Nicole Gaines knows what it feels like to want to go home after a long day at work and spend the evening (or weekend) fueling her creative side.
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Gaines, a nurse who works in the medical device sales industry, was looking for an outlet where, she says, “I could focus on my talents and my passion.” She combined her love of candles with her love of music and opened her Nashville-run e-commerce store in November 2018.
Before launching The Clarity Shop, Gaines had to find the best process for her creating her own unique line of candles.
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“I had to learn how to use different ingredients, and that the types of wicks you use in the wax make all the difference,” she says.
The Clarity Shop sells six candles, but what makes each one unique is that each individual scent is inspired by the vibe of a different song. The candles even come with their own playlist.
Gaines’s idea for pairing songs with candle scents was a way to differentiate her company from others in the market, and to add a personal element to her candles.
“How do I connect something that I love with candles so it could be my own thing? That’s how I brought in the music concept, because [your mood] depends on what song you listened to,” she says.
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“You want to feel the vibe and listen to the music, so that was my idea behind actually providing a playlist with each song, so people can get into the mood and have an experience while burning my candles.”
The Outkast song “So Fresh, So Clean” reminds Gaines to not be afraid, and “to let the world see your greatness.” Therefore, she used the clean and fresh scent of amberwood and saltwater to create the So Clean candle. Her personal favorite playlist and candle is Give Me Love.
“I’m just a lover at heart, and I try to find the beauty in everything, so that playlist connects with me,” Gaines says.
Once Gaines creates the scent, she uses natural lead-free cotton wicks and an all-natural coconut wax for each candle. Although the candle-making process takes 30 minutes from start to finish, Gaines cures her candles for a few days before she ships them out to customers.
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The Clarity Shop continues to grow; customers can look forward to more playlist-inspired candles and collaborations. Gaines is most excited for her coming-soon experience packages: Clients will be able to make candles while enjoying the vibes from great music.
“It’s a hands-on experience where people can just take something away from creating the candle in person.”