We had the good fortune of connecting with Tatianna Boghraty and we’ve shared our conversation below.
Hi Tatianna, what is the most important factor behind your success?
The most important factor behind success is the ability to stay strong, resilient, and focused on building the brand. We always need to stay inspired by our vision in order to keep growing and getting our products out there. Then, of course, it’s all about the customers. We don’t want to just make candles and products. A lot of brands do just that. For us, it’s about building a community and lifestyle around our products that fits into the lives of our customers. Building brands today is much more than just the sell, but creating a world that people want to be a part of, a space they can embrace, and an inclusive environment that fosters an open invitation. We’re not just making candles, we’re building a community through our customers.
Can you give our readers an introduction to your business? Maybe you can share a bit about what you do and what sets you apart from others?
My husband and I launched Wicks And Tricks in 2020 in the middle of the pandemic. I think the past year gave us some time to reflect and pursue creative endeavors we likely wouldn’t have. We both really love candles and it was kind of a light up moment, like “hey we should make our own…” We wanted to make candles we’d have in our home, so we started there. We found an amazing manufacturing partner and began testing scents and ingredients that were sustainable and eco-friendly. It was really important for us to 1. produce them with sustainability in mind, 2. make them really cute, clever, fun, and 3. ensure they’re affordable. A lot of times we’d shop for candles ourselves and we’d see these 7 ounce candles going for $60-$70. The barrier to entry into those brands, to us, was too high for the quality and products they were offering. So we set out to create an affordable candle that smelled amazing, was environment friendly, and could start a conversation at your home or office space. We haven’t looked back since…
If you had a friend visiting you, what are some of the local spots you’d want to take them around to?
Oh I love this question…
I’d take my friend to the following spots:
Solstice Canyon – it’s an easy hike immersed in the Malibu mountains and completes at a little waterfall. It’s beautiful, and a great place to find a little peace.
Huntington Gardens – a bit of trek to get there, but the diverse gardens located on a huge grounds are so incredibly beautiful.
Ospi – my new fav dinner spot. They’re spicy rigatoni is so good!
Abbott Kinney is always a fun place to take a stroll and shop for me.
With COVID though, I’d likely want to stay inside that week, catch up over wine, and stay safe as much as we can!
Who else deserves some credit and recognition?
I’d love to give a shoutout to my husband, Omeed Boghraty, who is the co-founder of Wicks And Tricks. You can’t build a brand on your own, and he has aided the growth of the business from day one. Additionally, Caroline Dunivant is the designer behind our labels and brand style. She’s the most collaborative and talented designer, and our business would not be where it is today without her creativity and skill.