Podcast Episode 224: She Succeeded FAST in Etsy’s “Saturated” Candle Niche

 WATCH THIS EPISODE ON YOUTUBE: https://youtu.be/34ULKd1hpFg 

ABOUT LAUREN:

Lauren Aldous is the founder of Heart Mountain Candle Co., a Wyoming-based lifestyle brand specializing in elevated, non-toxic candles and thoughtfully crafted home goods. With a background in psychology and a deep understanding of scent and emotion, Lauren creates products designed to bring warmth, intention, and meaning into everyday spaces.

Before launching her candle business, Lauren built a successful multi-six-figure career in real estate, where she developed a strong foundation in branding, customer experience, and entrepreneurship. She now applies that experience to growing Heart Mountain Candle Co. with a focus on quality, consistency, and smart, intentional growth.

Lauren is passionate about entrepreneurship, intentional living, and the work it takes to build a brand from the ground up. When she’s not in the studio, she enjoys teaching, writing, and sharing practical insights on building a business that’s both creatively fulfilling and commercially successful.

EPISODE SUMMARY:  

In this episode of "How to Sell Your Stuff on Etsy," I am thrilled to welcome Lauren Aldous, the founder of Heart Mountain Candle Company. Lauren shares her inspiring journey from a slow start on Etsy to achieving over 1,200 sales in less than a year, all while navigating the challenges of a saturated market.

We kick off the episode with an exciting announcement about my new program, the Shop Sprint Intensive, designed to help Etsy sellers launch and grow their shops in a high-energy, supportive cohort. I emphasize the importance of commitment and the potential for significant results in just six weeks.

As we dive into our conversation, Lauren candidly discusses her experience with the candle market, acknowledging its saturation but also highlighting the opportunities it presents. She shares her philosophy that saturation indicates demand, and with the right approach, anyone can succeed. Lauren recounts her initial struggles, including receiving her first sale after a month of hard work, and how she pivoted her strategy to focus on SEO and effective marketing.

We explore the psychology behind scent marketing and how Lauren leverages her background in psychology to create compelling product descriptions that evoke emotions and memories. She emphasizes the importance of understanding customer needs and using descriptive language to make her candles irresistible, even when customers can't smell them through the screen.

Throughout the episode, Lauren provides practical tips for Etsy sellers, including the significance of active engagement on the platform, the value of listing new products frequently, and the power of A/B testing to optimize SEO. She also shares her innovative approach to offering scent samples with every order, which has helped her build a loyal customer base.

As we wrap up, I encourage listeners to submit their questions for an upcoming FAQ episode, reinforcing the community aspect of our podcast. Lauren's journey is a testament to the power of perseverance, creativity, and strategic thinking in the world of Etsy selling. Join us for this action-packed episode filled with insights, inspiration, and practical advice for anyone looking to thrive on Etsy!

EPISODE DETAILS 

This week I’m chatting with Lauren Aldous, founder of Heart Mountain Candle Co., about how she built a thriving Etsy brand in the notoriously saturated candle niche. We dive into how her background in psychology shaped her approach to scent, emotion, branding, and customer experience—plus why non-toxic ingredients and intentional design have been key differentiators. Lauren also shares practical tips on shipping, listing photos, and what new sellers can learn from her transition from real estate to ecommerce.

**“How to Sell Your Stuff on Etsy” is not affiliated with or endorsed by Etsy.com 

FIND LAUREN:

Heart Mountain Candle Co everywhere

STUFF I MENTIONED: 

Shop Sprint Intensive Cohort: https://www.howtosellyourstuff.com/shop-sprint-intensive

Try Trendspotting: https://www.howtosellyourstuff.com/offers/JxNYgLnw

Use code KEEP20 to try your first month for just $17, rebills at $37/month

Upcoming Trendspotting Bonuses :

🗓️ March 16 – On Trend Comfort Colors Mockups

🗓️ March 23 -- 5 design templates

🗓️ March 30 -- Double Opportunities (that's 12 for the week, instead of 6)

🗓️ April 6 -- Font Pairing Guide

Submit your questions for the upcoming FAQ episode:

 https://sprw.io/stt-dEeCxhdfYaf3eqBYohD7fZ

HOW I HELP ETSY SELLERS GROW:

⭐Scaling Society: https://www.howtosellyourstuff.com/scaling-society

⭐"How to Blow Up Your Etsy Shop" free training: https://www.howtosellyourstuff.com/interested-in-blow-up-shop 

⭐Trendspotting: https://www.howtosellyourstuff.com/trendspotting

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🎙️ Apply to be on the Podcast: https://sprw.io/stt-xfsV5fhDxxT3NJGVBghmWp

FIND LIZZIE:

Find me on Instagram and TikTok @HowtoSellYourStuff 

HOW TO SELL YOUR STUFF WEBSITE: https://www.howtosellyourstuff.com/ 

HOW TO SELL YOUR STUFF SHOWNOTES: https://www.howtosellyourstuff.com/blog/224

*Some of the links above are affiliate links which means I’ll receive a commission if you purchase through my link, at no extra cost to you. You can see my affiliate disclosure here: https://www.howtosellyourstuff.com/affiliate-disclosure