Let Them Eat Candles, the brainchild of Loree Sandler and her husband Bob Michelson, are handcrafted edible candles made from premium milk and dark chocolate, adding a luxurious and delightful touch to every occasion.
The story behind Let Them Eat Candles is as fascinating as the product itself. At her youngest son’s 12th birthday party, Loree witnessed the wax candles melting and puddling on the freshly whipped icing, a sight that left her feeling dissatisfied. With her training as an architect and a keen eye for detail, she recognized that birthday candles were in desperate need of a revision.
Determined to create a solution, Loree immersed herself in the world of chocolate and pastry. She took classes at Chicago’s French Pastry School and the Chocolate Academy, created prototypes, engaged consultants, and meticulously tested wicks. Her dedication to crafting the perfect edible candle led her to design custom molds, packaging, and a website. Loree also enrolled in a “food business 101” class and joined an incubator, leaving no stone unturned in her pursuit of excellence.
Loree’s hard work paid off when the first bakeries she approached embraced Let Them Eat Candles, and their customers were equally excited. Word quickly spread, boosted by national recognition from Martha Stewart’s American Made contest and a launch on TheGrommet. Behind the scenes, Loree’s father cut wicks, while she handled every aspect of the business, from sourcing and tempering chocolate to packing, shipping, and bookkeeping – a labor of love that was both exhilarating and exhausting.
Recognizing the need for scalability, Loree found an incredible manufacturing partner, ordered pre-cut wicks, and transitioned to sophisticated robotic equipment. This allowed Let Them Eat Candles to be produced on a larger scale while maintaining the same level of quality and attention to detail.
Today, Let Them Eat Candles can be found in hundreds of stores nationwide, with more products in the works, a testament to the company’s success and Loree’s unwavering dedication.
Loree Sandler has a diverse educational background. She graduated with a Bachelor of Arts in Economics from Vassar College in Poughkeepsie in 1986. Her passion for architecture and design eventually led her to earn a Master’s degree in the field, laying the foundation for her eye for detail and innovative spirit.
Prior to Let Them Eat Candles, Loree’s career path was a winding one. She worked in retail, hospitality, and at a law firm, deferring admission to graduate programs in journalism and social work due to her reluctance to commit to a single interest. After marrying Bob and starting a family, she left her design practice to focus on parenting, nourishing various hobbies and volunteering while considering her next professional move.
It was the launch of Let Them Eat Candles on TheGrommet in early 2016 that truly ignited Loree’s entrepreneurial spirit. As the demand for her innovative product grew beyond her capacity to make each candle by hand, she partnered with a manufacturing company to scale production.
However, the road to success was not without its challenges. In the spring of 2019, Loree’s initial manufacturing partner was sold, and the new owner was initially excited about producing Let Them Eat Candles but soon became overwhelmed. Despite significant orders from major retailers like Nothing Bundt Cakes and a grocery chain, the manufacturer dropped Let Them Eat Candles, putting the company’s future in jeopardy.
Loree’s resilience and determination shone through as she leveraged her industry contacts to find a new manufacturer. Though the transition caused delays and hurt the company’s reputation, Loree persevered, communicating transparently with customers and ultimately securing a reliable manufacturing partner.
Let Them Eat Candles are not just ordinary birthday candles; they are a true celebration of indulgence and novelty. These edible delights are crafted from premium milk and dark chocolate, designed with architectural detail and a crisp, tapered shape that sets them apart from ordinary candles.
The unique feature of Let Them Eat Candles lies in their ability to be lit and enjoyed. Each candle is equipped with a short, paraffin-coated cotton wick that allows for a flame that lasts approximately 55 seconds before self-extinguishing or being blown out. This brief window of time is perfect for singing the traditional birthday song without the risk of the chocolate melting into a puddle.
Once the flame is extinguished, the chocolate candle remains a solid bar, ready to be enjoyed as a sumptuous treat. The wick can be easily removed, and the celebrant can indulge in the rich, decadent chocolate, adding an extra layer of delight to any celebration.
Let Them Eat Candles are not just limited to birthdays; they are versatile enough to enhance any occasion, from life and work anniversaries to bon voyage parties, promotions, auditions, and exams. They make excellent gifts for hosts, teachers, event swag, and stocking stuffers, elevating any dessert with their unique and delectable presence.
Accolades and Recognition
Let Them Eat Candles’ innovation and excellence have not gone unnoticed. The company has garnered numerous honors and accolades, including:
- Chicago Regional Growth Corp Export Pitch: 2nd Place, 2018
- Parenting Examiner: Parent Panel Approved, 2016
- Family Choice: Best New Product, 2016
- National Stationary Show: Best New Product – Finalist, 2016
- The Grommet: Most Shared Product, February 2016
- Martha Stewart American Made: Wildcard Finalist, 2014
Through Let Them Eat Candles, Loree has not only created a unique and delightful product but also embarked on an entrepreneurial journey that has challenged and inspired her. From humble beginnings of handcrafting each candle to navigating the complexities of scaling production, Loree’s perseverance and commitment to excellence have been the driving forces behind the company’s success.
As Let Them Eat Candles continues to grow and expand, Loree’s vision for a sweet revolution in the world of celebrations lives on, one delectable chocolate candle at a time.
