Launched during the pandemic, cent.ldn aims to offer the most exclusive and distinctive candles on the market. Each candle is uniquely crafted, custom-made, and hand-poured by a skilled team of specialists based in their hometown of London, UK. For her latest collection, "A City Born To Create," Mack collaborated with a group of female creators from London to create six exclusive candles, each representing the artist's hometown and the creative communities that reside within. Check out our full conversation with Hayley Mack and shop the latest cent.ldn collection today.
Can you share with us your experience as a female entrepreneur and some of your favorite moments since the launch of cent.ldn?
Launching a brand, especially as a female entrepreneur, was an exciting and challenging experience, yet one that I encourage everyone with an idea and a passion to pursue. When incorporating the business in October 2020, I was reluctant to position myself publicly as the founder. Coming from a working environment heavily dominated by male stakeholders, I naively felt that consumers would perceive the brand better if it was led by a male. Once I began finding confidence in my craft, and building expertise in my field, I realized there was no one better than me at presenting the brand.
Being a female entrepreneur requires perseverance, resilience, and a willingness to learn and adapt. It can also be a rewarding and empowering experience, as you have the opportunity to create something meaningful and impactful while overcoming obstacles and achieving success.
My favorite moment for cent.ldn has to be in June 2022 when we took over the Land Rover Defender in the designer street room of the iconic Selfridges, London in collaboration with Tanqueray Gin. After this, we threw a packed-out party with our favorite DJ Tiffany Calver. The whole experience was a moment of realization that cent.ldn transcended being just a candle brand. It was a community. Our collabs with the likes of Nando’s, Adidas, Cirôc, and Hunter are also incredible moments for us.
What sparked your interest in starting your own candle brand? How did you go about turning that interest into a reality?
I’ve always been a creative individual and for as long as I can remember, working with my hands has been my favorite medium of work. My career prior to cent.ldn took me through an incredible run in brand marketing, working alongside some of the most well-known global franchises, including F1 & Monster Energy. I worked across music, entertainment and sport, and after delivering projects for over 12 years, I knew that I one day wanted to build something of my own. I had no idea that cent.ldn would be that something.
Candles at that point were just part of my routine. I would light one every evening and it was something consistent I could do in my daily life. It wasn’t until I tried pouring my first glass candle out of boredom during lockdown in 2020, that I actually found a passion for it. I don’t remember there being a specific reason why I tried it, and my first attempt was terrible, but I loved the process and was hooked. They became a tangible way for me to focus on creating something beautiful that I could hold in my hands. Being able to see a finished product was incredibly fulfilling and gave me a sense of accomplishment during a time when everything else felt uncertain.
To turn this interest into a reality, I knew that I wanted my candles to be more than just decorative pieces, but also functional works of art. Whilst I took the lead on the candle artistry, I then built a team of experts who formed an elite group - the cent.ldn product development team. From skilled digital artists to refined mold makers and more, we were able to work to TV & film standards and tackle challenging processes and briefs. I had to experiment with different materials and techniques to create candles that were both visually striking and functional, which can take up to 6 months.
Your latest collection, "A City Born To Create," features candles inspired by London and created in collaboration with female creators from the city. Can you tell us more about the inspiration behind this collection and how you came up with the idea?
Living and working in London, I have always been fascinated by the city's vibrant creative scene and the incredible female creators who call this city home. From artists and musicians to writers and designers, there is no shortage of talent and innovation in London.
That's why I wanted to create a collection of candles that not only captured the spirit and essence of the city but also celebrated the incredible women who are shaping and driving the creative scene here.
To bring this vision to life, I reached out to a group of female creators from across the city, including artists, designers, and entrepreneurs. I wanted to collaborate with these women to create a collection of candles that was truly inspired by London and its creative energy.
Together, we explored different scents and designs that captured the essence of their hometown, from the bustling energy of the city streets to the serene tranquillity of its parks and gardens. We drew inspiration from the city's iconic landmarks and cultural institutions, as well as from our own personal experiences and perspectives. We wanted the consumer to smell the candle and instantly be transported to the place.
The result is a collection of candles that is truly unique, yet undeniably London.
Could you walk us through the process of working with an all-female collective to create this unique candle range? How did you ensure that everyone's vision and ideas were heard and incorporated?
