From Spain, Dreams Tell turns the worlds of literature and cinema into handcrafted candles. Each creation combines fragrance, design and packaging to evoke the emotions of a story or a character. The brand speaks to anyone looking for an original sensory experience, where every candle becomes a journey of scent and sight.
The name Dreams Tell suggests "dreams that are told" ("cuentame un cuento" in Spanish). It is the fascinating concept of a neurodivergent Spanish family who set out to capture the emotions of a book or a film in a simple scented candle or through a range of illustrated creations. The fragrance is chosen to match the work, and naturally that care extends right through to the design of the label and the packaging. Candle maker Miaou Candle also pays particular attention to the labelling of her candles, and highlights how easy it is to create her labels thanks to her partner Avery.
How did you get started with candle making?
"At first, I made a few soaps, then I found out on a forum that you could make your own candles. So I started searching online for somewhere to buy supplies. I came across your website, which offers a wide choice of fragrances.
My husband and I were then able to start making candles inspired by books, films and famous characters. A large share of our customers are book lovers looking for a fragrance that takes them back to certain passages of a book. Our customers are also film fans: both the scent and the label of the candle transport them into the films they love so much.
We made a name for ourselves through social media and, above all, thanks to Instagram. We looked on Instagram for people with a modest profile in the book world: accounts that post about books and have a decent number of followers. We then sent them some of our products so that they could try them and present them to their community. And that is how, little by little, people got to know us.
Today, we change our 'ambassadors' roughly every 4 months to reach a wider audience and grow our visibility. Candle making involves fewer regulations than soap making. What's more, candles can be sold quickly, as little as 48 hours after they are made."
What was the hardest moment when launching your business?
"Finding a reliable supplier was the hardest part of launching my business. My original supplier, before Terre de Bougies, seemed reliable, and I thought everything would go well. So I bought a few products, but the fragrances were poor quality and very synthetic. Obviously, I don't want my candles to smell of plastic.
So I looked for a supplier in France, even if it meant adding a mark-up (because of the distance between France and Spain), and that is when I discovered your website, with an impressive product catalogue and very high-quality fragrances. For us, it was THE solution. I'm always happy with the fragrances, I love blending scents and it's always a pleasure to try the new releases. Sometimes I place an order just to make my own candles. For example, we made a 'Beauty and the Beast' candle with the Rose fragrance, and we offer between 15 and 20 different candles in our shop."
What do you think of the candle world and the candle business?
"I think the candle world is accessible; there is real potential in this sector for people who want to open their own shop. In Spain, thanks to social media, we discover new shops of every kind every day. People are starting to handcraft candles, soaps and home fragrance products in their own style.
I'm convinced there is room for everyone, and for every style too. For example, if someone buys a candle in one shop, that doesn't mean they can't buy another one in a different shop. The most important thing for a maker is, above all, to put love into their work and to find a trustworthy supplier who can guarantee the quality of the products. On that point, I think customers can tell the difference!"
In the next instalment of this series of portraits and interviews, discover the journey of Virginie, founder of Atelier Virginie, whose spark came from… a simple German magazine that would turn her life upside down and mark the start of a new creative adventure.
