Founder: Sarah Mitchell
Business: Coastal Glow Candles
Location: Melbourne
Founded: 2023
Industry: Ecommerce
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Overview
Coastal Glow Candles is an Australian handmade candle brand focused on minimalist design and ocean-inspired scents. What started as a small side project quickly grew into a profitable ecommerce business generating over $12,000 per month in revenue.
We spoke with Sarah about how she started, what worked early, and the lessons she learned growing her brand.
The Idea
“I’ve always enjoyed creative hobbies, and candle-making started as something I did on weekends to unwind. Friends began asking to buy them, and that’s when I realised there might be something more to it.”
Sarah noticed many premium candle brands were expensive and heavily stylised. She saw an opportunity to create a clean, affordable alternative.
Getting Started
Sarah launched the business while working full-time.
Her early steps included:
Testing different wax blends and scent combinations
Creating a simple brand identity using Canva
Setting up a basic store on Shopify
Selling initially through Instagram and local markets
Startup cost: Approximately $1,200
Most of this went toward materials, packaging, and small-batch production equipment.
First Customers
Sarah’s first customers came from social media and word-of-mouth.
“I posted a few aesthetic product photos on Instagram and shared them in local Facebook groups. My first 20 orders came within two weeks.”
She also offered small discounts to early buyers in exchange for reviews and photos.
Growth
The biggest growth driver was consistent short-form video content showing:
Behind-the-scenes production
Packaging orders
Customer reactions
After three months, Sarah began running small paid ads targeting Australian audiences interested in home decor.
Within six months, the business reached $8K/month revenue.
Revenue & Business Model
Coastal Glow Candles sells directly to consumers via its online store.
Current revenue: ~$12K/month
Average order value: $42
Sarah is now exploring wholesale opportunities with boutique homeware stores.
Challenges
“The hardest part was balancing production with demand. When orders increased, I was still making everything myself.”
Inventory planning and packaging logistics became early operational bottlenecks.
Tools & Operations
Key tools Sarah uses:
Shopify (storefront)
Canva (design)
Klaviyo (email marketing)
Google Sheets (inventory tracking)
The business is still primarily run solo, with occasional help during peak periods.
Lessons Learned
Start simple—don’t overthink branding early
Validate demand before investing heavily in equipment
Content marketing compounds faster than paid ads at the beginning
“Consistency mattered more than perfection.”
Advice for New Founders
“Don’t wait until everything is perfect. Launch early, learn quickly, and improve as you go.”
Links
Website: coastalgcandles.com
Instagram: @coastalgcandles