We sit down with Josh Velasquez of Dark Wick Candle Co to trace the leap from weekend markets to wholesale orders and overseas shipments. We explore how scent builds identity, why quality beats shortcuts, and how honest feedback shapes better products.
• anchoring a brand in Farmington’s identity
• shifting from hobby to wholesale on retailers’ demand
• marketing as an introvert’s edge and data discipline
• balancing production with promotion to avoid stock gaps
• wearing every hat across finance, legal, and logistics
• solving supply snags and building resilience
• learning the science of wax, wicks, vessels, and dyes
• expanding into melts, diffuser oils, room sprays, perfumes
• using community feedback to guide product decisions
• choosing quality over cheap shortcuts for long-term trust
• defining success as durability and local involvement
What does it take to turn a weekend candle hobby into a fast-growing brand that ships across the country and overseas? We sit down with Josh Velasquez, founder of Dark Wick Candle Co, to unpack the leap from farmers markets to wholesale orders, the messy middle of supply snafus, and the surprising truth that men might love candles more than you think. Josh shares how he built a masculine, place-driven brand rooted in Farmington’s identity and why scent is the most powerful way to make a place unforgettable.
We dig into the craft and the science: how wax type, wick size, vessel shape, dye, and fragrance load interact to create a safe, consistent burn and a strong hot throw. Josh opens up about building a bench-top “lab,” blending base, heart, and top notes, and testing until the melt pool and performance are right. From candles to wax melts, diffuser oils, room sprays, and early perfume work, he shows how product lines can evolve when you listen to real customer data instead of ego. Along the way, we talk about marketing as an introvert’s superpower, balancing inventory with awareness, and the discipline it takes to say no to cheap shortcuts.
Community is the backbone of Dark Wick’s momentum, and Josh treats every share, critique, and sourcing tip as support. That mindset helped him weather wrong-size wicks, learn import rules for an Australian order, and set a vision for longevity: a brand that serves people, not just shelves. If you’re building a product company, you’ll hear practical strategies for data-driven decisions, resilient operations, and scaling without losing your soul.
If this conversation sparked ideas, follow, subscribe, and leave a review. Share the episode with a friend who loves great scent or great brand-building, and tell us the fragrance you’d design for your hometown.
