Not many candle manufacturers know how it feels to become social media stars. But the husband-and-wife team behind JD and Kate Industries is getting an up-close look at what can happen if you tap into the internet’s sense of humor.
Based in St. Louis, JD and Kate Industries was created by J.D. and Kate Dobson. The company has carved out a niche by picking out fairly surprising themes for its candles — Edgar Allan Poe, Apollo 11 — and then writing hilarious copy to go with them.
The company’s newest release, a “Fall of Rome” scented candle, in which the flame burns tiny wax buildings inside the jar, was shared widely on social media, thanks largely to its description:
Do you think individual Romans understood that their civilization was collapsing? Or did it happen so gradually that they were able to ignore the warning signs — international trade breaking down, the senate becoming a rubber stamp for the supreme leader, and political violence becoming expected during transfers of power?
It’s hard to say, because it’s impossible to imagine being in that kind of situation. In any event — hope you enjoy the candle!
J.D., 48, and Kate, 44, took time away from filling orders to discuss the origins of their business and the challenges that come when a product becomes popular so quickly.
This interview has been edited and condensed for clarity.
Presumably you’re happy with the reaction this candle got?
J.D. Yes? We are not set up to handle this kind of spike in demand. To get out my tiny violin, we’ve been up past 1 in the morning the last couple of nights making candles.
KATE We’ve had a couple of spikes before. And in the past we’ve had to shut off the whole shop. The biggest spike we’ve ever had was — we have a “War of 1812” candle where you can burn down the White House, and that went viral on Twitter in 2021. Sales went through the roof and I was happy until I was not happy. I cried. It was bad. We just had to shut down the shop, and it took us a week to get caught up on orders.
How long have you been doing this?
KATE It’ll be 10 years next year. It was January of 2016. It was a simpler, happy time.
Why did you decide to marry candles and jokes?
KATE I love humor in unexpected places. I think when you catch people by surprise, it’s easier to be funny. We had this idea for a candle that smelled like Justin Trudeau, the [former] Canadian prime minister, who was more popular in 2016 than he is now.
Was that the first candle?
J.D. No. Put yourself back in the mind-set of early 2016 and imagine what the world looked like then. The first one we did was a Vladimir Putin candle. At the time, to us maybe myopically, he was just this cartoonish buffoon figure, and we had a photo of him shirtless riding a horse. The whole label was all these jokes about this macho, absurd persona of his. Not too long after launching that candle we got media inquiries from Russian outlets who wanted to come to our house and film us making them. And we were like, “No.”
What made you choose candles in the first place?
KATE In our marriage, I think the guiding light is, if one of us has a funny idea, we do it. I just taught myself how to make candles in the kitchen. It took me six months. I was also doing this during nap time, when the kids were maybe 3 and 1. I started making them when J.D. was working and he kept on saying, “You got to show me how to make candles.” Finally, while I was doing something with the kids, I told him, “OK — do this, then come back and I’ll tell you the next step.” And I have not made a candle since.
J.D. It’s not that hard to make candles. We both write the copy. I make the candles and Kate does the design for the label. And Kate ships them and so forth.
What is your best-selling candle?
J.D. Right now it is the “Fall of Rome” candle. I would say last week it would have been the “Boston Tea Party” candle.
Is it concept first, and then think of a fragrance? Or the other way around?
J.D. No, no. We are largely indifferent to fragrances.
Do you have the candles around your house?
J.D. It’s funny, we’re not really candle people.
KATE I think that’s our success though. I think we are making candles for people who aren’t candle people.
What are you working on next?
KATE Bronze Age Collapse? We’re surprised by the enthusiasm for the ancient history. I thought Americans would mostly be interested in U.S. history.
J.D. I also really want to do a Great Fire of London candle. I think I’ve already written some jokes for the label, actually.
KATE I prefer if there’s been a fire. That’s my first choice.
The post Think Candles Can’t Be Fun? Think Again. appeared first on New York Times.
