.jpg)
.png)
The candle industry, projected to reach 18.47 million USD by 2023, is fuelled by a growing demand for wellness, home ambience and self-care. While candles are often associated with relaxation and comfort, some conventional products come with hidden environmental costs. Many are made with paraffin wax, a by-product of petroleum, along with synthetic fragrances and dyes that can release harmful chemicals into the air when burned. Add to that the excess packaging and mass production methods, and the industry’s environmental footprint becomes difficult to ignore.
That’s where Wick Of Hope is changing the narrative. By focusing on clean ingredients, intentional production and a deep-rooted mission, this Canadian brand is proving that candles can do more than set the mood; they can be a force for good.
Wick Of Hope is a small-batch, purpose-driven candle brand based in London, Ontario, founded by husband and wife Andy and Selvia. The idea for the business was born after enduring multiple pregnancy losses, including one with life-threatening complications. The couple sought a way to heal and rebuild.
What started as a casual suggestion to try candle making quickly grew into a passion and, ultimately, a meaningful purpose. Through their journey, they uncovered just how many harmful ingredients are hidden in standard candles, inspiring them to create something safer, cleaner, and more intentional.
From the very beginning, intentional craftsmanship has been at the heart of Wick Of Hope. Their candles are hand-poured in small batches using clean coconut soy wax, FSC-certified wooden wicks, and fragrance blends free from paraffin, phthalates, and parabens. This small batch approach not only ensures the highest quality but also minimises waste. Every aspect of the brand reflects thoughtful care, from minimalist, recyclable packaging to carefully chosen labels and containers designed to reduce environmental impact. They have even introduced discovery kits, letting customers explore scents without committing to full-sized candles, further cutting down waste and enhancing the experience. Their candles go beyond fragrance; they embody care, connection, and a commitment to creating a healthier, more thoughtful future.
“Sustainability is part of our DNA. From the very beginning, we knew we didn’t want to build a business that caused harm”
In December 2024, Wick Of Hope partnered with Greenspark to bring even greater purpose to their day-to-day operations. Before then, the couple had been quietly contributing to causes behind the scenes, but the process lacked cohesion and visibility. They felt as though Greenspark provided the structure they needed, allowing them to integrate impact into each customer order through their Shopify store and even connecting with their Stamped review platform so that every customer review could trigger additional environmental action.
“We were already donating to different causes behind the scenes, but it never felt as connected or clear. When we found Greenspark, it felt like the missing link”
This integration now sits at the heart of their customer journey. Impact statistics are displayed through badges and widgets on product pages, through email flows and via a live dynamic widget on their homepage. Their social media channels and product packaging also communicate the positive difference each purchase makes. This consistent messaging isn’t just for show; it’s a fundamental part of their brand identity. As Andy explains, “When someone lights one of our candles, we want them to know they’re doing something good at the same time.”
The results have also been remarkable. Since joining Greenspark, Wick Of Hope has planted 1,996 trees, rescued 2,303 ocean-bound plastic bottles, and planted 773 kelp to support marine ecosystems. These environmental wins have coincided with significant commercial uplift. The brand has seen a 36% increase in website sessions, along with a 35% rise in conversion rate. Completed orders have also increased by 83%, while average order value grew by 3.6%. Lastly, total sales rose by 70%, with a 60% boost in fulfilled orders, and a 25% increase in the returning customer rate. These figures speak to the powerful synergy between meaningful purpose and business success.
Their customers have taken notice. Feedback from the community frequently reflects the brand’s mission and impact. One supporter wrote, “What truly makes this company shine is their amazing policy. It's incredibly rewarding to support a business that aligns with such positive values.” Others have praised the tree planting initiative and the brand’s commitment to eco-friendly practices, with one customer noting, “It also makes you feel good to help support communities and care for our planet.”
Wick Of Hope proves that a business rooted in giving back, sustainability and purpose can achieve more than just commercial growth; it can spark a movement. Their partnership with Greenspark has amplified their mission, creating a ripple effect that touches customers, communities and the planet. With every candle lit, Wick Of Hope offers a gentle reminder: doing good and doing business can and should go hand in hand.
If you'd like to learn how to achieve similar results within your business, one of our team would be happy to speak with you. Email us or book a call with us today to learn more!
.avif)