The process of working with an all-female collective to create this unique candle range was a collaborative and empowering experience. By listening to each other's ideas and incorporating everyone's visions, we were able to create a range of candles that truly reflected the spirit and creativity of London and celebrated the power of women in the creative industry. It was a collaborative process that involved careful planning, open communication, and a commitment to listening to everyone's ideas and visions. Here's how we made it happen:
Planning and Conceptualisation: To kick off the project, I worked with the group to identify a concept and vision for the candle range. We brainstormed ideas together and explored different themes and scents that could capture the essence of London and reflect each woman's unique perspective.
Collaborative Design Process: From there, we began the design process. We worked with London-based artist, Charlotte Archer who took each woman’s visuals to life through a hand-drawn illustration featured on the inside of our reusable packaging. Each creator brought her own unique skills and talents to the table, and we worked together to create a range of candle designs that reflected each woman's vision and style.
Testing and Feedback: Once we had designs in place, we moved on to testing and gathering feedback. We shared our candles with each other and gathered feedback on the scent, burn time, and overall aesthetic. This feedback was essential in refining our designs and ensuring that the final product met our collective standards of quality.
Final Production and Launch: Finally, we moved on to final production and launch. Each woman played a key role and we shot amazing content of each creator in their natural habitat creating. Together we ensured that the final product was perfect and ready for launch.
Are there any women in business or entrepreneurship that you look up to as role models?
There’s a group of women I call my ‘Dream Team’. A group of peers that have helped me throughout my career. They have been integral to my growth in business and personal life. They are my go-to’s, my mentors, and my inspirations. By sharing their experiences, they have given me shoulders to stand on in mine. They’ve helped me to realize that hard work alone is not enough and that hard work alone is not enough. I truly believe that the fastest way to learn is to surround yourself with people who have already achieved what you want to do or are more experienced than you. Go and find your Dream Team!
What advice would you give to women who aspire to become entrepreneurs?
Believe in yourself: The first and most important step is to believe in yourself and your abilities. Trust that you have what it takes to succeed and don't let self-doubt hold you back.
Identify your passions and strengths: Think about what you're truly passionate about and what your strengths are. Building a successful business takes hard work and dedication, so it's important to choose something that you're truly passionate about.
Do your research: Before diving into entrepreneurship, it's important to do your research. This includes understanding the market, identifying your target audience, and researching your competition. This will help you develop a solid business plan and increase your chances of success.
Take calculated risks: Entrepreneurship involves taking risks, but it's important to take calculated risks. This means doing your due diligence and carefully weighing the potential risks and rewards before making a decision.
Network and seek mentorship: Building a strong network of like-minded individuals and seeking mentorship can be incredibly helpful in navigating the ups and downs of entrepreneurship. Don't be afraid to reach out to others for guidance and support (including myself!)
Embrace failure and learn from it: Failure is a natural part of the entrepreneurship journey. It's important to embrace failure as an opportunity to learn and grow, and to use those lessons to improve your business moving forward.
Stay focused and persistent: Building a successful business takes time, dedication, and persistence. Stay focused on your goals and keep pushing forward, even when faced with setbacks or obstacles.
Are there any particular individuals or brands that you would love to collaborate with in the future?
I am always on the lookout for exciting collaboration opportunities that can help take my brand to the next level. My imagination runs wild most days and ideas are always flooding in, it’s hard to sometimes pin down the one to shoot for next.
For now, all I can say is stay tuned for April 2023…
What's next for cent.ldn?
Our promise is to keep bringing you never been seen before collectible candles that's for sure! Anything and any shape is possible, and we don’t hold any limitations on creativity. Our next 3D collab releases at the end of April, with (pinch me), one of the biggest superstars in the world.
In addition to expanding our product line, we are also focused on continuing to develop and refine our existing line of candles. We are always experimenting with new techniques developing the unique 3D designs, and we are committed to using the highest quality materials and sustainable production practices. We will always remain a hand-crafted product with all production made from our London-based studio.
Our goal is to continue to grow in a way that is sustainable, ethical, and aligned with our values as a brand. We are excited about the future and look forward to sharing our new products and innovations with our community in the years to come.
To stay up to date with Hayley and cent.ldn's latest creations, be sure to follow their social media accounts at @hayleymackkk and @cent.ldn. Also, be sure to check out our Hypebae editor's curation of HBX's top female designers and shop our International Women's Day flash sale.