Guiding Light
A good sense of style--and smell--helped a candle-maker fire up his business.
Entrepreneur: Frederick Bouchardy, 25, founder of Joya in
New York City
Description: A high-end scented candle
Manufacturer Startup: $70,000 in 2003 2005
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Projected Sales: $1 million
Bright Light: With a keen sense of smell and an eye for
design, Frederick Bouchardy has forged a path into the candle
market, where burning brighter than the competition is key. This
former journalist spent a year researching candles before
introducing his own line, Joya. He found the perfect balance between
nature and style with a tropical, organic vegetable wax made from
pressed palm kernels and a wick that produces a dramatic white
flame. To cover startup costs, Bouchardy designed and manufactured
candle collections for other companies.
Undying Flame: Although Bouchardy has been the driving
force behind Joya, his strength comes from family and friends. His
parents are manufacturers who own a factory, where Bouchardy
produces his line. Meanwhile, many of Bouchardy's design
decisions are based on advice from a group of about 10 friends who
meet regularly to discuss ideas. Says Bouchardy, "We're a
bunch of young people who are talented and determined to do things
that are both creative and ambitious."
Waxed to Perfection: Joya, Spanish for "jewel,"
has become just that--a precious line of 18 candles with different
scents and colors, available at Bliss Spas, Fred Segal, Museum of
Modern Art Design Stores and other retailers nationwide. "[We
attract] customers interested in MoMA design, luxury spas and
trendy boutiques all with the same item," says Bouchardy.
"I'm hoping it means we did something right."