and quickly spotted some limitations, particularly when it came to customer service technology. So, they decided to upgrade the brand’s website and engage customers more deeply through social media, direct email, search ads and print advertising.

“We believe knowing who you are and what you represent is crucial when reaching customers,” says Neville. “Actively being able to share our message of care and quality through our valued retailers, as well as online, is what makes our marketing channels successful.”

The new owners are proud of the progress they’ve made. But even amid growth and change, they’ve managed to retain the brand’s original commitment to customer service, sustainability and quality.

Like many businesses, Honey Candles also faced challenges during the COVID-19 pandemic, but it didn’t compromise on its values. Despite supply chain challenges, it continued to source ingredients locally; its boxes and labels are made in B.C., and its beeswax is sourced in Western Canada.

In 2023, Honey Candles unveiled a new look that aligned the brand’s aesthetic with its messaging. The change signalled a new era for the family business. “We were ready for a refresh,” says Neville. “It took a lot of effort, but it was worth it.”

In 2024, Honey Candles collaborated with 60 new retail partners. The team is built of 15 to 20 employees, depending on the season. According to Neville, operating in a small town in the Kootenays presents both challenges and benefits. Logistical issues such as road conditions, delivery delays and limited courier services are common in rural areas. However, the strong sense of community in Kaslo, a town of just over 1,000 people, has been invaluable to the company.

“Our town is incredibly loyal,” says Neville. “They love sharing our candles with friends and family. We even get photos of our candles in stores across Canada from fellow Kaslovians excited to see how far we’ve reached.”

The community has consistently supported small businesses over cheaper overseas alternatives, which has helped create a thriving local business environment. “A healthy economy depends on creative entrepreneurs, diverse industries and successful businesses that contribute to the tax base and community well-being,” adds Neville.

Looking ahead, Neville says that sustainability remains at the core of Honey Candles’ goals. The company is committed to producing natural products while exploring greener packaging and shipping.

When asked about the realities of running a family business, Neville says it comes with its own set of hurdles: “It sometimes can feel like you’re not focusing on either particularly well. Either you’re sending work emails on the side of the soccer field, or your kid is bringing your dog into the office on a pro-D day!”