The Dani Ledo Story
Hi there! I'm Dani and this is my little helper Penny. I started Dani Ledo back in 2017 from my little studio flat in Jersey. Having been vegan for just over a year, I was starting to get very frustrated at the lack of ethical options when it came to home fragrance.
I had previously been a fan of all the big fancy brands, but was really put off when I found that most of them test on animals or use non-vegan ingredients. After doing some research, it soon became clear that it was possible to create candles that were ethically made, vegan, clean burning and that smelled just as good as those from the brands I so desperately wanted an ethical replacement for.
As I lived in a very tiny studio flat and also had a full time office job, I began working with a studio based in the UK, where I would design the candles, the packaging, the scents etc. and they would make them for me. At the time this was the perfect solution, not only had I got exactly what I had been searching for, but I was able to share them with other people too. It also meant that I could continue working full time, but this 'perfect' set up was short lived.
Fast forward to July 2020, I had now moved into a little 1 bed cottage with my partner Jake and lockdown had well and truly set in. All of a sudden my sales skyrocketed and I was starting to have major issues keeping enough candles in stock to keep up with demand. It was at this point I decided that I needed to take control of my business and move the entire making process to our little cottage, much to Jake's horror!
This decision was not only one of the biggest I've had to make for my business, but also one of the scariest. I'm not going to lie, at this point in time, I had never made a candle in my life and I had just taken on the responsibility of, not only making all of my own products, but matching the standard that my customers had been so happy with. Bear in mind that the studio I was working with had been pouring candles for over 30 years and I had given myself about 2 weeks to learn how to recreate all of my products. These 2 weeks did come with a lot of meltdowns and also a lot of regret at times, but I did it! I can now proudly say that I have since made all of my own products and taking control of my business was the best decision I could have made.
As of January 2021 we relocated to Cornwall, where I continue to pour all of my products by hand and I cannot wait to see what the future has in store for Dani Ledo.
I hope you enjoyed reading about how Dani Ledo came to be. If you'd like to see more behind the scenes, come and find me on Instagram, I'd love to have you join me on the journey!