We like to call FAIRLING an online dating site for brands: The goal is to get a perfect and long-lasting match between brands and stores. And we can tell you this much: There already is quite an amount of great FAIRLING-Love Stories to tell. One of them is the story of Deeva Candles.

Deeva Candles is on the FAIRLING platform since September 2020. Stefania is the founder of the company, based in the small Grand Duchy of Luxembourg, and all candles are personally handmade by her. They are all made from organic Soya wax and she swears by a vegan, cruelty- and paraffin-free production.  All of her candles are hand-poured following a strict 7-Step Pouring Process. This way they preserve most of the fragrance which is so essential to get these highly scented candles. 

With FAIRLING Stefania has managed to sell her candles not only in Luxembourg, but for the first time also in Germany. We interviewed her about her success story:


How did it all start? What’s the idea behind Deeva Candles?

I worked in the Finance industry in Luxembourg. One day I decided that I wanted to do something worthwhile with my life. First, I wanted to have my own business and second, I wanted to build products that make people happy.

I always liked candles. But I could never find a candle which made me happy – genuinely happy. And so I set about the task of making one for myself. 

After several attempts and missteps, I had it! I made a few more and handed them out as gifts to friends and family. They all loved them. And this was the seed from which came Deeva Candles.

What was your favorite highlight or happy moment in the last months?

My initial success was limited to Luxembourg, because my candles were sold solely through shops there. When I got the first shop outside Luxembourg – in Germany, in fact – I was estatic.

This meant that someone wanted to carry my products because of the quality and not just because they wanted to help a small artisan in their home country. This was clearly my favorite highlight of the last several months.


love-story-deeva candles

In marketing and sales, you rely on strong, long-term relationships with your retailers. Why do they choose you? (And why do you choose them?)

First and foremost, retailers who carry Deeva Candles love the products. Secondly, they also believe that their customers will love these products. And finally, customers who love Deeva Candles return to the store month after month for regular purchases. We see evidence in this. Retailers value this return traffic, which they can attract thanks to Deeva, because it gives them upsell and cross-sell opportunities.

You just received your first order, after being on FAIRLING for about four weeks. Could you give us a little bit of background info about this love story? 🙂

This first order via Fairling came from a store in Berlin called Erica Naturkosmetik. Erica exemplifies the same values as Deeva: Vegan, handmade, natural, healthy, etc. The store therefore attracts exactly the kind of customer we want: someone who can understand the benefits of aromatherapy and appreciate candles which are vegan and ayurvedic. I called her after seeing her interested in Deeva and sent her samples that she obviously loved and she made her first order straight afterwards. 


Where is your journey to go? What is your vision of Deeva in the long run?

My vision for Deeva Candles has 3 aspects:

  1. A business which sells through enough retailers to be sustainable – for us and for the retailer.
  2. A brand with loyal customers who get joy from using our products and so they purchase them on a regular basis.
  3. A company which employs women who do not wish to be a part of the corporate rat race, but want to do something worthwhile with their careers while still maintaining a healthy balance between their work and their personal lives.

Is there something you would advice to other young, upcoming brands?

It’s too soon for that. Deeva is still one of these young, upcoming brands itself and I feel not able to give any advice to others yet. 🙂

Thank you, Stefania for the great interview. We wish you all the best and many more Love Stories with stores on FAIRLING!


Company:                                                      Deeva Candles

Founder:                                                         Stefania Toniolo

Country:                                                         Luxembourg

FAIRLING member since:                    Sep 14, 2020

First order:                                                    Sep 27, 2020

Location of first order:                           Berlin, Germany

Most requests within 30 days:          4 (3 countries)

You want to be part of FAIRLING, too?

Great, there’s a whole world of local stores waiting for your products! Just book a free demo call with one of our brandscouts – they will be very happy to talk about your possibilities on FAIRLING and answer all your questions.


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