Making memories with wax
Memories are a funny thing. We only find out that a moment has been indelibly inked into our minds when random details sneak up on us. It’s always the little details that trigger it: beautiful color schemes, blooming flowers, unique themes, the way clothes sparkle when light hits them, how the venue smelled when you first stepped inside. When our senses are engaged, memories are made.
Lumi Candles cofounders Rich and Nesza Asuncion not only want to engage the senses through their products—they also want to uplift the spirits of their users. Lumi is an abbreviation for “Lighten Up Moods Instantly.”
Lumi started out as a hobby in 2019. The couple studied and experimented with waxes and fragrances to give as gifts to friends and family.
“I had long understood how scent could dramatically alter the ambiance of a space. This led me to finally pursue my curiosity and drive in 2019, which quickly evolved into a genuine passion,” Rich said. “The act of creating something tangible that could bring comfort and joy to others resonated deeply with me.”
Their business was launched one month before the COVID-19 lockdown in 2020. They used their free time to channel their energy into learning how to build their website, take product shots, and learn about Facebook ads.
“Investing in these areas during a time of such global uncertainty, when spending was the last thing on most people’s minds, was a leap of faith,” said Rich. “Selling nonessential candles during a pandemic was an unexpected challenge, yet it fueled our determination.”
Their first order came on Easter Sunday. When the last quarter of the year came in, they had expanded from six to 16 scents and introduced different sizes. They also hired their first marketing employee.
“The end of 2020 was a whirlwind of tireless work, sleepless nights, and immense gratitude. Waking up at 4 a.m. to pack orders, juggling production, deliveries, and marketing until late into the night, became my routine for the next year and a half,” he said.
Sustainable, personalized
Sustainability has also been a core value for Lumi. Rich said that a business should be done responsibly. They do so by choosing natural waxes, eco-friendly packaging, and ethical sourcing right from the start.
“We built Lumi with three pillars in mind: environment or planet, people and animals, reinforcing the importance of creating beautiful products coupled with the concept of paying it forward,” he said.
What sets Lumi Candles apart is the way they personalize orders according to the preferences of their clients. From the scent to the packaging, everything can be personalized to their clients’ wishes. Rich says it’s important to listen and ask the right questions so they can be aligned with the theme of the event.
“If a client describes themselves as energetic and vibrant, I might suggest blends with zesty citrus or uplifting floral notes,” he said. “For a more serene and sophisticated personality, I might explore richer, more nuanced woody or amber scents.”
Some of them share specific memories that they want to be replicated in scent. It could be the memory of a childhood home or even mangoes, which was what Lifestyle requested for its latest edition of Lifestyle Pursuits in Casa Buenas with Goldilocks.
Venue ‘fragrancing’
They are also now introducing a new service called venue fragrancing, which they tailor to enhance the theme of an event.
“Creating a custom fragrance is all about personalized service. It begins with truly understanding your vision. I transport myself into a certain occasion, memory, or desired atmosphere,” said Rich.
He then explores his curated collection of fragrances and how individual notes interact, much like a sommelier guiding wine pairings. The selection of fragrance blends follows after.
“This part is all about incorporating everything you can associate with the vibe, memory, or place you want someone to be transported to,” he said.
This is the kind of care that goes into each Lumi candle. The hand-poured wax represents both memories of the past and future. Sometimes, memories can be made—layer by layer, note by note, scent by scent.
