30 years of creations in Coventry: a visit to the candle factory
(Crystal A. Proxmire, May 9, 2022)
Ferndale, MI – A candle is not a complicated thing to make. As the founder of Coventry Creations, Jacki Smith, said: “Wax and a wick. That’s all you need. Everything else you do with it is subjective. That’s how you make it your own.
But taking the simplicity of a wax and wicks and turning them into an internationally beloved brand celebrating 30 years of success is something that required a touch of Jacki Smith magic – accentuated by clear intentions, hard work and lots of love.
Smith made her first candles at her kitchen table, reveling in the process of melting the wax, adding the colors and scents, and watching her work take shape into something that made a perfect gift for friends and family. .
It wasn’t long before she wanted to spread that joy further, and the prosperity candle was made. Beautifully green in color with a scent of bergamot and clove, the candle helps its owner set the intention for wholesome enrichment.
The green candle that I see in front of me,
Contains the seeds of prosperity.
I invoke forces superior to me,
To awaken the wealth I hold within.
May I be enriched in the most correct way,
Hurting no one and helping everyone
How it fills my stay.
I invoke you in perfect trust and love,
To create abundance from above.
What I do true and so shall it be,
Bring the necessary three times.
The philosophy behind this prosperity candle is one that reflects the kind of entrepreneur Smith always wanted to be – one who can take pride in his work, one who treats everyone he deals with well, and one who gives back to the community. who supports them.
This first candle in the Coventry Creations range helped launch a business that would grow to include a robust wholesale business, an online magical following, a network of wizarding friends, a quaint and popular downtown boutique of Ferndale, a factory in the industrial district of Ferndale that constantly smells of flowers, and a team of nearly 30 people who make everything run smoothly.
Smith partnered with her sister Patty Shaw, making it a family business. Together they perfected the blends of colors and scents and found the names and intentions they wanted to share. They then went to gift shops, candle shops and variety stores to have her products placed there.
“We had stacks of phone books from everywhere and we were going through cold calling sites that we thought might want our product,” Smith said. “It was the 90s, so we still had those big yellow phone books. I love telling people that I’ve been in business since before the internet.
Over time, they moved through distributors and eventually developed an in-house sales team. A proud moment came in 2008 when they were able to take over the established Candle Wick Shoppe business from a basement store in downtown Ferndale. There, customers could purchase candles as well as other gift items like incense, tarot cards, decorations and more. In 2015 they moved to a more prominent location, where customers continue to revel in the magic and variety.
While the store thrives in the quirky, artistic city center setting, the internet has meant the biggest growth for Coventry Creations, and those determined networking skills translate well to the web. Not only did Smith and Shaw manage to hit stores, they bonded in spiritual circles with candles, leading to the Chakra Magic line of candles. According to their website, “Chakra is the Sanskrit name for the small center of power that attracts and distributes mana (energy/light) from heaven (the energy/light source). Each chakra supports body, mind and emotional functions. Those unfamiliar may recognize the silhouette of a person meditating with rainbow colored lights or crystals for each power center. In the Coventry line, each candle is the appropriate color, with a mandala pattern to match. Among them, the yellow solar plexus of the Confidence candle, the Love candle scented with orange blossom, sage and carnation for the sacral chakra, and the royal violet of the “Answers” candle for the crown chakra.
The mastery of networking and the reputation of the products also led to the women teaming up with the famous witch Dorothy Morrison. In 2010 they decided to create a specialty line called Wicked Witch Mojo candles.
Dorothy Morrison has been a practicing witch since the early 70s and is the award-winning author of 14 bestselling books on magic and witchcraft. She is the owner of Wicked Witch Studios, an online store specializing in handcrafted items designed for witches, and the creator of the Wicked Witch Mojo line of occult products.
“Outta my way,” is a teal mainstay with scents of incense and lemongrass and the powerful words “”Outta my way I say!” I have things to do, wishes to fulfill and dreams to manifest. Outta my way I say! I have ideas to share and projects to carry out. Outta my way I say! Because I will crush you if necessary! Others include Extreme Bad Ass Candle, Red Stillettos and Makin’ Tracks. There is also a full line of scented oils to help create the right mood.
Keeping with the witchcraft theme, but going beyond wax and wicks, Coventry has created the Union of Witches – a club with a Facebook group, membership card, special patches and more.
“To be a witch is to embrace your power and manifest it in all aspects of your life,” the website explains. In the group, members can “Ask for spell advice, review a book that inspired you, share a funny cat-witch meme, you name it. Feel free to fuel the discussions and ask questions! We want you to feel comfortable and get the most out of your practice.
The new limited edition Blessed Herbal Awakening Goddess range, with magic stones adding beauty and energy to flowery design labels, and percentages of proceeds support Planned Parenthood. Inner Justice, for example, and has an affirmative wish “Forgive and reconcile with one of the most important people in your life – YOU. to give you permission to live your best life Be your own best friend with the Awakening Goddess Inner Justice Candle.
The candles are made by a team at their factory based in Ferndale. Oakland County Times went there recently for a tour. There, palettes of opaque plain paraffin are melted in magic barrels, where the liquid is mixed with colors and fragrances, then poured into cylindrical molds where the wick is added. Once hardened, team members smooth the edges, add the labels, wrap in plastic, and store them in the inventory area where they are packaged for orders or to be sent to the store.
The Coventry Creations factory feels like a special place, with the smells swirling around and sticking to visitors’ clothes even after they leave. The workers enjoy a laid-back atmosphere and several of the employees are related to the owners. “I love being able to work with my family,” Smith said. “It really is a family business.”
It is also a community driven business. They have been instrumental in supporting and volunteering for Ferndale Pride, and they have supported other efforts like the Ferndale Library, Ferndale Schools, Ferndale Youth Assistance and Renaissance Vineyard Church.
“We are honored to be part of this community,” Smith said. “Getting involved and supporting the community is part of who we are and what we do. We are all in this together and learning from and supporting each other.
And that’s part of how the Prosperity Candle – and the more than two million candles they’ve made for the world since – works. Now, Coventry Creations is the premier intention-based candle company in the world, shipping magic worldwide from their loving factory here in Ferndale, Michigan.