Don't panic. It was back in 2008 everyone was stressed in the aftermath of the financial crash, banks were in trouble, mortgages were hard to get, companies crashing on every side. I remember it well, we were running around like crazy trying to fulfill orders. We couldn't work it out, everyone else was complaining but as if by magic we seemed to be doing ok. Then I figured out the reason why.. and we doubled down and refocused to even greater success.

When those times of financial uncertainty hit, people naturally put off buying the big things like new cars, homes or home extensions.. Instead what we humans do is comfort each other with the little things. Buy each other small affordable gifts, make our homes feel more homely and secure, and turn to the more spiritual / comforting / homely / magical things in life. If we don't buy cars - we do buy candles. And at AW we have exactly that kind of comforting and magical giftware.. think not only candles, but aromatics, gemstones, crystal balls, windchimes, dreamcatchers, herbal tea.. you name it, at AW we have everything and anything that will give your customers that warm spiritual glow. 

So don't fear AW is here :)

Talking about candles. I was delighted to see the new Magic Spell Candle range selling.. well like magic. Why? Because this was a real team effort that made this happen and if you will indulge me I'd like to tell you the story whilst giving credit to the team that made it happen. Over the last few weeks, containers of stock arrived from China in Spain, Slovakia and UK.. with a brand new range of candles from our AW candle factory in Yiwu. Please note I'm not trying to sell you these candles, because within a week or so they will be sold out. 6 months estimated supply will sell (it seems) in 6 weeks, so I'm sorry but it will be about May before they can be back in stock.

Tomas.. called me in April.. a customer had seen some repurposed grave candles (those plastic tube candles) with esoteric designs called Spell candles.. Let's make something like this he excitedly told me and opened a shared google spreadsheet with a list of possible candles.

David (that's me).. "But not in plastic please.. and if we are going to make it.. it needs to be soy wax..- Let me ask Coco in China".

Coco.. "Yes we can do that.. and I checked with our glass jar supplier and they have exactly a jar like that and at a good price".

Graciela.. (that's our Spanish designer girl) "Give me the ideas I can design packaging and labels.. but someone needs to write the text.."

David: "I can do that" - thinks.. Spell candles are the perfect gift - and a perfect Ancient Wisdom thing.. candles have always been a focus point of devotion or prayers. A gift for every eventuality whatever your friends problems are there's a candle for that. A candle for love, one for friendship another for protection. 

Tomas: "What if they had gemstones in them? what if the fragrances & gemstones matched the spell's purpose?"

David.. "I'm on it!"

Toni (our man in Spain).."is it possible to put a cork on top, it is going to look more magical.."

Coco.. "Let me try and find a cork supplier.."

Graciela, Toni, Coco, Tomas and myself spend May, June and July - tweaking the designs, and concepts. Coco ordered the jars, corks, chipstones and organised production. A few weeks of product testing.. the right wick, how many chipstones is good, what's the burn time.. this is hard work.. meanwhile label designs went through various shapes and sizes, test candles made. Our trusty box maker man made several different boxes and we tested several designs.. 

Coco.. "Yes we are finally in production.. and should have stock ready to ship by October".

So it was teamwork.. and many more AW people tossed in thoughts and ideas along the way.. it was a team effort.. and together we made something magic.. I'm not claiming these candles are really magic.. but they make a lovely gift with a new slant, that sells well in your shops and websites... and that dear reader really is magic.

The creation of new products is always hard work, but thoroughly enjoyable.. it's what we like to do at AW.. the most satisfying part of course is when our customers (and their customers) are happy.

Many of the best ideas of course come from our amazing customers.. 

That's just one new product story.. but we have lots more in the pipeline.

And this week quite a few new products have emerged from the UK aromatics factory...

See below.. all exciting stuff.. and we might be sold out of Magic Candles (for now) but there is always something magic on the way at AW.

Next week: news from Indonesia.

If you have any ideas for products do let me know.

Take care.. have a totally magical weekend.