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Future burns bright for Voluspa candles

Spouses who started business at home expanding candle-making empire as brand popularity grows

By Katherine Nguyen
Orange County Register

SANTA ANA, CALIF.: For Troy and Traci Arntsen, theirs is a love that makes scents. Literally.

They met on the job in 1998. She was working for an aromatherapy company, learning about the chemistry of plants and how fragrances blend. He worked for a company importing essential oils used to make perfumes. It was a match made in scent heaven. The two fell in love and, a year later, decided to combine their skills by making and pouring candles in their Costa Mesa, Calif., home.

''We started cooking candles in our kitchen,'' said Traci Arntsen.

''We destroyed the microwave and stove in the process. But we learned to make candles.''

It took them a year of experimenting before they got it right, and they began packaging the candles in gift totes for which Traci hand-sewed velvet bags. Saks Fifth Avenue became their first major client that first year. It took three days for Traci to sew all 500 bags to complete the order.

Now, the Arntsens sit atop a growing candle-making empire, having launched the Lake Forest, Calif.-based Voluspa candles, arguably one of the hottest names in luxury candles today.

The name, pronounced Vuh-lus-pa, means ''Scandinavian Goddess of Wisdom.'' Traci came across it in a library while searching for possible names. It took a while for people to warm to the unusual name, though Traci said the candles also have a big fan base in — where else? — Scandinavia.

While most candles today are filled by machine injection, the Arntsens use an age-old technique of hand pouring the candles from large pitchers. The wick also is inserted by hand.

Troy has been credited with developing one of the purest-burning wax formulas in the industry. Voluspa candles are designed so they don't smoke when burning. The wax is warm, never hot, to the touch.

''The wax also has to hold lots of fragrance. How long a fragrance lasts, that's what's propelled our brand,'' said Troy.

Traci is responsible for crafting fragrances and package design. She's created more than 200 scents, drawing from a library of more than 1,000 ingredients like sandalwood and assorted Indian and European botanicals. Inspiration, she says, comes from everywhere.
Before the Arntsens nabbed Saks as a client, they were able to sell their homemade candles (then called Flame & Wax) to local businesses, such as a San Clemente, Calif., furniture store and St. John Knits. They were on such a shoestring budget that every check they brought in went back out immediately to make more candles.

Still, Voluspa was relatively successful the first two years. The company moved from the couple's home to a 30,000-square-foot warehouse in Lake Forest. And it found marketing niches in places such as the elite Fred Segal boutique in Los Angeles.

But it wasn't until InStyle magazine mentioned the candles in 2001 that the company established some coveted brand recognition.

''Sarah Michelle Gellar said she loved Voluspa candles in InStyle,'' recalled Traci.

''When I saw that, I cried.''

That was just a start.

Today, celeb fans of Voluspa include Halle Berry, Adam Sandler, Courtney Cox and, recently, Hayden Panettierre. At the company's Lake Forest offices, the lobby's walls are covered with clippings from glossy magazines.

''We still get so excited when we hear a celebrity likes our products,'' said Traci. ''It never gets old.''

The couple recently moved to Ladera Ranch, Calif., with their daughters, 2-year-old Anais and 1-year old Paloma. The kids come to work with them, where there's a big play area upstairs and nannies to look after them while Mom and Dad work.

''Being able to take our children to work is an awesome, huge benefit,'' said Troy. ''We get to see them and play with them.''

Sales have grown from an average of $200 to $300 an order to $1,000 to $1,500. They employ sales staff around the country.

In January, the Arntsens launched a fragrance collection, and they have plans to add bath and body products. They're also in the midst of partnering with a yet-to-be revealed celebrity chef for a gourmet kitchen collection.

Voluspa is on its way to becoming a household name thanks to major retailers like Nordstrom and Bloomingdale's, which sell Voluspa.

SANTA ANA, CALIF.: For Troy and Traci Arntsen, theirs is a love that makes scents. Literally.

Get the full article here.


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