Sarah LaFleur

And I do have scents that I like, but I haven't been particularly loyal to one scent or to one candle brand.

I'm curious what percentage of your consumers are buying it as a gift to someone else versus buying it for themselves.

I agree with Guy.

I think, you know, maybe the attitudes around eco are shifting, but I do think there's something here between the utilitarian versus like the, you know, it's used as a gift.

It's often something decorative in your house.

And the vessel, to me, is like the most important object that you're selling because you're saying that's the thing that you get to refill.

That's the thing that never leaves your house.

Once you bring it in, it's going to be here for years.

And so that vessel needs to be over-the-top beautiful.

It's that vessel that really will, I think, emotionally resonate with the customer because they're thinking –

This is a refillable candle.

Like the scent's going to come and go, but it's the vessel that's going to stay in my home forever.

And I think that's where you have an opportunity to differentiate more.

I think right now it's a relatively straightforward looking – it looks like a nice ceramic pot, but I wouldn't say it's wildly different.

Like if I – you want a sibling's vessel that's like –

Yes.

I think that that really also resonates with me.

And maybe you already have a lot of these, you know, videos or ads running.

I think when you're describing like the microwave process, I was like, ooh, that for me was the friction point that came up, you know, when I was going down my marketing funnel.

I'm like now in the consideration phase.