Florence & Co.: Creating Unique Fragrances through Scented Candles and Gifting Hampers

By Prataya Sarkar

Florence & Co. is a small home-based business located in Caranzalem, Goa, that creates scented candles and curates gifting hampers. Founder Anushka Vernekar, born and raised in Goa, started the business at the age of 19 while pursuing her B.Sc. degree at Dhempe College of Arts and Science.

The products provided by Florence & Co. are 100% natural wax-based hand-poured scented candles, wax melts, and fragrance bars that are sustainable, cruelty-free, non-toxic, and long-lasting. The fragrances used are of premium quality, phthalate-free, GMO-free, and contain no artificial ingredients. What sets Florence & Co. apart is that they hand-blend their fragrances to curate some of the most unique fragrances that cannot be found anywhere else in the world. They also curate gift hampers for weddings, anniversaries, parties, and other events, which are 100% hand-made and curated with products sourced from Goan small businesses and entrepreneurs.

Cinnamon 7oz Scented Candle

Fall Season Mini Scented Candle

Anushka’s love for scented candles inspired her to curate unique fragrances that were safe, sustainable, and organic. Her motivation to start the business was fueled by her desire to make a small difference in the lives of street animals around Miramar by using the profits made to provide them with food and medical care.

Florence & Co. started with a good response from the public. Anushka’s first customers were her friend's relatives, who still remain her regular customers and have recommended her to their friends and acquaintances. Although social media marketing was initially not very functional for their products, doing offline markets and forming connections with clients and customers has been very fulfilling.

The majority of Florence & Co.’s clients are people celebrating events and event planners looking for hampers. Women between ages 20-50 who are well-versed with the concept of scented candles, and sometimes men looking for candles to give as gifts are also their clients.

Amourette Luxe Scented Candles

Jasmine Topped Amourette Luxe Scented Candles

Canoe Candle

Setting up the enterprise came with its challenges. Being of superior quality, the price range of Florence & Co.’s products is slightly higher than what’s available in the local market, especially since paraffin wax candles sell for a quarter of the price. The challenge was to spread awareness about toxic candles and make potential customers understand why their prices go the way they do. Marketing and logistics were also huge challenges for them.

Anushka’s friend, Brijesh Kandolkar, has been the biggest supporter of her business since day one. He motivated her to start the business, helped her get a loan to get the company started, and has been helping her run it. Anushka has appointed him as the Manager at Florence & Co.

In the future, Florence & Co. plans to have a website and a small team to expand the business by the end of 2023. Anushka also plans to open a physical store and have a workshop. The goal is to have physical stores of Florence & Co. in Goa, other states, and internationally.

Anushka’s advice for her readers is to trust themselves, trust the process, and believe in the journey they’re taking because, as the famous quote by Gabrielle Bernstein goes, “It is the journey that matters, not the destination.” Florence & Co. has had its ups and downs, but Anushka’s dedication to creating unique fragrances through her scented candles and curating gifting hampers has been unwavering.