Build your cost stack from materials up, then apply a markup. Retail, wholesale, and margin update as you go.
A candle price isn't just a nice-looking number on a label. It has to cover the materials inside the candle, the packaging around it, the time it took to make it, the fees attached to selling it, and the margin you need to keep going.
The mistake most makers make is pricing from emotion: what feels fair, what competitors charge, or what they think people will tolerate. The safer starting point is cost-based pricing.
The 4× retail model gives you room for wholesale, promotions, replacement materials, fees, mistakes, and growth. It is not perfect for every brand, but it gives you a clearer floor than guessing.
If your price only works when your own time is free, it does not really work. Including labor now protects the business later, especially if you need help pouring, labeling, packing orders, or preparing for wholesale.
Next step: after you calculate your retail price, compare it with your wholesale needs and marketplace fees. The Six Figure Wick ebook goes deeper into pricing, product structure, branding, and what to fix when the numbers feel uncomfortable. As you tighten costs, compare real material pricing for vessels, wicks, and safety labels instead of pricing from memory.
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