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 was also working full time, 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. This was the perfect solution, I had created exactly what I had been searching for and was able to share it with other people, whilst also continuing to work full time, but not for long.
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 being so removed from my products (literally across an ocean) was causing major issues in ensuring that I had enough products in stock. It was at this point I decided that I needed to move the entire business to our little cottage (much to Jake's horror!) This decision was not only one of the biggest decisions I've had to make for my business but also one of the scariest.
I'm going to be honest, at this point in time, I had never made a candle in my life. 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 receiving up until this point. Bear in mind that the studio I was working with had been pouring for over 30 years and I had given myself about 2 weeks to learn how to recreate my products. It was a very intense 2 weeks with lots of meltdowns and also a lot of regret at times, but I did it! I can proudly say that taking control of my business was the best decision and I have since made all of my own products myself.
As of January 2021 we relocated to Cornwall, where I continue to pour everything 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!