Cardinal Sigitas TamkevičiusLithuanian Cardinal, Former Soviet Prisoner of Conscience & Champion of Religious Freedom

Wix eCommerce | How Coal and Canary Built a $2 Million Luxury Candle Business Online

Name: Wix eCommerce | How Coal and Canary Built a $2 Million Luxury Candle Business Online
Uploaded: 2021-02-09T12:10:36+00:00
Duration: 1 min 42 s
Channel: Cardinal Sigitas Tamkevičius
Description: In this testimonial, the founder of Coal & Canary recounts how a kitchen‑started candle brand grew into a $2 million D2C business. When the COVID‑19…

9 Feb 2021 · 2 min

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1:42

In this testimonial, the founder of Coal & Canary recounts how a kitchen‑started candle brand grew into a $2 million D2C business. When the COVID‑19 pandemic forced the closure of wholesale and brick‑and‑mortar channels, the company pivoted entirely to online sales, leveraging Wix eCommerce tools. By relying heavily on Wix analytics, the founder could identify and target customers, leading to a 535 % sales increase. Email marketing proved pivotal: a single campaign generated 612 orders and $40 k in revenue, and weekly newsletters now sustain growth. Automated post‑purchase emails sent 30 days after a sale drive repeat purchases, contributing to a roughly 50 % customer‑return rate. The narrative highlights the rapid shift to digital, data‑driven decision‑making, and the power of consistent, automated communication in scaling a luxury candle brand.

Chapters

We were able to take an idea born over a glass of wine and grow it into a $2 million business. When the pandemic happened, we had to shift our wholesale, our retail and our brick and mortar location strictly to D2C online. All of a sudden, we had to put all of our eggs into that online basket. We decided to really focus on that and invest in that coal. And Canary sales have grown 535% in. With such rapid growth, I rely on WIX analytics to make smart business decisions. We really use it a lot. It really helps us pull back the curtain of that website and that customer. And who is she? We don't know. We don't get to see her anymore because she's online. One of the ways that we like to reach our target audience is by really focusing our efforts on email marketing. This email alone has generated 612 orders and 40k in revenue. We send emails every week now. This year with the pandemic has really introduced us to a whole new set of customers that we have never had the opportunity to reach before. And up to this day, we currently have, I would say, about half of our customers that are returning, which is absolutely incredible. One of the tools that have led to the most success as far as getting business and repeat customers is the automated emails that are sent out 30 days after a customer purchases a candle. When I first started Colon Canary in my kitchen six and a half years ago, I never would have dreamed that it would be even as big as it is today.