In the bustling world of handmade goods, few products evoke comfort quite like candles. Enter Late Afternoons, a Montréal-based candle company founded by Valérie, who has turned her passion for craftsmanship into a thriving business. With a focus on high-quality, non-toxic, and aesthetically pleasing candles, Late Afternoons has quickly gained a loyal following. We sat down with Valérie to learn more about her journey, her inspirations, and what makes her candles stand out in a competitive market.
What is your business called, and what does it do?
My business is called Late Afternoons. We create high-quality, hand-poured candles made from a coconut and soy wax blend. Each candle is carefully crafted to bring warmth, comfort, and an inviting atmosphere to any space. I named it Late Afternoons because it’s more than just candles—it’s a vibe. Picture coming home after work, lighting a candle, and creating a peaceful, cozy atmosphere to unwind.
What made you want to do this work?
I’ve always wanted to have something of my own. I’m very skilled with my hands and love creating things. Since I was a child, I’ve been fascinated by candles, and making them with unique fragrances felt like the perfect way to bring my passion to life and share it with others. With my background in business management and marketing, I knew I wanted to build something clean, aesthetic, and meaningful.
What problem did you want to solve with the business?
I wanted to create high-quality candles with unique fragrances 🌸, using non-toxic ingredients 🍃 that are safe for both people and pets 🐶🐱. Unlike many mass-produced candles with synthetic additives, my goal was to offer a product that is both beautiful ✨ and safe 💖 while still keeping the price reasonable for customers 💰.
Who are your clientele/demographics?
My customers are people who appreciate high-quality, clean-burning candles with unique, modern scents. They are design-conscious, value aesthetics, and are mindful of sustainability, seeking non-toxic alternatives.
How does your business make money? How does it work?
I sell my candles through my website and at local pop-up events. I also have my products in a few boutiques and offer wholesale to reach more businesses aligned with my brand.
Where in the city can we find your profession?
I sell my candles online across all of Canada without exception.
Upcoming Markets for 2025:
-Signatures – Originals: April 3-6 (The EY Centre, Ottawa)
-Mon Amie Frankie: April 19 (Montréal, Verdun)
-Marché du Printemps: April 26 (Saint-Rémi, Montérégie)
-Collectif Créatif de Montréal – Marché du Printemps: April 26-27 (Montréal)
-Le Canton Créatif: May 3 (Sherbrooke, Eastern Townships)
-Mon Amie Frankie: May 10 (Montréal, Verdun)
-Signatures – Beaches: June 14-15 (Key Gardens, The Beaches, Toronto)
-La Grande Fabrique Hochelaga: August 9-10 (Montréal, Hochelaga)
-Festival Focus: August 29-31 (Saint-Adolphe-d’Howard, Laurentides)
I also sell my candles in select boutiques across Québec:
-Pépinière La Vieille Grange (Laval)
-Fleuriste Ste-Rose (Laval, St-Thérèse, Blainville)
-Esthétique Coiffure Manuela (St-Thérèse)
-Sports Experts (Sherbrooke)
-Épicerie Epizode (Montréal)
What is the best question a prospective customer could ask when comparing services?
A great question would be: “What makes your candles different from others?”
We use wooden wicks instead of cotton, which create a soothing crackling sound when burned. Our wooden wicks are FSC-certified for sustainability. We also prioritize using ingredients that are good for health, such as non-toxic waxes and natural fragrances, to ensure a clean and safe burning experience. We aim to maintain an aesthetic appeal with a clean, minimalist design while incorporating colourful elements to make our candles both beautiful and functional.
What is the best part about what you do? What is the worst part?
The best part is seeing how my candles bring joy and comfort to people’s homes. 🕯💖 I love the creative process—choosing scents, designing packaging, and engaging with customers at pop-ups. 🎨✨
The hardest part is managing everything as a small business owner. 💼 There’s a lot of behind-the-scenes work, from production to marketing to logistics, but it’s all worth it! 🙌
What is your favourite joke about your own profession?
I have a lot of candles… and I’m not afraid to light them all at once. 🕯🔥😅
Where can we follow you?
