Nicky Story, a 30-year-old entrepreneur, transformed his humble side hustle into a multi-million-pound candle and soap business empire. As the CEO of Supplies for Candles, The Soap Kitchen, and Glassprints Ltd, Nicky now leads one of the UK’s top suppliers of candle-making and soap-making ingredients. With over 100,000 customers across Europe and generating approximately £18 million annually, his businesses have grown into powerhouses in the candle and soap supply industry. Notably, during the pandemic, Nicky generously gave away over £100,000 worth of supplies to support aspiring entrepreneurs in starting their own ventures.
How It All Began
Born and raised in South Yorkshire, Nicky graduated with a degree in business and management. His entrepreneurial journey, however, didn’t start smoothly. His first business attempt ended in failure, leading to a battle with depression and self-doubt. But after working as a buyer for a manufacturing company and saving enough money, he decided to try again.
In 2016, Nicky took the leap, investing his savings—originally meant for a house deposit—into starting Supplies for Candles. His inspiration came from his father’s job in soap manufacturing, prompting him to enter the soap business and eventually the candle supply market. From his garage, Nicky began selling soap-making ingredients, quickly expanding into candle-making supplies as customers requested more options. In just six months, his perseverance began to pay off, and today, he oversees a thriving business empire.
Building the Business: Strategy & Development
With only £10,000 to launch Supplies for Candles, Nicky had to be strategic. He invested about £3,000 in building a WooCommerce website and used the remaining £7,000 to purchase stock. His early strategy focused on researching competitors and offering unique products like custom fragrances, waxes, and containers.
Nicky’s initial attempts weren’t without challenges—Google initially rejected his site—but he learned from his mistakes. Over time, he surrounded himself with skilled professionals who complemented his strengths and helped the business grow. By continuously adapting and expanding his product range, he built a loyal customer base and established Supplies for Candles as a leader in the candle supply business.
Taking the Business to New Heights
Nicky’s fearless approach to entrepreneurship paid off. Unlike many who play it safe, Nicky took calculated risks, reinvesting every penny into marketing and product development. Hiring the right people was also a key factor in his success. He learned that building a skilled team was crucial for sustainable growth.
One of Nicky’s most effective strategies was offering exceptional customer service. To compete with giants like Amazon, he ensured that deliveries were prompt and accurate. He also kept customers engaged by constantly launching new products, such as unique fragrances and containers for candles. This focus on innovation and customer satisfaction helped retain loyal clients and attract new ones.
Candle & Soap Business Expansion
During the COVID-19 pandemic, Nicky launched a remarkable initiative: giving away free starter packs to help people create their own businesses. Over 3,000 packs were distributed, and around 2,000 of those recipients went on to start their own candle or soap businesses using products from Supplies for Candles. This move not only supported small businesses but also cemented Nicky’s reputation as a generous and community-focused entrepreneur.
Today, Nicky’s empire includes The Soap Kitchen, a leading UK supplier of soap-making ingredients, and Glassprints Ltd, which offers custom glass products for candle makers, enabling them to personalize their creations with branded designs. This expansion solidified his company’s market leadership in both the candle and soap industries.
Future Plans for Growth
Nicky’s vision for the future involves further expanding into the home décor market with new candle container designs and fragrances. As his businesses continue to grow, Nicky remains committed to helping aspiring entrepreneurs launch their own ventures, particularly in the candle and soap business sectors. He takes pride in the positive impact his businesses have had on the local community, where he has empowered countless individuals to earn additional income through candle and soap-making.
Lessons Learned & Advice for Aspiring Entrepreneurs
Nicky’s journey offers several key lessons for anyone looking to start a candle or soap business:
- Build a Balanced Team: Nicky emphasizes the importance of surrounding yourself with skilled people. Early on, he tried to do everything himself, which led to burnout. But once he learned to delegate tasks to those with complementary skills, his businesses thrived.
- Take Calculated Risks: Starting a business is a long-term commitment, not an overnight success story. Nicky advises new entrepreneurs to be prepared for the challenges ahead and be willing to take risks that can drive the business forward.
- Research Your Market: Before investing money, thoroughly understand your market and competitors. Knowing where to invest and what sets your business apart is crucial for success, especially in a competitive space like the candle supply and soap business.
- Invest in Customer Retention: Offering outstanding customer service is essential. Nicky’s focus on quick, reliable deliveries and continuous product development kept his customers engaged and loyal, which fueled his business growth.
Tools & Resources for Running the Business
To streamline operations, Supplies for Candles runs on Brightpearl, a software that manages order fulfillment, stock control, accounting, and shipping. Nicky’s leadership approach emphasizes a positive work environment, ensuring that employees feel happy and empowered—a crucial factor in fostering a productive and innovative workplace.
What’s Next for Nicky Story?
Nicky’s success story proves that with determination, risk-taking, and the right team, a small side hustle can grow into a £12 million-a-year business. From selling candle and soap-making supplies out of his garage to leading a multi-million-pound empire, Nicky’s journey is a testament to the power of resilience and passion.
Whether you’re just starting your own candle business, soap business, or looking to expand your current venture, Nicky’s story serves as an inspiring example of how to turn a dream into reality.
For more information on starting your own candle or soap business, or to explore the range of products offered by Supplies for Candles, visit suppliesforcandles.co.uk.
