How Moonshine Candle Co Grew to 60+ Stockists

Let’s Talk Shop: How Moonshine Candle Co Grew to 60+ Stockists

Episode summary

Catherine, founder of Moonshine Candle Co in the Orkney Islands, shares how she grew from roughly 30 stockists to 60+ in just a year. We talk about elevating her brand, smart risks like custom screen-printed bottles, what trade shows really do for a small brand, how consistent follow up turns maybes into orders, and the systems that let her take a three-week trip in November without derailing Christmas.

Meet the guest

Catherine — Moonshine Candle Co

Design-led home fragrance inspired by the wild beauty and calm moments of island living. Small-batch candles, diffusers, wax melts, organic soaps, and those much-loved car perfumes.

What we cover

• The brand refresh that unlocked confidence to pitch and sell

• Taking a calculated risk on custom packaging and why it paid off

• Trade shows as insight and relationship builders, not just order days

• Faire optimisation, email pitching, and the power of follow up

• Prepping for time off in peak season with wholesale systems

• Growing beyond the local market and thinking seasons ahead

• Simple POS that helps retailers merchandise and sell more

• Reorders, relationship building, and why silence is not a no

Links mentioned

• Website: moonshinecandleco.com

• Instagram: @moonshinecandleco

• Faire Direct: https://moonshinecandleco.faire.com

📍 Upcoming Workshop

I’m hosting a free workshop on Wednesday 24th September at 11:00 AM UK time called Cracking Christmas. It’s all about creating your sales plan for the final quarter of the year so you can really smash your wholesale. Sign-up here.

Catherine is part of my program Sales Growth Lab, and doors will open again right after the workshop. Attendees get first access on the 24th before it opens up to everyone else on the 25th.

👉 Find out more about Sales Growth Lab here

Timestamps

• 00:00 Introduction and Guest Introduction

• 03:00 Catherine’s Business Journey

• 07:00 Branding and Wholesale Growth

• 12:00 Challenges and Risks in Business

• 17:00 Trade Shows and Expanding Reach

• 23:00 Preparing for Time Off

• 28:00 Building Relationships with Stockists

• 34:00 Future Plans and Product Development

• 40:00 Proudest Moments and Final Thoughts

• 45:00 Conclusion and Upcoming Workshop