How This Asian Couple Earns Over $11,000 Weekly with Candles
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Chapter 1: The Inspiring Journey of Erica and Mark
Introducing Erica and Mark, the dynamic duo behind EMME. This young couple relocated to New York in 2020 with aspirations of starting fresh. However, they faced challenges in securing jobs amidst the city's high cost of living. To make ends meet, they began crafting candles in their kitchen. Fast forward three years, and they now boast a warehouse in Manhattan, three employees, features in prominent publications like Forbes and Buzzfeed, collaborations with Universal Music Group, and are on the verge of achieving a seven-figure income.
How did they accomplish this remarkable feat? I've been following their journey for over two years, and their success can be attributed to one key strategy: building a community through storytelling.
Section 1.1: Finding Their Audience
Everyone has a narrative waiting to be shared, but the first step is identifying an audience willing to listen. Erica and Mark's story is both beautiful and poignant. During the pandemic, they relocated from the Bay Area to New York, leaving their families behind. The transition was tough, as they struggled to find work and missed their loved ones. To cope, Erica began making candles to create a sense of home while generating income.
Amid the rise of hate crimes against Asian Americans, they decided to contribute a portion of their profits to support AAPI initiatives. They began sharing their journey on TikTok, aiming to motivate others to stand up for themselves. Their story struck a chord with those also separated from their families and Asian Americans longing for connection.
Section 1.2: Repositioning Their Brand
Initially, Erica and Mark positioned their brand as a luxury home fragrance line, launching three scents. However, they quickly identified that their Asian fusion honey and jasmine candle was the top seller. Their market research revealed a significant gap: a lack of authentic Asian-inspired scents. Recognizing this opportunity, they decided to reposition their brand to focus on Asian flavors, aiming to fill this void with their unique story.
Chapter 2: Authenticity and Community Engagement
In the first video, titled "$1000 a Month Selling Candles as a Side Business," Erica and Mark share their insights on building a successful candle business, detailing how they started small and scaled up through community engagement and authentic storytelling.
The second video, "17-Year-Old to Make $1 Million Selling Candles," showcases the journey of young entrepreneurs in the candle business, highlighting innovative strategies and community support.
Section 2.1: Crafting a Strong Message
EMME excels in branding and messaging. Their communications are direct and resonate deeply with their target audience: Asians living abroad who yearn for connection. Their TikTok content consistently reflects this theme, with Erica narrating while Mark assists in various tasks—packing, labeling, and brainstorming ideas. Their teamwork is not only inspiring but also conveys a message of partnership and support.
Section 2.2: Embracing Vulnerability
Running a business is rarely a smooth ride. Erica and Mark are transparent about their challenges, openly discussing the hurdles they faced, such as product development setbacks. Erica’s heartfelt video showcasing her parents’ support touched many viewers, illustrating the cultural pressures faced by Asian families. One video of her father helping with candle assembly garnered over 50,000 views.
Section 2.3: Exceptional Customer Care
Providing excellent customer service is essential for retaining clients. I can personally attest to EMME's commitment to customer satisfaction. When I ordered a candle as a surprise gift, the delivery faced issues. Mark promptly responded to my inquiry and worked with the courier to resolve the problem, demonstrating dedication that encouraged me to order from them again.
What Can We Learn from Erica and Mark?
While their business may differ from many in the digital space, several fundamental lessons emerge from Erica and Mark's journey:
- Embrace Your Uniqueness: Their relatability is a core strength. They represent the struggles many faced during the pandemic, and their story can inspire others.
- Identify the Right Platform: By sharing their journey on TikTok and Instagram, they effectively engaged their audience. Choosing the appropriate platform is crucial for storytelling.
- Communicate Clearly: Erica and Mark's messaging is focused, targeting a specific audience and addressing their needs for connection and belonging.
- Share Both Triumphs and Challenges: Authenticity involves sharing both successes and setbacks. Engaging storytelling often features characters overcoming obstacles.
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